What’s changing

New CRMs now summarise field conversations with AI. This month UCB committed to Veeva Vault CRM as its global engagement platform, built around an “agentic” call report that turns rep notes into insight on treatment barriers.

With the Salesforce–Veeva split forcing CRM decisions across the industry, more global teams will make similar choices over the next 18 months. Affiliates will inherit them.

The goal

Spot real treatment barriersfaster.

The catch

AI insight is only as good as the conversation and the data.

If reps aren’t having conversations worth summarising, or aren’t sure what they’re allowed to capture, the AI will simply summarise the gaps, quickly and confidently. The technology is the easy part. The habits around it are not.

Affiliate readiness

Guidance + skills + action

01

Guidance

Clear local rules on what can be captured, how, and how the insight can be used.

02

Skills

Reps and KAMs trained to have conversations worth summarising, and to keep the data clean.

03

Action

Brand and medical teams who know how to turn what the AI surfaces into local plans.

Not an IT rollout. It’s a capability build.