Highly commended
AI Change Management – UCB X Syneos Health
by Syneos Health Communication for UCB
Summary of work
In this trailblazing endeavor, we set out to accelerate UCB’s adoption of generative AI technologies** in global communications, building on strong foundations established by the UCB IT team to foster a progressive attitude to AI and support organizational change across UCB.
Today, UCB’s senior leaders fully recognize generative AI’s potential beyond drug discovery, eager to position UCB as a frontrunner in the AI revolution.
Syneos Health developed Custom GPTs tailored to UCB’s unique needs, incorporating advanced Retrieval Augmented Generation. This method, widely adopted within UCB, has spurred continuous improvements, making AI integration a natural progression.
A program initially aimed at boosting one team’s AI proficiency has sparked broader exploration and collaboration. We successfully navigated AI integration challenges in a cautious industry and set a new standard for tech adoption in pharmaceutical communications.
Rooted in a seven-year collaboration, this significant step in using AI boosts UCB’s operational efficiency and strategic innovation, demonstrating our commitment to futuristic, customized solutions and emphasizing AI’s transformative potential in pharmaceuticals.
Judges’ comments
The work from Syneos and UCB was interesting, compelling and inspiring. The judges were impressed that it is reaching every level of the organisation and they could see the systemic change. This is important and the judges could truly appreciate how difficult it is to get this kind of work on the pharma agenda.
