While 2023 introduced pharma leaders to GenAI’s possibilities, 2024 is they year they will truly put GenAI truly to work. Sanofi already announced its responsible AI principles and many others will likely follow suit. Pharma companies will prioritize a few high impact use cases from the many possible, identify the right data sets to enable GenAI, contextualize AI for medical use cases, build required governance models, and validate ROI for enterprise-wide adoption. From clinical to medical to commercial, GenAI promises to drive effectiveness and efficiency across use cases, but domain knowledge and a practitioner perspective would be key to derive value from GenAI.