Inizio Medical’s MSL Interact, powered by iON.AI, Named Innovation of the Year at the British Data Awards 2025

We’re proud to announce that Inizio Medical, in collaboration with our industry-leading data and AI solution provider, Blend, has been named a winner at the British Data Awards 2025, securing the Innovation of the Year title for our MSL Interact tool, a core solution within our iON.AI platform.

The British Data Awards is a prestigious annual event that celebrates data excellence across the UK. With a record-breaking 448 entries submitted this year, competition was fierce – making this recognition especially meaningful. Winners were selected from a diverse group of organisations including FTSE 100 companies, government bodies, start-ups, and leading technology firms.

Hosted at The Brewery in London and judged by a panel of esteemed data leaders, including experts from the Bank of England, Marks & Spencer, Vodafone, and the Department of Health & Social Care, this year’s awards shone a light on the best in data-driven innovation.

MSL Interact is an AI-powered tool that enables MSLs to engage in realistic, interactive conversations with an HCP avatar, tailored to reflect specific professional traits, beliefs, and clinical expertise. This helps to improve communication skills, build confidence, and refine strategies for more impactful HCP engagement. You can read more about the platform here.

“We’re honoured to be recognised by the British Data Awards for our MSL Interact tool. This award reflects our commitment to transforming medical engagement with data-driven, AI-powered solutions that support better healthcare outcomes. It’s a proud moment for our teams at Inizio Medical and Blend who brought this vision to life.” Richard Lawrence, Chief Transformation Officer, Inizio Medical

“This award is a great reflection of the progress we’re making through sustained investment in AI across Inizio. MSL Interact is a standout example of how we’re innovating to solve client challenges and applying technology in meaningful ways to improve outcomes – it’s fantastic to see that work recognised”. Ryan Quigley, Chief Operating Officer, Inizio

We extend our thanks to the British Data Awards and all the judges for recognising the impact of MSL Interact – and we look forward to continuing our journey at the intersection of data, AI, and healthcare innovation.

Find out more about iON.AI and MSL Interact here.