About

Pharma from the inside. Startups from the trenches.

It's AI Right exists because AI adoption is an organizational change problem. The tools are the easy part. Getting a team of scientists, project managers, or consultants to actually work differently is the hard part, and that's the part we do.

Matteo Bacchin-Bertling

Co-founder · The industry translator

Matteo has spent his career in pharma, working across commercial functions, market access, and cross-functional projects in Italy, Germany, and Denmark. He knows the industry from the inside: the regulatory sensitivities, the data governance pressures, and the cultural dynamics of getting scientific and commercial teams to change how they work.

Peter Sorgenfrei

Co-founder · The builder

Peter has built 6 companies over 20 years in the US, UK, and Denmark. The thread through all of them: new technology and data used to create something that wasn't possible before. For the last 5 years he has worked directly with founders and CEOs on the organizational change new technology requires.

Together, through It's AI Right, we have delivered AI fluency and implementation programs across pharma, medical communications, and professional services. Over the past year we have trained more than 400 people. The pushback is always the same at the start. The results, when people actually experience the tools, tend to speak for themselves.

Pharma from the inside. Startups from the trenches.

Matteo Bacchin-Bertling

Peter Sorgenfrei

The first call costs nothing. The waiting does.