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

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

Pfizer has developed its own generative AI platform called “Charlie,” named after Pfizer co-founder Charles Pfizer, Digiday has learned.

Since last year, the pharma giant has been developing the new AI platform to help with content supply chains and with overhauling Pfizer’s entire marketing workbench. Executives say it’s still early, but Charlie is now in use by 600 beta users across Pfizer’s central marketing team and a few thousand employees across the entire company and its various brands. It’s also being used by agency partners including Publicis Groupe and IPG.

A key focus for Charlie 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, Charlie also helps with fact-checking and legal reviews. 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. However, 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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The original post is at Marketing Archives – Digiday

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