Volume 07

and legal guidelines that affect the industry. Their key challenge is ensuring they apply the technology legally and competently. Pharma companies are starting to explore multiple use cases for GenAI, but they want to fully understand the risks before they deploy it.” Conversations with companies across the industry are helping Fractal to point the way. “In recent years, we have evolved our capabilities across the pharma value chain, including marketing and sales, supply chain analytics, data engineering, and AI,” said Sagar Shah, head of pharma practice at Fractal. “As part of that work, we are developing key GenAI use cases that can bring immediate gains for pharma companies. Some of these focus on low-risk areas like boosting internal employee productivity. Others bring an ethical and responsible approach to include GenAI in the healthcare professional (HCP) and patient experience.” Let’s look at some of those use cases.

from cutting-edge technologies is undeniable in diverse organizations. However, when it comes to the highly regulated pharmaceutical industry, the stakes are exceptionally high. A misstep in this arena can result in excessive costs and profound consequences. Imagine, for instance, a chatbot providing inaccurate information to patients or a clinical study marred by bias favoring a particular group of participants. These scenarios encompass a broad spectrum of potential pitfalls, including to secure product approval, and tarnishing a meticulously cultivated reputation. Given these formidable approaching the realm of GenAI with a blend of eager anticipation and measured caution. “Since ChatGPT took over the world, company leaders have been pushing them,” said Ashok Vardhan, client partner for pharma practice at Fractal. “However, pharma companies are generally more focused on data security and other regulatory

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Volume 7 ai:sight by Fractal

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