Exploring the current and future role of artificial intelligence in pharmaceutical market access: insights from a European survey.

INTRODUCTION

Artificial Intelligence (AI) is rapidly expanding across the pharmaceutical value chain; however, empirical evidence on its application in Market Access (MA) remains limited. Given the strategic relevance and regulatory complexity of MA, understanding current AI adoption and perception represents a significant evidence gap. This study provides one of the first exploratory, European-focused assessments specifically investigating the role of AI in pharmaceutical MA.

METHODS

A structured, closed survey was conducted among European pharmaceutical MA executives and senior leaders. The questionnaire investigated AI adoption levels, governance and implementation models, perceived benefits and barriers, and current and future applications, with a focus on MA activities. The survey was distributed between June and November 2025 through targeted professional outreach and conference-based data collection.

RESULTS

Fifty responses were collected. Overall, 44% of respondents reported structural AI implementation within their organizations, with MA being the most impacted function (59%), contrasting with previous analyses where MA was among the least affected areas. AI adoption was strongly linked to company size, favoring large companies. Key barriers to AI adoption in MA included limited availability of high-quality data, data integration challenges, lack of internal expertise, and regulatory uncertainty. Reported benefits were mainly operational, while respondents identified strong future potential in market analysis, forecasting, health economics and outcomes research, and pricing and reimbursement strategy.

CONCLUSIONS

AI is increasingly perceived as a valuable enabler in MA, although adoption remains heterogeneous and at an intermediate maturity stage. Effective integration requires robust governance, regulatory clarity, and AI-generated insights that support-rather than replace-human expertise.