Tuba Saygın Avşar is a Health Economist, working at the National Institute for Health and Care Institute (NICE) in the UK. Tuba provides scientific and technical advice to support the development of NICE guidelines, standards, and other products. This includes interpreting and evaluating clinical and economic evidence. She has in-depth expertise in applying appropriate and innovative health economics research methods to evaluate health, social care, and population health interventions and policies, focusing on national upscaling and implementation research. Tuba is especially interested in digital health innovations, AI-based technologies, smoking cessation interventions and implementation. Before joining NICE, Tuba worked at University College London and University of Birmingham. She has a PhD in health economics from the University of Birmingham, which evaluated smoking cessation interventions for pregnant women. She also holds two masters’ degrees from Swansea University and Suleyman Demirel University (Türkiye), focusing on topics related to Health Economics, Health Policy, and Healthcare Management. Any views expressed are of the authors not the affiliated institutions’.