Artificial intelligence (AI) and broader digitisation are now key areas of focus and investment for many biopharma companies. While use cases have been proven and are relatively mature in areas such as candidate selection and commercial engagement models, the progress in Medical Affairs has been slower. Many Medical Affairs organisations are exploring AI and focusing on digitisation of certain processes' steps, but progress beyond pilot initiatives appears to be slow. It is essential to work from a digital strategy that is grounded in end-to-end process improvement with a focus on scalability to enable genuine gains in productivity and/or quality. Robust governance and change management are vital to clarify and achieve these goals.