Accenture partners with Bristol Myers Squibb to launch AI-powered medical content hub in India

Bristol Myers Squibb (BMS) has partnered with Accenture to launch Mosaic, a generative AI-enabled medical content hub in Mumbai. This initiative marks a milestone in the biopharmaceutical major’s digital transformation, signaling a shift toward hyper-personalized, tech-driven engagement with healthcare professionals (HCPs).

Designed as an end-to-end platform, Mosaic leverages generative AI to identify physicians’ educational needs in real time. The hub enables BMS to rapidly develop patient-centric medical and marketing content, significantly reducing the turnaround time for delivering critical therapeutic information to clinicians.

The Mumbai facility was officially inaugurated on December 17 by Adam Lenkowsky, Chief Commercialization Officer at BMS, and Ndidiamaka (Ndidi) Oteh, Global CEO of Accenture Song. Mosaic is a key component of BMS’s broader $130 million strategic investment aimed at advancing its portfolio of AI initiatives and AI-enabled marketing capabilities globally.

From pilot to global scale

The launch follows successful pilots of the Mosaic model across three of BMS’s leading US brands: Reblozyl, Camzyos, and Cobenfy. With the Mumbai hub now operational, BMS plans to onboard additional brands and expand the model to major global markets, including scheduled launches in Germany and Japan in 2026.

“The future of healthcare is about meeting clinicians and patients where they are,” said Lenkowsky. “The Mosaic content hub will ultimately improve the patient experience by making it easier for our marketing teams to create and share timely, tailored communications.”

India as a strategic innovation hub

The choice of Mumbai reinforces India’s growing role in BMS’s global strategy. The company has maintained a presence in the country for over 20 years and recently expanded its footprint with a massive innovation center in Hyderabad. That facility now employs more than 3,000 professionals across global drug development, technology, and business insights—making it BMS’s largest hub outside the United States.

Anvita Karara, Vice President of Worldwide Commercialization Excellence at BMS, emphasized the broader impact: “We are strategically integrating AI tools across BMS to unlock efficiency, boost productivity, and enhance decision-making—all with the goal of helping our global workforce reinvent our industry.”

Ndidi Oteh of Accenture Song added that Mosaic sets a “new standard for hyper-personalized experiences,” positioning BMS at the forefront of the AI-forward reinvention of biopharma. The partnership builds on a 25-year relationship between the two firms, which has evolved from traditional service delivery into a deep collaboration focused on innovation and operational excellence.

Summary

Bristol Myers Squibb and Accenture have launched Mosaic, a generative AI-powered content hub in Mumbai, as part of a $130 million investment in AI. The hub aims to personalize engagement with healthcare professionals and accelerate commercialization. Following successful pilots in the US, the platform will expand to Germany and Japan in 2026, leveraging BMS’s 3,000-strong talent base in India to drive global digital transformation.

Frequently asked questions (FAQs)

Q1: What is Mosaic? 

Mosaic is a generative AI-enabled medical content hub that identifies physicians’ needs in real time and rapidly creates personalized, compliant marketing and educational materials.

Q2: Where is the hub located? 

The hub is based in Mumbai, India, chosen for the region’s deep digital expertise and collaborative ecosystem.

Q3: Which medicines are currently supported by this AI platform? 

The platform has been successfully piloted with BMS’s brands Reblozyl, Camzyos, and Cobenfy, with plans to onboard the company’s full global portfolio.

Q4: How much is Bristol Myers Squibb investing in AI? 

BMS is investing $130 million to advance AI initiatives across its marketing and commercialization functions.

Q5: How large is BMS’s presence in India? 

Beyond the Mumbai hub, BMS has a major facility in Hyderabad employing over 3,000 people, the company’s largest site outside the US.

Q6: What is the role of Accenture in this partnership? 

Accenture, specifically through Accenture Song, provides the creative, AI engineering, and data analytics expertise to build and scale the end-to-end platform.