Key takeaways from Pharma USA 2025: AI in pharma needs a purposeful approach

With significant advancements in technology, shifting healthcare professional (HCP) and patient expectations, and an increased focus on holistic digital health experiences, it’s no surprise that the pharmaceutical industry is evolving rapidly. But perhaps more notable is how organizations across the industry are actively trying to navigate this evolution, working to figure out how to keep pace and adapt successfully.

Last month we had the opportunity to attend Pharma USA, North America’s largest cross-functional pharma gathering for professionals specifically in the commercial, marketing, medical affairs, patient engagement, real-world evidence, and market access functions. The conference brought together industry leaders, innovators, and experts to discuss the future of the pharmaceutical industry and explore how technology is shaping the landscape.

Conference programming focused on a range of topics including customer engagement, value-driven solutions, future-proofing the industry, and tools and technology adoption. In each session we attended, one thing was abundantly clear: AI is top of mind for everyone. But rather than adopting AI just because it’s trending, pharma organizations need to think strategically about how they implement it, especially given the challenges that come with tech advances in a highly-regulated industry. 

Our key takeaway? Problem-first AI adoption is essential—organizations must identify the right challenges before layering in technology. Let’s dive a little deeper into what insights we gained at Pharma USA.

Don’t chase technology for technology’s sake 

Understand the opportunity 

Before investing in AI, organizations must start with a simple question: What is the actual problem we’re trying to solve? Too often, companies introduce AI into their workflows without first defining their core challenges. A useful exercise is to consider: If AI wasn’t an option, how would we approach this problem? This approach ensures that AI serves a real business need rather than being a solution in search of a problem.

Innovate with HCPs and patients in mind

Whether serving HCPs or patients, pharma companies must ensure that AI adoption aligns with their stakeholders’ needs. Many organizations are aligning their internal functions to have a holistic focus on better patient outcomes and to improve HCPs’ ability to provide quality care. Innovating with patients and HCPs in mind is key. 

To support this, organizations are considering how their internal teams contribute to that goal. This makes internal AI adoption—such as improving team workflows and decision-making—a strategic place to start, since it’s more within the company’s control than directly changing the external HCP or patient experience.

One of the biggest challenges in the industry remains ensuring that HCPs receive the right information at the right time—a critical factor for engagement. Customer relationship management (CRM) platforms are the backbone of pharma organizations, facilitating interactions between reps and HCPs. AI can play a significant role in making this process more efficient, but only if the technology is implemented thoughtfully. Enhancing CRM functionality with AI can help provide reps with relevant insights based on the HCP’s journey. This, in turn, allows reps to personalize their outreach based on the information HCPs need to make prescription decisions about the product. By focusing on how AI can support reps in delivering value, organizations can maximize their AI investments.

Don’t be afraid to start small

Due to the inherently regulated nature of the pharma industry, innovation can feel like a daunting task. However, an iterative approach to AI implementation allows organizations to test and refine solutions before scaling.

Rather than immediately rolling out AI-driven products for external use, companies can start by integrating AI into internal operations. By using AI to help with internal processes like optimizing workflows or improving data management, organizations can experiment with and learn from AI before attempting to bring an AI tool to an external market. 

A culture of feedback and iteration is essential for AI success. Organizations that treat AI as a continuous learning process will be best positioned to navigate regulatory challenges and drive meaningful innovation.

Work with others to advance AI

AI is evolving at a rapid pace, making it nearly impossible for any one person to keep up with all of the latest advancements, applications, and best practices. 

That’s why collaboration is key. Teams across different functions—from marketing and sales to compliance and IT—can work together to define pain points and develop AI solutions that align with real business needs. Through ongoing collaboration, organizations can exchange insights, share experiences, and iterate on ways to integrate AI effectively. 

To learn more about how you can prepare to leverage AI, check out our blog AI readiness: How to lay the groundwork for success. 

A world of possibilities

During the conference, several pharma organizations shared ways that AI is already transforming the way they work, offering solutions that enhance efficiency and personalization. Here are a few examples:

• Marketing compliance: One organization is leveraging AI to help test marketing messages for regulatory adherence before release. 
• Sales & operations support: Another company has built AI-powered tools to assist sales reps by providing insights for upcoming HCP meetings and pre-call training. 
• Knowledge sharing: One team is using AI to make their medical information repository more digestible and consumable, leveraging natural language models to get questions answered and key information highlighted more quickly.

By utilizing AI strategically, organizations can optimize their internal processes, improve HCP and patient experiences, and ultimately improve the quality of care. 

Implement AI with purpose 

AI in the pharmaceutical industry was undeniably a popular topic at Pharma USA 2025, making it clear that the technology is no longer a futuristic concept—it’s here and it’s already shaping the pharmaceutical industry. From enhancing HCP engagement to streamlining internal operations, AI has the potential to drive significant improvements in efficiency and personalization. While the opportunities are many, the success of AI hinges on intentional, problem-first implementation. The organizations that approach AI strategically—not just as a trend but as a purposeful tool—will be the ones leading the pharma industry forward. Looking ahead to next year’s conference, we hope to see even more real-world examples of AI in action—showcasing measurable impact, lessons learned, and how teams are scaling their efforts to deliver lasting value. 

At Think, we’re committed to staying in tune with the pharma industry and are excited about the increasing focus on designing and incorporating holistic, personalized experiences for patients and HCPs. We work closely with organizations to help them navigate new technologies with thoughtful, user-centered solutions. Whether it’s optimizing HCP engagement strategies or ensuring AI-driven tools align with real business needs, we help companies turn emerging technology into a competitive advantage. Interested in taking a strategic, problem-first approach to technology innovation? Let’s connect.