Although we currently rely on real people to act as a point of reference, AI is on the rise in the decision-making field. One of the reasons is so-called'deep learning'. Here, an output is produced, but the logic used'behind the scenes' cannot be reproduced nor traced. Consequently, it is extremely difficult for human beings to determine whether the conclusions we are faced with are sound, or ethical. This is a topic of concern in the entire data and AI community, not just at Avanade.

How did you first get started in the international health insurance industry, and how did you come to be in your current role? My first job was for broker Jardine Lloyd Thompson, where I gravitated towards the Accident and Health division, focusing mainly on international risk. Over the years, I have worked in a number of strategic business development roles for some of the leading insurance businesses including Lloyd's and Aon. When headhunted for this role, I was aware of second medical opinion services and Best Doctors – it felt like the perfect opportunity, not only to be involved with a leading provider in the sector but also to be involved in a market that had such potential for growth and still has. In addition, having had a family member with a serious medical condition, I could see the value proposition and I liked the idea of helping to make a difference for other families in similar situations.

Marketers have found themselves in an industry that's always on its toes. There are more social media platforms than ever before. And, while they might present more opportunities to reach your audience, they also mean a lot of other voices to compete with. It's never been such a flooded market to get a voice across in. On top of that, consumers understand tech more than ever before.