AI shopping firm Provenance hires former dunnhumby exec Sarah Arana-Morton as CEO

Provenance, which focuses on making product claims trustworthy and transparent in an AI driven retail world, has announced the appointment of Sarah Arana-Morton as Chief Executive Officer.

Previously Chair at Provenance, Arana-Morton has also spent time at dunnhumby, where she worked on Tesco Clubcard's data analytics across global markets. At OpenCorporates, she led the world's largest open company dataset, building essential infrastructure for governments, financial institutions and technology companies.

“The brands that win will be the ones that can prove their claims,” she says: "I believe that trust and transparency create fairer markets. AI is completely changing which products people see and buy. The ones that win will be the ones that can actually prove their claims - not just make them.

"Right now, most product claims can't be verified by AI systems. They're stuck in PDFs, locked in marketing copy, or just not backed by evidence at all. That means AI assistants either ignore them or default to the biggest brands.”

"Our job is to fix that. We help brands show proof of what they're claiming - whether that's genuinely vegan, clinically proven, or sustainably made - in a way both people and AI can read and trust. When that proof is visible, spending flows to products that actually deliver, not just the ones with the biggest ad budgets. That's better for shoppers and fairer for the brands doing the right thing."

Jessi Baker, Founder at Provenance, says: “Sarah has scaled data platforms that whole sectors depend on. She understands how AI is reshaping commerce and what retailers need to adapt. That combination of deep data experience and commercial focus is exactly what this moment requires.”

Arana-Morton succeeds Phil Verey, who leaves Provenance amid adoption by retailers including Holland & Barrett, Ocado, THG Beauty and MECCA.

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