With ‘Charlie,’ Pfizer is building a new generative AI platform for pharma marketing

Pfizer has developed a new generative AI platform and named it after the pharmaceutical giant’s founder.

Since last year, Pfizer has been developing a new AI platform to help with content supply chains and while also overhauling the company’s entire marketing workbench. “Charlie,” named after Pfizer co-founder Charles Pfizer, is now in the process of rolling out to the marketing organization. Executives say it’s still early, but the platform is now in use by Pfizer’s hundreds of people in central marketing team and thousands across the company’s various brands. It’s also being used by agency partners including Publicis Groupe and IPG.

A key focus for Pfizer’s strategy is improving the company’s content supply chain, according to Bill Worple, Pfizer’s vp of customer engagement platforms and technology. Along with helping with content creation and editing, generative AI also helps with fact-checking and legal reviews — something that’s especially important with highly regulated industries like pharmaceutical marketing. Using a “red, yellow, green” risk system when labeling content, Charlie can identify assets the medical review team might want to spend more time looking over. For example, a headline used many times might not need as much attention. Other creative assets might use previously approved language but now appear in a new setting while other content making new claims deserves the most time.

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