Veeva Commercial Summit, Europe: Agentic AI Accelerates Precision and Productivity for Next-Generation Engagement

Nov 28, 2025 | Chris Moore

Commercial and medical leaders in life sciences face a clear mandate to engage with healthcare professionals (HCPs) more efficiently to accelerate the delivery of medicines to patients in need.

At Veeva’s 2025 Commercial Summit, Europe, industry professionals shared a common vision: engagement success hinges on the intelligent coordination of all customer interactions across sales, marketing, and medical to deliver a seamless, personalized, and timely experience throughout the HCP journey.

To achieve the vision requires breaking down silos and dynamically determining the next best action across any channel based on real-time data and complex decision logic. Discussions centered on how agentic AI embedded in industry-specific, deep applications with secure access to data and content can boost precision and field productivity. A unified platform with specialized agents and omnichannel orchestration fundamentally changes the way customer-facing teams work, elevating HCP engagement from a transaction to a trusted, relevant scientific dialogue.

Europe’s largest gathering of biopharma commercial and medical leaders

More than 1,200 biopharma attendees, representing 140+ companies and 35+ countries, joined Veeva’s Commercial Summit this year to gain best practices from industry experts, share ideas in local communities, and network.

“Veeva Summit is great to learn about new technologies and trends, and to meet with peers.” Francesco Iaccarino Commercial Ops & HR Demand Manager, Angelini Pharma

The agenda featured 100+ sessions across three dedicated zones focused on solving key industry challenges:

• Vault CRM Suite: Orchestrating sales, marketing, and medical teams in CRM to achieve unified engagement and greater productivity with embedded AI and actionable insights.
• Content: Connecting the marketing and medical ecosystem and defining industry-leading content standards.
• Data Cloud: Scaling AI on a global data model and using high-quality data for better engagement, increased commercial impact, and improved targeting.

“I am keen to hear best practices on how to get the full value of our investments in Vault CRM and Veeva OpenData and connect with others on the same journey.” Raffaele Torti Customer Engagement Lead, Orion Pharma

Industry’s commitment to next-generation CRM

The industry is transitioning CRM from a system of record to a system of insights, advancing HCP engagement using embedded AI agents. Momentum around Veeva Vault CRM indicates a clear shift to the unified platform, with more than 100 customers now live and using the solution across regions — from large biopharmas, including Bayer and GSK, to emerging biotechs, like Idorsia Pharmaceuticals.

With a purpose-built application, customers are transforming and innovating, maintaining zero disruption for end users as they migrate to Vault CRM. At Summit, we shared lessons learned for targeted adoption with no downtime, and Idorsia Pharmaceuticals and Otsuka Europe provided best practices for small- to mid-size businesses migration.

To date, more than 160 customers have committed to the platform, recognizing the key advantages of Vault CRM for innovation and long-term sustainable growth. This includes nine top 20 biopharmas such as Novo Nordisk, Bristol Myers Squibb, MSD, Gilead Sciences, Boehringer Ingelheim, and Roche.

Scaling agents in deep applications to amplify productivity

The conversation around AI in the industry has moved beyond piloting to scaling AI across teams. Large language models (LLMs) alone don’t work, making industry-specific applications the essential foundation for agentic AI.

By building agentic AI into the Vault Platform, agents automatically inherit the necessary application logic and have direct and secure access to content and data. Embedding highly specialized agents directly into the applications to amplify productivity is a unique approach to AI in life sciences. At Summit, we showcased agentic AI in action across Veeva applications:

• Povilas Petkevicius, vice president, global CRM product management at Veeva, showcased Veeva AI in Vault CRM, including AI agents for key commercial use cases: Pre-call for engagement planning, Media for semantic search across content libraries, Voice for voice-to-data entry records, and Free Text for capturing free-form notes compliantly.
• Moderna, our first customer live with Veeva AI for PromoMats, shared how Quick Check Agent speeds their content reviews before medical, legal, and regulatory approval.

The high interest in AI was evident: two out of three sessions revolved around AI capabilities and innovation, covering everything from scaling agents globally with the right data foundation to the change management needed for AI adoption.

We announced Veeva AI will be ready for general availability earlier than planned. Starting with AI agents in Vault CRM and Veeva PromoMats in December 2025, we also shared the roadmap for how we will scale AI agents across the full Industry Cloud for Life Sciences.

“I’m excited to see how we can go from a call input system to a system that really enables reps to do their jobs more effectively. I’m particularly interested in the Free Text Agent. We plan to work closely with Veeva to address early compliance resistance and ensure we confidently capture rich insights to make the system more useful for our field teams.” Debbie Young Multichannel Strategy & Customer Insights Director, Otsuka Europe

Additional innovations enable omnichannel orchestration and precision

A unified commercial platform with AI embedded has all the ingredients for personalized engagement — but you need coordinated execution across all customer-facing teams to be truly customer-centric.

To that end, we presented omnichannel orchestration as a core component of Vault CRM. A continuously running engine adjusts and coordinates activities based on real-time data from internal and external sources. A scoring system measuring signals provides a stack rank of customers with suggested actions helping prioritize engagements. It’s embedded intelligence linking sales, marketing, and medical, setting the right tempo for each activity.

New capabilities transform how customer-facing functions collaborate, moving past simple pre-set rules to dynamic coordination. The Hot List enables dynamic targeting leveraging alerts, and Relationships surface strong human connections across the organization, informing coordinated engagement efforts.

In addition, Philipp Luik, Veeva’s vice president, commercial strategy Europe, announced key innovations coming to Veeva Commercial Cloud, Veeva Data Cloud, and Veeva Medical that will help biopharmas further enhance precision in commercial execution:

• Commercial Insights uses field signals to identify key commercial themes, bringing field insights to commercial leaders.
• HCP360 provides unique global data for advanced segmentation and targeting.
• Grants and Publications creates a suite for evidence generation and scientific publications management.
• Veeva Connectors for IQVIA data give you access to industry data in Veeva tools.

Thought leaders driving real change

The core value of Summit is the practical knowledge customers share. More than 60 customer speakers led discussions, highlighting their transformation journeys and proving that connecting the end-to-end value chain yields measurable business benefits.

Leaders shared success stories across critical areas:

• Coordinated customer engagement: Alexander Alex from Bayer AG and Debbie Young from Otsuka Europe discussed agentic AI in Vault CRM and how a single customer view and embedded data connects sales, marketing, and medical.
• Accelerating the content lifecycle: Dr. Sheuli Porkess and Dr. Nick Broughton from Ethos shared ethical and practical insights on how to use AI as a strategic tool to enhance, not replace, human expertise.
• Establishing a strong data foundation for deeper customer insights: Hari Krishna Iyer from Bayer AG highlighted how solidifying their global data foundation with HCP-level data allows them to scale AI and achieve better commercial outcomes.
• Enabling valuable scientific exchange: Andreas Gerloff from Daiichi Sankyo Europe, Michael Hamann from MSD, and Anja Linnenmann, independent medical affairs expert, shared best practices to measure medical impact through three key enablers: valuable relationships, targeted education, and actionable insights.

Veeva heroes making an impact

Every year, we honor customers who exemplify true partnership by driving digital process advancements for their organizations and the broader life sciences industry. We were proud to recognize our Veeva Heroes from companies including Astellas, Italfarmaco, Pierre Fabre, Boehringer Ingelheim, and Servier.

Besides individual leaders driving change, we also celebrated GSK and Bayer teams, recognizing those who are collectively pioneering the next generation of commercial and medical operations.

Shaping the future of the industry

Veeva Commercial Summit, Europe proved the shift to a next-generation customer engagement model is well underway — one where systems are connected, field teams are empowered, and customer insights come first.

To continue advancing your commercial strategy for tangible patient outcomes:

• Watch content on demand: Access session recordings and keynotes from Veeva Commercial Summit, Europe on Veeva Connect.
• Mark your calendar: We look forward to continuing the conversation on the future of customer engagement at the next Veeva Commercial Summit, Europe in Copenhagen, 18-19 November 2026.