Proving AI ROI in Pharma Marketing - with Kellen Winters of Novartis

Enterprise investment in AI is rising faster than the ability to prove what it returns, leaving technology and vendor spend largely unexamined until leadership asks whether it is working. In this episode, Kellen Winters, Director of Customer Success and Business Operations for AI at Novartis, examines why demonstrating AI value starts with building a measurement discipline before any tools are chosen. The conversation covers anchoring AI priorities in the processes where work stalls or drains resources, narrowing a long list of use cases to the few that can be measured, tying pilots to existin