Key takeaways – 2nd Forum: Artificial Intelligence in Pharma

Last week’s 2nd AI Forum was a deep dive into how Generative AI is actively reshaping the pharma industry across CRM, asset management, customer engagement and internal processes.

The message across all sessions was clear: AI is no longer a buzzword — it's becoming business-critical. And yet, the real power of AI lies not just in its technical brilliance, but in how thoughtfully we apply it.
 

Here are some of the highlights and takeaways:

Technical Evolution and AI in CRM/Asset Management

Joerg Muetze (Veeva Systems) and Patrick Fischer (ffi) discussed the current status and future ambitions of AI in CRM and asset management, emphasizing the significant value AI can generate in these areas.

Generative AI has become smarter, changing knowledge work, training and value creation. This is just the beginning, with rapid advancements expected. Highly trained AI agents outperform generic platforms in document intelligence, scientific precision, context awareness and regulatory compliance. The future belongs to purpose-built models trained for the industry.

Joerg Muetze also highlighted scalable AI solutions such as MLR Bot, CRM Bot and Voice Control, which are set to roll out within 2025 based on Veeva CRM.

From Data to Dialogue – Creating Value Through AI
Edith Schallmeiner & Lucas Krüttli from Roche Pharma (Schweiz) AG nailed it:

“Unlocking AI’s full potential is 10% about the algorithm, 20% about data & tech, and 70% about people and processes.”

They demonstrated how AI can help the industry, engage with HCPs in a meaningful, compliant, and value-driven way — with legal frameworks in mind (privacy, copyright, competition law) and a strong focus on effective sales communication.

💡 Fun fact: Copyright concerns? No need to panic — creative AI outputs aren’t considered protected artistic works under current laws.


Understanding HCP Expectations – And Meeting Them with AI

Marco Schulz from elaboratum suisse GmbH shared the results of the latest Swiss Pharma Report. The big question:

“What do physicians dislike most about sales rep visits?”

1. Too much advertising
2. Intrusiveness
3. Time burden

AI offers a unique opportunity to improve relevance, reduce friction, and enable deeper scientific conversations — not replace the rep, but amplify the value of each interaction
 

Leading AI Integration with Intention
Nina Reichert from Amgen Switzerland AG laid out a roadmap for how to implement AI beyond the hype — with structure, vision, and humanity.

Her 5 principles for success:
1. Share Vision, Strategy & Governance
2. Listen to Employees
3. Appoint AI Ambassadors
4. Lead by Example
5. Encourage Dynamic Learning

 

AI adoption is a journey:

• Phase 1: Exploration & Piloting
• Phase 2: Strategic Integration
• Phase 3: Cointelligence — humans + AI as co-creators

And always with an eye on ethics: data protection, fairness, transparency.

Final Reflection:

“AI won’t replace humans — but humans with AI will replace humans without AI.” – Prof. Karim Lakhani

In 2025, AI is no longer a differentiator — it’s becoming a baseline expectation.

The real competitive edge? How well we combine technology with empathy, expertise, and ethical responsibility.