Swedish apparel giant H&M Group is exploring ways it can harness artificial intelligence to boost its sustainability efforts and has turned to former Cambridge Analytica research director Christopher Wylie for guidance.
The retailer has signed a consultancy contract with Wylie, it confirmed in an email to just-style today. Wylie’s role with H&M will be research director, helping the group “improve its capabilities within consumer, product and market insights.” He will also support the group’s work on sustainable and ethical artificial intelligence.
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“We are very excited about the expertise within these areas that Christopher Wylie will bring to the company,” a spokesperson for H&M Group said.
Wylie recently told the annual BoF Voices festival that fashion-based data collected by Cambridge Analytica from social media platforms such as Facebook was used to segment and target users in the run up to the US election in 2016.
