H&M hires Cambridge Analytica whistle blower Christopher Wylie

by Apparel Resources News-Desk

01-February-2019  |  1 min read

Christopher
Image Courtesy: bloomberg.com

Hennes & Mauritz AB has hired whistle blower Christopher Wylie, who exposed the Cambridge Analytica scandal, for help as the Swedish fashion retailer turns to data analytics and artificial intelligence (AI) to better understand what its customers want.

“Wylie has signed a consultancy contract with H&M. 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 AI.” – Ulrika Isaksson, Spokesperson, H&M

After the inventory rose to a record level last year, H&M is betting that big data and AI can help provide insights it needs to tackle theses situations. The company has, in the past few years, struggled to adapt to consumers’ online shift and is trying to catch up with Inditex SA.

In September, H&M Chief Executive Officer Karl-Johan Persson said the effects of the company’s revamp could start to be seen in sales, as the company developed better ways to forecast trends and prices.

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