AI is transforming pharma commercial strategy, with applications across brand planning, customer engagement, forecasting, and content generation. But while investment in AI continues to accelerate, most pharmaceutical companies are still in the early stages of adoption.
To understand how the industry is evolving, Simon-Kucher interviewed commercial and AI leaders from major pharma companies across Europe and the US to reveal where AI is already creating value in commercial teams, which use cases are gaining traction, and what is preventing broader transformation.
This industry study explores the emerging role of AI in pharma brand strategy, the barriers slowing adoption, and the strategic priorities companies should focus on to turn AI experimentation into lasting commercial impact.
