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Everyone has access to the same secondary data now. That is the part most companies have not fully reckoned with. The analyst reports, the public filings, the press releases, the review-site scrapes, the LinkedIn job postings, the earnings call transcripts. It is all sitting there, and your competitors are pulling from the exact same well you are. AI has made that well easier to draw from than ever. It has not made the water any deeper.

The old market access playbook is obsolete. High list prices offset by heavy PBM rebates no longer work. Between the Inflation Reduction Act (IRA), PBM reform, and direct-to-consumer pharmacy channels, the rules have changed — and so has the definition of a frictionless patient experience.

The post-pandemic, AI-disrupted workplace has handed CI leaders one of their toughest operational challenges: chronic, compounding turnover. Senior analysts vanish mid-project. Sales orgs cycle through reps faster than battlecards can be updated. And with every departure, hard-won intelligence walks out the door.