A new Forrester–Hexagon study reveals that while European pharmaceutical manufacturers are prioritizing AI, automation, and digital twins, deep data silos and compliance challenges remain widespread. With only 17% using digital twins at scale, the gap between digital ambition and operational readiness is becoming clearer.
AI and Cybersecurity Investments Signal a Shift Toward Predictive, Connected Ops
The survey, which gathered responses from 161 senior manufacturing technology leaders across large European pharma firms, highlights where digital investments are headed in 2025: cybersecurity automation (68%), AI for predictive maintenance (65%), and physical automation (61%) lead the way.
As companies scale IoT initiatives — particularly for asset tracking and real-time data visibility — nearly 60% expect to boost spending in this area. Yet with heightened digitization comes increased exposure. The same survey shows 68% of respondents prioritizing OT and IoT cybersecurity as a core area of focus.
The aim: build more responsive and secure manufacturing ecosystems that can withstand compliance scrutiny and operational shocks.
Digital Twins Gain Momentum — But Silos Still Slow Progress
While digital twins are rapidly gaining ground in new capital projects, their operational adoption is still limited. Only 17% of firms report using digital twins across current facilities, even as 79% incorporate them into upcoming builds. This suggests a gap between forward-looking strategy and enterprise-wide integration.
Data silos remain a central challenge. Nearly 7 in 10 respondents said siloed systems limit informed decision-making, while over half struggle with maintaining audit readiness and traceability — a critical compliance pain point in regulated manufacturing.
Hexagon’s Adam Cross points to this divide:
“The majority of pharmaceutical companies struggle with managing documents and data, ensuring compliance, and managing change,” he said. “However, we’re seeing a group of leading companies… investing in smart factories, digital twins, automation and AI because they see the potential for major gains in efficiency, sustainability and profitability.”
Pharma’s Digital Leaders Are Quietly Pulling Away
This survey confirms what many in procurement and manufacturing leadership already sense: while the language of digital transformation is now common, the execution gap remains wide. Most pharma manufacturers are still wrangling with legacy systems and compliance pressures that make scaling innovation difficult.
But the leading edge — those already embedding digital twins, AI-driven maintenance, and connected asset intelligence — are beginning to separate themselves. Their advantage won’t just be operational efficiency. It will be the ability to respond to audits, disruptions, and regulatory shifts faster than competitors.
