‘Everything changes at the same time’: On conversational AI with Veeva’s Arno Sosna

In this episode, Arno Sosna, president of the CRM Suite at Veeva, joins Maria Whitman to explore how AI is transforming CRM in life sciences into a dynamic engine for insight and action. They unpack the emergence of Commercial Evidence™—real-time insights into treatment barriers—and how conversational, agentic AI unlocks a new, faster way to understand and serve customers. The conversation offers a look at how this shift fundamentally reshapes decision-making, workflows and ultimately patient access to care.

Highlights:

• Why traditional CRM models miss the full picture behind treatment barriers—and how AI generates actionable Commercial Evidence at scale
• How conversational AI in CRM enables a continuous, omnichannel dialogue between commercial teams and HCPs
• What it takes to move from insight to impact using AI to drive precision engagement, not just collect more data
• Why removing friction between patients and treatment isn’t just a goal, but a “moral obligation” for the industry