AI in MedComms: Are Agencies Ready for Audit, Pricing and Client Scrutiny?
Welcome to episode 171. I’m joined by Duncan Arbour, Head of AI Innovation in the Kinetic team at Syneos Health.
Duncan has spent a decade in innovation roles in healthcare communications at Syneos Health, first as an evangelist for AI, then as an operator of the tools for live client projects, and now building out agentic services for cross-business teams. He believes the agency world is rapidly shifting from a content economy to a trust economy, where verification, judgment and accountability are the product; and that account teams are better placed for that world than most people are telling them.
In this chat, we cover:
Why trust, governance and AI disclosure are becoming increasingly important for MedComms agencies
How procurement and clients may start scrutinising agency AI use much more closely
How AI could change agency pricing and the traditional hours-based model
Why some clients may soon have stronger AI capabilities than their agencies
The skills agency people need to stay valuable as AI adoption accelerates.
Duncan’s message is very human: despite all the advances in AI, critical thinking, judgement, challenging and giving good feedback are going to become even more valuable.
You can connect with Duncan Arbour on LinkedIn here: https://www.linkedin.com/in/duncanarbour/
If you’d like to keep up to date with changes in the agency world as they relate to the account management role, or find out more about my client retention and growth training, visit the Home page for more information.
If you’re listening during September 2026 and you’d like to join me in Atlanta, I’ll be co-hosting the next AM:PM Event on Tuesday 29th and Wednesday 30th, an in-person event for agency leaders focused on the future of account management, project management, client retention and growth. You can find out more and register at https://theampmevent.com
