H&M recruits London whistleblower to lead AI development

Mark Johnson's picture
by Mark Johnson

Swedish fashion retailer H&M has recruited former Cambridge Analytica whistleblower Christopher Wylie, to help develop its use of data analytics and artificial intelligence tools to better predict consumer demand.

Wylie has signed a consultancy contract with H&M, spokeswoman Ulrika Isaksson told fashion news site Drapers. Wylie’s main focus will be to help H&M get better insights on customers, products and markets, as well as support work on “sustainable and ethical” artificial intelligence, Drapers reported.

H&M recruit: Christopher Wylie to act as consultant in AI development. Photo: Chatham House, Flickr

In his consultancy role Wylie will be responsible for helping H&M to channel customer insights to target specific products at particular markets as well as support its work on ‘sustainable and ethical’ artificial intelligence, The Drum reported on Thursday.

The retailer is investing in new technologies in a bid to play catch with rivals such as Zara, the online 

Wylie first came to prominence while working for London-based political consultancy, Cambridge Analytica. 

He released a series of documents which centered around the company’s alleged unauthorised possession of personal private data from some 87 million Facebook user accounts, obtained for the purpose of creating targeted political campaigns for the 2016 US presidential elections.

H&M reported an unexpected fall in quarterly pretax profit on Thursday as it invested in new warehouses to try to capture a bigger share of the fast-growing online market.

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