Provenance appoints new chief executive

London-based technology company Provenance has appointed Sarah Arana-Morton as its new chief executive as it continues to strengthen trust and transparency in product claims.

Sarah steps into the role having previously served as chair at Provenance and brings more than 25 years’ experience leading data-driven organisations where accuracy and trust are critical.

Her background includes senior leadership roles at dunnhumby, where she helped scale global data analytics behind the Tesco Clubcard, and at OpenCorporates, where she led the world’s largest open company dataset supporting governments, financial institutions and technology businesses.

Sarah said: “I believe that trust and transparency create fairer markets. 

“AI is completely changing which products people see and buy. 

“The ones that win will be the ones that can actually prove their claims – not just make them.

"Right now, most product claims can't be verified by AI systems. 

“They're stuck in PDFs, locked in marketing copy, or just not backed by evidence at all. 

“That means AI assistants either ignore them or default to the biggest brands.

"Our job is to fix that.

“We help brands show proof of what they're claiming – whether that's genuinely vegan, clinically proven, or sustainably made – in a way both people and AI can read and trust. 

“When that proof is visible, spending flows to products that actually deliver, not just the ones with the biggest ad budgets. 

“That’s better for shoppers and fairer for the brands doing the right thing.”

Sarah succeeds Phil Verey, who departs following a period of commercial growth and increased adoption of Provenance’s platform by major retailers.

Her appointment comes as Provenance continues to support brands and retailers navigating the rise of AI-led shopping and discovery, positioning verified product data at the heart of consumer trust.

Jessi Baker, founder of Provenance, added: “Sarah has scaled data platforms that whole sectors depend on. 

“She understands how AI is reshaping commerce and what retailers need to adapt. 

“That combination of deep data experience and commercial focus is exactly what this moment requires.”

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