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Many commercial teams have already reached the conclusion that AI underperformance isn’t a technology problem. The harder realization is that adoption failure is rarely abstract — it shows up in very specific, repeatable ways inside organizations. Understanding those patterns, and how they change depending on where an asset sits in the commercial lifecycle, is often the difference between pilot…

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It’s no longer a question of whether commercial pharma organizations will adopt AI. Most already have.

Across targeting, forecasting, access strategy and field effectiveness, many teams are running pilots or using production tools. And yet, when commercial leaders step back and look at outcomes, the results are uneven.

Some initiatives deliver localized wins. Many generate insight. Fewer mate…

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