Sales, Marketing, Medical, & AI: Veeva Commercial Summit 2025

On Wednesday 5th November, Veeva Commercial Summit kicked off with a bang in Madrid – its last sojourn in the Spanish city for a while.

Chris Moore, Veeva’s President, Europe, opened the event with this news tinged with slight sadness – but so very much excitement too, in terms of the updates to come not only to future summits, but more importantly its Platform capabilities, too. (Clue: it involves AI.)

Many in the 1,200+ audience were keen returners to the Summit, while one third of that considerable number of attendees were first-timers. This reflects a time in which industry is, without doubt, in a period of amazing innovation. New treatments are being rolled out across new areas, and there are also new go-to market strategies to be employed – it is a time of great activity, and of immense complexity.

And in all this Veeva takes its role as partner to industry seriously: it is, as Moore stated, the industry cloud for life sciences – a position achieved through company values, and trusted partnership, with customer success at the heart of everything. The key components of delivering this include software, data, and business consulting, with the four clouds utilised by many pharma companies being Development Cloud, Quality Cloud, Commercial Cloud, and Data Cloud. This, of course, needs no reporting for long-term readers of pharmaphorum, or indeed attendees of Veeva Summits.

The next wave of AI

Philipp Luik, Veeva’s Vice President, Commercial Strategy Europe, took to the stage next, guiding us into Veeva’s thinking and, importantly, activities in this moment of the next wave of AI.

Already, AI is optimising operations, assisting in drug discovery, in diagnoses, and even at point of treatment. Physicians are being augmented with AI. Science is being transformed. But we are only just entering the next wave of AI.

Luik discussed innovation in the company’s Commercial and Data Clouds, and unlocking the promise of agentic AI in these. There has, after all, been a 30%+ productivity and precision gain by employing agentic AI in commercial execution generally. This has been achieved through proactively employing new ways of working. Furthermore, in the future, agents will adjust the commercial strategies of entire territories, predicted Luik.

To do so, focus must change. AI cannot just be lain on top; rather, it must be embedded in an application – and deeply so. Scaling agents in deep applications, seamlessly, involves global compliance and control, but delivers continuous innovation.

All this, of course, leads to the main focus of the Commercial Summit 2025: Veeva AI. Announced last year, but here today, it is agentic AI purpose-built for life sciences, into the Vault Platform. Its agents are being built into all Veeva applications. This permits direct, secure content and data access, and can be achieved by configuring Veeva AI agents, or indeed creating custom agents.

It is a unique approach to AI in life sciences, a unified approach, with the intention to improve the productivity of the whole industry overall.

Embedded AI’s transformational impact

Povilas Petkevicius, Vice President, CRM Product Management, Global, at Veeva presented a showcase of this technology, explaining that it enables Veeva to deliver for standard, deep life science AI agents to its customers to assist in addressing common challenges. The new implementations are selected to focus on high-value use cases and are continuously improved with three major releases per year.

One standout demonstration was The Hot List – a dynamic target list pushed to the top in the sales process focusing on field teams. It states the general name, affiliation, and adoption by indication of contacts, but in applying AI assistance, it introduces a relationship overview into the engagement plan, based on frequency and recency. Additionally, there is the ability to reject campaign intentions and feed back into the system on why, as well as the capability to summarise received documents: rather than the traditional read through, AI does this on behalf of the human in preparation for meetings.

But when it comes to entering notes from a meeting into CRM after the fact, there is now a voice note capability – instead of typing into the system, one can dictate the summary of a conversation. In terms of compliance issues, in the demo a patient name was mentioned. Such information will be automatically removed from the recording of the dictation before being logged in the CRM system, Petkevicius explained.

AI agents are to be implemented in December this year in Vault CRM, and then in PromoMats and in Medical Platforms, also. Pre-Call, Media, Voice, and Free Text will be available next month, December 2025, as well as Quick Check and Document Assistant.

Driving industry productivity, agentically

Vault CRM is the foundation of the Commercial Cloud. It’s Suite includes Omnichannel CRM, Campaign Manager, Service Center, Events, Align, and Patient CRM. And the next generation of Vault CRM has embedded Veeva AI. A life science-specific application, built with over 15 years of experience, the job will certainly get done with these tools. With over 100 customers, including nine out of the top 20 pharma companies, the potential implications for patients looks only positive.

Luik retook the stage to present a video of customer testimonials, with over 100 customers now live on the next generation of Vault CRM. This included Dave Yates, Global Director, Field Experience & Ai Applications at GSK, who said that they are “data-driven in everything they do.” Meanwhile, Idorsia Pharmaceuticals Baptiste Omont, Senior Director, Team-Lead Commercial & Medical systems (Global), noted how it assists in “unlocking innovation.” And Moderna, Luik revealed, is the first customer to go live in PromoMats with Veeva AI, where it is being used in MLR approval workflow.

Veeva’s goal, indeed, it to deliver on the promise of agentic AI together. Committed to product excellence, Veeva is going after the huge promise surrounding agentic AI – for its customers. As Moore retook the stage to close the opening keynote, he reiterated this ethic of coming together, learning from each other – all to support the vital work of respective life sciences companies, so that they may do even better, for patients.

Veeva’s agentic AI capabilities will be rolled out in December 2025, followed by April 2026, August 2026, and December 2026. By the end of 2026, there will be eight to 10 specific AI-enabled areas across the entire Vault CRM Suite.