95% AI Adoption: How Zoetis Built a Model-Agnostic Platform That Stuck

Zoetis EVP and Chief Digital and Technology Officer Keith Starbaugh told Peter High how the animal health company is using AI across R&D, diagnostics, customer experience, and supply chain. He explained why Zoetis built a model-agnostic GenAI platform, ZenAI, that reached 95% employee adoption, and why change management and value tracking are central to scaling AI.

Key points

• Zoetis says AI cuts some study-report workflows in half, saving months per regulatory submission.
• ZenAI exposes 10–11 LLMs through one platform and is used regularly by 95% of colleagues.
• The company uses a business value realization framework to define ROI, checkpoints, and post-launch performance.
• Agentic AI is focused on rule-based work like supply chain forecasting, customer-service triage, and regulatory documents.
• Integrated customer-touchpoint analytics now analyze 10x more interactions than NPS and surface real-time issues.
• Keith says stakeholder involvement early and often was the biggest lesson for driving AI adoption.