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

Danish pharmaceutical multinational Novo Nordisk is keen to speed up the time it takes to bring drugs to market as patents expire. “If you have a best-selling drug, a delay of one week can cost between 10 and 100 million dollars,” says Stephanie Bova, head of digital transformation at the company. “It is a huge amount, because you have less time for patent protection.” Generative AI offered the possibility of ac