Provenance Chair Moves to CEO Role

In London, product claims checker Provenance has appointed former dunnhumby exec Sarah Arana-Morton as CEO, succeeding Phil Verey.

Provenance independently verifies sustainability and other product claims, collecting evidence and converting it into machine-readable data to boost transparency, compliance and discovery for both shoppers and AI systems. As AI assistants take share away from traditional search and influence a growing number of purchases, the firm says products backed by credible, structured evidence are more likely to be recommended, while those that cannot substantiate claims around sustainability, health benefits or performance 'risk becoming invisible.' The platform verifies product claims and publishes 'Proof Points' that shoppers and AI assistants can read.

Arana-Morton moves over from the role of Chairperson, and brings more than 25 years' experience to the new role. At dunnhumby, she helped pioneer Tesco Clubcard's data analytics across global markets, and previously at OpenCorporates she led a massive open company dataset, creating infrastructure which provided assurance for governments, financial institutions and technology companies.

Provenance founder Jessi Baker says of the move: 'Sarah has built data platforms that entire sectors rely on. Her experience is exactly what this moment in AI-commerce demands.. Arana-Morton herself comments: 'The brands that win will be the ones that can prove their claims. AI is changing which products people see and buy. Our role is to make that proof visible, trusted and usable by both people and machines.'

The firm is on the web at www.provenance.org .