Global biopharmaceutical major Bristol Myers Squibb (BMS), in partnership with professional services giant Accenture, on Tuesday announced the launch of ‘Mosaic’, a first-of-its-kind, AI-powered generative content hub in Mumbai aimed at transforming how healthcare marketing and physician engagement are delivered worldwide.

The end-to-end digital hub, enabled by generative artificial intelligence, is designed to accelerate BMS’s commercialization efforts by strengthening its digital capabilities. Mosaic will help identify physicians’ educational needs in real time and enable the rapid creation of personalised, patient-centric content, marking a significant shift in how pharmaceutical communication is developed and delivered.

The facility was officially inaugurated by Adam Lenkowsky, Chief Commercialization Officer, Bristol Myers Squibb, and Ndidi Oteh, Global CEO of Accenture Song.

“The future of healthcare lies in meeting clinicians and patients where they are — and doing so in meaningful ways,” Lenkowsky said. “This partnership reflects Bristol Myers Squibb’s commitment to end-to-end digital transformation. The Mosaic content hub will ultimately enhance patient experience by enabling our marketing teams to create and share timely, tailored communications with healthcare professionals.”

Bristol Myers Squibb has maintained a strong footprint in India for over two decades through its commercial operations, with a focus on oncology, haematology, and cardiology. Recently, the company also opened a state-of-the-art 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.

As part of its broader digital strategy, BMS is investing USD 130 million in advancing artificial intelligence initiatives and AI-enabled capabilities across marketing functions, with the Mosaic hub forming a key component of this investment. The company is leveraging India’s digital expertise and collaborative ecosystem to scale next-generation AI-driven solutions across its global operations.

Highlighting the company’s science-driven and patient-centric mission, Anvita Karara, Vice President, Worldwide Commercialization Excellence at BMS, said artificial intelligence and machine learning are playing a critical role in reshaping the industry. “We are strategically integrating AI tools across Bristol Myers Squibb to unlock efficiency, improve data access, boost productivity, and enhance decision-making — all aimed at empowering our global workforce and reinventing how biopharma operates,” she said.

The launch further strengthens the 25-year partnership between Bristol Myers Squibb and Accenture, which has evolved from traditional service delivery into a robust engine for digital transformation. Through Mosaic, the collaboration will bring together a diverse team of creatives, technologists, and AI experts to modernise and scale marketing content creation globally.

“Accenture and Bristol Myers Squibb are leading the AI-forward reinvention of biopharma,” said Ndidi Oteh, CEO of Accenture Song. “Mosaic is a powerful example of how innovative technologies can deliver meaningful outcomes for patients while setting a new benchmark for hyper-personalised experiences for healthcare professionals.”

With the launch of Mosaic in Mumbai, Bristol Myers Squibb reinforces India’s growing role as a strategic hub for digital innovation in global healthcare, signalling a future where AI-driven engagement becomes central to patient and physician communication.