PwC UK appoints Jeremy Bassinder as Chief AI Officer

PwC UK has appointed Jeremy Bassinder as Chief AI Officer, creating a new senior role as organisations expand AI deployment beyond pilot projects.

Bassinder returns to PwC after nearly 30 years at IBM, where he most recently led generative AI consulting in the UK and Ireland. He began his consulting career at PwC and will now lead the firm's AI work with clients as they identify where the technology can create value and how to adopt it across their organisations.

His appointment comes as professional services firms compete to position themselves as advisers to companies moving from AI trials to broader operational use. The role will bring together PwC's business, technology and industry teams to support clients on implementation and governance.

Before leaving IBM, Bassinder held senior roles across customer transformation, commerce, Salesforce consulting, digital consumer products, retail, and travel and transport. His career has also spanned analytics, digital platforms, sustainability and workforce transformation.

The hire reflects PwC's focus on helping clients connect AI spending with measurable business results. It also follows the firm's recent recognition as a Leader in The Forrester Wave: AI Consulting Services, Q2 2026.

Career return

Bassinder's return to PwC brings back an executive with a long record in technology consulting and consumer-facing sectors. 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 also a Chartered Management Consultant and a Fellow of the Royal Society of Arts. Outside corporate roles, he has spoken publicly about the relationship between people and technology, including in a TEDx talk titled "Weaving People and Digital Minds".

The appointment adds to a growing number of C-suite AI roles created by large firms as clients seek advice not only on tools and systems, but also on operating models, workforce change and responsible use. Consulting groups have been expanding specialist teams as demand shifts from experimentation to integration into core business functions.

For PwC UK, the challenge will be to turn that demand into advisory work across multiple sectors, particularly as boardrooms ask whether AI investments can produce clear returns. Bassinder's background in both industry-specific consulting and broader transformation suggests the firm wants the role to span strategy as well as technology delivery.

Claire Reid, Chief Technology and Innovation Officer at PwC UK, commented on the appointment.

"Jez brings exceptional experience in 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," Reid said.

Bassinder said returning to the firm was significant at a time when AI has become a board-level issue for many organisations.

"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," he said.