According to Estima co-founder Tim Reason, generative AI is reshaping how pharmaceutical companies prove their drugs are worth paying for. He doesn't believe the shift eliminates demand for expertise, but expects the time-and-materials consultancy model to look fundamentally different within a decade. But the means by which to do it has kind of become available and much more robust with the advent of generative AI." Standard automation had already sped up the analysis stage at Estima, but it stopped short of the interpretation and write-up work. "I think we're going to need more of the human and more of the expert, in my opinion," he said.