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(gentle music)

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(dramatic music)

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<v ->I'm here at PHOENIX Group,</v>

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one of Europe's leading fully integrated

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pharma wholesaler and retailer,

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where AI and generative AI have moved beyond theory

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and into the heart of the business.

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Over the past year, PHOENIX Group has transformed

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how it operates

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using GenAI to streamline inventory management,

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validate complex logistics cost, enhance customer service,

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and accelerate procurement.

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(upbeat music)

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<v ->We are one of the major drivers</v>

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of the European health care system.

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We are the link between the pharmaceutical industry

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and the patient.

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<v ->We've always been working</v>

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on how to improve our processes, become more efficient.

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With BCG, we wanted to bring this to the next level.

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<v ->PHOENIX Group on the management level</v>

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started to think about how AI will disrupt

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or enhance their business.

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<v ->And we really had to ask ourselves,</v>

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how do we now use this best possibly for PHOENIX Group?

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This has to deliver real tangible value.

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(upbeat music)

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<v ->PHOENIX set up a holistic GenAI transformation,</v>

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and in that transformation, we looked at valuable use cases

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that we scaled up and ran through the MVPs

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and that are right now running in a steady state,

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still tracked by KPIs to guarantee the impact

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and the financial value at stake.

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<v ->Well, the potential's huge.</v>

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If you think about it, it's continually learning.

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The algorithms are getting better and better all the time.

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I think we started off with a transport validator,

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and that was looking at invoices in one particular country.

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The success from that country was exponential.

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<v ->What we fundamentally changed,</v>

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we kind of validated it from a business perspective,

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calculated the business case,

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and got the commitment of, for example, the MD of a country,

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and that ensured that before we write one line of code,

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there was a commitment towards the impact that we want

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to accomplish at the end, always keeping in mind,

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we are not building a pilot,

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we are not building a POC.

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This solution needs to scale across Europe.

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<v ->BCG made it possible for us</v>

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to roll out this project across different entities

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at the same time.

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<v Sabrina>The PHOENIX team was fully enabled</v>

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in a GenAI factory model.

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<v ->The AI piece is now fully integrated</v>

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into the digital transformation agenda of the PHOENIX Group

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to make our company fit for the future.

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<v ->So today, the company and the team</v>

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deploying GenAI at scale with lots of innovation,

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with cross-functional, motivated teams,

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and all with a strong focus on delivering

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financial impact for the company.

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<v ->This is just the beginning</v>

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of a major lever

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when it comes to business value.

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BCG helped us to organize

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and to gain this momentum across Europe.