With Veeva and Salesforce parting ways and Salesforce pioneering agentic AI capabilities with Agentforce, enterprises were initially looking forward to what Veeva had in store for them.
While enterprises continue to tackle the dilemma of migrating to either Salesforce Life Sciences Cloud or Vault CRM, Veeva gave the industry a glimpse of what it aims to offer with its newest artificial intelligence (AI) initiative, which it announced just a few days ago.
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AI, Data, Content and Omnichannel take precedence:
Shaping the future of customer engagement was at the heart of Veeva’s Commercial Summit this year with AI, data, content and omnichannel emerging as the most prominent themes. The summit featured four ‘innovation theaters’ namely, Customer Relationship Management (CRM) Suite theater, Crossix theater, Data Cloud theater and Commercial and Medical Content theater, each of which provided live demos and showcased Veeva’s key solutions across the sales, marketing and medical functions.
Artificial Intelligence: From assistants to autonomy:
AI was not just a theme at the summit, it was the foundation of nearly every conversation. From intelligent content review to smart field engagement, Veeva demonstrated how AI is now deeply embedded across its platform.
Vault CRM Bot and Veeva AI in CRM were centerpieces of the AI strategy. Live demos showed how reps can leverage semantic search, pre-call planning assistance, voice input, and compliance-aware free-text entry to deliver better HCP interactions, without toggling between apps.
MLR Bot stood out as an AI-powered breakthrough in content review. It promises to streamline compliance processes through upstream quality checks and automation.
AI’s reach extended beyond sales and marketing: in medical affairs, Link Medical Insights used AI to surface strategic insights faster and with more precision.
The message was clear: AI is moving from reactive automation to proactive orchestration, guiding everything from engagement strategy to execution.
Data: The core of connected commercial success:
If AI is the engine, data is the fuel, and Veeva is building a data ecosystem that’s both scalable and insightful.
Veeva Compass and Data Cloud were featured throughout the summit as foundational tools powering field execution, segmentation, and forecasting. Tools like CRM Pulse, Compass Prescriber, and Pathway data allowed users to identify high-potential HCPs, understand PBM behavior, and prepare for product launches.
In roadmap sessions, Veeva emphasized its strategy of direct, real-time integration across OpenData, Network, and CRM, reducing latency and improving operational accuracy.
The Link Suite took the stage with real-world examples from Merck and Pfizer, showing how deep Key Opinion Leader (KOL) and Key Account data transform scientific engagement and analytics.
With Compass Data Connector, attendees saw how to unify lab, claims, and patient-level data to support clinical-commercial alignment and business development.
All in all, Veeva positioned itself as the steward of modern data orchestration, equipping commercial teams with complete, accurate, and compliant intelligence.
Content: Speed, scale, and smart compliance:
Veeva doubled down on its mission to help teams create less but more effective content and do it faster and smarter.
With sessions on PromoMats, MedComms, and real-time authoring, the emphasis was on building global alignment and taxonomic standardization to scale content impact.
Eli Lilly’s keynote on transforming content ecosystems and demos of Anthill’s Arcane AI, La Vida with Figma, and content harvesting tools showcased how content planning, production, and localization are being reimagined through automation and AI.
The overarching takeaway? Content workflows must evolve from sequential to simultaneous, enabling teams to keep pace with regulatory and market demands. Content is no longer static, it’s adaptive, data-driven, and modular by design.
Omnichannel: Unified, personalized, and measurable:
Veeva’s omnichannel capabilities are maturing into a cohesive engagement system, combining personal, digital, and field interactions into a single strategic flow.
AstraZeneca’s Crossix keynote set the tone by demonstrating how standardized analytics boost brand consistency and impact.
Tools like Crossix CRM Boost and Omnichannel Boost showed how marketing teams can link HCP and patient touchpoints with measurable outcomes, supported by advanced segmentation. Vault CRM Campaign Manager was a highlight, providing end-to-end orchestration across sales, marketing, and medical.
Real-time innovations in Events Management, Engage (Zoom, WhatsApp), and MedInquiry offered a preview of a future where every HCP journey is dynamically mapped and managed.
In a world of fragmented communication, Veeva’s unified approach to omnichannel offers a powerful alternative, where field, digital, and service channels work in concert.
Key takeaways:
Life Sciences enterprises today face a dual mandate: to drive personalized, high-impact engagement with HCPs, while maintaining strict compliance in a rapidly evolving regulatory environment.
Yet many enterprises still operate with fragmented systems, siloed teams, and outdated workflows. Content production is too slow, data remains disconnected, and engagement channels are misaligned.
The result is inefficient field execution, lackluster omnichannel coordination, and missed opportunities to act on real-time insights. As enterprises expand globally and customer expectations evolve, the industry’s commercial infrastructure is showing its limits.
In response, the life sciences industry is entering a new phase of transformation, one not just defined by digital tools, but by connected intelligence. AI is moving beyond hype to become a pragmatic enabler of productivity, from compliance automation and voice-enabled workflows to semantic content search and predictive field suggestions.
Data ecosystems are evolving too: with platforms seeking to bridge the gap between payer data, patient journeys, and HCP behavior. At the same time, modular content strategies and dynamic MLR models are unlocking faster, scalable content pipelines. And perhaps most critically, omnichannel is shifting from multichannel delivery to true orchestration, where medical, sales, and marketing align around unified HCP journeys.
At the 2025 Veeva Commercial Summit, these trends came to life through the company’s integrated platform strategy.
- In AI, tools like Vault CRM Bot, MLR Bot, and voice-controlled workflows showed how reps and reviewers can now work faster and more accurately
- On the data front, Veeva emphasized a more connected data foundation through CRM Pulse, Crossix, and Compass, enabling smarter segmentation, faster launch planning, and better HCP targeting
- For content, Veeva showcased innovations in PromoMats, and taxonomy standardization that reduce MLR cycles while scaling global campaigns
- Across omnichannel, capabilities like Campaign Manager and Crossix CRM Boost demonstrated how to harmonize field, digital, and service touchpoints into one cohesive engagement engine
If you found this blog interesting or have any further questions, please contact M Mihir ([email protected]) and Rohit K ([email protected]).
