Data & Marketing Association appoints new Scottish chair

Peter A Walker
·3-min read

The Data & Marketing Association (DMA) has announced it is refocusing its presence in Scotland in support of the country’s artificial intelligence (AI) strategy, underpinned by the appointment of a new chair of DMA Scotland.

Anneli Ritari-Stewart has set out her vision for championing the responsible and ethical use of AI to drive growth and innovation in Scottish marketing, in line with Scotland’s AI strategy.

Ritari-Stewart, head of digital marketing at Royal London, believes marketers can harness AI as a “superpower”, but has warned that a trustworthy and customer-centric approach must be adhered to in order for businesses and their customers to see the true benefits.

Ritari-Stewart will continue her role at the mutual insurance firm, where she is part of the group’s AI Working Group. She held a position on the DMA council for four years before becoming deputy chair of DMA Scotland in 2022.

Taking over from existing chair Howard Barber, Ritari-Stewart’s appointment closely follows the DMA’s appointment of former Disney executive Tony Miller as its new UK chair in March.

“Scotland represents a truly unique and exciting opportunity to drive the ethical use of AI forward,” said Ritari-Stewart. “I believe marketers can harness the technology as a superpower - but stakeholder trust, customer-centric approaches and regulatory collaboration must be achieved.

“The culture around AI is changing at an electric pace; we need to encourage curiosity, winning the hearts and minds of the professionals who will use AI and the customers who stand to benefit.“

Steph Wright, head of the Scottish AI Alliance, commented: “We welcome DMA UK’s refocus in support of Scotland’s AI Strategy and its vision for Scotland to become a leader in trustworthy, ethical and inclusive AI.

“Commitments from organisations like the DMA to the vision is absolutely key to ensuring that Scotland’s AI future is responsible and equitable to all and we look forward to exploring how we can work together to achieve this.”

Having established itself as Europe’s largest community of data-driven marketers, the DMA is committed to guiding businesses through compliant marketing practices, in line with emerging technologies and evolving regulations.

DMA Scotland itself has a track record of working with Scottish Government, academia and businesses to build the foundations for Scotland to be a world leader in responsible and ethical data practices.

Rachel Aldighieri, managing director at the DMA, said: “With Anneli’s appointment, the DMA is refocusing its presence in Scotland at a time of transformation and opportunity.

“With its clear and deliberated AI strategy and ambition to be the data capital of Europe, Scotland has the opportunity to become a global forerunner for the way AI is successfully and responsibly applied.”

DMA Scotland will host an inaugural AI event in Edinburgh on 25 June, which will see industry experts and business leaders gather to explore the transformative impact of AI in marketing and how Scotland can be a leader in trustworthy, ethical and inclusive AI.

Ritari-Stewart will set out her vision as chair, supported by insights from representatives from Multiply Agency, The Data Lab, Scottish AI Alliance, Royal London, Whyte & Mackay and Visit Scotland.

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