Pfizer launches genAI platform 'Charlie' in collaboration with Publicis Groupe

Pfizer has launched a new GenAI platform for marketing purposes in the pharmaceutical industry.

By partnering with Publicis Groupe and harnessing Marcel’s AI platform, Pfizer aims to centralise content creation, editing, and legal reviews, leading to increased efficiency and accuracy.

The company has named it after their co-founder, Charles Pfizer. The platform has been in the works for a year and is now ready to roll out.

Drew Panayiotou, Global CMO, Pfizer posted on LinkedIn about Charlie and said, “This innovative platform is designed to accelerate collaboration, ideation, and campaign development between Pfizer and our agency partners around the globe.”

The platform is now used by Pfizer’s central marketing team and across the company’s 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.

The platform also aims to help with fact-checking and legal reviews. Following a “red, yellow, green” tier risk system when labeling content, it can identify areas of review.

Charlie is also being integrated into Adobe platforms like Workfront, Experience Manager and Slack for employees to communicate with each other.

In terms of content, Pfizer is experimenting using Charlie for digital media, emails and digital presentations that sales teams use with physicians. The company is also looking to equip Charlie to help in research and write drafts for medical articles. The GenAI platform is also equipped to create different insights based on the consumer.

Info@BestMediaInfo.com