At the 2025 Veeva Commercial Summit Europe, the potential of artificial intelligence (AI) in the life sciences sector garnered significant attention as industry leaders gathered to discuss its transformative capabilities. Executives from across the pharmaceutical commercial, digital, and marketing sectors convened to explore the latest developments in AI technology and its applications.
With AI’s rapid ascent, many professionals expressed enthusiasm regarding its short- and long-term benefits. The complexity and capabilities of AI have evolved swiftly, prompting companies throughout the life sciences industry to integrate AI into their workflows to enhance operational efficiency.
However, as AI becomes a staple tool, speakers highlighted the necessity for decision-makers to identify effective use cases for everyday operations. Industry leaders acknowledged the current limitations of AI, which was a central theme at the summit, as stakeholders strive to ensure trust, accuracy, and future-proofing in the face of ongoing advancements.
Agentic AI as a Commercial Companion
Among the AI innovations gaining traction is agentic AI, which has sparked considerable interest due to its ability to autonomously execute tasks without human oversight. Stefan Schmidt, digital capability lead of field engagement at Bayer, remarked on the potential of agentic AI to alleviate the manual workloads associated with administrative tasks. However, he emphasized that Bayer is “not quite there,” preferring to adopt AI incrementally, focusing on augmented AI before transitioning to more autonomous systems. “Giving autonomy to this technology really requires full trust in it,” he noted.
Philipp Luik, VP of European commercial strategy at Veeva, underscored the need for agentic AI to be “deeply embedded” into daily workflows. He asserted that simply layering AI workflows is insufficient; a comprehensive integration into everyday activities is necessary to optimize results. “As we enter the next wave of AI, the industry’s focus must change to achieve vertical percent productivity gains,” Luik stated during his keynote address.
The emphasis on robust data, a crucial component for AI’s success in the pharmaceutical landscape, was another critical theme at the summit. Experts throughout the event highlighted that the effectiveness of AI largely depends on the quality of the data it utilizes. David Medina Tato, VP of Link Strategy at Veeva Systems, articulated the five pillars of excellent data: high quality, accuracy, completeness, reliability, and compliance. “Whatever you put in will equate to the value you get out,” he explained, underscoring the importance of stringent data standards.
Trust and Education as Keys to AI Success
Despite the mounting interest in AI, skepticism persists among some industry professionals regarding its tangible benefits and practical applications. John Oxley, Veeva’s practice manager for content business consulting, noted challenges such as unfocused pilots and overly complex AI models, which can hinder adoption and lead to minimal value from the investment.
On the other hand, Moderna’s global marketing operations director, Jason Benagh, shared a different narrative, asserting that Moderna has operated as a “digital-first company” from its inception. To facilitate staff engagement with AI, the company established an AI academy, where employees participate in a comprehensive one-day course on the technology and its applications. “It’s important to have the trust of reviewers [when implementing AI], as they need to be comfortable with what’s coming out,” Benagh emphasized, highlighting the critical need for acceptance and understanding of AI tools among users.
Karl Goossens, general manager of OpenData Europe at Veeva Systems, echoed this sentiment, suggesting that businesses should not only instruct employees on how to use AI but also convey its potential benefits for their daily tasks. Chris Moore, President of Europe at Veeva Systems, reinforced the notion that trust in AI is essential for the technology to unlock its full potential.
The 2025 Veeva Commercial Summit concluded with a strong message: while AI has already begun to reshape the pharmaceutical industry, its responsible application, supported by high-quality data, holds the promise of revolutionizing operational efficiency across the life sciences sector.
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