Provenance has announced the appointment of Sarah Arana-Morton as its new Chief Executive Officer, marking a pivotal moment in the company’s mission to establish trust in product claims within the rapidly evolving era of AI-driven retail. Based in London, the move comes as consumer shopping behaviors undergo a fundamental transformation driven by artificial intelligence. Arana-Morton, who previously served as Chair of Provenance, brings over 25 years of experience in building robust, trustworthy data systems across global markets. At dunnhumby, she played a key role in developing Tesco Clubcard’s data analytics platform, enabling data-driven decision-making across multiple countries. She later led OpenCorporates, where she expanded the world’s largest open company dataset—now a foundational resource used by governments, financial institutions, and tech firms worldwide. Now stepping into the CEO role, Arana-Morton will focus on advancing Provenance’s mission to make verified product information accessible, readable, and usable by both consumers and AI systems. Her leadership is particularly timely as AI assistants increasingly replace traditional search methods, shaping how shoppers discover and choose products. With AI-commerce projected to reach trillions in value by 2030, the way products are discovered is shifting from keyword-based queries to nuanced, values-led questions—such as “Is this product truly sustainable?” or “Does this skincare item live up to its health claims?” In this new landscape, the credibility of product claims is becoming as critical as price or brand. Products unable to substantiate their claims risk being overlooked by AI recommendation engines, which prioritize transparency and verifiable evidence. Provenance addresses this challenge by independently verifying product claims and converting them into structured, machine-readable “Proof Points.” These digital credentials are designed to be easily interpreted by AI systems, ensuring that trustworthy products are surfaced in search results and recommendations. Early pilot programs have shown that products with visible Proof Points receive higher AI recommendation rates and are more likely to be selected by values-driven shoppers, who also tend to spend more when transparent evidence is available. “The brands that win in the future will be the ones that can prove their claims,” said Arana-Morton. “AI is reshaping what gets seen and bought. Our job is to make that proof visible, trusted, and usable by both people and machines.” Jessi Baker, Provenance’s founder, praised Arana-Morton’s appointment, noting her proven track record in building data infrastructure that entire industries depend on. “Sarah has created systems that power sectors. Her expertise is exactly what this moment in AI-commerce demands.” Arana-Morton succeeds Phil Verey, who is stepping down after building a strong commercial foundation and securing adoption by major global retailers including Holland & Barrett, Ocado, THG Beauty, and MECCA. Provenance is positioned as the trusted data layer for AI-commerce, enabling retailers and brands to verify claims, reduce compliance risk, and build consumer trust. Over 370 retailers and brands already use the platform to validate their sustainability, health, and performance claims, ensuring transparency at every stage of the shopping journey.