Age of AI Europe, 2026
March 10, 2026 · London
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Duncan Arbour
Head of AI Innovation
Kinetic, Syneos Health
Kinetic began as the omnichannel marketing business unit at Syneos Health, and evolved into a unified data and insights platform for our global Commercial business. Next step? Integrating AI to deliver Intelligence as a Service. Duncan leads the AI innovation, helping scale AI across global life science companies. He brings over 20 years of experience helping businesses adapt to emerging technologies. He first published on the impact of Artificial Intelligence in healthcare in 2018, and started developing his GenAI capabilities as a beta user of GPT3 in 2021. Since then, he’s pivoted the primary outputs of the Syneos Health Innovation function from PowerPoint to Python, and now spends most of his time on engineering custom tools for client and internal teams, addressing multiple use cases across the clinical to commercial spectrum.
Sessions
Duncan Arbour
1:20 PM – 1:50 PM
After the AI Hype: Rebuilding the Pharma Client–Agency Operating Model
- What’s breaking and what’s worth protecting: why “hours + assets” is collapsing under in-house AI, consolidation and procurement logic, and how to avoid the race-to-the-bottom trap.
- Inside the client firewall: how secure LLMs/copilots are already reshaping asset ownership, accountability and risk and where agencies still earn their keep as a governance + quality creators.
- Hear where value is moving next: from making stuff to designing the system, hear how clear swimlanes, shared guardrails, and an outcomes-first collaboration model can lead to improved HCP/patient impact - not just increased throughput.
Outcome: Leave with a practical proposal for redrawn client-agency swimlanes, with a clear view on what to strip out and what to protect.
Duncan Arbour, Head of AI Innovation, Kinetic, Syneos Health
Robin Jones, Product Owner for AI and Gen AI, AstraZeneca