The use of data and digital by healthcare providers has already unlocked significant benefits for hard-to-reach patients, and helped many organisations to build a better, clearer picture of the populations they serve – enabling them to target interventions more effectively. Yet, with the rise of AI, bias remains a key challenge to overcome, often built into services either by design or by a lack of relevant training data.. How can we anticipate and overcome drivers of inequality as we continue to digitise healthcare?