\n“Marketers want to see powerful \nMany biopharmas aren\u2019t prepared to scale AI because they lack critical \nAgencies say that achieving scalable, sustainable AI outcomes is less \n\u201cTechnology leaders like Veeva lead the way by building scalable AI \n“Real impact from AI emerges \nMost biopharmas are still figuring out where AI fits best. They may not \nWhere do agencies recommend applying AI initially? It depends on \nJani sees AI delivering early, noticeable efficiencies for some clients in \nAgencies also anticipate high potential for AI use in medical materials. \n“I’m a believer that AI will \nIf AI success depends on executing well across people, processes, \nAnd the innovation curve keeps accelerating. \u201cWe help marketers \nWallach sees marketers becoming more engaged and asking \nAs a result of AI, roles for the technology-savvy are increasing. \nJani agrees, adding, \u201cCreative teams are becoming more like \n“Smarter governance through \n\u201cOur approach to scaling AI centers on building lasting capabilities,\u201d says \nAI agents for pre-review \u2014 along with authoring tools and digital factories With these tips, content teams can be selective when choosing AI tools, \nAs AI technologies advance, agencies are positioned to become more
\ntools but are unsure of where
\nto start. That\u2019s where having
\nthe right partner is so critical.\u201d
\nJEREMY RICHTER<\/span>
\nEVP, Global Content and MLR
\nStrategy, Publicis Production<\/span>\n<\/p><\/blockquote>\n![\"\"](\"https:\/\/www.veeva.com\/wp-content\/uploads\/2026\/02\/Making-AI-Work-Well_eBook-Img-1.png\")
<\/p>\nEstablish a strong foundation to adopt and scale AI<\/h2>\n
\nbuilding blocks, leading to a costly disconnect between ambition and reality.
\n\u201cWhile clients request that we show them the powerful tools available,
\nmany are unsure of where to start. Having the right partner to help navigate
\nthe rapidly evolving landscape is so critical,\u201d says Jeremy Richter<\/strong>, EVP,
\nglobal content and MLR strategy, Publicis Production.\n<\/p>\n
\nabout the novelty of the algorithm and more about mastering foundational
\nelements that make any major technology program successful:<\/p>\n\n
\nThis includes upskilling the workforce or hiring for the
\nexpertise needed to maintain the tools, and managing fear or
\nresistance with clear communication and training. Foster a
\nculture where teams can experiment, accept failure as a part
\nof learning, and use AI for small tasks as comfort builds.<\/li>\n
\nDesign process improvements with an understanding of
\nhow decisions impact day-to-day workflows, while keeping
\nbusiness goals in mind (e.g., efficiency, personalization).
\nEstablish consistent processes for data and content
\nmanagement to ensure AI runs on high-quality, trusted data.<\/li>\n
\nInvest in an infrastructure capable of handling the scale across
\nbrands and markets. Favor integrated, embedded platform
\nsolutions over point solutions for speed, consistency, reduced
\ntechnical debt, security and compliance, and streamlined
\ndeployment.\n<\/li>\n<\/ul>\n
\nsolutions in existing workflows and by developing AI content tools,
\nsmarter governance, and seamless integrations,\u201d says Lydia Jani<\/strong>, SVP,
\ndirector of regulatory operations, Omnicom Health.\n<\/p>\n
\nwhen we build robust
\ncapabilities; short-term savings
\nare a byproduct, not the goal.\u201d
\nADAM HIRSCH<\/span>
\nEVP, Innovation and Transformation,
\nReal Chemistry<\/span>\n<\/p><\/blockquote>\nAI is delivering value in content, at last<\/h2>\n
\nhave the teams, bandwidth, or basics yet, and that puts roles in flux.
\nAs Jani puts it, \u201cWe can all provide the most value to HCPs by staying agile,
\ncontinuously thinking about how to work with AI and how it can help us
\nas marketers, partners, and reviewers.\u201d\n<\/p>\n
\ncompany- and brand-specific factors \u2014 and whom you ask. To see ROI and
\nmaintain market share, Jane Wallach<\/strong>, VP of MLR submissions, Jacques
\nMadison, recommends using the technology for mature brands where
\nbudgets aren\u2019t as large, the content is tried-and-true, and major claims and
\nmedical statements are well-known.\n<\/p>\n
\npre-screening and summarizing feedback for MLR, and real-time dashboards
\nto improve visibility of review status. \u201cThe next big thing for us will be
\nadvanced, personalized content creation and smarter compliance checks.
\nWe’re adapting tools within regulations and ensuring the agency and client
\nsides work in sync. Without synergy, the process is clunky,\u201d she adds.
\nMarcos Casanueva<\/strong>, managing partner, iDetailing Creatives, sees even
\nseemingly simple AI-driven tasks constrained by contracts, copyright,
\nand regulatory requirements. \u201cThat said, where AI has been adopted,
\nI\u2019ve seen only speed gains.\u201d In his experience, use cases show impact for
\npre-screening content and predictive content recommendations.\n<\/p>\n
\nChristen Nyarady<\/strong>, EVP of creative delivery and optimization, Omnicom
\nHealth, says, \u201cAI tools synthesize medical content to deliver scientific
\nstatements that align with a product. When data changes at the last minute,
\na new scientific statement can be made and get into promotions faster.\u201d\n<\/p>\n
\npositively transform jobs, not
\nreplace them. Within five years,
\nI think we’ll see simpler tasks
\nbecome self-service so that we
\ncan focus on intelligent content
\nthat truly delivers impact.\u201d
\nJEREMY RICHTER<\/span>
\nEVP, Global Content and MLR
\nStrategy, Publicis Production<\/span>\n<\/p><\/blockquote>\nHow biopharmas help marketing and MLR teams own their tech stack<\/h2>\n
\nand technology, the people element may be the most challenging
\nfor biopharmas now. But shifts in skills, adoption attitudes, change
\nmanagement, and culture among MLR teams and marketers are
\nunderway.<\/p>\n
\nenvision what\u2019s possible with new technology, empowering them
\nto take ownership of their tech stack \u2014 a shift from the traditional
\nagency-led model,\u201d says Adam Hirsch<\/strong>, EVP, innovation and
\ntransformation, Real Chemistry. When marketers deeply understand
\ntheir technology, they strengthen engagement with MLR, field teams,
\nand customers. \u201cMarketers should own the technology, but for the
\nlongest time, agencies have,\u201d he adds.\n<\/p>\n
\nquestions. \u201cThey\u2019re figuring out technologies along with agencies.
\nShe also sees increasing MLR participation in strategy, driven by
\ntechnology. \u201cReviewers want to talk about what content will be
\nsubmitted. Early MLR involvement and increased confidence in AI
\ntools will ease the review process,\u201d Wallach says.\n<\/p>\n
\nRichter notices a rise in master service agreements containing
\nAI clauses as companies seek partners who will accelerate their
\ntechnology adoption curve.\n<\/p>\n
\nstrategists, with AI taking their directives \u2014 a concept likely to translate
\nto other marketing functions.\u201d\n<\/p>\n
\ntechnology and integrations can
\nspeed up digital transformation
\nwithout risking compliance.\u201d
\nLYDIA JANI<\/span>
\nSVP, Director of Regulatory
\nOperations, Omnicom Health
\n<\/span>\n<\/p><\/blockquote>\n
\nAI accelerates content preparation steps and
\ndecision-support tasks, while compliance and final
\ndirection remain firmly human-led.\n <\/div>\n<\/div>\nAgencies’ takeaways for a thoughtful AI strategy<\/h2>\n
\nHirsch. \u201cSuccess isn\u2019t measured by volume or cost, but by how well we
\neducate, engage, and support customers; quality always comes first.\u201d<\/p>\n![\"\"](\"\/wp-content\/uploads\/2026\/02\/Making-AI-Work-Well_eBook-Img-2.png\")
<\/p>\n
\n\u2014 promise productivity gains in orchestrating a more personalized content
\nexperience for HCPs. But agency partners stress the importance of
\nmaintaining the quality, robustness, and richness of content. High-ROI AI
\nand automation initiatives in an application supporting the full promotional content lifecycle<\/a> will deliver on multiple fronts \u2014 quality, efficiency,
\ncompliance, ease of use \u2014 and win out as AI governance tightens.\n<\/p>\n
\nenabling a faster path to successfully scaling AI and delivering compliant
\ncontent:<\/p>\n\n
\ncrucial than ever to the clients they serve. Their guidance, from the adoption
\nto the maintenance of these tools in everyday workflows, will continue to
\nsupport marketers in achieving greater strategic value from AI.\n<\/p>\n