Medical Affairs in the age of Agentic AI

In the ever-evolving landscape of Life Sciences, the Medical Affairs (MA) function is undergoing a profound transformation. From a purely supportive role, it is now establishing itself as a strategic pillar within the pharmaceutical industry—tasked with generating evidence, guiding stakeholder engagement, and actively contributing to scientific decision-making. 

In this context, Agentic Artificial Intelligence (Agentic AI) is emerging as a revolutionary tool to enhance the effectiveness and reach of MA activities. We’re talking about intelligent systems capable of learning, making autonomous decisions, and acting proactively. Unlike traditional automation, this new generation of AI can adapt to context, evolve with experience, and provide real-time decision support. 

The numbers speak for themselves: Johnson & Johnson’s MedicalEngagement.ai platform has already identified 75,000 patients with unmet clinical needs and extended engagement to over 5,000 additional healthcare professionals across 7 therapeutic areas, leveraging real-world data and clinical evidence integration. 

This is more than just a technological step forward—it’s a true strategic transformation.

Agentic AI enables Medical Affairs to: 

• Generate insights from complex, unstructured data.
• Automate the synthesis of scientific data.
• Plan predictive engagement with increasingly diverse stakeholders.
• Accelerate the creation and dissemination of evidence throughout the entire product lifecycle.

What you’ll find inside the white paper

• How AI is transforming the core activities of medical affairs;

• The role of data and cross-functional collaboration in fully adopting AI in medical affairs;

• How organizations can fully leverage the potential of AI;

• Real-world cases and business applications.

Authors:

Silvia Ondategui Parra, Managing Partner and Global Life Sciences Leader BIP

Gabriele Oliva, BIP xTech Global Life Sciences Director

Anirban Saha, Associate Director Global Life Sciences Consulting BIP

Nicolas Duran-Madore, BIP Iberia