Jeremy Bassinder has been named Chief AI Officer at PwC UK, a newly created position that shows the firm’s commitment to supporting clients in their AI adoption journeys beyond initial pilot phases. With nearly three decades of experience at IBM, where he last led the UK and Ireland’s generative AI consulting practice, Bassinder returns to PwC, where he initially began his consulting career, to spearhead the firm’s AI initiatives and help clients unlock value from the technology across their organizations.
Aligning AI investments with business outcomes
Bassinder’s appointment coincides with a surge in competition among professional services firms to establish themselves as trusted advisors for companies transitioning from AI experimentation to large-scale deployment. In his new role, Bassinder will oversee the convergence of PwC’s business, technology, and industry teams to provide clients with full support on AI implementation, governance, and strategy. This move highlights PwC’s dedication to empowering clients to derive tangible business benefits from their AI investments, a focus that has recently earned the firm recognition as a Leader in The Forrester Wave: AI Consulting Services, Q2 2026.
Bassinder’s return to PwC marks the homecoming of a seasoned executive with an extensive background in technology consulting and consumer-facing industries. He boasts 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, in addition to being a Chartered Management Consultant and a Fellow of the Royal Society of Arts. Bassinder has also shared his insights on the interplay between humans and technology through public speaking engagements, including a TEDx talk entitled “Weaving People and Digital Minds).
Working through the transition to AI at scale
The creation of this C-suite AI role is part of a broader trend among large firms to address the evolving needs of clients seeking guidance on AI strategy, operational models, workforce transformation, and responsible AI use. As demand shifts from exploratory AI projects to integration into core business functions, consulting groups are expanding their specialized teams to meet this current situation. For PwC UK, the challenge lies in leveraging this demand to deliver advisory services across multiple sectors, particularly as executives scrutinize the return on investment from AI initiatives.
Claire Reid, Chief Technology and Innovation Officer at PwC UK, noted, “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.
