8 TECH OUTLOOKOctober - 2019IN MY OPINIONThere's a lot of hype around artificial intelligence, but we are light years away from businesses that are outright replacing humans with machines. Human-level artificial intelligence may never be a reality, and at best, these technologies can only complement the qualitative aspects of human intelligence to make decision making faster and more real-time.While it's a highly anticipated digital technology, a better way to think of artificial intelligence is to consider how it can be leveraged to amplify human intelligence. Augmented Intelligence is more than just unaided AI ­ it's a confluence of data, digital technologies, and human intelligence: where data processing, data science algorithms, and digital technologies extend, but do not replace, human ability to make better and faster business decisions. Augmented intelligence enables organizations to build trust between humans and AI technology while addressing regulatory concerns as well.In the Pharmaceutical and Life Sciences Industry, data is fast becoming the most valuable resource and mobilizing this data effectively is the key to surviving in a dynamic business: An increasingly complex stakeholder environment is creating a highly complex selling environment; specialized therapies are demanding more personalized sales relationships; and demands to demonstrate value require nuanced, substantiated messaging. Availability of data from a wide array of sources--including internal, third-party syndicated, and social media data--makes it possible to harness targeted insights and drive tailored conversations with healthcare providers, payer networks and patients. However, making these conversations productive requires solving for relevance and "data overload." To address this challenge, insights must be filtered and contextualized with the personalized information so that sales and marketing professionals receive timely insights that are germane to their jobs--the right insights at the right time in the right way.Augmented intelligence can greatly enhance the quality of the customer experience and improve top-line sales when applied to field execution--pharma's dominant sales channel. Sophisticated machine learning algorithms that take into account individual prescriber affinities, recent prescribing behavior, affiliation changes, and digital footprints present the sales force with a deterministic output for the "next best action" for individual prescribers. When integrated into existing sales management systems, these algorithms can help the sales rep by tactical guidance in predicting the best message, timing and content for each provider through real-time alerts and notifications upon which the sales By Amaresh Tripathy, SVP ­ Business Leader, Analytics, GenpactKarabi Basu, VP , Commercial Analytics , Healthcare and Life Sciences, GenpactAmaresh TripathyAugmented Intelligence in Life Sciences
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