{"id":90883,"date":"2025-11-28T00:00:22","date_gmt":"2025-11-27T23:00:22","guid":{"rendered":"https:\/\/www.veeva.com\/eu\/?p=90883"},"modified":"2026-02-03T19:26:30","modified_gmt":"2026-02-03T18:26:30","slug":"veeva-commercial-summit-europe-agentic-ai-accelerates-precision-and-productivity-for-next-generation-engagement","status":"publish","type":"post","link":"https:\/\/pantheon.veeva.com\/eu\/blog\/veeva-commercial-summit-europe-agentic-ai-accelerates-precision-and-productivity-for-next-generation-engagement\/","title":{"rendered":"Veeva Commercial Summit, Europe: Agentic AI Accelerates Precision and Productivity for Next-Generation Engagement"},"content":{"rendered":"<p>\nCommercial and medical leaders in life sciences face a clear mandate to engage with healthcare professionals (HCPs) more efficiently to accelerate the delivery of medicines to patients in need.\n<\/p>\n<p>\nAt <a href=\"\/eu\/events\/commercial-summit-europe\/overview\/\">Veeva\u2019s 2025 Commercial Summit, Europe<\/a>, industry professionals shared a common vision: engagement success hinges on the intelligent coordination of all customer interactions across sales, marketing, and medical to deliver a seamless, personalized, and timely experience throughout the HCP journey.\n<\/p>\n<p>\nTo achieve the vision requires breaking down silos and dynamically determining the next best action across any channel based on real-time data and complex decision logic. Discussions centered on how agentic AI embedded in industry-specific, deep applications with secure access to data and content can boost precision and field productivity. A unified platform with specialized agents and omnichannel orchestration fundamentally changes the way customer-facing teams work, elevating HCP engagement from a transaction to a trusted, relevant scientific dialogue.\n<\/p>\n<h2>Europe\u2019s largest gathering of biopharma commercial and medical leaders<\/h2>\n<p>\nMore than 1,200 biopharma attendees, representing 140+ companies and 35+ countries, joined <a href=\"\/eu\/resources\/biopharma-leaders-advance-the-future-of-life-sciences-at-veeva-commercial-summit-europe\/\">Veeva\u2019s Commercial Summit<\/a> this year to gain best practices from industry experts, share ideas in local communities, and network.\n <\/p>\n<blockquote><p>\n\u201cVeeva Summit is great to learn about new technologies and trends, and to meet with peers.\u201d<br \/>\n <span> Francesco Iaccarino<\/span><br \/>\n <span> Commercial Ops &#038; HR Demand Manager, Angelini Pharma<\/span>\n<\/p><\/blockquote>\n<p>\nThe agenda featured 100+ sessions across three dedicated zones focused on solving key industry challenges:<\/p>\n<ul>\n<li><strong>Vault CRM Suite:<\/strong> Orchestrating sales, marketing, and medical teams in CRM to achieve unified engagement and greater productivity with embedded AI and actionable insights.<\/li>\n<li><strong>Content:<\/strong> Connecting the marketing and medical ecosystem and defining industry-leading content standards.<\/li>\n<li><strong>Data Cloud:<\/strong> Scaling AI on a global data model and using high-quality data for better engagement, increased commercial impact, and improved targeting.<\/li>\n<\/ul>\n<blockquote><p>\n\u201cI am keen to hear best practices on how to get the full value of our investments in Vault CRM and Veeva OpenData and connect with others on the same journey.\u201d<br \/>\n    <span> Raffaele Torti<\/span><br \/>\n    <span> Customer Engagement Lead, Orion Pharma<\/span>\n<\/p><\/blockquote>\n<h2>Industry&#8217;s commitment to next-generation CRM<\/h2>\n<p>\nThe industry is transitioning CRM from a system of record to a system of insights, advancing HCP engagement using embedded AI agents. Momentum around <a href=\"\/eu\/products\/crm-suite\/crm\/\">Veeva Vault CRM<\/a> indicates a clear shift to the unified platform, with more than 100 customers now live and using the solution across regions \u2014 from large biopharmas, including <a href=\"\/eu\/customer-stories\/bayers-vault-crm-go-live\/\">Bayer<\/a> and <a href=\"\/eu\/customer-stories\/gsk-powering-the-future-with-vault-crm\/\">GSK<\/a>, to emerging biotechs, like <a href=\"\/eu\/customer-stories\/idorsia-achieving-launch-excellence-with-a-connected-ecosystem\/\">Idorsia Pharmaceuticals<\/a>.\n<\/p>\n<p>\nWith a purpose-built application, customers are transforming and innovating, maintaining zero disruption for end users as they migrate to Vault CRM. At Summit, we shared lessons learned for targeted adoption with no downtime, and Idorsia Pharmaceuticals and Otsuka Europe provided best practices for small- to mid-size businesses migration.\n<\/p>\n<p>\nTo date, more than 160 customers have committed to the platform, recognizing the <a href=\"\/eu\/resources\/the-life-sciences-crm-decision-key-advantages-of-vault-crm\/\">key advantages of Vault CRM<\/a> for innovation and long-term sustainable growth. This includes nine top 20 biopharmas such as <a href=\"\/eu\/customer-stories\/novo-nordisk-adopts-vault-crm-for-innovation-and-flexibility\/\">Novo Nordisk<\/a>, <a href=\"\/eu\/resources\/bristol-myers-squibb-commits-to-veeva-vault-crm\/\">Bristol Myers Squibb<\/a>, <a href=\"\/eu\/resources\/msd-commits-to-veeva-vault-crm\/\">MSD<\/a>, <a href=\"\/eu\/resources\/gilead-sciences-commits-to-veeva-vault-crm\/\">Gilead Sciences<\/a>, <a href=\"\/eu\/resources\/boehringer-ingelheim-commits-to-veeva-vault-crm\/\">Boehringer Ingelheim<\/a>, and <a href=\"\/eu\/resources\/veeva-announces-expanded-partnership-with-roche\/\">Roche<\/a>.\n<\/p>\n<script>\n\t\t\twindow._wq = window._wq || [];\n\t\t\t_wq.push({\n\t\t\t  id: \"mspy52xe3l\",\n\t\t\t  options: {\n\t\t\t\tplugin: {\n\t\t\t\t  \"captions\": {\n\t\t\t\t\tonByDefault: false\n\t\t\t\t  }\n\t\t\t\t}\n\t\t\t  }\n\t\t\t});\n\t\t\t<\/script><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/mspy52xe3l.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_mspy52xe3l videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/mspy52xe3l\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div>\n<blockquote><p>\n\u201cThis year&#8217;s Veeva Commercial Summit, Europe was special for us, as we&#8217;ve just decided to move to Vault CRM. We are looking forward to exploring the innovations, and AI roadmap to drive our commercial execution to the next level. It&#8217;s also a great chance to connect with peers and share learnings on the transition.\u201d<\/p>\n<p><span>Kishore Kosana<\/span><br \/>\n<span>Head of Commercial IT &#8211; International, Gilead<\/span>\n<\/p><\/blockquote>\n<h2>Scaling agents in deep applications to amplify productivity<\/h2>\n<p>\nThe conversation around AI in the industry has moved beyond piloting to scaling AI across teams. Large language models (LLMs) alone don\u2019t work, making industry-specific applications the essential foundation for agentic AI.\n<\/p>\n<p>\nBy building agentic AI into the Vault Platform, agents automatically inherit the necessary application logic and have direct and secure access to content and data. Embedding <a href=\"\/eu\/resources\/veeva-ai-for-vault-crm-drive-commercial-efficiency-and-effectiveness\/\">highly specialized agents<\/a> directly into the applications to amplify productivity is a unique approach to AI in life sciences. At Summit, we showcased agentic AI in action across Veeva applications:<\/p>\n<ul>\n<li>Povilas Petkevicius, vice president, global CRM product management at Veeva, <a href=\"https:\/\/veevaconnect.com\/communities\/AclOpd2ncAA\/posts\/BlnRgeyNEAA?t=00:12:57\" target=\"_blank\" rel=\"noreferrer noopener\">showcased Veeva AI in Vault CRM<\/a>, including AI agents for key commercial use cases: <strong>Pre-call<\/strong> for engagement planning, <strong>Media<\/strong> for semantic search across content libraries, <strong>Voice<\/strong> for voice-to-data entry records, and <strong>Free Text<\/strong> for capturing free-form notes compliantly.\n<li>Moderna, our first customer live with Veeva AI for PromoMats, shared how <strong>Quick Check Agent<\/strong> speeds their content reviews before medical, legal, and regulatory approval.<\/li>\n<\/ul>\n<p>\nThe high interest in AI was evident: two out of three sessions revolved around AI capabilities and innovation, covering everything from scaling agents globally with the right data foundation to the change management needed for AI adoption.\n<\/p>\n<p>\nWe announced <a href=\"\/eu\/resources\/veeva-ai-agents-to-be-released-across-all-veeva-applications\/\">Veeva AI will be ready for general availability earlier than planned<\/a>. Starting with AI agents in Vault CRM and Veeva PromoMats in December 2025, we also shared the roadmap for how we will scale AI agents across the full Industry Cloud for Life Sciences.\n<\/p>\n<blockquote><p>\n&#8220;I&#8217;m excited to see how we can go from a call input system to a system that really enables reps to do their jobs more effectively. I&#8217;m particularly interested in the Free Text Agent. We plan to work closely with Veeva to address early compliance resistance and ensure we confidently capture rich insights to make the system more useful for our field teams.&#8221;<\/p>\n<p><span>Debbie Young<\/span><br \/>\n<span>Multichannel Strategy &#038; Customer Insights Director, Otsuka Europe<\/span>\n<\/p><\/blockquote>\n<div class=\"gray-box\">\n   Discover the strategic steps biopharmas are taking to <a href=\"\/eu\/blog\/how-top-biopharmas-transform-commercial-execution-with-agentic-ai\/\">transform commercial execution with agentic AI<\/a>.\n<\/div>\n<h2>Additional innovations enable omnichannel orchestration and precision<\/h2>\n<p>\nA unified commercial platform with AI embedded has all the ingredients for personalized engagement \u2014 but you need coordinated execution across all customer-facing teams to be truly customer-centric.\n<\/p>\n<p>\nTo that end, we presented <strong>omnichannel orchestration<\/strong> as a core component of Vault CRM. A continuously running engine adjusts and coordinates activities based on real-time data from internal and external sources. A scoring system measuring signals provides a stack rank of customers with suggested actions helping prioritize engagements. It\u2019s embedded intelligence linking sales, marketing, and medical, setting the right tempo for each activity.\n<\/p>\n<p>\nNew capabilities transform how customer-facing functions collaborate, moving past simple pre-set rules to dynamic coordination. The <strong>Hot List<\/strong> enables dynamic targeting leveraging alerts, and <strong>Relationships<\/strong> surface strong human connections across the organization, informing coordinated engagement efforts.\n<\/p>\n<p>\nIn addition, Philipp Luik, Veeva\u2019s vice president, commercial strategy Europe, announced key innovations coming to Veeva Commercial Cloud, Veeva Data Cloud, and Veeva Medical that will help biopharmas further enhance precision in commercial execution:<\/p>\n<ul>\n<li><a href=\"\/eu\/products\/veeva-commercial-insights\/\">Commercial Insights<\/a> uses field signals to identify key commercial themes, bringing field insights to commercial leaders.<\/li>\n<li><a href=\"\/eu\/products\/hcpaccess\/\">HCP360<\/a> provides unique global data for advanced segmentation and targeting.<\/li>\n<li><a href=\"https:\/\/veevaconnect.com\/communities\/AclOpd2ncAA\/posts\/BlnRgeyNEAA?t=00:28:53\" target=\"_blank\" rel=\"noreferrer noopener\">Grants and Publications<\/a> creates a suite for evidence generation and scientific publications management.<\/li>\n<li>Veeva Connectors for <a href=\"\/eu\/iqvia\/\">IQVIA data<\/a> give you access to industry data in Veeva tools.<\/li>\n<\/ul>\n<h2>Thought leaders driving real change<\/h2>\n<p>\nThe core value of Summit is the practical knowledge customers share. <strong>More than 60 customer speakers<\/strong> led discussions, highlighting their transformation journeys and proving that connecting the end-to-end value chain yields measurable business benefits.\n<\/p>\n<p>\nLeaders shared success stories across critical areas:<\/p>\n<ul>\n<li><strong>Coordinated customer engagement:<\/strong> Alexander Alex from <strong>Bayer AG<\/strong> and Debbie Young from <strong>Otsuka Europe<\/strong> discussed agentic AI in Vault CRM and how a single customer view and embedded data connects sales, marketing, and medical.<\/li>\n<li><strong>Accelerating the content lifecycle:<\/strong> Dr. Sheuli Porkess and Dr. Nick Broughton from <strong>Ethos<\/strong> shared ethical and practical insights on how to use AI as a strategic tool to enhance, not replace, human expertise.<\/li>\n<li><strong>Establishing a strong data foundation for deeper customer insights:<\/strong> Hari Krishna Iyer from <strong>Bayer AG<\/strong> highlighted how solidifying their global data foundation with HCP-level data allows them to scale AI and achieve better commercial outcomes.<\/li>\n<li><strong>Enabling valuable scientific exchange:<\/strong> Andreas Gerloff from <strong>Daiichi Sankyo Europe<\/strong>, Michael Hamann from <strong>MSD<\/strong>, and Anja Linnenmann, independent medical affairs expert, shared best practices to measure medical impact through three key enablers: valuable relationships, targeted education, and actionable insights.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"img-responsive mw-700\" alt=\"\" src=\"\/eu\/wp-content\/uploads\/2025\/11\/5.1.-IMAGE-Collage-of-Keynote-on-stage-photos.png\"><\/p>\n<h2>Veeva heroes making an impact<\/h2>\n<p>\nEvery year, we honor customers who exemplify true partnership by driving digital process advancements for their organizations and the broader life sciences industry. We were proud to recognize our <a href=\"\/eu\/events\/commercial-summit-europe\/heroes\/\">Veeva Heroes<\/a> from companies including <strong>Astellas<\/strong>, <strong>Italfarmaco<\/strong>, <strong>Pierre Fabre<\/strong>, <strong>Boehringer Ingelheim<\/strong>, and <strong>Servier<\/strong>.\n<\/p>\n<p><script>\n\t\t\twindow._wq = window._wq || [];\n\t\t\t_wq.push({\n\t\t\t  id: \"yq2pg1y879\",\n\t\t\t  options: {\n\t\t\t\tplugin: {\n\t\t\t\t  \"captions\": {\n\t\t\t\t\tonByDefault: false\n\t\t\t\t  }\n\t\t\t\t}\n\t\t\t  }\n\t\t\t});\n\t\t\t<\/script><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/yq2pg1y879.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_yq2pg1y879 videoFoam=true\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/yq2pg1y879\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div><br \/>\n<\/p>\n<p>\nBesides individual leaders driving change, we also celebrated <strong>GSK<\/strong> and <strong>Bayer<\/strong> teams, recognizing those who are collectively pioneering the next generation of commercial and medical operations.\n<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.veeva.com\/eu\/wp-content\/uploads\/2025\/11\/6.2.-IMAGE-Veeva-Group-Awards.jpg\"  class=\"img-responsive mw-700\" \/><\/p>\n<h2>Shaping the future of the industry<\/h2>\n<p>\nVeeva Commercial Summit, Europe proved the shift to a <a href=\"\/eu\/resources\/top-20-biopharma-leaders-on-why-they-chose-vault-crm-4-case-studies-in-commercial-excellence\/\">next-generation customer engagement model is well underway<\/a> \u2014 one where systems are connected, field teams are empowered, and customer insights come first.\n<\/p>\n<p>\nTo continue advancing your commercial strategy for tangible patient outcomes:<\/p>\n<ul>\n<li><strong>Watch content on demand:<\/strong> Access session recordings and keynotes from Veeva Commercial Summit, Europe on <a href=\"https:\/\/veevaconnect.com\/summits\/BkGMHCCPEAA\" target=\"_blank\" rel=\"noreferrer noopener\">Veeva Connect<\/a>.<\/li>\n<li><strong>Mark your calendar:<\/strong> We look forward to continuing the conversation on the future of customer engagement at the next Veeva Commercial Summit, Europe in <a href=\"http:\/\/www.veeva.com\/eu\/events\/commercial-summit-europe\/register\">Copenhagen, 18-19 November 2026<\/a>.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Over 1,200 biopharma leaders at Veeva Commercial Summit, Europe reimagine the future of the industry with agentic AI and other innovations.<\/p>\n","protected":false},"author":153,"featured_media":25066,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"product":[996,997,1004,1005],"area":[972],"coauthors":[1543],"class_list":["post-90883","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","product-commercial-content-promomats","product-crm","product-hcp-access-data","product-reference-data-opendata","area-commercial","blog-area-commercial","blog-product-content-management","blog-product-data","blog-product-master-data-management","blog-product-multichannel-crm"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/90883"}],"collection":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/users\/153"}],"replies":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/comments?post=90883"}],"version-history":[{"count":19,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/90883\/revisions"}],"predecessor-version":[{"id":92435,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/posts\/90883\/revisions\/92435"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media\/25066"}],"wp:attachment":[{"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/media?parent=90883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/categories?post=90883"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/tags?post=90883"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/product?post=90883"},{"taxonomy":"area","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/area?post=90883"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/pantheon.veeva.com\/eu\/wp-json\/wp\/v2\/coauthors?post=90883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}