Across South Africa, many citizens are already familiar with seamless, data-driven experiences, often through services in the private sector. In these environments, data is used to support more connected and responsive interactions, shaping how services are delivered and experienced over time.
By Ntsako Baloyi, data and AI lead, and Varaidzo Mureriwa, MS in the health and public service business at Accenture, South Africa
A commonly cited example is Discovery’s Vitality ecosystem. Here, data is used to link elements across health, insurance and banking products, allowing the organisation to build a more complete view of the individual. This enables services to adjust based on customer activity, with certain benefits and incentives reflecting behaviour over time.
The experience that emerges is more coordinated. A customer’s health-related activity may influence aspects of their insurance or banking rewards, while benefits are structured to encourage ongoing engagement. Customers receive rewards linked to their participation, and the business gains improved insight into risk and behaviour. The value exchange is not fixed, but evolves as the relationship develops.
What stands out in this model is how data is organised and applied. Information is able to move across products, rather than remaining confined within them. Insights are generated on an ongoing basis, supporting adjustments as circumstances change. The system is designed to build a broader understanding of the individual, while still relying on multiple, distinct interactions.
This is not simply a question of having more data. It reflects how data is structured, governed and used. In some cases, data supports compliance and reporting; in others, it contributes more directly to service design and delivery. These roles can exist alongside one another, depending on the context and the maturity of the organisation.
There are useful parallels in the public sector. Government holds significant volumes of citizen data across areas such as identity, healthcare, education and social services. At the same time, much of this data sits within separate systems, which can make coordination more difficult. Citizens may need to provide the same information more than once, or navigate processes that are not fully aligned across departments.
This is less about a lack of data and more about how it is connected and applied. There is an opportunity to strengthen how information flows between systems, supporting more consistent and joined-up service delivery. In some cases, this may take the form of shared platforms or improved interoperability between existing systems. In others, it may involve clearer governance and standards that enable data to be used more effectively.
The idea of “citizen ecosystems” is sometimes used to describe this approach. In practice, it refers to building more integrated ways of working, where data from different parts of government can be brought together to support a fuller understanding of citizen needs. Where appropriate and with the right safeguards, there may also be scope to incorporate relevant private sector data, such as financial information, to enhance service delivery. This would need to be done carefully, with attention to privacy, consent and security.
Strengthening these capabilities requires a shift in how data is treated within government. Alongside its role in compliance and administration, data can also support planning, coordination and service improvement. This depends on having the right infrastructure in place, including shared platforms, consistent standards and mechanisms for secure data exchange.
AI can support these efforts, particularly where data is more accessible and better connected. It can help identify patterns, support planning and highlight areas where earlier intervention may be useful. These applications are most effective when they are grounded in reliable data and aligned to clear service objectives.
The potential benefits are not limited to service delivery. Better use of data can help reduce administrative barriers, support more informed decision-making and improve coordination across programmes. It can also contribute to more consistent experiences for citizens, which in turn can influence levels of trust over time.
It is not a question of replicating private sector models directly. Public and private organisations operate with different mandates, constraints and measures of success. The relevance lies in understanding how certain principles such as integration, usability and ongoing engagement might be adapted in a public sector context.
South Africa has many of the underlying assets needed to make progress in this area. The focus now is on how these assets are brought together and used more effectively. This involves practical steps to improve data quality, strengthen governance and enable systems to work more closely with one another. Over time, these changes can support more coordinated and responsive public services, shaped by how data is applied in day-to-day operations.