“ We have the responsibility to address and reduce the cost of health and improve access and quality of health provisions ” — Sami Yalavac , CIO , Bupa ANZ text , or using AI to try and understand a customer ’ s emotions and what they need .” Another such collaborative partner is software giant Adobe , whose marketing platforms and tools are utilised by Bupa . “ The platform allows you to understand your customer and manage campaigns , but also has a decision hub based on the information you log ,” Yalavac outlines . “ These solutions all form an ecosystem supporting one another and the only way to achieve this is through long-term