The biopharmaceutical industry has been embracing artificial intelligence as a way to address complex issues of drug design and development, but Aktana is betting that such big data analysis can improve decision-making around sales and marketing too. Aktana’s AI technology integrates with a company’s customer relationship management system to synthesize data from a wide variety of sources and guide marketing teams and sales reps about such things as which physicians to contact, when to do so, and how to best approach them. We spoke to David Ehrlich, president and CEO of Aktana, about the company’s decision support products, how they work, and the case for using AI to improve sales and marketing decision-making.