AI & commercial advisory
GRIT advises senior leaders on AI opportunities that create lasting business value.
Connecting technology, customer engagement and commercial strategy — with a particular focus on life sciences.
Let’s talk
What we help with
AI, content, data and customer engagement increasingly belong in the same conversation. GRIT helps leaders connect them around the priorities of the business.
Identify where AI could improve performance, support growth or change the way work gets done. We help assess use cases, challenge the investment logic and turn a broad ambition into a practical set of priorities.
What the work can produce: an opportunity shortlist, a business case and a recommended direction.
Explore AI strategyBring customer needs, channels, content and field activity into a more coherent approach. We advise on engagement strategy, the role of CRM and customer insight, and where AI could help teams make more relevant commercial decisions.
What the work can produce: engagement priorities, a customer journey brief and a clearer role for each channel.
Explore customer engagementExamine how content is planned, created, reviewed, adapted and reused. We help organisations consider modular content, AI-assisted production and better connections between teams, systems and markets.
What the work can produce: a content workflow assessment, improvement priorities and a brief for a focused pilot.
Explore content workflowsTranslate technology into a proposition customers can understand and buy. We help technology and service businesses sharpen their positioning, explore market opportunities and shape partnerships around a shared commercial purpose.
What the work can produce: a value proposition, a market approach or a partnership plan.
Clarify what the business needs before committing to a platform, provider or pilot. We help frame requirements, examine build-or-buy options and evaluate proposals in the context of existing tools, data and workflows.
What the work can produce: decision criteria, a provider brief and an implementation roadmap to discuss with delivery specialists.
Create a shared understanding of what should change and why. Through leadership discussions and focused workshops, we help teams challenge assumptions, clarify ownership and consider the capabilities people will need.
What the work can produce: an agreed set of decisions, ownership and a practical adoption plan.
A clear way forward
AI opens up possibilities. The challenge is knowing which ones matter to your business — and what it will take to make them work.
We bring an outside perspective, helping leadership teams connect AI opportunities with their strategy, priorities and organisation.
Identify where AI can make a meaningful difference to the business, its people and its customers.
Clarify what to prioritise, where to invest and how each opportunity supports the wider business strategy.
Connect ambition with the organisation’s capabilities and readiness, with clear next steps towards lasting value.
Selected cases
These cases draw on work delivered by Jens Horneman and his teams in collaboration with specialist technology and delivery partners, across previous roles, assignments and partnerships.
Large global pharmaceutical company
62%increase in repurposing existing content
A large legacy content library held significant value, but teams struggled to find relevant material and reuse or repurpose it across markets.
Read the caseLarge enterprise client
25 yearsof existing learning material repurposed
Existing SOPs, protocols and learning resources became the foundation for interactive, AI-enabled learning environments.
Read the caseLeading pharmaceutical consulting organisation
1,500executives using the dashboards worldwide
An end-to-end view of processes and technology supported decision intelligence dashboards now used by 1,500 executives worldwide.
Read the caseThe businesses we help
GRIT brings a commercial lens to the choices facing pharmaceutical organisations, technology providers and specialist service businesses.
Advice for commercial, marketing and digital teams considering AI opportunities, customer engagement, content operations and the next stage of transformation.
Support with propositions, business development and partnerships — connecting capabilities with the needs of life sciences customers.
The same business questions arise in learning, technology and other complex organisations. The starting point is always the business challenge.
Working together
The scope starts with your question. It can be a focused conversation, a defined assignment or an ongoing advisory relationship.
A focused discussion to build a shared understanding of an opportunity, challenge assumptions or work through a strategic question.
Useful when: the leadership team needs a common starting point or a fresh perspective.
A defined piece of work around an opportunity, a business case or a commercial challenge, with agreed questions and practical recommendations.
Useful when: a specific decision needs more investigation and structure.
A continuing sounding board as priorities develop, proposals arrive and the organisation learns what works.
Useful when: leaders want a consistent outside perspective over time.
We agree the scope, outputs and way of working together before an assignment begins.
Connecting advice with action
Good advice should make the next stage easier. When specialist delivery is needed, we help clarify the work and how potential partners should be assessed.
Describe the business problem, the intended outcome and the constraints delivery teams need to understand.
Assess different approaches, providers and partnership models against the same business priorities.
Shape a realistic initial scope, with clear responsibilities and evidence of progress.
Provide senior advice as proposals develop, keeping commercial value central to the decisions.
GRIT’s core role is advisory. Technical implementation, content production and other specialist delivery are scoped explicitly with the appropriate expertise.
About GRIT
GRIT draws on the combined experience of Jens Horneman and his teams, working over the years with most of the world’s top 30 pharmaceutical companies, including work in partnership with IQVIA.
Our experience spans the commercial journey end to end—from business and marketing strategy to AI-powered learning, customer engagement, content development, omnichannel orchestration and delivery. It covers both shaping the direction and understanding what it takes to execute: the capabilities teams need, the workflows that support them, and the technology that brings it together.
That breadth helps us see how decisions in one area affect the rest. We connect strategy with execution, align internal teams and external partners, and help content, data and channels work together around customer needs. With a deep understanding of each step, we help organisations build cohesive workflows that make better use of their existing technology stack and turn individual initiatives into lasting commercial value.
Insights
Decision intelligence · 22 October 2026
How pharma teams can use data to explore what-if scenarios and make better-informed commercial decisions.
Read the articleA few practical questions
No. Clarifying the opportunity can be the work itself. We can begin with a business challenge, a set of ideas or a leadership team that wants a more informed view.
Yes. A proposed investment, a commercial opportunity or a question about priorities can be a useful starting point. We can keep the scope focused on what you need to decide.
No. Life sciences is a particular focus, including the technology and service companies working in that sector. We also discuss relevant challenges in learning, technology and other businesses where AI and commercial development meet.
GRIT’s primary role is advisory. We help clarify the business purpose, evaluate the options and frame the next steps. Any need for implementation support or specialist expertise is discussed as part of the scope.
Send a short email describing your organisation and the question you are considering. We can then discuss whether GRIT is the right fit and what a useful first step would look like.
Start with a conversation
Tell us about the opportunity or decision on your mind.
We can take the conversation from there.
