H&M has hired the Cambridge Analytica whistleblower to help it analyse data and use AI to gain a better understanding of what its customer wants.

Christopher Wylie will work for the business on a consultancy basis, providing the retailer with better customer insight, product and markets.

The business, which has struggled over the past two years to match its strategy with customer needs, is turning to AI and big data to help it compete with more nimble online businesses and keep up with fellow international conglomerate Inditex.

The company’s inventory rose to a record level last year, a clear sign that it was failing to connect with the consumer.

H&M managed to grow sales over its last quarter but recorded a slump in pre-tax profits over most quarters of its last financial year. 

H&M profits slump in 'challenging' year