Jeremy “Jez” Bassinder has returned to PwC UK as Chief AI Officer, marking a full-circle moment for the technology and AI leader who began his consulting career at the firm. He joins PwC after almost 30 years at IBM, where he most recently led generative AI consulting across the UK and Ireland.
Bassinder shared the career move on LinkedIn, describing his return to PwC as a significant milestone. He noted that he originally joined Price Waterhouse as a graduate and has now returned to the organisation at a time when artificial intelligence is becoming increasingly central to business operations and technology strategies.
During his long career at IBM, Bassinder held leadership positions spanning AI, customer transformation, commerce, digital consumer products, retail, travel and transportation. His experience also includes work across analytics, digital platforms, sustainability and workforce transformation.
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At PwC, his new role comes as organisations move beyond early AI experimentation and begin addressing the practical challenges of deploying AI across business functions. PwC said Bassinder will bring together its business, technology and industry expertise to help organisations identify AI opportunities, build adoption capabilities and integrate the technology responsibly.
The appointment also reflects the changing responsibilities associated with AI leadership. As companies move from pilots toward broader implementation, Chief AI Officers are increasingly expected to connect technology initiatives with business processes, workforce considerations, customer experiences and governance.
For Bassinder, the move brings his career back to where it began while placing him at the centre of PwC UK’s AI strategy. He holds a Master’s degree in Natural Sciences from the University of Cambridge and a Diploma in Strategy and Innovation from Oxford’s Saïd Business School.
