Veeva Agentic Commercial: Evidence‑led AI for pharma

At the Veeva R&D and Quality Summit in Copenhagen this year, there were nonetheless discussions touching also upon Veeva Commercial Cloud, as revealed at the US Veeva Commercial Summit in Boston, MA the week before: the technologic foundation of Agentic Commercial, aiming to “deliver the right medicines to more patients.”

It does this by connecting sales, marketing, and medical teams for customer centricity and, together with Veeva Data Cloud, provides a complete suite of connected software, AI, and data solutions to accelerate “insights, innovation, and efficiency.” Indeed, pharma companies currently using Veeva Commercial Cloud include Bayer, Boehringer Ingelheim, Chiesi, Jazz Pharmaceuticals, Leo Pharma, Novo Nordisk, Sobi, and others.

To get to the heart of the conversations on the ground, pharmaphorum spoke with Chris Moore, president, Europe, at Veeva Systems, during the Summit.

An Agentic Commercial era to meet demand, with an onus on Commercial Evidence

What quickly became clear is that the hype cycle period of AI is over; now is the time of real meaning.

“In the commercial space, we think that there's going to be a massive change,” said Moore. “We're very focused on a concept called Commercial Evidence. But, to put that into context, it's probably worth looking at the broader change that's happening […] a move towards Agentic Commercial and it starts, really, with the agent-enabled interactions between patients, physicians, and the pharma industry.”

Of course, the pharmaceutical industry requires a necessarily strict level of compliance. And Agentic Commercial provides customers with insights that duly adhere to that need.

“Veeva’s Agentic Vault CRM platform can capture insights, a little bit like recording this conversation,” explained Moore. “The rep can have the conversation and, as they're leaving the physician surgery, actually record the [Agentic] Call Report with suggestions and prompts from the AI to make sure it's complete and full. But, in doing so, capture what was actually said, as opposed to trying to squeeze that down into a series of checkboxes.”

The results have blown Veeva away – beyond their wildest expectations.

“We're seeing that 65% of all interactions creating actionable insights about blockers to prescription. This is mind blowing that, all of a sudden, this fairly procedural task of recording an interaction becomes an ‘Oh my gosh,’” said Moore. “Now, we understand [and capture,] creating an actual insight in the moment that you can do something about that changes that whole relationship.”

The other side of this is Veeva Ostro. Currently only utilised in the US, it will be brought to Europe in 2027.

“It is a capability that we bought and are integrating fully now into the platform,” Moore said. “What it's used for is creating two-way interactions – 100% compliant, AI-managed interactions – between pharmaceutical companies and patients in the US and also physicians. So, on the one hand, through Vault CRM and Agentic Call Reports, we're able to create Commercial Evidence for the rep to physician conversation. And then, through Ostro, we're able to create Commercial Evidence through the pharma company to physician or to patient. And with that, we think we're collapsing the time it takes to understand dynamics, speeding up those interactions and, ultimately, helping patients to get the right treatments of the right type.”

Removing burden from healthcare systems

Furthermore, ‘AI doctors’ are transforming healthcare.

“For a long while, and here in Europe more so than anywhere, we've seen a need for healthcare that outstrips demand,” explained Moore. “And a lot of the filtering conversations requiring sort of that primary triage and increasing the treatment can actually now be automated.”

Indeed, the Big Four are all investing heavily in AI physicians of one form or another.

“Google is investing, Anthropic's investing, OpenAI is investing, and Amazon is investing,” listed Moore. “We’re seeing better source information, better use of imaging, better use of treatment profiles. Going forward, you'll have AI doctors that will be used by both physicians and patients on a fairly universal basis. And by way of an example to that, you can see that, in Utah now, they're performing repeat prescriptions […] If you're going in to get your repeat statin prescription, you still fit within the criteria, then all of a sudden you actually don't need to speak to a human being. You can get it, providing you're within those criteria.”

“The load that takes off healthcare is huge and it can also be accurately done, and then, at the point at which the agent can no longer answer, it will kick it out to a human being,” Moore continued.

Agentic AI comes of age: Capturing action in the science

This certainly poses interesting challenges – and opportunities – for pharma companies.

“All of a sudden, you have engagement in the moment – how do you influence that conversation in the moment? How do you provide content, data, and insights so that you help – with trusted content – influence that outcome of prescription? That's our notion of Agentic Commercial,” explained Moore.

“In the past, what you could collect about those interactions, what was working, what wasn't working, was quite limited, and the fear always was that you were capturing information you shouldn't have […] Interestingly, now that we've got natural language [models, NLPs] that can truly understand the conversation, we have the opportunity for a revolution in the way that we capture an action in the science.”

“We’re seeing Agentic AI come of age. Commercial Evidence is a real example of that, how it's making a difference between interactions between reps and HCPs, but also patients and physicians and pharma companies. And in doing so, ultimately, we see that delivering better, more targeted treatments for patients; hopefully making a difference to society,” concluded Moore.

About the interviewee

Chris Moore is president of Europe at Veeva Systems, where he leads the company’s regional strategy and growth across its Commercial, R&D, and Data businesses. He works closely with life sciences companies across Europe to drive operational excellence, improve cross-functional collaboration, and bring medicines to patients faster. With deep industry experience, Moore is focused on supporting biopharma companies as they navigate digital transformation, AI adoption, and new models for customer engagement.