For Pharmaceutical Companies, Steps to Value with Generative AI

New GenAI offerings can benefit virtually every aspect of an organization, boosting efficiency and productivity in areas ranging from R&D to commercial activities.

Because the technology has such wide potential, pharmaceutical companies need to adopt a structured approach to implementing it.

The graph shows a portfolio of Gen AI solutions sorted by potential value and technical feasibility. This type of ranking enables leadership teams to identify and prioritize a few straightforward, quick-to-implement use cases—such as in support functions or commercial operations—to expand their capabilities and build momentum. Then they can shift to more advanced applications, such as in R&D, that have high potential value but are more complex.

https://www.bcg.com/publications/2024/benefits-of-generative-ai-in-pharma

In Commercial the technical feasibility is very high, as is the value to implement AI.
Top potential lies in optimization of sales targeting, personalisation of communication channels and frequency.