\nAs life sciences organizations face growing demands for localized, multi-channel materials, content teams are under pressure to deliver \u2018more, better, faster.\u2019 At Novo, International Operations (IO) covers all commercial markets outside the U.S., encompassing 80 affiliates serving approximately 120 markets across Africa, Asia, and Europe.\n<\/p>\n
\nUnder the leadership of Alejandra Betancourt, AVP of content and media IO, Novo modernized its global end-to-end commercial content supply chain. While exploring opportunities to implement AI across content creation and compliance, the team recognized the need to scale globally while maintaining compliance and keeping humans in the loop.\n<\/p>\n
\nWhen evaluating where AI could deliver the greatest operational return, Novo analyzed two primary areas: content authoring and content approval. But as content volume continues to increase, accelerating content authoring with AI would only constrain the review process further. Instead, the team focused on integrating AI into the content approval process to streamline approvals, expand review capacity, and create the foundation needed to scale content operations.\n<\/p>\n
\n\u201cIf you accelerate content authoring without addressing review capacity, content piles up at the approval stage,\u201d says Betancourt. \u201cWe decided that before adding more content to the pipeline, we had to expand approval capacity with AI.\u201d\n<\/p>\n
\nInitially, Novo built a custom internal AI tool tailored specifically to its standard operating procedures and legal guidelines. However, rolling out a standalone internal application required users to change daily workflows and revealed significant adoption hurdles. In addition, scaling the tool globally demanded a traditional software rollout with pilot markets, local champions, and extensive training, placing increasing demands on the core project team.\n<\/p>\n
\nTo eliminate friction, Novo shifted to a \u2018feature, not a tool\u2019 strategy and introduced Vault AI<\/a> capabilities in Veeva PromoMats<\/a>. \u201cIt\u2019s like getting a new car with a built-in backup camera,\u201d says Betancourt. \u201cYou don\u2019t complete hours of training to use a backup camera; it\u2019s simply a value-add feature built into the car you already drive.\u201d Because Novo\u2019s IO team works in PromoMats daily, embedding AI as a feature meant zero adoption friction and minimal disruption.\n<\/p>\n
| Adoption hurdle<\/th>\n | Custom tools (high friction)<\/th>\n | Embedded AI features (low friction)<\/th>\n | ||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Discovery<\/strong> <\/p>\n| Requires users to actively locate and launch a separate application<\/td>\n | Leverages daily PromoMats workflows for immediate access<\/td>\n | Access<\/strong><\/td>\n | Requires managing standalone permissions and system access<\/td>\n | Inherits existing PromoMats roles and permissions automatically<\/td>\n<\/tr>\n | Training<\/strong><\/td>\n | Demands extensive, recurring multi-market training programs<\/td>\n | Relies on light-touch guidance built on familiar navigation<\/td>\n<\/tr>\n | Value understanding<\/strong><\/td>\n | Requires proving why users should disrupt current routines<\/td>\n | Delivers immediate, organic value within existing tasks<\/td>\n<\/tr>\n | Behavior change<\/strong><\/td>\n | Demands long-term user change management across global teams<\/td>\n | Minimizes disruption by enhancing existing daily processes<\/td>\n<\/tbody>\n<\/table>\n | Achieving adoption momentum with light-touch launch<\/h2>\n\nNovo implemented Vault AI in PromoMats for nearly 4,000 users across IO. Its light-touch launch strategy prioritized minimal friction and user empowerment. Users were encouraged to explore organically during standard pre-submission and review workflows.\n<\/p>\n
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