Adopting this approach may be a significant adjustment for some teams. Some believe that sharing a biopharma company’s scientific position, defining a product’s role in clinical practice, and discussing conflicting evidence falls outside the scope of medical affairs. The concern is these actions may be viewed as promotional or misaligned with KOL expectations.

Less frequent, but deeper scientific exchange

Only 12% of KOLs do not anticipate AI changing the way they currently engage with MSLs. However, the majority (88%) envision a change in their behavior when it comes to these interactions.

Nearly half of KOLs surveyed indicated they will still meet with MSLs, but use AI beforehand to gather information so that time spent can focus on deeper clinical nuances. Nineteen percent will only engage with MSLs on topics AI is not suited to cover, while 23% openly state that their interactions with MSLs will decrease.

This data once again indicates a shift in the engagement dynamic, increasing importance on specialization and depth in KOL interactions with MSLs. Now is the time for medical affairs teams to evaluate their current way of working and identify the changes required to deliver value beyond the LLM.

The changing role of the MSL

As AI becomes more integrated into their workflow, KOLs indicated how they anticipate the MSL role will change over the next three to five years. Thirty-four percent predict MSLs will be connectors, primarily bridging KOL interests with collaborative opportunities within the company. Others (28%) see MSLs becoming even more specialized and serving as deep experts on the disease area and product. However, only a small subset (17%) anticipate MSLs evolving into curators with a focus on putting data into context. This is most likely because AI applications sufficiently cover this aspect.

While all of these roles are part of an MSL profile today, the data points to a common theme. There are certain actions that humans are better at performing. Trust, human connection, collaboration, and handling ambiguity are key examples where humans deliver value that AI cannot replicate.

Summary

The data is clear: AI won’t replace the MSL, but it does raise the standard for providing value. Mere data dissemination is no longer enough. This new reality calls on medical affairs to rethink its engagement model to deliver what AI cannot: specialized expertise and deeper scientific collaboration.

Although HCPs and KOLs may turn to AI first to get information, they will continue to rely on MSLs as trusted, knowledgeable connections to the biopharma organization. To meet these changing expectations, MSLs must focus on human connection and delivering deep scientific insights with speed and precision.

By keeping scientific communication channels open to the stakeholders who have the highest influence on the delivery of care, MSLs will become even more critical to clinical practice optimization and company success. To fulfill this mission, now is the time for medical affairs teams to adapt to meet KOL expectations in the age of AI and beyond.

Read our white paper to learn more about the path forward in this AI era.

Demographic Summary

Online survey of 75 KOLs (35 US, 40 EU) across 15 specialties who use AI daily to get scientific information concerning patient care. April 2026.

KOL status qualified by participating in at least three out of the following activities: publishing in scientific journals, involvement in clinical trials, speaking at conferences, and contributing to guidelines.

Figures have been rounded to the nearest whole number.

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