Pfizer leverages AI to revolutionise drug development and marketing

Pfizer Leverages AI to Revolutionise Drug Development and Marketing

In an era where technology continually pushes the boundaries of what is possible, Pfizer stands at the forefront, harnessing the power of artificial intelligence (AI) to accelerate and enhance the pharmaceutical landscape. The global pharmaceutical giant recently highlighted the significant strides it has made using AI and machine learning technologies, which promise to expedite drug development and improve marketing strategies.

Pfizer’s integration of AI into its processes has shown remarkable results, especially evident during the peak of the COVID-19 pandemic. The company’s oral COVID-19 treatment, PAXLOVID, benefitted immensely from these advanced technologies, boasting a 50 percent reduction in development time due to the rapid data analysis capabilities provided by AI. Additionally, AI played a crucial role in optimising the drug’s manufacturing process. By analysing supply chain data, AI tools managed to identify and address production issues promptly, reducing the cycle time of a critical supply chain process by 67 percent.

The development and testing phases of drug creation generate vast quantities of data. Through machine learning—pattern matching and statistical analysis—these datasets are scrutinised much faster than any team of human experts could achieve. AI’s ability to process such data volumes means quicker identification of promising drug candidates and more efficient testing protocols. However, despite these advancements, human oversight remains integral. Experts still verify the data and make critical decisions, ensuring that AI serves as an enhancer rather than a replacement for human judgement.

Moreover, AI’s utility extends beyond drug development into regulatory processes. By predicting the types of queries and concerns that government regulators might raise, AI can enhance the quality of drug approval submissions. Pfizer continues to leverage these insights to streamline and refine the approval process for new medications.

In February 2024, Pfizer made headlines again with the introduction of a novel AI platform named Charlie, a nod to the company’s founder, Charles Pfizer. Unlike previous AI applications focused on drug development, Charlie represents a transformative step in Pfizer’s marketing arena. Designed to improve the content supply chain, Charlie’s capabilities range from fact-checking and legal reviews to content creation and editing. It employs a risk coding system that alerts staff to potential issues requiring human intervention, categorising them as red, yellow, or green based on urgency.

Will Worple, Pfizer’s vice president of customer engagement, articulated Charlie’s goal: “The whole idea there is how do we triple [or] 5x content creation to actually create messaging that resonates both for the healthcare providers as well as our patients.” Charlie is adept at integrating media analytics for Pfizer’s various brands, and can operate across Adobe platforms and other software to streamline insights and responses across multiple channels. Currently, the AI is used for creating digital media, emails, and presentations utilised by sales teams in their communications with physicians. Plans are also in motion for Charlie to delve into research and drafting medical articles.

Despite these advances, compliance and ethical considerations surrounding AI remain a priority for Pfizer. Lucy Muzzy, Pfizer’s vice president of compliance for AI, digital health, medicines, and M&A business, leads the charge in ensuring responsible AI usage. She recently drafted and implemented the company’s first AI policy and played a key role in establishing Pfizer’s “Three Principles of Responsibility for Artificial Intelligence (AI) in Healthcare.”

These principles underscore a commitment to empowering humans and promoting equity through AI, respecting privacy, and maintaining transparency in data utilisation. According to Pfizer, AI is intended to support and enhance human work, not replace it. Through AI insights, scientists can more quickly identify potential drug candidates, and healthcare providers can make more informed decisions.

“AI has truly transformative potential,” said Dennis Hancock, Pfizer’s head of digital health, medicines, and AI. “AI is changing how drugs are developed and deployed. It can change how patients are diagnosed. And it can change the delivery of healthcare. The power and potential of AI to impact human health is why it’s so important to implement AI ethically and responsibly.”

As Pfizer continues to innovate, the future of pharmaceuticals and healthcare delivery appears increasingly intertwined with AI technologies. These advancements hold significant promise for enhancing the speed, efficiency, and effectiveness of both drug development and patient care.

Source: Noah Wire Services