Complexica wins tender to provide AI software for Pfizer Australia

business May 03, 2017 14:38

By The Nation

Complexica, a provider of artificial intelligence software for sales and marketing activities, has won a tender at Pfizer Australia for the use of its What-if Simulator, powered by Complexica’s proprietary Artificial Intelligence engine Larry – a sco-called digital analyst.



Pfizer Australia is part of Pfizer, the world's largest research-based pharmaceutical company. The company's key areas of focus are immunology, oncology, cardiology, diabetology/endocrinology, and neurology. Since being founded in 1849, the company says it has been committed to applying science and its global resources to improve health and well-being at every stage of life.

“After evaluating a number of software companies in the marketplace that possess advanced prediction and optimisation capabilities, we have ultimately selected Complexica as our vendor of choice.” said Andrew Endicott, brand manager for Pfizer Australia.

“We have found that answering complex ‘what-if’ questions is a challenging and time-consuming endeavour, and we believe that Complexica’s What-if Simulator can provide Pfizer Australia with a platform for scenario analysis that will improve our decision-making in the future. 

“We look forward to working with Complexica to address some of the analytical and ‘what-if’ challenges facing our business and operating environment.”

Complexica’s What-if Simulator will provide Pfizer Australia with the ability to test and optimise a variety of complex what-if scenarios based on large internal and external datasets.

In particular, the software will allow Pfizer Australia to simulate the impact of various sales and marketing strategies, answer complex what-if questions that contain many variables and “moving parts” that impact one another in a probabilistic manner, investigate a variety of assumptions and hypothesis that are difficult to test in the real-world, compare the outcome of various what-if scenarios and analyse the key drivers behind the differences, and understand the deterministic and non-deterministic factors present in the operations of the business 

“Complexica is delighted to have been selected by one of the world’s largest pharmaceutical companies for the provision of software and services in this very important and challenging area,” said Zbigniew Michalewicz, chief scientist of Complexica. “We look forward to applying our software, science, and know-how to help Pfizer Australia answer complex questions and optimise some of their decisions and strategies going forward.”