Marketing Cambridge Analytica News

H&M hires Cambridge Analytica whistleblower


By John Glenday | Reporter

January 31, 2019 | 2 min read

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.


H&M sees Cambridge Analytica whistleblower as a good fit

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.

Marketing Cambridge Analytica News

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Hennes & Mauritz AB is a Swedish multinational clothing-retail company known for its fast-fashion clothing for men, women, teenagers and children.

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