H&M has hired Christopher Wylie, who achieved notoriety for exposing the Cambridge Analytics scandal, to help it with data analytics and artificial intelligence initiatives.

Wylie has signed a consultancy contract with the Swedish fashion retailer, spokeswoman Ulrika Isaksson told Bloomberg. His 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” artificial intelligence.

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