The Impact of AI Awareness, Perceived Bias, and Ethical Concerns on Pharmaceutical Marketing Decisions: Mediating Effect of Trust

Abstract

The purpose of the current study is to examines the impact of AI awareness, perceived AI bias, and ethical concerns on pharmaceutical marketing decisions, with trust as a mediating variable. Artificial Intelligence has changed the world and everything is in the process of transformation. In the pharmaceutical sector the AI integration has great impact on its marketing and decision-making. Many problems are faced in its proper integration because of algorithmic bias, ethical issues, and trust among professionals. The research adopts a quantitative survey-based approach  and collects data from medical representatives also known as the real marketers, working for pharmaceutical companies. A sample of 274 respondents was selected using Cochran’s sampling formula. The study used simple random sampling technique and the data were analyzed in SPSS 25. The findings reveal that AI awareness significantly and positively influences pharmaceutical marketing decision-making. The PAI bias negatively affects decision outcomes while the ethical concerns positively influence decision-making. Moreover, the mediation analysis confirms that trust plays a crucial role in strengthening the relationship between AI awareness and decision-making, while reducing the negative effects of perceived bias. The study highlights the importance of AI literacy. The pharma sector must ensure transparency and implement ethical frameworks to develop trust for successful AI adoption.