An investigation on digital technology adoption and supporting actors in the pharmaceutical supply chain

This research investigates the adoption of Artificial Intelligence (AI), blockchain, and drones in the Pharmaceutical Supply Chain (PSC), focusing on the driving role of Goods Suppliers (GSs), Service Providers (SPs), Technology Providers (TPs), and customers. A mixed-methods approach was employed, including a survey of 74 professionals and 12 semi-structured interviews. The results show higher adoption of AI (36% of respondents) compared to drones (18%) and blockchain (12%). Key AI applications include managing shipment deviations, selecting isothermal packaging, and reverse logistics. Blockchain is mainly used for counterfeiting prevention, supply chain redistribution, and data security, while drones are utilized for delivering to hard-to-reach areas and small parcel deliveries. TPs play a central role in driving digital technology (DT) adoption, particularly by creating synergies with providers of complementary products and services. AI adoption is also customer-driven, as pharmaceutical companies demand proof of packaging solutions, prompting packaging providers to use AI. SPs act as intermediaries between packaging providers and pharmaceutical companies. Additionally, multi-stakeholder organizations are crucial in fostering DT adoption by aligning priorities between regulatory decision-makers and PSC companies and facilitating the transition of DT from a technological concept to a practical application. While AI’s full potential—particularly in generative AI and decision-making—remains underexplored, blockchain faces challenges due to decentralized governance, and drone adoption is expected to grow with evolving regulations. Overall, the findings contribute to understanding the current landscape of DT adoption in the PSC and provide insights into overcoming barriers to accelerate the integration and standardization of AI, blockchain, and drones.