Abstract

The contemporary era of technological advancement enhances pharmaceutical and medical research to investigate the benefits of AI in drug design and development. The complexity of its globalized nature attaches risks and yet unknown challenges for businesses but can simultaneously provide many solid opportunities for urgent drug trials and designs as well as public health issues as experienced during the current Covid-19 pandemic. This review demonstrates potential benefits from the evolution of market dimensions for pharmaceutical companies, using the case of BioNTech during the Covid19-pandemic, accelerating drug design and distribution by enhancing a unique design proposition and design dominant logic. A model will be introduced which allows companies to revolutionize their ways from unique selling propositions to unique meaning and unique design propositions.

Keywords: Artificial intelligence; Machine learning; Deep learning; Complexity; Drug discovery; Design dominant logic; Creating shared value