DECISION AI · STRATEGY, ANALYTICS AND AI TEAMS

Decision AI for
Pharma, FMCG & Manufacturing

Decision Infrastructure grounded in causality, context, and memory, so every decision gets faster, sharper, and smarter than the last.

Book a Demo
#2
World Rank
Enterprise Reasoning
DecisionX Ranks #2 Globally on Spider 2.0 Lite
#2 on Spider 2.0
Ranked #2 globally on the Spider 2.0 Lite text-to-SQL benchmark.
Read the announcement →
NVIDIA
NVIDIA Inception
AI Startup to Watch
NVIDIA Inception logo
NVIDIA Inception
Recognized by NVIDIA as an AI startup to watch out for.
View the announcement →
DecisionX ontology base view of SKU performance
Causal State Graphevery entity, linked live
DecisionX ontology linked entity view
Conflicts Raised3 critical metric conflicts found
DecisionX ontology cross-category cascade view
Resolve Raised Data Conflictsin one go
DecisionX scheduled query and signal detail report
Scheduled Query Trackingand response, on autopilot
DecisionX top bottleneck stations chart
Bottlenecks rankedby takt gap, worst to best
DecisionX bottleneck signal summary and recommendation
Root cause surfaced36 of 70 stations affected
DecisionX working capital release dashboard
INR 3.5M releasable5.1% of inventory · zero service risk
DecisionX supporting chart
Largest single leverINR 1.3M · aged stock
Net outcome5.1% released · service intact
DecisionX supporting chart
Single biggest capital lockINR 595K · one DC
DecisionX MEIO board with pinned charts
Live Boardspin any chart straight from chat
DecisionX board insights summary
AI-surfaced insightsgenerated as the board updates
DecisionX report generated from reasoning
Convert Reasoning into Slidesone click from any report
DecisionX slide customization in chat
Chat and Customize the Slidestone, length, and style

Clientele

Powering 30,000+ Decisions

Trusted by Leading Pharma & FMCG

Dr. Reddy's Laboratories
Philip Morris International
Aditya Birla Group
Birla
Accenture
Deloitte
Wipro
Allen

Real World Decisions with Consequence

One Enterprise Brain.
Every Decision.

Move spend, inventory, and teams toward growth. For commercial teams that need to explain gaps, reallocate capital, and act before the quarter is gone, across CPG and Pharma.

Commercial Reasoning icon

Commercial
Reasoning

Signal

3 SKU-region pairs show sell-in/sell-out diverging 8%+; 187 lines below confidence threshold

Decision

Reconcile ₹340 Cr into one trusted number, then commit the order at 94% confidence.

Watch₹340 Cr
Portfolio and Pricing icon

Portfolio &
Pricing

Signal

8 SKUs in Modern Trade cross the elasticity threshold; 12 more have run margin-negative for 3 consecutive quarters

Decision

Reprice the 8 SKUs as elasticity crosses the margin floor, and cut the 12 running margin-negative.

Reduce12 SKUs
Sales Intelligence icon

Sales
Intelligence

PHARMA
Signal

40 HCPs show flat engagement this cycle

Decision

Prioritise 3 HCPs today at 3.2x uplift over list average.

Scale3.2x uplift
Marketing Intelligence icon

Marketing
Intelligence

Signal

Competitor spend drops ahead of Q4; elasticity now favors a 60:40 Modern Trade / CSD mix

Decision

Move ₹16 Cr from TV to digital, and reallocate ₹8 Cr to South & East.

Scale1.8x ROAS
See all decisions
Explore the full Commercial Excellence playbook
See full playbook

Prevent quality, yield, and downtime losses before they surface. For operations and quality teams that need to trace risk across inputs, process, equipment, and outcomes.

Scheduling and Throughput icon

Scheduling &
Throughput

Signal

A 6-hour changeover threatens next week's ship date; Station 4 is the recurring constraint across the last 3 shifts

Decision

Resequence the run, and rebalance 2 stations on Line 3 before the bottleneck repeats.

Watch6 hrs
Quality and Compliance icon

Quality &
Compliance

Signal

Line 3 deviation crosses the quality floor; Line 1 bearing wear signals failure risk 48 hrs out

Decision

Halt Batch 512 in-process for regulatory notification, and schedule preventive maintenance on Line 1.

WatchRegulatory
Yield and Waste icon

Yield &
Waste

Signal

Process parameter P4 traced to input variance

Decision

Change process parameter P4 and flag Supplier 2's CoA drifting from baseline.

ReduceParam P4
Make vs. Buy icon

Make vs.
Buy

Signal

Supplier 4's landed cost rises for a third cycle of elevated risk

Decision

Hold in-house production as the buy option's landed cost is now higher.

Watch3rd cycle
See all decisions
Explore the full Manufacturing Excellence playbook
See full playbook

Find the signal, choose the bet, and move faster. For scientific, medical, and innovation teams where each decision carries regulatory, portfolio, or time-to-market risk.

Discovery and Preclinical icon

Discovery &
Preclinical

Signal

Candidate C's ADMET risk outweighs its potency gain; Compound Z's tox read shows an unresolved finding (Finding 4)

Decision

Rank 3 lead candidates against portfolio budget, then clear Compound Y's IND-enabling tox go/no-go.

Scale3 leads
Clinical and Regulatory icon

Clinical &
Regulatory

Signal

An 8-week visit schedule lifts dropout 34%; Module 3 carries the dossier's highest amendment risk

Decision

Open sites in Germany & Poland, enrolling 23% faster, and sequence the EU filing ahead of the US.

Scale23% faster
Pharmacovigilance icon

Pharmacovigilance

Signal

Drug X safety signal crosses the WHO-UMC threshold

Decision

Escalate ICSR Case 4471 with the 15-day deadline at risk.

Watch15 days
Lifecycle icon

Lifecycle
(LOE)

Signal

Programme Y's cost now exceeds expected value

Decision

Advance Compound X to Phase 3 with thresholds met; drop Programme Y.

ScalePhase 3
See all decisions
Explore the full Pharma R&D Excellence playbook
See full playbook

Every stage has a window. The shelf doesn't wait for the next one. For CPG innovation and brand teams making launch decisions against a fixed retail calendar, not a lab deadline.

Concept and Demand icon

Concept &
Demand

Signal

Concept F's margin potential falls below the portfolio floor; North region is distribution-constrained ahead of launch

Decision

Fund 2 of 9 flavor concepts, and commit launch volume at 40K units as shelf capacity caps upside.

Scale2 of 9
Formulation and Claims icon

Formulation &
Claims

Signal

The "natural" claim is pending one more lab verification cycle

Decision

Lock the reduced-sugar claim as the compliance review clears with no amendment.

ScaleClaim cleared
Launch Readiness icon

Launch
Readiness

Signal

Depot 3 sits 9 days behind the shelf-ready commitment

Decision

Confirm the March scale-up date as supply and shelf timing now align.

WatchMarch
Post-Launch icon

Post-Launch

Signal

Elasticity held steady through the miss, so price is ruled out as a cause

Decision

Trace the forecast miss to distribution in 2 regions, then reformulate over re-launch as-is at 1.6x margin.

Scale1.6x margin
See all decisions
Explore the full New Product Development playbook
See full playbook

The Platform

The AI Decisioning Platform for all Scenarios.

DecisionX connects your data, domain knowledge, and decision history into a living causal model, scanning continuously across functions, surfacing what's actually driving a number, and reasoning through it to give you a decision, not just an answer.

Opportunity Finder
DecisionX Signals: Opportunity Finder view

The Architecture

The Core: Decision Ontology.
Self Learning & Causal.

DecisionX autonomously constructs a living Decision Ontology by connecting your Data, Domain, and Process ontologies into a single Causal State Graph.

Autonomously
01
Data Ontology

What exists, how it connects, and what it means

02
Process Ontology

How work flows and how outcomes are achieved

03
Domain Ontology

Industry rules, constraints, and business logic

Causal State Graph
Live · Self-learning
Data Ontology
Process Ontology
Domain Ontology
Output
Decision Ontology
Causal State Graph

A living model that continuously learns what decisions matter, what drives them, and why, across your entire enterprise.

Causal State Graph · live nodes
Trade Spend Demand Signal Competitor Activity Inventory Price Elasticity Seasonality Channel ROI
→Trade Spend causes Demand Uplift (+32%)
→Competitor Activity moderates Channel ROI
→Price Elasticity constrains Trade Spend ceiling
Zero hallucination Cross-functional Fully auditable Answers Why
Causal. Not Semantic.
Generic AI tools match patterns in text. DecisionX reasons through cause and effect, understanding why demand dropped, not just that it did. It traces the chain from raw material variance to batch failure, from competitor spend to channel erosion. Pattern matching gives you correlation. Causal reasoning gives you the answer.
Generic AI: semantic search & pattern match  •  DecisionX: causal reasoning
Self Learning. Always.
Every decision made sharpens the causal model. Every outcome tracked updates the ontology. DecisionX gets smarter with every decision your organisation makes, without manual retraining or knowledge management overhead. The system that learns is the system that compounds.

The Value

Not a Pilot. A P&L Line.

Most enterprise AI never leaves the lab. Every number below is signed off, executed, and moving the P&L in production, not a proof of concept.

Industry reality
95%

of enterprise GenAI pilots show no measurable P&L impact. MIT NANDA, "The GenAI Divide: State of AI in Business," 2025

Live at DecisionX
$2M+

in AI-recommended optimisations signed off and executed, not modeled, not piloted. From the production deployments below.

Marketing Excellence Top-10 Global Pharma Co. · Multi-geo, multi-brand, multi-channel
11%
Decision outcome
Bottom-line ROAS gain (~$2M)

From AI optimisation recommendations across annual TV and digital spend.

91%Decision success rate
Across 162 AI decisions in TV and digital
3xMarketing capacity
Root-cause analysis in 60 seconds, not 2 weeks
Marketing Excellence case study Marketing Excellence Case Study
Sales Excellence Top-10 Global Pharma Co. · 6,000+ field reps, 2M+ HCPs engaged
2.4%
Decision outcome
Sales conversion gain

Field-force and cluster-level decisions moved from static territory lists to proactive, causal signals.

3xHigher win rate
AI-prioritised accounts vs rep picks
30%Shorter sales cycle
From HCP prioritisation and AI coaching
Sales Excellence case study Sales Excellence Case Study

Case studies for Pharma R&D and Manufacturing are in progress. Verified numbers will replace this note once published.

Industries

Built for industries where
decisions carry cost.

DecisionX is specific enough for regulated, operational, and commercial contexts where a plausible answer is not enough. Each area below runs its own full decision lifecycle in depth on its own page, this is the summary.

Pharma

High-cost decision types

AE escalation Signal detection Launch sequencing Quality risk

A trial signal, a batch disposition, and a launch call are the same decision chain, not three separate reviews. DecisionX connects R&D, Manufacturing, and Commercial into one traceable story.

How one decision moves through all three functions

01

Pharma R&D Excellence

Adjudicates the trial signal against protocol and prior evidence.

Trial 3 shows an unexpected interaction with a common comorbidity medication.

02

Manufacturing Excellence

Adjudicates batch disposition under audit-ready evidence.

The affected lot is flagged for expanded stability testing before release.

03

Commercial Excellence

Ranks the HCP call list before launch messaging goes out.

HCP outreach is held on the affected indication while the stability read is pending.

DecisionX difference
A regulator or auditor can trace one decision across all three functions, not three separate logs that don't agree.
Explore the Pharma lifecycle
Consumer Packaged Goods

High-cost decision types

Trade allocation SKU prioritization Demand gap RCA Pricing response

A demand signal, a changeover decision, and a launch call are the same decision chain, not three separate meetings. DecisionX connects NPD, Manufacturing, and Commercial for CPG and FMCG brands into one traceable story.

How one decision moves through all three functions

01

New Product Development

Diagnoses why a launched SKU is under- or over-performing forecast.

A flavor SKU misses its launch forecast in two regions.

02

Manufacturing Excellence

Attributes yield loss to the process step where it occurs.

The same SKU's changeover loss is flagged as the line's top waste driver.

03

Commercial Excellence

Allocates the trade budget by incremental return, not history.

Reformulation is funded from the trade budget the changeover fix freed up.

DecisionX difference
Reformulation, changeover cost, and demand sit in one view, not three spreadsheets that don't add up.
Explore the CPG lifecycle
Manufacturing

High-cost decision types

Commodity hedge Make vs. buy Capacity reallocation Delivery commitment

A supplier delay, a line-capacity call, and a customer delivery commitment are the same decision chain, not three separate escalations. DecisionX connects Supply Chain, Plant Operations, and Order Fulfillment into one traceable story, across any manufacturing vertical.

How one decision moves through all three functions

01

Supply Chain & Procurement

Extends, holds, or unwinds a hedge position against live commodity exposure.

A key raw-material supplier flags an 11-day delay while the same commodity trends 8% up on the exchange.

02

Manufacturing Excellence

Decides make vs. buy inside a booking window that closes fast.

The affected line reprioritizes its schedule and evaluates a make-vs-buy call before the delay hits the floor.

03

Order Fulfillment & Delivery

Protects or renegotiates a delivery commitment before the ship date is missed.

The customer delivery commitment is protected with alternate sourcing or a renegotiated date.

DecisionX difference
Supplier risk, plant capacity, and delivery commitments sit in one view, not three trackers that don't agree.
Explore the Manufacturing lifecycle

Enterprise Trust

Built for decisions you must defend.

Explainable

Every answer traces to source, logic, assumptions and the full reasoning chain.

Human-in-the-loop

Ontology Agents build the model. Your team reviews, edits and governs before it reasons.

Secure

SOC 2 Type II, GDPR, ISO 27001. Public and private cloud. RBAC, IAM, SSO.

Compounding

Every tracked decision sharpens the ontology. Institutional intelligence that grows with use.

The Decision Desk

Turn AI activity into AI advantage

Seven guides, from the CEO agenda to the plant floor. Each is a ranked, sourced priority sequence, built on research from Bain, McKinsey, Deloitte, BCG, EY, ZS and MIT NANDA.

Seven guides

Decision intelligence platform

Stop assembling the picture.
Start deciding from it.

See DecisionX on your data, your context, your decisions. First value in 15 days.

Request a demo