Back to News List


BHBIA AI Guidance Resources

February 22nd, 2024

BHBIA Artificial Intelligence (AI) Guidance Resources

A collection of current and upcoming guidance resources in one place.

If navigating the Legal and Ethical legislation, guidance and advice for the use of AI in healthcare market research is leaving you feeling a little lost, the BHBIA has collected a pool of suggested organisations, principles, guides, and webinars hosted by thought leaders in this space into one easy access point. 

Fundamental Principles:

In any market research project, you should consider the following principles: 

  • Will personal data be collected?
  • Do you have consent to process it?
  • Are you aware of the risks?
  • Have you conducted Privacy and Data Protection due diligence checks?

 This is still the same with a project that will potentially use AI to process data.

BHBIA Quick Guides:

The following BHBIA Quick Guides include current guidance on these fundamental principles – click the link to open:

What industry discussions are taking place?

The following online events and documents are useful resources to keep up to date with the subject area:

BHBIA ECC Webinar Dec 2023 – The Final Word

ECC member Yuliya Fontanetti presented the “Compliant Use of AI” session in the committee’s wrap up of the year webinar. Members can access the recording and slides with the link above.

Watch the webinar (members only): ECC The Final Word 2023

EPHMRA AI Community Launched Sept 23

"Artificial Intelligence (AI) – it’s a topic rapidly evolving in our industry. EPHMRA is forming a new AI community to come together to discuss the AI topics EPHMRA should address and the way forward."

Find out more about the EPHMRA AI Community Launch

How to Utilize Lawful Ethical AI Effectively in Healthcare Research with Jessica Santos, Oracle Life Sciences.

Intellus webinar 20th March 2024 10:30 AM ET (3:30PM GMT)

Jessica is a member of the BHBIA Ethics and Compliance Committee. She will be presenting this webinar for Intellus Worldwide soon.

If you're not an Intellus member, find out how to access their post-event webinar recordings as a BHBIA member here.

MRS: AI Guidance and using related technologies DRAFT 

Link: MRS Guidance on Using AI and Related Technologies

MRS has produced this DRAFT guidance to help practitioners act legally and ethically when using AI and related technologies.


What other legislation or guidance is expected?
  • EU Legislation – EU AI Act expected 2025
  • US Legislation – Blueprint for AI Bill of Rights
  • UK Legislation – The UK government is taking a different approach, with the current “A Pro-Innovation approach to AI regulation” policy paper which will be supplemented by industry specific guidelines (MHRA)

What guidance should Business Insights expect?
  • BHBIA Guidance coming soon
  • MRS Guidance following DRAFT document above


Key organisations to consult:


BHBIA Certification:

Download a copy of the information on this page:

If in doubt, submit a guidelines query to ask for support.

Submit a query


Keeping you informed about changes in the UK legal and ethical environment

Information provided by the BHBIA is not legal advice. If a legal opinion is required, this should be sought separately.