The Dialogue Architects

From Reports to Responses: AI in Pharma Marketing

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In this episode of The Dialogue Architects, host Lauren Goerz sits down with Eugenia Zeibig, Strategy & Innovation Lead — Marketing AI & Commercial Analytics at Pfizer, to explore how AI is reshaping decision-making in pharma marketing.

The conversation focuses on what it takes to bring AI into the daily workflow of pharma marketers — combining visual insights with natural-language dialogue to move from weeks of stitched-together analysis to faster, more informed strategic decisions.

Lauren and Eugenia discuss the challenge of designing AI systems that marketers can actually trust, why quality matters more than quantity when delivering recommendations, and how AI behavior needs to adapt across different therapeutic categories in pharma.

The episode also explores:

  • Balancing "push" insights with "pull" conversational querying
  • Teaching AI to "speak marketing"
  • The difference between high-impact strategic decisions and rapid campaign optimization loops
  • Measuring AI adoption inside a marketing organization
  • The future of orchestration across copilots, foundation models, and enterprise AI tools

    • A practical conversation for enterprise AI leaders, marketers, product teams, and conversational AI practitioners interested in how natural language interfaces are reshaping data analysis and strategic decision-making in regulated industries.

    Views shared by Eugenia Zeibig are her own and do not reflect Pfizer corporate guidance.

    Guest Bio

    Eugenia Zeibig is the Strategy & Innovation Lead — Marketing AI & Commercial Analytics at Pfizer. With nearly two decades of experience connecting analytics to commercial outcomes across healthcare and retail, Eugenia leads initiatives focused on building AI-forward, data-driven solutions that empower enterprise marketing teams with conversational AI, strategic insights, and faster decision-making workflows.

    Key Topics Discussed

    • Approaching AI design for pharma marketing teams
    • Why analysis speed matters in pharma marketing
    • Combining visual insights with natural-language dialogue
    • Designing AI systems marketers can trust
    • Why "quality over quantity" matters in AI recommendations
    • Why AI behavior differs across therapeutic categories
    • Strategic decision loops vs rapid campaign optimization
    • How to measure AI adoption inside a marketing organization
    • Empowering marketers through conversational analytics
    • The future of orchestration across enterprise AI systems

      • Episode Timestamps

      (00:00) Welcome and guest introduction 

      (01:01) Eugenia Zeibig's role at Pfizer 
      (02:50) Understanding pharma marketing audiences 
      (04:55) The marketer workflow before AI 
      (08:00) Designing AI for pharma marketers 
      (10:24) Balancing push and pull interactions 
      (13:07) Building trust through quality 
      (15:23) Big-loop vs small-loop decision-making 
      (18:46) Scaling AI across brands and therapeutic areas 
      (22:59) Measuring adoption inside a marketing organization 
      (27:07) Natural-language dialogue for marketers 
      (29:24) Empowering marketers and data science teams 
      (31:22) The future of AI tools and orchestration 
      (33:51) Closing thoughts and farewell

      Links & Resources

      • Eugenia Zeibig — LinkedIn
      • Lauren Goerz — LinkedIn
      • Learn more about trustworthy conversational AI at Rasa: rasa.com

        • About The Dialogue Architects

        The Dialogue Architects is a podcast from Rasa, hosted by Lauren Goerz, exploring the craft and strategy behind designing conversational AI in the enterprise. Each episode brings together technologists, designers, and product leaders to unpack how dialogue is built, scaled, and governed in real-world systems.


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