Agenda

We are thrilled to announce a keynote address by Google!  Discover how AI is revolutionizing the pharmaceutical and healthcare industries.

• Learn from past tech revolutions: draw insights from the past to inform strategic planning for AI challenges and opportunities across Pharma.
• Navigate AI uncertainty: learn to proactively plan for rapid advancements to ensure your org continues to apply the best innovations.
• Capitalize on superintelligence: identify strategic priorities for success in an AI-dominated future.

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• Explore insights and varied practices that leverage AI tools for highest impact and amplification of Life Science sales and marketing initiatives.

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• Hear how Life Science companies should approach compliant and sustainable AI adoption.
• ‍From AI pilots, to Centres of Excellence & strategic partnerships; discover what has delivered the most value to date.
• Learn from commercial leaders on their strategic AI focus for 2024 and beyond, emphasizing AI-driven efficiency, personalization, digital innovations and the importance of ethical use in AI.

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• It’s time to sign-up and get started, hear what AI tools and tactics your marketing team can explore to start saving you time and produce even stronger results.

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• Learn how to prepare your brand for a wave of medical misinformation, from deepfake HCP endorsement to fabricated patient stories.
• Learn about the processes, tools and people that will ensure your teams are ready to mitigate brand destroying fake news.

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• Hear from leading agencies on the possibilities towards increasing value through generative AI capabilities.
• Learn how Gen AI may be deployed for pharma marketing and communication campaigns.
• Understand the risks and benefits before procuring an “AI-powered” agency

• Hear the lessons learned from Sanofi's implementation of AI tools to support commercial and medical activities.
• Get a glimpse into how large language models can be used to ensure communications to healthcare providers and patients are relevant and effective.
• Learn about the metrics applied at each stage of implementation that helped demonstrate business value.

• Understand the ownership issues surrounding AI-generated content.
• Get the latest update on Canadian IP laws and how they apply to your next project.
• Canadian case study highlighting unique challenges in AI-related IP disputes.

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• Understand the transformations underway in hospitals and broader health systems. From streamlined hospital workflows, to diminishing administrative overheads that help elevate patient care quality.
• Discover the imperative for life science companies to evolve and integrate these tech-driven advancements to maintain relevance and foster meaningful connections with healthcare professionals.
• Rare Disease use case: hear about an unmet need, that through collaboration and technology, could result in significant uplift in the diagnosis and treatment of multiple rare conditions.

• What PAAB is seeing as effective generative AI use relating to pharma marketing and communication campaigns.
• Recommendations on opportunities to leverage generative AI within the code.
• PAAB’s own plans on AI adoption for future APS.

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The advent of Generative AI has sparked fresh possibilities for computational creativity in marketing. Indeed, this year’s Contagious Radar survey found that 41% of senior marketers believe Gen AI represents the biggest disruptive force to our industry since the dawn of the internet. But in a world where deepfakes are being increasingly weaponised by bad actors, how can we harness these tools for positive growth? Whether you believe in art or algorithms, understanding the capabilities of artificial intelligence should be a top priority for any future fit marketer. This session will explore the AI trend through the lens of some of the smartest work using the tech.

You’ll learn /

• How brands from the worlds of automotive, food, healthcare, telco, travel, toys and more are using AI
• Revealing insights from both marketing leaders and AI luminaries
• About the various ways that artificial intelligence is reshaping the advertising industry

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The OPMA summer event is a separate co-located event. A full access ticket is included with your Age of AI ticket.

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• Twelve months of AI progress, distilled!
• Clear insights, practical guidance, and real-world examples for life science commercialization, from research and strategy to creative and production.
• Explore how the latest AI trends are reshapIing healthcare marketing and communication.

• Learn how Scotiabank approaches sensitive customer data to help marketing teams deliver real value to customers, while remaining compliant and personalized.
• The Gen AI future; how to balance innovation with privacy in a hyper-personalized world.

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• Get an exclusive update on PAAB’s proprietary AI solution.
• Discover why AstraZeneca saw this partnership as an opportunity to improve the overall approval process.
• Learn which stakeholders were engaged and how objections were overcome at both local and global levels.

• Create trust with AI: Discover co-design techniques and transparency levers that make AI recommendations understandable, ethical, and bias-checked, boosting HCP confidence and patient engagement.
• Prove the impact: See a fresh case study that quantifies AI’s impact, from concept to completion.

• AI-Driven Targeting: Use real-world data and machine learning to target the right subpopulations, boosting engagement.
• Use AI to identify and reach at-risk patients with tailored messaging to improve adherence.
• Driving Next Best Actions in Marketing: Implement AI chat, automation, and real-time insights for hyper-personalized campaigns.

• Exclusive case study from Dr. Bobby Yanagawa, St. Michael’s Hospital, University of Toronto, on pioneering agentic AI technology.
• Explore the vision and partnership with RXCHAINGE to create safe, trusted, and scientifically validated AI solutions for patients, caregivers, and healthcare providers.
• Discussion with Murray Forrestall and Dr. Yanagawa on how AI is set to democratize and revolutionize healthcare, and what it means for Life Science companies.

• How to build AI literacy at scale across your organization.
• Case studies: AI-powered “Next Best Action” strategies improving HCP engagement.
• Data training and trust-building: Ensuring AI insights are reliable and actionable.

• Discover the latest AI tools that enhance reach, engagement, and content relevance.
• Learn what makes content sticky: hear about the topics, format and frequency that drive platform retention.
• Case studies on how brands and partners are achieving higher ROI with ad spend.

• Learn about new regulations (AIDA, PIPEDA) towards IP, data privacy, and Indigenous data sovereignty challenges.
• ‍Important global AI regulations that companies must be aware of in 2025.

• Creating an internal enablement environment - examples of the AI tools available at Bayer
• The path of least resistance - identifying pain points AI can help solve
• The do-it-yourself opportunity

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• Live AI campaign demonstrations from top agencies & platforms/
• Be inspired in how AI is transforming video, audio, print, and digital advertising.
• See how LLM driven brand plans are a marketers new secret weapon!

• Elevate MSL Impact: Learn how MSLs can transition from data carriers to strategic partners through innovative engagement strategies and adaptive, AI-driven training tools.
• Enhance Learning Efficiency: Discover how Gen AI and patient case-based simulations can provide on-demand, realistic HCP interaction practice aligned with adult learning principles.
• Ensure Training Excellence: Explore best practices for maintaining accuracy, compliance, and human oversight in AI-powered learning environments for MSL development

• Regulatory, ethical, and reputational risks of using AI in scientific communications
• Identifying low-risk AI tools to pilot for immediate impact
• A framework for assessing, validating, and onboarding AI tools with cross-functional input

• How GenAI Is Reshaping the MLR Review Landscape
• Navigating the Risks: What You Need to Know
• Looking Ahead: The Future of Compliance in the Age of AI

Outside-in expert!

• A clear explanation of how large language models work (e.g., ChatGPT), and how you should speak to them.
• Best practices for effectively and safely using LLMs for literature reviews and scientific slide decks
• Inspiring examples of prompting in action

• Testing AI in MLR: Insights from UCB’s pilots, tool performance, and current vendor maturity.
• ‍Laying the groundwork: How structured, high-quality content enables effective GenAI review.
• ‍Practical next steps: Build strong data, engage local teams, and resource AI adoption realistically.

• Expert-led discussion on successful Gen AI applications in Medical Affairs
• Overcoming challenges and leveraging lessons learned
• Interactive Q&A to address audience-specific concerns

• How to maximize the distinct yet complementary roles of medical and sales teams to increase HCP trust and engagement
• Define the evolving rep profile, balancing product expertise with relationship-building in a digital-first world
• Balancing the role of reps as product and therapy area communicators vs relationship and trust makers

• Redefine SFE by aligning strategic goals with field realities and team input
  
• Move from rigid KPIs to outcome-driven OKRs that adapt to today’s commercial landscape
  
• Empower reps to co-create territory plans, increasing ownership, motivation, and performance

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• Overcome sales barriers, build future-ready teams, and align strategy with goals.
• See how coaching and AI together boost engagement and rep performance.
• Use agility, adaptability, and analytics to meet evolving HCP needs.

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• How to create an environment that fosters excellence and success across the entire rep journey from structured onboarding to mentoring
• Why empowering reps through experience design and shared decision-making helps ensure new tools and processes serve them in the field whilst driving business outcomes
• How to leverage (and get buy in) to use digital tools and AI effectively

• Use AI/ML-powered longitudinal data to identify patients and prioritize physicians based on real-world treatment patterns and predictive indicators.
• Integrate patient-centric insights into field planning to enable more personalized, timely, and impactful HCP engagement.
• Activate influence networks to guide territory strategy and maximize the reach and effectiveness of field activities.

• How AI, CRM, and digital tools are creating trust-based relationships with healthcare professionals.

• The significance of tailoring interactions to meet the traits and needs of the individual
• Why mastering effective storytelling can help ensure your Reps deliver materials in a memorable way

• What does it mean to be a good coach?  
• Hear which coaching frameworks leaders adopt across Canada. Understand the benefits and limitations of models like GROW model (Goal, Reality, Options, Way Forward), Situational

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• Learn why, according to the 2025 Sales & L&D Transformation Index, only 25% of field teams sustain new behaviors within a quarter when relying on traditional training alone
• Discover how integrating real-time performance insights with targeted micro-learning nudges helps embed critical sales behaviors in days, not months
• See how leading pharma organizations are leveraging AI-enabled platforms to deliver personalized coaching, immersive simulations, and adaptive feedback loops—so field teams adopt the right behaviors faster and maximize brand impact.

• Leveraging tools and systems for positive customer experiences
• The Who and How in building the right team
• Balancing the Customer Needs vs Internal Business Needs​

• Learn about PAAB’s own data on health professional trust and engagement to see where your team can offer more value.
• Hear from PAAB on their advice on how reps can compliantly apply approved materials.
• Helping to increase the speed at which reps can respond to health professional requests.

• What impact does a sales force have on Rx uptake? And why is answering this question is so difficult?
• Controls, opportunity cost, gut checks, and other overlooked components of a good analysis.

• Pharma’s next edge won’t come from the biggest model, but the boldest instincts. Learn how to spot moments of asymmetric opportunity - when to trust data, and when to break pattern. You’ll leave knowing how AI  with  timing is your new competitive advantage.

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• Explore how AI tools can humanise science for experts, prescribers, and patients alike.
• Discover what happens when scientific data meets behavioural design.

• Hear how unified knowledge, AI-supported insight discovery and cross-pharma collaboration, ( field engagement, field insights, benchmarking) can elevate planning, precision and strategic impact. 
• Learn how connected medical and commercial teams can unlock earlier signals, generate higher-quality evidence, measure what matters and enable truly intelligent commercialisation through the Medical Affairs lens. 
• Exclusive insights on how Inizio are redefining intelligent decision-making across Medical Affairs and adjacent commercial functions.

• The EU’s AI Act will reshape how pharma markets, personalises, and measures. This panel explore pharma frameworks, and how to stay compliant without holding back innovation.

Outcome: Leave a strong understanding of how AI solutions may violate the EU AI Act. Critical for those tasked with rolling out global initiatives in EU markets.

• See how Tangram has built a multi-agentic AI ecosystem to discover and prioritise drug targets for its GalOmic therapeutic pipeline.
• Watch a live demo of AI-driven gene-disease pair discovery (it’s amazing!)
• Understand how GenAI co-scientists can connect and reason on diverse and multi-layered data.

Outcome: Understand how a commercially and scientifically aligned AI platform can scale drug discovery, today.

• Explore how a set of Medical Affairs copilot agents or custom GPTs can transform everyday work.
• From product expert agents that deliver instant answers derived from approved FAQs, publications and labels to congress insight and reporting agents helping teams capture, and synthesise insights into high-quality outputs.
• Hear what guardrails should be in place from day one, so these agents reduce risk rather than headaches

Outcome: Leave with a clear, achievable blueprint for an agent-ready Medical Affairs model that you can plug into your existing workflows to free up your teams for what matters the most.

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• As agents reshape content discovery, your future campaigns must become agent-readable.
• Develop an internal content production roadmap that is designed for future AI acceptance.
• How to get found when search becomes a conversation. And how to create engagement when your audience expects personalized answers, instantly.

Outcome: Leave with an “Agent-Readiness” checklist for your next marketing or communication campaign!

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• What’s breaking and what’s worth protecting: why “hours + assets” is collapsing under in-house AI, consolidation and procurement logic, and how to avoid the race-to-the-bottom trap.
• Inside the client firewall: how secure LLMs/copilots are already reshaping asset ownership, accountability and risk and where agencies still earn their keep as a governance + quality creators.
• Hear where value is moving next: from making stuff to designing the system, hear how clear swimlanes, shared guardrails, and an outcomes-first collaboration model can lead to improved HCP/patient impact - not just increased throughput.

Outcome: Leave with a practical proposal for redrawn client-agency swimlanes, with a clear view on what to strip out and what to protect.

• Discover what happens when an AI personalization campaign crashes into regulatory review and the lessons that came out of it.
• Learn who are the critical AI ambassadors that can help you combine speed, creative excellence, sign-off, and scientific rigour.
• The critical questions to ask your colleagues before you embark on a complex AI driven project.

Outcome: Learn how to build AI-powered content workflows that move at marketing speed without tripping regulatory wires.

_{Disclaimer: No confidential or proprietary information from any specific company will be disclosed.}

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• Hear what actually has to change in people, governance, data/tech stack, and ways of working so AI becomes “how we do campaigns” and not “that cool test we once ran.”
• How to bake in compliance, medical/legal, auditability and ownership so your new innovation doesn't get stuck at the first global rollout.

Outcome: leave with a kill/park/scale checklist to separate AI that boosts outcomes from AI that just boosts activity.

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• In a world where AI accelerates change faster than teams can process it, discipline is your competitive advantage.
• Learn how to stay focused, energised, and adaptable when the ground keeps shifting. 
• Hear from an ex-special forces & tier-1 performance coach on how to make discipline your operating system, and not just a feeling.  

‍Outcome: Leave with a practical framework to lead yourself and your team with clarity, control, and confidence.

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• AI is rewriting what motivates teams. Learn to build cultures of trust, autonomy, and competence when algorithms join the team. 
• Use inclusive leadership models to maintain belonging, creativity, and resilience.

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• A leading generative artist reveals how brands rediscover emotion and originality by reframing data, biology & emotion with AI. 
• Learn how to brief artists ethically, use moodboards as compliance guardrails, and turn aesthetics into earned attention.

‍Outcome: Your annual fill of inspiration! 

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• Pharma leaders share the lessons and commercial goals on AI transformation in 2026 and beyond in this interactive closing session.

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