Artificial intelligence is moving from buzzword to business tool inside the pharmaceutical industry, according to two recent industry reports.
Writing for PMLive, industry commentators argue that a rare opportunity now exists for pharma to help drive customer behaviour using the same kind of digital marketing approach that consumers in other sectors have grown familiar with. The piece frames AI and digital methods as a chance for drugmakers to lead rather than follow.
A separate FierceBiotech interview points to where AI may have its biggest near-term impact: clinical development, the long and expensive process of testing new medicines. According to FierceBiotech, artificial intelligence is quickly becoming a competitive advantage for teams running trials.
In that interview, PhaseV CEO and co-founder Raviv Pryluk describes how AI is helping biopharma teams improve their clinical development work. The reporting positions AI as a way for companies to sharpen how they design and manage studies, though the source material does not detail specific results or figures.
Taken together, the two items sketch a broader shift: pharmaceutical companies are being encouraged to treat AI not as an experiment but as a core capability, spanning both how they reach customers and how they develop drugs.
Why it matters: clinical development shapes how quickly and cheaply new treatments reach patients, so any technology that makes that process faster or smarter has direct consequences for the medicines people eventually receive.