The NEXT CX & AI 25' Vienna edition brought together leaders, innovators and practitioners from across global pharma to openly address the opportunities and challenges shaping the next era of engagement. Through debates, keynotes, panel discussions and real-world case studies, the event focused on what truly drives progress: clarity of purpose, measurable outcomes and cross-functional collaboration.

Across all sessions, one message stood out: AI is an enabler, not the destination. Real impact comes from solving meaningful problems, improving decisions and strengthening trust with HCPs and patients.

This report captures the essential insights, strategic themes and practical frameworks presented throughout the two days. It is designed not only as a summary of the event, but as a resource to support teams and organisations in their ongoing transformation efforts.