Artificial intelligence (AI) is rapidly transforming how life sciences organizations approach commercialization.
From content creation and analytics to media planning and audience development, AI-powered tools are becoming increasingly embedded across the pharmaceutical marketing ecosystem. But as the industry moves beyond generative AI and toward agentic AI, a bigger question emerges:
What will the role of agencies look like in this new environment?
In a recent interview with solli, Faruk Capan, Chief Innovation Officer at EVERSANA, and Dave Leitner, Head of Media at EVERSANA INTOUCH, shared their perspectives on how agentic AI is changing the future of pharma media.
Beyond GenAI: The Rise of Agentic AI
While generative AI tools have helped streamline tasks such as content development and research, agentic AI introduces a new level of autonomy.
Rather than responding to individual prompts, AI agents can execute connected workflows, access multiple systems, adapt based on new information, and collaborate with other agents toward a defined goal.
For pharmaceutical marketers, this creates opportunities to automate complex processes while enabling faster decision-making across teams.
AI to Rethink Agency Workflows
As EVERSANA expanded its AI capabilities, one realization became clear: isolated AI tools would not deliver transformational results.
Instead, the organization focused on creating connected workflows that allow strategy, creative, media, analytics, and omnichannel execution to work together through a coordinated AI ecosystem.
This approach led to the development of EVERSANA’s AI Agency platform, designed to help accelerate commercialization activities while maintaining human oversight throughout the process.
Why Media Is at the Center
Media teams have long embraced automation, but agentic AI is creating new opportunities upstream and downstream.
From analyzing large volumes of marketing intelligence to accelerating audience development, AI is helping teams uncover insights faster while supporting more agile decision-making.
At the same time, connected AI agents can improve collaboration between media, creative, analytics, and strategy teams, helping organizations move from reactive reporting toward more real-time performance optimization.
Humans Must be Part of the AI Model
Despite rapid advancements, AI is not replacing human expertise.
Human judgment must evaluate strategy, validate outputs, ensure regulatory alignment, and apply the contextual understanding that technology alone cannot provide.
Rather than replacing people, agentic AI has the potential to shift teams away from repetitive tasks and toward higher-value work focused on innovation, problem solving, and strategic decision-making.
As agentic AI continues to mature, organizations across life sciences will need to determine how best balance technology and human expertise.
The future may look different but one thing remains clear: the most successful organizations will be those that leverage AI to enhance human capabilities.
Learn more about EVERSANA’s AI Agency Platform
Author Team
EVERSANA employs a team of over 6000 professionals across 20+ locations around the world. From industry-leading patient service and adherence support to global pricing and revenue management, our team informs the strategies that matter…