If ISPOR Europe 2025 proved one thing, it is that the HEOR community has moved past the initial excitement of Generative AI. The conversation in Glasgow wasn't about whether AI will be adopted, but how to operationalize it without breaking the rigorous standards of HTA.

At Reliant, we spent the week benchmarking our own methodology against the industry’s evolving needs. Here is our analysis of the market shifts observed in Glasgow and what they mean for your value strategy.

The New Standard: Human-Aligned AI

The defining challenge of 2025 is trust. Payers and regulators are demanding that AI-driven evidence generation be transparent and auditable. We addressed this head-on with our two primary data presentations:

• The Problem: Standard LLMs struggle with the nuance required for systematic literature reviews (SLR), often hallucinating or missing context.
  
  
• Our Findings: In our presentation, “AI-Augmented Data Extraction,” we demonstrated that, with the right frameworks, AI can achieve first-pass accuracy competitive with that of human reviewers.
  
  
• The Takeaway: Speed is irrelevant if the data is wrong. Our research proves that efficiency doesn't have to come at the cost of the precision required for submission-ready evidence.

Market Intelligence: 3 Critical Signals for Pharma

Beyond our own research, the sessions at ISPOR offered clear signals on where the regulatory and operational winds are blowing:

1. Market Access Operations are Being Overhauled 

The "AI in Market Access" panel confirmed that the bottleneck is moving from technology to workforce adaptation. The leaders winning right now are those using AI for value dossier development and pricing strategy simulations.

• Takeaway: AI is becoming a competitive necessity for Market Access teams. The focus must shift from "experimentation" to integrating these tools into daily workflows to manage resource constraints.

2. Simulation is the Frontier

 Advanced analytics and Generative AI are now being used to simulate HTA discussions and predict EQ-5D scores. This predictive capability allows teams to stress-test their value propositions before they ever reach a payer.

3. Global Pricing Strategy is Moving from Reactive to Predictive 

The workshop on Navigating the Global Pricing Policy Landscape (WS069) highlighted a critical pain point: the increasing volatility of International Reference Pricing (IRP) and the ripple effects of cross-border policies. 

The industry is moving toward AI-driven early scenario modeling to anticipate policy-driven shifts rather than reacting to them.

• Takeaway: Global pricing teams must leverage AI to stress-test launch scenarios earlier. 

The Bottom Line

The industry is consolidating around a specific vision for AI: one that is transparent, human-guided, and rigorously tested.

At ISPOR, we confirmed that Reliant’s methodology, prioritizing accuracy and human alignment above all else, is precisely where the market is heading. We aren't just automating; we are building the infrastructure for the next decade of evidence synthesis.

Ready to future-proof your evidence strategy? Book a demo and learn how our AI-augmented research tools can accelerate your timelines while maintaining the rigor demanded by the life sciences. 

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