PwC UK appoints Jeremy Bassinder as Chief AI Officer

PwC UK has appointed Jeremy ‘Jez’ Bassinder as Chief AI Officer, strengthening the firm’s leadership as UK organisations move from experimenting with artificial intelligence to deploying it at scale.

In the role, Jez will bring together PwC’s business, technology and industry expertise to help clients identify where AI can create value, build the capabilities needed to adopt it responsibly and embed the technology across their organisations. His appointment reflects PwC UK’s focus on helping clients translate AI investment into stronger performance, better experiences and long-term transformation. The firm recently was named a Leader in The Forrester Wave™: AI Consulting Services, Q2 2026. 

Jez returns to PwC after almost 30 years at IBM, where he most recently led generative AI consulting in the UK and Ireland. Across a career spanning AI, analytics, digital platforms, sustainability and workforce transformation, he has advised organisations on using technology to reshape customer engagement and business performance. His senior roles included leading IBM’s UK and Ireland’s Customer Transformation and Commerce Business, Salesforce consulting business, Digital Consumer Products, Retail and Travel & Transport business and being an active member of the global industry leadership for his expertise in consumer industries.

A recognised voice on the relationship between people and technology, Jez has spoken at the World AI Cannes Festival and Retail Tech Week and delivered a TEDx talk, “Weaving People and Digital Minds.

Jez began his consulting career at PwC. He holds a Master’s degree in Natural Sciences from the University of Cambridge and a Diploma in Strategy and Innovation from the University of Oxford’s Saïd Business School. He is a Chartered Management Consultant and a Fellow of the Royal Society of Arts.

Claire Reid, Chief Technology and Innovation Officer at PwC UK, said:

“Jez brings exceptional experience of helping organisations turn emerging technology into meaningful business outcomes. As our clients move from experimenting with AI to embedding it across their organisations, his combination of technical expertise, industry insight and transformation leadership will be invaluable.”

Jez Bassinder, Chief AI Officer at PwC UK, said:

“I began my career at PwC, so returning at such a pivotal moment for AI is particularly meaningful. Organisations are now looking beyond experimentation to understand how AI can deliver lasting value for their people, customers and wider business. I’m excited to combine PwC’s deep industry expertise with its technology capabilities to help clients adopt AI with confidence, responsibly and at scale.”