Verve hires head of AI to assist change in strategy

Preedy was formerly Verve’s head of insight and will oversee the company’s new strategy to have a greater focus on AI and its role in insight.

The appointment comes as Verve adopts a new focus of “combining artificial intelligence with human intelligence and cultural intelligence in order to help clients make better business decisions”.

In practice, this will involve using AI and human and cultural intelligence across its four practice areas: insight communities, insight consultancy, culture and futures and ‘AI for Better Insight’.

Verve is also investing in machine learning and generative AI training insight tool Verve Maven.

Andrew Cooper, founder and chief executive officer at Verve, said: “We believe the research model is set for fundamental change, hence why we are completely redesigning Verve as the business which uniquely combines artificial intelligence, human intelligence and cultural intelligence to help our clients make better, more intelligent decisions.

“We are undergoing a major business transformation as AI is designed into almost everything that we do. Not just AI for creating greater efficiency, but far more importantly, using AI for creating better insight.”