Catriona is EY UK&I’s Chief Technology & Innovation Officer. A renowned expert in Human- Computer Interaction (HCI), Catriona founded London-based experience design firm Seren in 2001. Now called EY-Seren, after being acquired by EY in 2015, the company has offices in several countries, assisting clients to create well-designed experiences. Since then, she has guided some of the world’s best-known brands towards digital success, as the firm’s CTIO, landing a well-deserved place in the BIMA Digital Hall of Fame & and an MBE thanks to two decades of outstanding contributions to her technology acumen. In 2020 she authored a best-selling book on AI, has worked extensively with governments and clients to deploy AI programs, and is the Chair of the Scottish AI Alliance, a Ministerial appointment.