A leading consumer healthcare company operating in a highly regulated pharmaceutical market manages a broad portfolio of brands across the SOCOPAC region. Amid a strategic push toward digital transformation, the company partnered with Artefact to deploy an internal-grade Generative AI live agent for its Colombian operations — automating consumer inquiries across its major pharmaceutical brands while meeting strict industry compliance requirements.

The challenge: fragmented, non-compliant consumer attention.

The company was transitioning from a shared consumer attention model — previously managed jointly with its Biopharma division — to a fully autonomous Consumer Healthcare (CHC) operation. The absence of standardized, automated inquiry management across channels left the business exposed to compliance risk and operational inefficiency.

  • Lack of standardization: Consumer inquiry management was fragmented across Web, Call Center, and Email channels throughout the SOCOPAC region, hindering response times and the ability to generate actionable insights at scale.
  • Compliance exposure: Operating in the highly regulated pharmaceutical sector meant that any automated solution had to navigate strict guardrails — preventing hallucinated or off-label medical advice that could violate regulatory standards and erode consumer trust.
  • Operational dependency: The shared attention model with the Biopharma division created structural inefficiencies and prevented the company from establishing a fully independent, autonomous CHC consumer experience aligned with its strategic roadmap.

The solution: a RAG-based live agent with pharmaceutical-grade guardrails.

Artefact designed and implemented a Gen AI Live Agent built on a Retrieval Augmented Generation (RAG) architecture powered by Amazon Bedrock. The solution ingests approved pharmaceutical documentation exclusively — product leaflets and official brand websites — ensuring every response is grounded in a verified source of truth across the company’s key product lines.

  • RAG architecture on Amazon Bedrock: Built a retrieval pipeline ingesting only approved pharmaceutical documentation, grounding every Foundation Model response in the official source of truth and preventing unsanctioned content generation.
  • Amazon Bedrock Guardrails for compliance: Implemented strict security guardrails to programmatically decline requests for medical diagnoses, prescription advice, competitor comparisons, and off-label recommendations — ensuring pharmaceutical-grade regulatory compliance at every interaction.
  • Scalable multi-brand knowledge base: Designed the knowledge layer to isolate brand-specific documentation, allowing the agent to support multiple pharmaceutical brands and scale across the SOCOPAC region without requiring architectural changes.
  • Structured rollout playbook: Developed a comprehensive rollout playbook with a defined internal testing phase to validate agent behavior against real-world consumer scenarios before public launch, ensuring quality and compliance prior to external deployment.

The results: compliance at scale, autonomy achieved.

The Gen AI Live Agent delivered measurable impact across compliance, operational efficiency, and strategic autonomy

  • 100% compliance accuracy: Achieved 0% of responses containing off-label medical diagnoses or recommendations, meeting the critical regulator KPI for pharmaceutical-grade AI deployment and eliminating a key risk vector for the business.
  • CHC operational autonomy achieved: Successfully transitioned the company from a shared, manual model to an autonomous GenAI-powered operation, eliminating dependency on Biopharma resources and standardizing consumer inquiry management across the SOCOPAC region.
  • 24/7 consumer support at reduced cost: Deployed an internal-grade live agent available around the clock, offloading standard FAQ inquiries on dosage, ingredients, and purchasing — reducing the operational burden on human agents without requiring linear headcount growth.

By combining Amazon Bedrock’s Foundation Models with pharmaceutical-grade guardrails and a scalable RAG architecture, Artefact enabled a leading consumer healthcare company to transform its consumer support model — turning regulatory compliance into a competitive advantage while setting a replicable blueprint for Generative AI deployment across its broader regional portfolio.