Dr. Catriona Campbell MBE

Dr. Catriona Campbell MBE is the Leader of AI by Design, Ankura’s practice for AI strategy, responsible AI governance and workforce transformation, based in London. She works with boards and executive teams to turn AI ambition into measurable revenue growth, drawing on more than two decades of experience in human-centred design, digital transformation and technology leadership. Catriona is also the best-selling author of AI by Design and a recognized authority on responsible AI adoption, having chaired national AI initiatives and advised UK Government on AI strategy.

AI by Design. Catriona leads AI by Design, Ankura’s  EMEA practice helping organizations turn AI investment into growth rather than cost savings alone. The practice combines AI strategy, responsible AI governance and workforce transformation, delivered in-house alongside a curated network of specialist partners and an internal AI Factory that builds and runs AI tools inside Ankura itself.

Building and scaling technology businesses. Catriona founded a digital design and technology consultancy in 2001, growing it across London, Paris, Dubai and Riyadh before a successful exit to a Big 4  in 2015. She led projects for organizations including Barclays, Microsoft, Dell, Nokia, Sky, Vodafone and VISA, helping set new standards in accessibility and user experience., including work on GOV.UK.

Leading digital transformation at enterprise scale. In her role as the first CTIO of a Big 4 UK & Ireland practice, she led AI strategy for the 23,000-person organisation and directed its Innovation Centres, overseeing digital transformation programmes valued between $20 million and $200 million across customer service, finance, supply chain, HR and operations.

Public sector and governance. Catriona has advised UK Government on AI strategy and served as Chair of the Scottish AI Alliance (2022–2026), delivering the vision set out in Scotland’s AI Strategy. She sat on the Scottish Technology Council under ministerial appointment was Chair of the Scottish AI Alliance, the government’s strategy body.

Author and thought leader. Catriona is the best-selling author of AI by Design (2020), which explores how organizations can approach AI through a human-centred lens.She has contributed to UK and EU government guidelines on responsible technology design.

Recognition. Catriona was awarded an MBE in 2024 for services to Technology & Innovation and was named in the UK AI 100 in 2025. She was inducted into the Digital Hall of Fame in 2012 and the British Computer Society Elite Group in 2013, and is a Fellow of the Royal Society of the Arts.