Al compass: Transforming pharma commercialisation

As the world evolves at a rapid pace, pharma companies are embracing smarter approaches, leveraging Al across nearly every aspect of commercialisation, from market forecasting and personalised marketing to dynamic pricing and beyond. In this article, Neha Aathavale takes the pulse of the industry to explore who is taking note and how companies are beginning to put Al into action in their commercial operations

- By Neha Aathavale

While much of the spotlight has been on AI's role in drug discovery, its influence is no longer confined to the laboratory. Discovery has often been described as the beating heart of any pharma company, where AI strengthens and accelerates critical breakthroughs. But if discovery is the heart, commercialisation is the network of nerves and veins. It is here that AI is fast becoming the compass, guiding companies in India and across the world toward more efficient, responsive, and innovative ways of bringing medicines to market and smoothing the business part of it.

As global healthcare landscapes become increasingly competitive and patient expectations evolve, the ability to leverage AI across commercial functions is no longer optional. From demand forecasting and inventory optimisation to personalised marketing and dynamic pricing, pharma companies are beginning to use AI to make decisions faster, anticipate market shifts, and tailor outreach to diverse stakeholders.

By bridging the gap between scientific innovation and business execution, AI is reshaping operations and enabling smarter, more agile, and scalable commercial strategies. The key question now is which companies are taking note and actively turning this potential into action?

Shifting gears with AI

Early signs suggest the momentum is building. An EY-OPPI survey shows that 79 per cent of pharma CXOs view AI and machine learning as central to growth. Indian organisations expect generative AI to transform their business within the next three years, driven by pressure from both internal and external stakeholders to accelerate adoption.