The pharmaceutical industry is undergoing transformation thanks to artificial intelligence (AI) in particular GenAI.
From drug discovery and manufacturing to speeding up clinical trials and improving sales force effectiveness, AI is reshaping the sector in numerous ways.
This trend is set to increase, and the impact of AI will be more pronounced in 2025, enhancing efficiency, reducing costs, and improving patient outcomes.
One area where we’re seeing evolution in real-time is the role of medical representatives, where AI models are helping to improve training on product knowledge and communication – leading to much improved overall performance. Here’s a deeper look into how AI is set to shape pharma in 2025:
1. Drug discovery and development
For decades, the pharmaceutical sector has relied on computers and mathematical models to design new drugs. However, the rise of generative AI (powered by deep neural networks and large language models) has introduced exciting new possibilities.
Pharmaceutical start-up companies like Recursion are aiming to leverage AI to manage a much larger pipeline of drug discovery programmes and they are not alone in harnessing AI to discover new drug targets, enabling them to make innovative connections and insights. In addition, BenevolentAI recently shared promising safety data from a Phase Ia trial for BEN-8744.
Start-ups like BenevolentAI and Recursion are making a compelling case for the transformative power of AI in drug discovery, and big pharmaceutical companies are starting to take notice. Over the past five years, nearly all major pharma players have dipped their toes into AI, primarily focusing on drug repurposing. However, there’s a noticeable shift from repurposing to developing new drugs, a trend expected to continue into 2025.
With this said, there are a number of complexities including IP concerns, in 2023, the UK Supreme Court ruled that AI cannot be named as an inventor on patent applications. This issue has yet to be litigated specifically within the context of drug discovery, leaving some uncertainty in how AI-generated innovations will be treated legally.
2. AI in Clinical Trials
The market for AI-based clinical trial solution providers is projected to reach USD 1.73 billion in 2025, growing at a compound annual growth rate (CAGR) of over 21.6% as companies increasingly adopt AI to enhance the accuracy and productivity of clinical trials at various stages.
Tools such as MedDossier developed by Vivanti is just one example of innovative technology that can streamline the development of CSR documentation and CTD submissions.
Pharmaceutical companies are already seeing AI’s potential in transforming how clinical trials are undertaken. By using AI to optimise trial design, improve patient recruitment, monitor real-time data, and streamline the submission process, pharmaceutical companies can significantly reduce both the cost and duration of clinical trials.
According to research, AI has the potential to reduce trial costs by up to 70% and shorten timelines by as much as 80%. By improving the efficiency of clinical trials, new drugs will come to the market more quickly and at a lower cost, which will benefit patients and healthcare systems worldwide.
3. AI in Sales Force Effectiveness
A 2024 report by McKinsey suggests that utilising GenAI can lead to a 10% to 15% improvement in the productivity and effectiveness of field teams, which in turn may result in 1% to 2% growth in topline revenue.
AI-driven training tools such as Vivanti’s AVA AI Trainer (Part of the COSMART Suite of commercial excellence solutions) are improving the effectiveness of Medical Representatives by providing dynamic, realistic simulations in effective HCP engagement and interactions. These tools help Medical Representatives build the skills needed to communicate critical product knowledge, address objections, and engage HCPs more effectively.
By 2025, AI-powered training platforms will be essential in medical sales, bridging the gap between marketing and sales ensuring a unified strategic approach with the flexibility to pivot according to market trends and business needs.
4. AI in Precision Medicine
The use of AI in precision medicine, which customises treatments to individual patients’ needs, based on their genetic makeup, environment, and lifestyle, is also increasing.
AI-powered tools can analyse complex patient data and recommend personalised treatment plans, ensuring patients receive the most effective therapies for their specific needs. In oncology, for example, AI can help optimise drug dosing and identify the most promising treatment combinations based on a patient’s unique genetic profile.
One area set to grow is in cancer diagnostics, where AI applications are projected to expand at a compound annual growth rate (CAGR) of 40.1% from 2021 to 2028.
About the Author
Marina Hickson is Managing Director at Vivanti. With two decades of experience in digital services for the pharmaceutical and healthcare industries, Marina is a distinguished leader known for her expertise in business development, technology, change management, and digital marketing.
Marina’s extensive knowledge of AI and digital marketing services empowers her to spearhead innovative solutions, utilizing AI-driven marketing and analytics tools to refine strategies for Vivanti’s clientele.
Her visionary leadership and innovative strategies have been pivotal in developing Vivanti’s solutions for sales force efficiencies, leading to clients exceeding in their expectations. These achievements, both effective and highly regarded by healthcare professionals, exemplify the high standards and impactful outcomes her approach brings to commercial excellence; overall.
