Catriona Campbell: Pioneering Innovation at EY UK&I

Catriona Campbell holds the position of Client Technology & Innovation Officer at EY UK&I, where she expertly leverages technology to ignite innovation and enhance client competitiveness in an ever-changing landscape. Her previous role involved directing EY’s innovation centers across EMEIA, recognized as EY wavespace™, and she brings extensive expertise in behavioral psychology and human-computer interaction to her current position. As the co-founder of the London-based experience design company Seren, established in 2001 and now integrated as EY-Seren following its acquisition by Ernst & Young in 2015, Catriona has been instrumental in guiding global brands towards digital success. Her remarkable accomplishments have earned her a place in the BIMA Digital Hall of Fame, reflecting over twenty years of transformative contributions to the industry.

Catriona is an alumnus of the Universities of Stirling and Glasgow, and she has broadened her academic pursuits with studies at the Sorbonne in Paris. Her commitment to building a better working world through technology and design is evident, as she champions inclusivity and meaningful digital experiences. Catriona’s unyielding passion for advancing technology design and nurturing talent in UX and HCI has established her as a key figure in the field, influencing industry standards through lectures, events, and participation in global conferences.

Recently, Catriona offered her insights on the current state of AI and its significant influence across numerous sectors, tackling urgent questions and pondering over its future repercussions and ethical considerations:

Emphasizing AI-Centric Innovation

As CTIO at EY, how do you prioritize AI-driven innovation while ensuring it aligns with business objectives?

We focus on AI-driven innovation via the EY.ai Value Accelerator, pinpointing high-impact opportunities for both our clients and within EY itself. Our holistic strategy guarantees that AI initiatives resonate with business objectives, assessing AI maturity to address any existing gaps, and incorporating ethical practices to maintain trust.

AI’s Role in EY’s Strategy

What significance does AI hold in shaping EY’s technology strategy and consulting services for clients?

AI is pivotal to EY’s technological strategy, promoting responsible implementation among our employees and clients alike. The Global EY.ai platform intertwines AI with human insight, bolstered by a substantial US$1.4 billion investment in our data infrastructure and AI technologies. We support clients in navigating the secure integration of AI.

Boosting Operations with AI

How is EY infusing AI into its operations to enhance efficiency and decision-making?

Through the EY.ai platform, we are integrating AI into our operations, underpinned by our US$1.4 billion investment in technology and data systems. We ensure our workforce is adequately trained and supported in utilizing embedded AI proficiently. For example, AI enhances transaction strategies, facilitating deal sourcing and due diligence. This integration is set to bring substantial benefits to our clients and stakeholders alike.

The Future of Technological Leadership

From your viewpoint, how will AI reshape the roles of technology leaders in the foreseeable future?

AI will drastically redefine the functions of technology leaders by emphasizing strategic alignment with business goals. Effective collaboration between technology teams and business sectors will become vital. The most successful tech leaders will be those who can adeptly navigate their organizations through the intricacies of AI, ensuring a smooth alignment with both business aims and employee needs.