Sales, Marketing, Medical, & AI: What Veeva Commercial Summit 2025 Means for Sales Teams
Veeva opened its Commercial Summit in Madrid on 5 November with a clear message: AI isn't a bolt-on. It has to live inside the workflows sales teams use every day. With 1,200+ attendees and a third joining for the first time, the energy matched the moment-new treatments, new go-to-market motions, and more complexity than ever.
Veeva reinforced its position as the life sciences industry cloud, spanning Development, Quality, Commercial, and Data Clouds. The takeaway for sales: a unified platform is moving from "nice to have" to "required" as field, marketing, and medical align around one customer view.
The next wave of AI: from add-on to embedded
Veeva leaders outlined why agentic AI must be embedded directly in applications to be useful at scale. Early data shows 30%+ gains in productivity and precision in commercial execution when AI agents are put to work inside daily processes-not as a separate tool.
That thinking is now productized as Veeva AI, purpose-built for life sciences and integrated into the Vault Platform. You can configure native agents or build custom ones, with secure access to content and data across applications.
What embedded AI looks like in the field
Veeva showcased practical features for reps and managers that cut busywork and focus activity where it matters:
- The Hot List: a dynamic target list surfaced in CRM that prioritizes accounts based on engagement recency, frequency, and adoption by indication-so you know who to call first.
- Campaign feedback loop: reps can reject a suggested campaign intent and send reasons back to the system, improving the next cycle.
- Pre-call prep: AI summarizes lengthy documents so you go into meetings informed without a long read-through.
- Voice notes with automated redaction: dictate call summaries; patient names are removed before logging to CRM to support compliance.
Where it lands in the product
Vault CRM is the Commercial Cloud foundation, covering Omnichannel CRM, Campaign Manager, Service Center, Events, Align, and Patient CRM. The next generation of Vault CRM now includes embedded Veeva AI and already has 100+ customers, including nine of the top 20 pharma companies.
Launch timeline highlights:
- December 2025: AI agents available in Vault CRM, with Pre-Call, Media, Voice, and Free Text. Quick Check and Document Assistant also land.
- Following phases: PromoMats and Medical Platform support, plus continued releases through April, August, and December 2026.
- By end of 2026: 8-10 AI-enabled areas across the entire Vault CRM Suite.
Proof points from customers
Over 100 customers are live on the next generation of Vault CRM. GSK emphasized being data-driven across the field. Idorsia highlighted faster innovation cycles. Moderna is the first to go live with Veeva AI in PromoMats within MLR workflows.
Otsuka recently went live globally on Vault CRM, and Bayer launched in Japan on 4 November. Both cited smoother execution and, in Bayer's words, a clear competitive edge.
Why this matters for sales leaders
The industry is dealing with larger pipelines, tighter budgets, and an 18-month shorter commercial window compared to two decades ago. In that environment, focus and trust are everything. A unified platform with embedded AI helps align sales, marketing, and medical around one customer truth and cues precise next best actions in real time.
Expect agents to inform-and eventually adjust-territory strategies. The advantage will go to teams who get their data, workflows, and feedback loops in order now.
Practical playbook: start here
- Clean your CRM: standardize HCP/HCO records and key fields so targeting, summaries, and insights are accurate.
- Operationalize the feedback loop: have reps annotate why they accept or reject suggested actions; review trends weekly.
- Pilot voice note capture: start with top 20 accounts per rep; measure time saved and note quality vs. typed entries.
- Codify pre-call workflow: require AI document summaries and Hot List prioritization before each call week.
- Update compliance SOPs: include guidance on automated redaction, call logging, and retention.
- Define omnichannel triggers: tie content engagement and medical inquiries to clear next best actions for field follow-up.
- Revise KPIs: track cycle time from signal to contact, adoption by indication, call outcomes, and content utilization.
- Partner with marketing and medical: agree on a single customer view and content taxonomy to avoid disconnected actions.
- Plan for the release cadence: queue field use cases for each quarterly update to keep momentum.
Keep learning and prepare your team
To understand how Veeva is embedding agents across Commercial Cloud, see the official product pages and roadmap updates. Start enabling your team with practical AI skills that map to field execution and compliant content workflows.
Bottom line for sales
Embedded AI in Vault CRM turns scattered tools into a system that prioritizes who to see, what to say, and how to learn from every interaction. If you fix your data, tighten feedback loops, and align with marketing and medical, you'll see gains in rep focus, call quality, and speed to impact-without adding more tools to the stack.
The tech is ready. The teams who adapt their operating model first will get the results.
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