For all the talk of transformation and possibility, this moment actually feels like an inflection point for patient access and support. 

That was the overwhelming feeling at the 2025 Patient Support Services Congress, where Infinitus’ Joshua Feazell and Michele Angelaccio of Novartis took the stage for a candid conversation about AI in patient access and support. They broke down what leaders are learning from early deployments, and what it takes to build an organization truly ready to benefit from AI. 

Below are the biggest takeaways from their discussion.

1. We’ve reached an inflection point: AI is moving patient support from scarcity to abundance

For decades, patient support has been built on fragmented systems – claims platforms, CRMs, faxes, emails, and disconnected phone workflows. Today, that paradigm is shifting.

Across pharma, payors, and providers, organizations are moving beyond pilots into scaled deployments of AI agents that are delivering measurable outcomes. We’re entering a world where patient experience can finally become truly patient-first, digitally enabled, and powered by AI, one where support is available 24/7, anxiety is reduced, and information comes to patients instead of expecting them to navigate the system alone.

2. DTP is accelerating the need for a new engagement model

Direct-to-patient (DTP) models are pushing pharma to rethink patient engagement from the ground up. Patients expect a connected experience, and AI is finally making that possible.

DTP mirrors challenges other industries have already faced – and solved. Just as consumer brands have been building omnichannel experiences and AI-powered personalization, pharma now has the opportunity (and ability) to do the same. The question is no longer if patients will expect this level of experience, it’s how quickly the industry can deliver it.

3. Success with AI requires organizational readiness, not just technology

As much as many would like it to be, AI in patient support isn’t plug-and-play. The pharma companies seeing the largest returns are the ones laying the proper foundation first. There are three must-haves Infinitus sees across successful deployments:

  • AI governance: Including clear frameworks to define goals and outcomes; alignment across legal, regulatory, IT, brand, and operations; and fast, structured pathways for experimentation and review. Governance must strike a balance between responsible and scalable experimentation.
  • Data and process readiness: Without clean data or clear processes, AI can’t be effective – so pharma teams need to “get the house in order” before layering in AI solutions
  • Ownership and sponsorship: AI transformation isn’t a small project. Meaningful results require strong executive sponsorship, cross-functional ownership, and a shared understanding of incentives and goals.

4. The biggest AI myths: Dispelled

Myth 1: AI will replace patient support teams

Reality: Not in Josh’s or Michele’s experiences. Instead, AI extends teams by taking on cognitive load and creating the time for people to focus on empathy, clinical judgment, and complex support needs.

Myth 2: AI is plug-and-play

Reality: AI demands clean data, clear processes, and a cultural shift. When set up well, it accelerates everything. When it isn’t, it exposes foundational gaps.

Myth 3: AI makes experiences cold and robotic

Reality: AI actually enhances human connection by being proactive, removing friction, and showing up for patients in moments when humans traditionally haven’t been able to, like after hours or on weekends.

This reframing resonated strongly: the goal isn’t to replace people. It’s to finally give people the tools they need to deliver the level of support patients deserve.

The bottom line: AI is delivering results today, and should be treated as a strategic enabler

AI is transforming patient support at a pace few could have imagined six and a half years ago when Infinitus was founded. In that time, we’ve seen that the organizations that embrace the mindset of abundance – and build the right structures around it – are the ones that are seeing the most meaningful impact.

As the conversation made clear, AI is no longer a far-off promise. It’s actively transforming how pharma engages patients, accelerates access to therapy, and scales support in ways human teams alone cannot. If you’re interested in learning more about the conversation, or about how Infinitus can help you scale your patient support needs, reach out to us today.