Chart of the Month – Biopharma believes AI will add value but can’t agree where the benefit will be

December 2024, our CHART of the MONTH:

A new question introduced in this year’s Maturometer survey explored the role of AI in the future of omnichannel strategies.

Asked for their thoughts on which AI solution will bring the biggest value in the next 2 years, an overwhelming 98% of respondents believe AI will add value to customer engagement within this time, reflecting the growing confidence in transformative potential of this new technology. However, the wide range of responses about exactly which AI solutions will deliver the biggest impact shows there is no clear consensus on how AI might best be deployed to drive meaningful business outcomes.

This AI optimism, while promising, must be carefully balanced with practical steps. This year’s report highlighted how the industry is underperforming in certain foundational areas needed for omnichannel customer engagement (such as channel mix, 360° data, training and Cx). Biopharma companies need to ensure they are not being distracted by the allure of AI without the necessary groundwork in place. As the industry grapples with digital transformation, it should not risk falling into the trap of ‘shiny object syndrome’ – focusing on the latest tech trends while neglecting the core capabilities needed for long-term success.

Keen to find out more about how these and other insights from this year's Maturometer can help guide your organization toward more effective customer engagement in the omnichannel era? Download your free copy of the full report.

For more information on how our omnichannel consulting services and products can help with digital transformation in your own organization, please get in touch!

Chart of the Month is an ongoing series where we highlight an interesting chart or statistic from our Navigator365™ and Maturometer™ research, and offer a brief commentary on what this can tell us about trends in customer engagement in the life sciences. Browse through our previous Charts of the Month here!