Catriona Campbell is the Client Technology & Innovation Officer for EY UK&I, where she leverages technology to foster innovation and enhance client competitiveness in a rapidly changing landscape. Formerly leading EY's innovation centers in EMEIA, known as EY wavespaceTM, Catriona brings extensive expertise in behavioral psychology and human-computer interaction. Co-founding London-based experience design firm Seren in 2001, now EY-Seren following its acquisition by Ernst & Young in 2015, Catriona has been instrumental in guiding global brands toward digital success. Her contributions have earned her recognition in the BIMA Digital Hall of Fame, highlighting her two decades of pioneering work.

Catriona holds degrees from the Universities of Stirling and Glasgow, complemented by studies at the Sorbonne in Paris. Passionate about building a better working world through technology and design, she advocates for inclusive and impactful digital experiences. Catriona's commitment to advancing technology design and nurturing talent in UX and HCI has positioned her as a leader in the field, influencing industry standards through lectures, events, and global conference appearances.

She recently shared her insights on the current state of AI and its impact on industries, addressing key questions and reflecting on its future potential and ethical implications:
 

• As CTIO at EY, how do you prioritize AI-driven innovation while ensuring it aligns with business objectives?
  
  We  prioritize AI-driven innovation by using the EY.ai Value Accelerator to identify high-impact opportunities at clients and in EY, adopting a holistic approach that aligns AI initiatives with business goals, evaluating AI maturity to address gaps, and embedding ethical practices to maintain trust.
   
• What role does AI play in shaping EY’s technology strategy and consulting services for clients?
  
  AI is central to EY's technology strategy, enabling responsible adoption among employees and clients. The Global EY.ai platform integrates AI with human expertise, supported by a US$1.4 billion investment in our data fabric and AI technologies. We help clients navigate the deployment of AI safely.
   
• How is EY integrating AI into its own operations to enhance efficiency and decision-making?
  
  EY integrates AI through the EY.ai platform, we have invested US$1.4 billion to build our technology, and data platform whilst ensuring our people have the relevant training and support to use embedded AI.  For example, AI enhances transaction strategies, aiding in deal sourcing and due diligence. This integration is expected to deliver significant benefits to clients and stakeholders.
   
• From your perspective, how will AI redefine the role of technology leaders like yourself in the coming years?
  
  AI will redefine technology leaders' roles by emphasizing our strategic engagement with the business:  collaboration between tech and business teams will be critical. The very best Tech Leaders will be those who safely guide their organisation through AI complexities while ensuring alignment with business and employees’ objectives.