Bristol Myers Squibb, a global biopharmaceutical company, and Accenture, a professional services firm, have jointly inaugurated a new generative artificial intelligence enabled content hub named Mosaic in Mumbai. The facility is designed to strengthen digital marketing capabilities and support the rapid development of patient centric and clinician focused content across Bristol Myers Squibb’s global operations. The launch marks another step in the long standing collaboration between the two organisations.
Mosaic is positioned as an end to end AI powered content hub focused on supporting commercialisation efforts. The facility aims to rapidly identify the informational needs of healthcare professionals and enable the creation of relevant educational materials at scale. By using generative AI technologies, the hub is expected to enhance content production workflows and support Bristol Myers Squibb’s broader strategy of integrating digital tools across its marketing and commercial functions.
Company executives indicated that the initiative reflects a growing shift toward more data driven and personalised communications within the healthcare sector. Adam Lenkowsky, Chief Commercialisation Officer at Bristol Myers Squibb, stated that the Mumbai hub aligns with the company’s objective of engaging more effectively with clinicians and patients through digital channels. He highlighted the role of Mosaic in improving both the speed and relevance of content developed for healthcare professionals worldwide.
The launch of Mosaic forms part of a wider strategic investment by Bristol Myers Squibb in artificial intelligence technologies. The company has committed USD 130 million to advance its AI driven initiatives and to build AI enabled capabilities, particularly across commercial and marketing functions. The Mumbai hub is one of the key projects under this investment and is intended to help scale AI applications across global markets.
Mosaic will bring together creative, technology and data professionals from both Bristol Myers Squibb and Accenture to modernise how marketing and educational content is developed and delivered. Leaders from both organisations emphasised the importance of combining healthcare domain expertise with advanced digital capabilities. Ndidi Oteh, Chief Executive Officer of Accenture Song, noted that the collaboration demonstrates how AI can be applied to deliver meaningful outcomes by improving the efficiency and relevance of healthcare communications.
The new hub also builds on the long standing relationship between Bristol Myers Squibb and Accenture, which spans more than 25 years. Over time, the partnership has evolved from traditional service delivery into a deeper collaboration focused on digital transformation and innovation. Executives from both companies cited India’s strong technology ecosystem and deep digital talent pool as key factors behind the decision to establish the hub in Mumbai.
Bristol Myers Squibb has maintained a presence in India for over two decades, initially through its commercial operations. Its portfolio includes therapies across oncology, haematology and cardiology. In recent years, the company expanded its footprint in the country with a large facility in Hyderabad, employing more than 3,000 professionals across business insights and technology, global drug development, global product development and supply, and enabling functions.
The integration of AI into content generation and commercial processes reflects a broader trend within the life sciences industry. Pharmaceutical companies are increasingly adopting digital tools to enhance operational efficiency, improve engagement with healthcare providers and respond to changing expectations around personalised communication. Bristol Myers Squibb’s investment in Mosaic highlights how large healthcare organisations are exploring technology driven approaches to support business objectives and stakeholder engagement.
Industry observers note that generative AI is finding applications across multiple stages of pharmaceutical operations, from research and development to marketing and communications. By deploying AI driven solutions such as Mosaic, organisations aim to accelerate insight generation, streamline workflows and deliver content that is more closely aligned with audience needs. This approach is increasingly viewed as part of a wider shift toward data informed and personalised engagement strategies in healthcare communications.
As the global healthcare sector continues to pursue digital transformation, collaborations between biopharmaceutical companies and technology service providers are expected to expand. The Mosaic hub in Mumbai may serve as a reference model for how such partnerships can support scalable AI driven content operations across geographies and therapeutic areas.