H&M has appointed former Cambridge Analytica data consultant Christopher Wylie as a consultancy research director.
Last March, Wylie blew the whistle on the Cambridge Analytica data breach, under which data was harvested from millions of Facebook users for political campaigning.
He has signed a consultancy contract with H&M, as it turns to data analytics and artificial intelligence to better understand what its customers want.
Wylie’s 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.
H&M spokeswoman Ulrika Isaksson, told Drapers: ”We can confirm that we have signed a consultancy contract with Christopher Wylie. His role is research director, with main focus to help H&M Group improve its capabilities within consumer, product and market insights. Besides that, he also supports our work on sustainable and ethical AI. We are very excited about the expertise within these areas that Christopher Wylie brings to the company.”