Artificial intelligence (AI) will be used to help data-driven sales and decision-making in the pharmaceutical industry.
Pfizer Australia, the world’s largest pharmaceutical researcher which has manufacturing plants in Sydney and Perth, is rolling out digital analyst tools from South Australia-based sales automation specialist Complexica.
In a statement, Pfizer said the software will also help to understand deterministic and non-deterministic factors presented in its business operations.
“We have found that answering complex ‘what-if’ questions is a challenging and time consuming endeavour,” said Pfizer brand manager, Andrew Endicott.
“We believe that Complexica’s What-if Simulator can provide Pfizer Australia with a platform for scenario analysis that will improve our decision making in the future.”
Complexica’s digital analyst engine has been dubbed ‘Larry’, as a form of “Siri for business”, which uses a combination of algorithms on big data sets to help with data-driven decision making.
“Complexica is delighted to have been selected by one of the world’s largest pharmaceutical companies for the provision of software and services in this very important and challenging area,” Dr Zbigniew Michalewicz, Complexica chief scientist, added.