As part of Discover Pharma’s 12 days of Christmas series, uMotif chief executive officer Steve Rosenberg shares his hopes for 2026, from a deeper commitment to patient-centric trial design to the growing – and sometimes worrying – influence of AI across clinical research.

What are your hopes and predictions for the industry in 2026?

I’m optimistic that serious progress in embracing patient-centricity will continue in 2026 and beyond. By this, I mean defining and detailing the patient journey – what does the patient need to be an active and willing participant in the trial? From a technology perspective, that means honing in on exactly what kind of information the patient needs, every step of the way: Give them an app that’s akin to what they use in daily life, provide videos and reminders, say thank you. Improving their journey makes their relationship with the trial powerful and compliant.

It’s why I expect to see greater focus on co-design of trials and technology with patients and site staff, as well as increasing accessibility through technology.

I believe more sponsors will realize it doesn’t cost any more to take a patient-centric approach than a sponsor- or protocol-centric approach. A growing number of sponsors will work with patient advocates and patient officers, and we’ll see increasing recognition and consideration for the person who is sacrificing their time and body to be in a trial, and who’s about to get administered an experimental drug.  When sponsors take the patient’s opinion into account and ensure an optimal trial experience, they’ll get better data and more compliance from patients, who’ll be more likely to spread good word-of-mouth about the experience.

And, as I ponder the next year it’s impossible not to speak of AI again. We’ll continue to see it affect all parts of our lives with major investments in datacenters, hardware, and software to serve both businesses and consumers. I know I use it in my everyday life – it just makes some things easier and more efficient. But at the end of the day, it is a tool – albeit a very sophisticated and powerful tool – but a tool, nonetheless.

I believe that AI will have a sweeping impact on the recruitment for trials, the set-up for trials, and the execution of trials, mostly around data management and monitoring. It should improve timelines and efficiencies if used correctly.

I also fear that AI will be used for evil. In the United States, we have already seen fabricated reports regarding childhood diseases that are false and can have a significant impact on the country’s health and well-being. These reports cite non-existent references that appear believable. Will that type of thing have an impact on the diseases that are researched?

Just like social media is a great tool for bringing people together in communities, it has also been a place where bad actors have a voice, people are unknowingly influenced, and hatred has spread.

As AI takes hold in our business and our lives, it’s extremely important that we take care and use the technology for good and resist the bad.