Data and Human Collaboration Are the Key Drivers of AI Success
At Veeva, we often talk about the transformative potential of artificial intelligence (AI) in biopharma. In an era where competitor insights and physician time are scarce, the failure to activate relevant data and insights via AI is no longer a technical shortfall—it's a direct threat to pipeline adoption and market leadership. In commercial operations, however, AI only delivers real value when it is built on a robust platform that combines strong data architecture, high-quality data and deep data integration.
This was the focus of a recent session at the APAC Commercial Summit in Sydney, where I hosted a special guest, Lisa Currie, Sanofi’s MCO Transformation Lead. Her team is driving commercial transformation across ANZ and Korea. Their experience offers valuable lessons for biopharma organizations navigating the increasingly challenging landscape for sales representatives.
Reps are not just pressured; they are often outmaneuvered by competitors who have successfully transitioned to data-driven systems to plan and execute personalized, multichannel interactions. As Lisa noted, “Reps are sitting there with 3,000 options; AI helps them cut through the noise.”
The challenge, though, is not just volume—it is relevance. Reps need to know which customers to prioritize, what content will resonate with them and which channels will be most effective. That requires a sophisticated understanding of customer preferences, brand strategy and historical engagement data. Without the right infrastructure, AI cannot deliver the insights reps need to act with confidence.
Why Data Is the Real Enabler of AI
Sanofi’s journey began not with tools, but with data. Before deploying AI, it invested years in preparing its infrastructure: standardizing across business units, aligning globally and ensuring every rep had access to the same data. “We spent years getting our data ready before we embarked on our AI journey,” Lisa shared. “It’s not something you do overnight.”
Engaging in foundational work is what makes AI effective. At Veeva, we have built our data & AI capabilities on the same principle. We help companies define the necessary data governance model and integrate essential third-party datasets before the first model is deployed, potentially cutting years from the preparation cycle. Our unified data architecture leveraging Veeva OpenData for foundational customer identity, coupled with Veeva HCP Access and Veeva Link Key People dynamic engagement and insights, fundamentally reduces the time your data science team spends on data management, cleansing & integration, allowing them to focus on model optimization.
A deep data foundation allows AI to surface highly tailored and compelling reasons for engagement such as identifying specific research interests, referencing relevant past interactions or aligning messaging with clinical priorities. These are not just helpful suggestions. They are the difference between a generic touchpoint and a meaningful, value-driven conversation.
Source:
Achieving Customer Centricity with AI: Solving the Challenge for Pharma Reps
https://www.veeva.com/ap/resources/achieving-customer-centricity-with-ai-solving-the-challenge-for-pharma-reps/
Practical AI in Action: From Insight to Impact
Sanofi’s reps are already seeing the benefits. AI tools embedded in its workflow offer intelligent suggestions on who to see, what to say and how to engage. One rep even asked Sanofi’s internal AI assistant to act like a journalist and generate engaging questions for a customer based on a clinical paper and the associated clinical objectives, which it did with great success.
We are not just automating, we are augmenting. AI helps reps overcome bias, improve efficiency and create more meaningful interactions. It acts as a coach, partner and guide, surfacing insights that would otherwise take hours to uncover and doing so in real time.
The result? Reps are more confident, more prepared and more effective. They can focus on what matters most: building trust and delivering value to HCPs.
Change Management: The Human Side of AI
Technology alone, however, is not enough. Effective change management, driven by leaders who champion AI, has been shown to increase adoption and utilization rates. Sanofi created a culture of curiosity and experimentation, encouraging teams to test, learn and share best practices across functions. Their motto, “All in on AI,” reflects a company-wide commitment to transformation.
Lisa emphasized that success depends on empowering people to engage with AI, not fear it. “All the data, process and platforms mean nothing if your people don’t buy in,” she said. “You need to empower them to be curious and bold.”
Sanofi’s approach includes internal webinars, cross-functional learning sessions and open forums where teams can share how they are using AI in their roles. Veeva helps clients embed AI-driven insights directly into the rep's daily workflow, minimizing the change in behavior required. We also partner with commercial excellence teams to design a continuous learning framework that moves beyond training to active, management-led coaching.This kind of cultural investment ensures that AI adoption is not just a top-down initiative, but a shared journey across the organization.
Conclusion: Start with Data, Scale with Strategy
AI is a capability that must be built from ground up. While strong data and data architecture are hygiene factors when it comes to leveraging data for AI, it is the company’s strategy that sets the course for AI, whether in use cases or investments. “It all comes back to strategy and the direction and the ambition of the company,” Lisa said. “In strategizing direction, however, we must get the right stakeholders around the table, including the end-users.”
The future of commercial engagement in healthcare depends on our ability to deliver personalized, relevant and timely interactions at scale. That is only possible when AI is powered by clean, connected and comprehensive data.
To discuss how Veeva can support your organization's AI journey—from establishing a robust data foundation to designing a scalable change management program—we invite you to connect directly with our Business Consulting team to start your strategy discussion today.
Read “Achieving Customer Centricity with AI: Solving the Challenge for Pharma Reps,” to learn how Veeva is helping leverage AI for high quality, targeted customer engagement.