Universal Music Group (UMG) has appointed Hannah Poferl as its new chief data officer.

She will lead the company’s data and analytics strategy and functions globally, including the use of data and AI for audience development and engagement.

As part of this strategy, Poferl will focus on how data and AI can better connect the company’s artists and labels with fans and improve talent discovery.

She joins UGM after nearly 12 years at The New York Times, where she had served most recently as its first-ever chief data officer since 2021.

During her tenure at The Times, Poferl shaped the company’s data strategy and architected newsroom data practices that blended editorial judgment with analytics to drive readership growth and engagement, while advancing applied machine learning and platform capabilities that enabled audience growth at scale.

Overseeing an organisation of more than 200 people at The Times, with responsibilities spanning insights and audience strategy.

She held a variety of other executive roles at the company, including associate managing editor, director of newsroom strategy, deputy editor and senior manager, newsroom analytics.

“We are thrilled to welcome Hannah to the UMG team," said Boyd Muir, chief operating officer, UGM. "Her exceptional reputation and track record of strategically utilising data, analytics and AI technology to grow, connect and engage audiences with creativity and culture, mirrors our own vision for transforming the ways artists and labels can connect with fans."

Poferl said that she is excited to join the company because of its "clear focus on using data and technology in service of artists and artistry" at a time when data and technology are playing an increasingly important role.

"The organisation’s ambitious and thoughtful approach to innovation, including AI, reflects a clarity of purpose and a respect for creativity that I value deeply," she added. "Storytelling has been central to my career, and music is one of the most powerful storytelling mediums that exists — making this an especially meaningful place to do this work.”

The move comes after UGM announced last week that it is collaborating with tech giant Nvidia to develop what it describes as an “antidote to AI slop” in the music industry.

The music group said at the time that the partnership will set new standards for innovation and responsibility in the sector, with the companies aiming to support rightsholder compensation, explore ways to use AI to protect artists’ work, and ensure "proper attribution of music-based content.”

The decision follows UGM's announcement of the settlement of a copyright infringement litigation with AI-powered music creation platform Udio in October last year.

Under “industry-first” strategic agreements between the two companies, as well as the compensatory legal settlement, the firms agreed to launch a new licenced AI music creation platform.

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