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London, 17 December 2025 — Provenance today announces the appointment of Sarah Arana-Morton as Chief Executive Officer, strengthening the company’s mission to make product claims trustworthy and transparent in an AI-driven retail world.
Previously Chair at Provenance, Arana-Morton brings more than 25 years experience scaling data systems that industries rely on, where accuracy and trust aren't optional. At Dunnhumby, she helped pioneer Tesco Clubcard's data analytics across global markets - building insights that changed how retailers and brands understand their customers. At OpenCorporates, she led the world's largest open company dataset, building essential infrastructure for governments, financial institutions and technology companies. Now at Provenance, she's building verified product data for AI commerce.
AI is changing how people shop – and what it takes to win
The leadership transition comes as retail enters a generational shift. AI agents are rapidly replacing shopping-related search, influencing an estimated 20–30% of purchases by 2027 and driving $3–5 trillion in global AI-commerce by 2030.
Shoppers are now asking AI complex, values-led questions from “vegan shampoo for sensitive skin” to “eye cream that reduces dark circles under the eyes” and assistants are much more likely to surface products backed by trustworthy evidence.
In this environment, the proof behind a product’s claims becomes as important as price. Brands unable to substantiate claims on sustainability, health benefits or performance risk becoming invisible to AI-driven discovery.
Provenance validates product claims and publishes Proof Points that both shoppers and AI systems can read.
As traditional SEO declines and AI-native discovery rises, Provenance exists to:
Early results from Provenance pilots show that when this proof is visible, trust and performance improve. In recent pilots:
“The brands that win will be the ones that can prove their claims”
Sarah Arana-Morton, CEO of Provenance, 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."
Jessi Baker, Founder of Provenance, said: “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.”
Sarah Arana-Morton succeeds Phil Verey, who leaves Provenance with a strong commercial foundation, and adoption by major global retailers including Holland & Barrett, Ocado, THG Beauty and MECCA.
Oliver Farmiloe is the Growth Marketing Manager at Provenance. He works closely with our Impact team to create impactful, data-driven campaigns that help us achieve our mission of empowering consumers to make conscious, sustainable decisions online.
Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever
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