For most marketers, getting an answer from data still means raising a request and waiting in the analyst's queue. By the time the insight arrives, the moment to act on it has often passed. At Bupa Australia, that's the gap we set out to close.

In this session, Pawan Verma, Head of MarTech & Decisioning at Bupa, and Dan Hall, Data Crew Technology Lead, shares how Databricks Genie is changing the way our Customer Engagement teams work. Moving beyond static dashboards, Genie lets them ask questions of their data in plain language and uncover insights in the flow of work - putting the people closest to the customer in direct conversation with the data that should be guiding every engagement decision.

Pawan and Dan will explore how conversational analytics is emerging as a practical, early form of agentic AI in marketing - reducing dependency on a stretched analytics function, sharpening how and when Bupa engages its members, and doing so within the guardrails a regulated health insurer demands. They will also share what self-serve data really takes to land culturally, and how this foundation is shaping Bupa's next horizon. Attendees will leave understanding how to move from data availability to data accessibility - and why conversational AI may be the next major shift in enterprise marketing intelligence.