This article features an executive conversation between AWS and Merck leaders discussing generative AI applications in pharmaceutical commercial operations.

• Merck uses AI/ML for mining insights from structured and unstructured data to shape strategy
• Generative AI promising for knowledge mining, competitive intelligence, and regulatory review processes
• Hyper-personalizing healthcare provider content based on preferences and engagement patterns
• Choice between large LLMs and fine-tuned smaller models depends on specific use case requirements
• Data systems need configurable environments, democratized access with guardrails, and unstructured data management
• Critical guardrails include auditability, explainability, and alignment with business goals and ethical standards
• Success measured by business outcomes, customer experience, and process efficiency improvements
• Merck leverages AWS services including SageMaker, Textract, and Bedrock for AI capabilities

Merck demonstrates how pharmaceutical companies can strategically implement generative AI in commercial operations while maintaining rigorous governance and ethical standards.