Datitude appoints David French to steer growth amidst AI data shift

French currently serves as Director of Growth Capital at Santander UK Corporate Banking, a role he will maintain alongside his advisory position at Datitude. His appointment signals a push to scale the business following its strongest performance year to date in 2025. Co-founders Sarah Hughes and Gavin Wilkinson noted that the company is prioritizing external expertise to refine its strategic direction as it addresses the mounting pressure on retailers to derive actionable value from unified data sets.

For French, the partnership centers on the practical application of technology in a retail landscape reshaped by AI. He emphasized that the firm’s ability to bridge deep technical infrastructure with the specific operational hurdles retailers face was a primary factor in his decision to join the team. Datitude’s platform aims to provide the necessary data foundations to ensure the trust and integrity required for advanced machine learning applications.