The Age of AI

We are thrilled to announce a keynote address by Google!  Discover how AI is revolutionizing the pharmaceutical and healthcare industries.

• Learn from past tech revolutions: draw insights from the past to inform strategic planning for AI challenges and opportunities across Pharma.
• Navigate AI uncertainty: learn to proactively plan for rapid advancements to ensure your org continues to apply the best innovations.
• Capitalize on superintelligence: identify strategic priorities for success in an AI-dominated future.

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• Explore insights and varied practices that leverage AI tools for highest impact and amplification of Life Science sales and marketing initiatives.

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• Hear how Life Science companies should approach compliant and sustainable AI adoption.
• ‍From AI pilots, to Centres of Excellence & strategic partnerships; discover what has delivered the most value to date.
• Learn from commercial leaders on their strategic AI focus for 2024 and beyond, emphasizing AI-driven efficiency, personalization, digital innovations and the importance of ethical use in AI.

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• It’s time to sign-up and get started, hear what AI tools and tactics your marketing team can explore to start saving you time and produce even stronger results.

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• Learn how to prepare your brand for a wave of medical misinformation, from deepfake HCP endorsement to fabricated patient stories.
• Learn about the processes, tools and people that will ensure your teams are ready to mitigate brand destroying fake news.

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• Hear from leading agencies on the possibilities towards increasing value through generative AI capabilities.
• Learn how Gen AI may be deployed for pharma marketing and communication campaigns.
• Understand the risks and benefits before procuring an “AI-powered” agency

• Hear the lessons learned from Sanofi's implementation of AI tools to support commercial and medical activities.
• Get a glimpse into how large language models can be used to ensure communications to healthcare providers and patients are relevant and effective.
• Learn about the metrics applied at each stage of implementation that helped demonstrate business value.

• Understand the ownership issues surrounding AI-generated content.
• Get the latest update on Canadian IP laws and how they apply to your next project.
• Canadian case study highlighting unique challenges in AI-related IP disputes.

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• Understand the transformations underway in hospitals and broader health systems. From streamlined hospital workflows, to diminishing administrative overheads that help elevate patient care quality.
• Discover the imperative for life science companies to evolve and integrate these tech-driven advancements to maintain relevance and foster meaningful connections with healthcare professionals.
• Rare Disease use case: hear about an unmet need, that through collaboration and technology, could result in significant uplift in the diagnosis and treatment of multiple rare conditions.

• What PAAB is seeing as effective generative AI use relating to pharma marketing and communication campaigns.
• Recommendations on opportunities to leverage generative AI within the code.
• PAAB’s own plans on AI adoption for future APS.

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The advent of Generative AI has sparked fresh possibilities for computational creativity in marketing. Indeed, this year’s Contagious Radar survey found that 41% of senior marketers believe Gen AI represents the biggest disruptive force to our industry since the dawn of the internet. But in a world where deepfakes are being increasingly weaponised by bad actors, how can we harness these tools for positive growth? Whether you believe in art or algorithms, understanding the capabilities of artificial intelligence should be a top priority for any future fit marketer. This session will explore the AI trend through the lens of some of the smartest work using the tech.

You’ll learn /

• How brands from the worlds of automotive, food, healthcare, telco, travel, toys and more are using AI
• Revealing insights from both marketing leaders and AI luminaries
• About the various ways that artificial intelligence is reshaping the advertising industry

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The OPMA summer event is a separate co-located event. A full access ticket is included with your Age of AI ticket.

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Explore the near-term trends shaping the AI landscape right now: the rise of world models and synthetic data, the acceleration of robotics, the emergence of agents and agentic workflows, the evolution of the agentic organisation, and the transformation of commerce, content and user interfaces through generative systems.

• Insights that drive the next best action rely on one critical element: trusted data. This session will share IQVIA’s journey into agentic AI. From product iteration to market impact, get a first-hand look at what it takes to ensure your insights can be trusted.
• See how complex market questions are broken into sub-tasks to retrieve the exact data needed for rapid, accurate market insights, helping leaders make decisions at the speed of change.
• Exclusive case study: Hear how a leading life sciences company accelerated its time to insight, improved operational efficiency, and scaled AI-enabled analytics across the organisation, resulting in faster decision-making and greater business impact

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• See how brands can create personalised interactions by understanding individual needs in real time.
• Show up relevant on the first interaction with a defensible, auditable “why this HCP, why now” reducing wasted calls and increasing credibility.
• Differentiate your brand by ensuring your insights drive actions, resulting in smarter targeting & not more noise.

• Learn how to spot real influence early, so launches and message adoption spread through peer networks.
• Create a compliance-safe model to capture and curate frontline clinical signals (MSL insights, RWE, peer consults) into usable learning.
• Leave with a shared operating language (KOL to COL) that enhances cross functional opportunity, turning uncertainty into action

• This panel will cut through the noise and show what’s working, what isn’t and what work needs to be done in order for agencies and clients to benefit from AI. 
• From marketing, to compliance, the panelists will show practical applications of AI tools that enhance the client agency model, value and output, not erode it.
• Panelists will also share how colleagues from legal, compliance & ethics are critical partners for long-term AI success.

• Exclusive adoption and outcome data on rollout of AI coaching across multiple life science companies.
• See what “good” looks like in a scaled rollout: how trust was built and maintained. And how product updates are needed to meet end users' needs.
• Advance your personal and team's potential with instant, personalized coaching.

• Follow-up case study on the real-world deployment of an agentic AI clinical advisor across CABG patients pre- and post-surgery: what worked, what surprised us, and where challenges remain.
• Insights from over 50 patient experiences, including early findings from post-pilot surveys and anonymized excerpts from patient–AI interactions
• What these findings mean for the future of patient support and life sciences engagement.

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In this 90mins hands-on workshop, attendees will be guided through a 3 stage rapid prototyping and training on Agent creation. By the end of the session, all modelled agents will be shared with some being built in real time for review.

• Map: Define where “AI-first” Agentic workflows add the most value: new roles & new goals.
• Model: Where to build first: PSP, Marketing ops automation, content/version control, insight-to-brief.
• Deploy: Guardrails that make it safe at scale: build on escalation control, with the correct humans remaining in the loop.

• As agents reshape content discovery, your future campaigns must become AI & agent-readable.
• Hear to develop an internal content production roadmap that is designed for future AI acceptance.
• How to get found when search becomes a conversation. And how to remain compliant at scale 

• AI is rewriting what motivates teams. Learn to build cultures of trust, autonomy, and competence when algorithms join the team.
• Use inclusive leadership models to maintain belonging, creativity, and resilience.