How Do We Embrace AI Without Compromising Ethics, Governance, and Trust?
That was the central question explored during Medicines Australia’s recent webinar, Conversations & The Code: Compliance and Decision Making – Navigating AI and Emerging Technologies.
Bringing together Sophie Seck, Senior Manager, Ethics & Compliance at Medicines Australia, Mark Baxter, VP of Innovation at RxPx, and Andrew Weekes Independent Consultant at InspiRx, the discussion focused on a practical challenge facing every pharmaceutical organisation: how to harness AI’s potential while maintaining the governance, transparency, and accountability that underpin patient trust.
Here are three key takeaways from the discussion.
Responsible innovation requires the right culture
Sophie Seck opened the webinar with a question that framed the discussion:
“How do we go as fast as we can, but as slow as we must?”
The message wasn’t to slow innovation – it was to enable it responsibly.
Sophie explained that existing principles within the Medicines Australia Code of Conduct remain highly relevant in the age of AI. Accountability still sits with organisations, regardless of the technology being used. As AI evolves, success will depend on organisations building cultures where compliance is viewed as a business enabler rather than simply a final gatekeeper. Cross-functional collaboration, continuous governance, and human accountability remain essential.
Designing compliant AI starts early
For Mark Baxter, VP of Innovation at RxPx, one practical lesson stood above all others:
“Bring MLR in early.”
Rather than introducing Medical, Legal and Regulatory (MLR) teams at the point of approval, Mark encouraged organisations to involve them from the concept stage. Early collaboration creates a shared understanding of how AI works, identifies risks before development progresses, and ultimately leads to stronger, more compliant patient-facing solutions.
Mark also shared four practical questions organisations should ask when evaluating AI initiatives:
- Is the logic traceable?
- Is the content pre-approved?
- Is there a human in the loop?
- Is the interaction medical or lifestyle?
These principles help ensure AI remains transparent, explainable, and centred on patient safety.
Progress happens one step at a time
Andrew Weekes closed the discussion with a practical reminder:
“One small step at a time with thoughtful partnering and a solutions focus, we can do this – and there will be benefits for HCPs and patients.”
While AI has enormous potential to improve efficiency, personalise engagement, and support decision-making, Andrew reinforced that implementation should be thoughtful rather than rushed.
He encouraged organisations to adopt practical governance frameworks, involve the right stakeholders early, and continuously monitor AI systems as they evolve. Responsible AI isn’t achieved through perfection – it’s built through collaboration, learning, and continuous improvement.
Looking ahead
A common theme emerged across the webinar: AI should strengthen healthcare, but only when it’s supported by strong governance, transparency, and human oversight.
As AI adoption accelerates across healthcare, the conversation is no longer whether we’ll use these technologies, but rather how we’ll use them responsibly.
Missed the webinar? Watch the full recording to hear the discussion and explore the practical frameworks shared by Sophie Seck, Mark Baxter, and Andrew Weekes.
Watch the webinar recording: https://code.medicinesaustralia.com.au/resource-toolkit/code-information-sessions/#Conversations_and_the_Code_Compliance_and_Decision-making_with_AI_8211_June_2026
