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Accelerating AI in digital pharma: From hesitation to impact

AI is no longer a future promise, it’s reshaping digital pharma today. But while investment is rising, readiness remains mixed. Our latest report reveals how pharma teams are using AI to unlock insights, personalise experiences, and drive real impact—alongside the barriers still slowing progress. 

From data privacy to adoption and agile partnerships, we explore what it takes to move from pilot to scale. Download the full white paper for insights, stats, and expert advice from leaders driving the change.

20250501 staged work scenes Medium
by Graphite Digital
  • White paper
  • AI
  • Strategy

The promise of AI in pharma is no longer hypothetical. It's here, and it’s reshaping how we create, optimise, and deliver digital experiences across the healthcare ecosystem.

According to our latest survey of digital leaders in pharma, AI is making its most meaningful impact in data analytics and customer insights (49%), followed by personalisation and customer journey optimisation (36%), and conversational AI (34%). But while the industry is energised by the potential, many still feel uncertain: only 13% say they are “very prepared” to implement AI in digital customer experiences, while 77% feel only “somewhat prepared.”

"Being 'prepared for AI' looks very different to other large digital transformations we have seen," says Michelle Killick, Senior Director, Global Transformation Design at Pfizer. "This is more than ever, not about striving for perfection from the outset. This requires a mindset to dive in, test, learn and iterate."

This ethos is vital. AI is not a one-and-done integration—it’s a fast-moving, iterative journey. In pharma, a sector known for its rigour and regulatory caution, this represents a cultural pivot as much as a technical one.

A surge in investment, but barriers persist

Pharma organisations are already investing in AI across data-driven insights (68%), digital marketing (66%), and content creation (62%). Yet, this progress is tempered by persistent challenges:

  • 72% cite data privacy and security risks as the biggest barrier
  • 56% point to integration with existing systems
  • 49% highlight the high cost of adoption
“To ensure the right levels of safety, using old protocols will either block projects or fail to deliver... New protocols will need to be crafted by a broader group—not just legal and compliance, but also AI and IT experts.”
Manuel Mitola
EO and Co-Founder, ctcHealth

These sentiments echo the call for cross-functional collaboration and modernised governance models. A risk-averse posture, while understandable, may inadvertently stall innovation.

Shifting the focus to usability and adoption

Even where technology is in place, uptake isn’t guaranteed. Successful AI adoption depends not only on technical feasibility but also on user experience and change management.

“We should be realistic about adoption... Change management and scale strategies should be tailored based on a strong understanding of user personas. A robust experience measurement framework helps us identify adoption gaps early, fix issues quickly, and continuously improve.”
Michelle Killick
Senior Director, Global Transformation Design, Pfizer

Yet in our survey, few organisations reported feeling fully confident in their ability to personalise or measure these experiences effectively. The implication? AI must be embedded in a user-centred framework from day one.

Reimagining partnerships and procurement

From personalisation to patient empowerment

Qualitative responses from our survey also reveal a striking emotional current: respondents are most excited by AI’s potential to empower patients, improve outcomes, and put individuals in control of their healthcare.

From early disease detection to adaptive content, from treatment plan support to immersive education—AI is not just a backend tool. It’s rapidly becoming a frontline enabler of compassionate, proactive healthcare.

What’s next?

To harness AI’s full potential across digital customer experience, pharma organisations must:

  1. Embrace imperfection. Learn by doing, not by delaying.

  2. Rethink risk. Redesign safety and compliance protocols for AI.

  3. Centre the user. Focus on adoption, not just deployment.

  4. Invest in learning. Build internal capability with sector-specific training.

  5. Partner smartly. Choose agility over promises. Pilot and scale fast.

AI isn’t a silver bullet. But with the right mindset and strategy, it can be a powerful lever to humanise digital pharma experiences and deliver real-world health impact.


Download our new white paper.

In 2025, the drive for digital progress in pharma is stronger than ever — but bridging the gap between ambition and execution remains a persistent challenge.

We’ve spoken to 100 senior leaders across the life sciences sector to uncover how organisations are really progressing — and where the roadblocks still lie. Our new report brings together these insights to provide a grounded, up-to-date view of digital maturity in pharma today.

From the rapid rise of AI tools to the realities of omnichannel implementation, from compliance complexities to the challenge of turning data into insight, and the major decision on CRM between Salesforce and Veeva — this white paper explores what’s accelerating transformation, and what’s holding it back.

If you’re shaping digital strategy or planning your next bold move, this is for you.

Sign up below to receive your copy.

Read insights from our previous whitepapers