Industry Insight: Retail in 2025

Jonny Davis

Head of Data Science, ADSP

Jonny leads a growing data science team at ADSP, a consultancy specializing in applied AI solutions for organizations across diverse industries and regions. His team works across various machine learning domains, including classical structured machine learning problems, reinforcement learning, and generative AI.

Jonny originally specialised in natural language processing, leading the NLP expert group for Accenture UKI. He has successfully delivered machine learning solutions for text-based problems across industries such as the public sector, broadband, and resources. Additionally, Jonny is passionate about AI communication and is currently leading an O'Reilly course on AI Governance for business leaders.

Matthias Kleven

Head of Northern Europe, Shopify

Matthias Kleven is Shopify’s Head of Northern Europe, Partnerships overseeing the company's growth in Northern Europe with a focus on Benelux, the Nordics and the UK & Ireland. Joining Shopify originally in 2018, Matthias leads a team across the region that seeks to expand Shopify's footprint through its partner ecosystem, with a resolute focus on supporting merchant growth for businesses of all sizes on the platform. 

Based in London, Matthias has years of experience with leadership roles at several renowned tech companies including Quantcast, Slack and Yelp. In his time at Shopify, Matthias has held a variety of roles across the EMEA sales team before becoming Head of Northern Europe Partnerships at the start of 2025.

James MacKenzie

Head of Insights, PZ Cussons

James leads the global insight function for PZ Cussons, the manufacturer of well-known products such as Carex, Imperial Leather, Original Source and Sanctuary Spa to name a few. He comes from a retail background of data and insights that has seen him work for retail giants like Asda and Tesco, as well in FMCG insight roles across food and non-food working with retailers and suppliers in the UK, Europe, North America and Australasia. He is dedicated to using the latest technology to bring a start up mentality to PZ and using the growth the connectedness of the world to unlock the understanding of the human behaviour behind purchasing in the key categories that PZ operate in across the world.

Anthony Morris

CEO, Tecsa

Anthony has extensive retail experience, especially in loyalty programme design and data-driven business transformation. He has helped shape some of the world’s largest loyalty programmes and has worked globally with a wide range of retailers and consumer-facing businesses.

Tecsa is a leading global retail analytics technology provider and loyalty consultancy. Tecsa helps retailers gather and make best use of their customer data. Tecsa’s award winning AI powered retail analytics and monetisation platform, OneViu, helps brands and retailers see a holistic view of their business and make quicker, better, and more profitable decisions.

Prior to joining Tecsa, Anthony led data, analytics, and insight at Dixons Carphone.
Anthony started his career at Booz Allen working with a variety of clients on strategic and operational issues, specializing in due diligence and turnaround of FMCGs for private equity clients.

Michelle Sally

Partner , TLT

Michelle is a Partner within TLT’s Tech, IP and Data team, specialising in emerging technology. Michelle is a commercially minded lawyer with a background in commercial contracts and corporate transactions. She focuses on emerging technology; be it strategic mandates for tech companies or technology contracts for businesses (large and small).

She specialises in contracts (in particular outsourcing contracts), consumer, data and intellectual property law. She was awarded the Global Sourcing Association’s Rising Star Award in 2022. She has a strong technical expertise in artificial intelligence, adtech, NFTs and Web3, regularly appearing on panels to provide insight and legal awareness to start-ups and SMEs.

Catherine Shuttleworth

CEO, Savvy

Catherine Shuttleworth is CEO and founder of Savvy Marketing and is a Media Commentator on all things retail and shopping.

Having studied retail marketing at Manchester polytechnic many years ago Catherine has always been fascinated in retail, shopper behaviour and the way shoppers think.

Savvy is an award-winning marketing agency, working with some of the world’s biggest brands and retailers to sell more by influencing consumer behaviour.