Swedish fashion retailer H&M has recruited the services of Cambridge Analytica whistleblower Christopher Wylie, as part of efforts to embrace data analytics and artificial intelligence tools to better predict consumer demand.
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 retailer is turning to new technologies as a way of making sense of record inventory levels, conceding that it has failed to fully adapt to an online migration of consumers, leaving it in a position where it must play catch-up with rivals such as Zara parent Inditex SA.
By gaining a firmer handle on data, H&M is confident that it can translate these insights into greater action at its tills.
Fallout from the Canbridge Analytica affair continues to dog Facebook with the social media giant hit with a £500k ICO fine for its role in the misuse of personal data.