Life sciences firms are increasingly adopting new technologies like the metaverse and piloting use cases, although a "truly 3D immersive customer experience" may be some distance away. But 2024 could see an inflection point with increasing demand for certain metaverse applications, says a senior Indegene executive.

McKinsey & Company's senior partner Vikas Bhadoria, in this first instalment of a wide-ranging two-part interview with Scrip, outlines a number of use cases to define where pharma currently is and the potential value that can be unlocked as industry adopts new technologies such as generative AI, digital twins and the metaverse.

The “garbage in, garbage out” issue remains top of mind as AI models continue to be integrated into drug development. The FDA still has a lot of learning to do, Jacqueline Corrigan-Curay says.