---
title: "Harnessing the Power of Primary Market Research & Competitive Intelligence using AI"
description: ""
url: "https://pmsa.org/webinars/webinar-archive/item/harnessing-the-power-of-primary-market-research-competitive-intelligence-using-ai?category_id=40"
date: "2026-06-14T21:27:42+00:00"
language: "en-GB"
---

#  Harnessing the Power of Primary Market Research & Competitive Intelligence using AI

### Description

Pharmaceutical organizations conduct many primary market research studies and collect huge amounts of competitive intelligence every year. Most of this information sits in silos with different teams and only a few are aware of specific information in the documents which takes a long time to get to the right sources and the latest information when needed. With GenAI, organizations can break the silos and disseminate this information freely among the relevant teams and company leadership. With all this information just one query away, the time to insights is drastically cut down enabling faster decisions for brands.

Pharma organizations have struggled to leverage enterprise tools to unlock the potential of market research and competitive intelligence due to lack of context in search summarization, industry terminology, and therapeutic areas with specific nuances. In this session, we will walk through our systemic AI approach to transform insights into action for primary market research and competitive intelligence through customized architecture solutions involving orchestrator agents, metadata extraction, context mapping, evaluation metrics and robust integration of information sources.

**Speakers:**

**Bala Arunachalam**, Director, Integrated Analytics and Insights, Novo Nordisk
**Dr. Alicia Abella**, AI Product Leader, Novo Nordisk
**Shyam Vora**, Associate Principal, AI Products, MathCo
**Abhinav Nigam**, Associate Principal, Life Sciences Consulting, MathCo

**Moderator:** Ashwin Gopalakrishnan, Partner, Head of Life Sciences, Math Co

### Sponsored by:

MathCo

### Back to:

[Webinars](https://pmsa.org/webinars/webinar-archive) | [MathCo](https://pmsa.org/webinars/webinar-archive/category/mathco)

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