It’s Time to Prove AI’s Worth: Move from More Content to More Effective, Relevant Content

Nov 24, 2025 | Pooja Lal

I work with life science content leaders and their agencies around the world and I see an industry that is ready for an AI pivot. I used to hear, “Our focus is on personalization and the content volume needed to power it. We have targets to create 5x more and 20x at scale.” Volume is never the right KPI, because AI isn’t just hungry, it’s smart.

Yet production is up 30% and field teams share content in less than half of healthcare professional (HCP) meetings — despite that it can double patient treatment starts.

As one director put it in a recent meeting, “Just because you can create more doesn’t mean you should. Your content strategy needs to serve your business goals.” Content leaders are shifting priorities to use AI to produce fewer, more relevant assets with faster review and approval processes.

AI can help teams to be more productive by bridging costly gaps across creation, reuse, and engagement. The value is not just as a shortcut to deliver content quickly, but as an aid to make it more effective while maintaining high quality.

Using an AI agent to help accelerate engaging content is just one lever. Without caution and a thoughtful strategy, AI investments can be a distraction in an already complex content lifecycle. Along with AI, automation and process innovations support quality, speed, usefulness, and accuracy. These include enhanced metrics tracking, automated claims, and content reuse.

Adoption is built on the trust that the AI content and processes are effective. Content is the vehicle to deliver deep scientific information to KOLs and HCPs where tailored relevance matters.

Standalone AI tools that came from the first wave of AI experimentation are not designed to work in content platforms and often require complex integrations. High-speed access to the data needed for AI and the essential groundwork, such as standard taxonomy, will simplify deploying AI at scale.

AI is a partner for increased productivity

Embedded in content applications, AI can understand business rules and logic, use application-specific prompts, and access data and documents securely. Why not pivot to use AI to surface assets with context and suggested actions to the field rather than producing more content? When directly in users’ workflows it can give them needed insights in one click.

AI is a partner for compliance

AI can check adherence to editorial standards, brand guidelines, and market guidelines like automated black box warnings. It’s also adept at checking for compliance with changing local health authority regulations and keeping material in line with channel rules, like unsubscribe options and accessibility.

These initial checks are essential to get right. Then, AI can better learn and solve for more compelling challenges like claims management and harvesting, content similarity, and tier-based review.

AI is a partner in reviewing MLR content

Veeva’s AI for PromoMats includes Quick Check Agent and PromoMats Assistant to get a review process 90% of the way there, helping medical, legal, and regulatory experts shortcut the review process. It cuts bottlenecks made worse by the manual tasks these highly skilled professionals are still asked to perform. Instead, focus them on their areas of expertise and the integrity of their function.

It’s time for reviewers, marketers, brand teams, agency partners, and marketing operations to shift their mindset from AI for content volume to AI as a partner in its effective, compliant use.

As Vice President of Commercial Content for Veeva, Pooja Lal works with the leaders in content strategy across hundreds of leading biopharmas and emerging biotechs. She leads customer, agency, and AI content forums, for a deep understanding of how technology can advance industry effectiveness with compliance.

See how the latest AI innovations in Veeva PromoMats enable a faster path to delivering compliant, personalized content.