EVERSANA unveils industry's 'first AI marketing agency'

EVERSANA's quest to bring artificial intelligence to all elements of pharma commercialisation has moved ahead once again with the launch of a marketing agency that takes the use of AI to a new level.

The AI Agency, built on Google Cloud technology, is 80% AI-powered and automated and, according to the company, can reduce marketing costs for clients, as well as speed up marketing operations.

"This is a remarkable moment for our industry. To be very clear, this is not comparable to just using AI tools to enhance copywriting or content creation like so many agencies already do. With Google Cloud, we are deploying a full-scale AI-powered agency platform," said Faruk Capan, EVERSANA's chief information officer.

The AI Agency has been set up to draw on 'agentic' AI, a form of machine learning based on autonomous systems that can make decisions and carry out tasks without human intervention.

"We've mobilised an agentic army of brand strategists, content creators, omnichannel engagers, media buyers and more, led by a limited but powerful 'human in the loop' team," according to Capun. "This isn't evolution. This is a revolution."

The human element will be provided by a "lean, brand-specific team" that will guide strategy, creative, customer experience, and enablement, supported by dedicated subject matter experts.

The model will deliver outputs at a rapid pace, including audience journeys, on-demand creative concepts, medical, legal and regulatory (MLR) reviews and process accelerators, in-depth medical visualisations, and more, according to Capun.

EVERSANA – which is pharmaphorum's parent company – said that The AI Agency has been set up in collaboration with Google and draws on the tech giant's validated, compliant, and powerful AI, including Gemini models, operating on the Vertex AI platform, along with additional AI and data solutions from Google Cloud.

Those technologies will integrate with EVERSANA's ORCHESTRATE platform for the commercialisation of life sciences products, including a recently launched MLR module.

Shweta Maniar, global director of healthcare & life sciences at Google Cloud, said that the launch signals "a monumental shift in life sciences marketing," adding that the agency is "fundamentally rebuilding traditional operations with unparalleled efficiency and groundbreaking innovation."

Meanwhile, there will be more to come from EVERSANA, according to the company's chief executive, Jim Lang, who said: "Today we are celebrating agency transformation, but look for revolutionary moments in field deployment, patient services, market access – the list is endless. We are creating a healthier world with the power of AI."