Why is it so hard to measure the ROI of AI?

Danish multinational pharmaceutical Novo Nordisk is very interested in speeding up the time it takes to get drugs to market as patents expire. “If you have a blockbuster drug, a one-week delay can be $10 to $100 million,” says Stephanie Bova, the company’s digital transformation officer. “It’s massive money because you have less time on patent.” Gen AI offered the possibility of dramatically speeding up multiple steps in the drug development process.