Barriers restrict AI digital experience innovation in pharma

Pharma companies are eager to embrace and adopt AI to enhance digital experiences for HCPs and patients, but only one in 10 (13%) agree they are very prepared, as compliance, legacy systems and lack of expertise hold back progress.

This is according to the latest report from customer experience consultancy Graphite Digital, The Digital Reality Check, which surveyed 100 digital decision makers working in pharmaceutical organisations across North America and Europe to understand current priorities in the sector.

Pharma companies are ahead of the curve with AI implementation in drug discovery and R&D, with significant investment forming part of digital transformation strategies. While progress is slower in digital experience, most companies are already investing in AI projects to enhance their products and services. 

Half (49%) agree that AI is having the biggest impact in data analytics and customer insights, allowing them to make better sense of complex data sets, while over a third (36%) agree its impact on personalisation and journey optimisation is the most significant. 

AI investment intentions for 2025 reflect a desire to accelerate progress, with around two-thirds expecting to spend on enhancing data-driven insights and analytics (68%) and digital marketing and advertising (66%), as well as AI-powered content creation (62%). Many are also investing in the delivery elements of the customer experience, such as customer engagement and support (50%), although only a quarter (26%) are focusing on UX and digital design, which suggests untapped potential.

Despite having ambitious plans for the year ahead, pharma companies face hurdles when it comes to implementation. With AI relying on large, often sensitive data sets, nearly three-quarters (72%) agree that data privacy and security risks are a barrier to AI adoption. The scale of data management and discrepancies between different technologies also make integrating legacy systems challenging for 56 per cent. 

With patients’ health on the line, the reliance on novel technologies also creates compliance and regulatory concerns. Half (48%) agree that this is a barrier to achieving their AI adoption ambitions, in line with those who cite high costs of implementation as an issue (49%). With seven in 10 (70%) agreeing that regulatory requirements shape their digital engagement strategies more broadly, reform is clearly needed for the pharma sector to be able to seize the opportunities stemming from AI and other digital technologies. 

Speaking about the report, Rob Verheul, CEO at Graphite Digital, said: “Pharma is making early moves to apply AI to customer experiences - not just in R&D, but in how it engages HCPs and patients. Right now, it feels like the ‘ugly duckling’ phase: some trials and prototypes, but a long way from the integrated, value-add experiences needed.

Graphite’s The Digital Reality Check shows the challenge clearly - only 13% of leaders feel very prepared for AI in digital experience, with legacy systems, compliance and privacy concerns holding back progress. There’s huge potential here. With the right focus and collaboration, pharma can move past the barriers and start delivering meaningful, AI-powered experiences that truly serve its customers.”

Michelle Killick, Senior Director - Global Transformation Design at Pfizer, added: Being 'prepared for AI' looks very different to other large digital transformations we have seen.  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 technology is changing faster than perhaps anything we have seen before. All the time we strive for perfection we are missing opportunities to provide significant benefits to our customers, patients and colleagues.”

The full report covers pharma companies’ priorities for 2025, including omnichannel integration, measurement and ROI and compliance, and is available to download online now. The report features industry perspectives from contributors working at Chiesi, Grunenthal, Pfizer Norgine and others.