UMG Taps Ex-NYT Exec Hannah Poferl as Chief Data Officer to Lead AI
Image Source: Hannah Poferl @ Linkedin
Universal Music Group has appointed Hannah Poferl as Chief Data Officer, effective immediately. Reuters reported the role will oversee UMG’s global audience development and engagement strategy using data and artificial intelligence, and Poferl will report to UMG Chief Operating Officer Boyd Muir.
UMG’s own announcement says Poferl will be based in Santa Monica and will lead the company’s data and analytics strategy globally, with responsibilities that explicitly include the use of data and AI technologies.
What the Job is Designed to Do?
In its announcement, UMG describes the role as a global data leadership position with a practical remit tied to growth and operations. UMG says Poferl will be responsible for audience development and engagement, including the use of data and AI technologies to support several areas: powering its “superfan” strategy, helping artists and labels connect with fans, supporting talent discovery, and unlocking long term value from its catalogue while supporting operational performance across the group.
That matters for the AI conversation because it frames AI not as a side project, but as part of how a major label intends to run audience strategy, measurement, and decision making.
Poferl’s Background
Reuters reported Poferl is joining after a decade plus at The New York Times, where she served as Chief Data Officer since 2021.
UMG’s announcement adds that she was the Times’ first Chief Data Officer, and also held senior audience and editorial roles.
UMG also says her work at the Times included advancing applied machine learning and platform capabilities that supported audience growth, and that she oversaw a large organisation spanning insights and audience strategy.
How This Ties to UMG’s Recent AI Moves
Reuters noted the appointment comes as UMG increases technology initiatives in what it described as an AI driven music landscape, and pointed to UMG’s recent partnership with NVIDIA to use AI infrastructure and train models for personalised recommendations.
UMG’s January 6 announcement describes the NVIDIA collaboration as an effort to “pioneer responsible AI” for music discovery, creation, and engagement, using NVIDIA AI infrastructure and UMG’s catalogue. It also says the work is aimed at advancing human music creation and rightsholder compensation.
Australian industry outlet Variety Australia reported that the collaboration includes extending NVIDIA’s Music Flamingo model to process full length tracks to improve discovery, with the stated goal of capturing more musical context such as harmony and structure. Variety also reported the partnership includes objectives related to protecting artists’ work and ensuring attribution of music based content.
Licensing and Litigation are Pushing Labels Toward Governed AI
This appointment sits alongside a wider industry push toward AI models that are licensed or controlled, rather than trained in ways that trigger rights disputes.
Reuters reported in November 2025 that Bloomberg News said UMG, Sony Music and Warner Music Group licensed their catalogues to Klay, an AI powered music streaming startup that would let users remake songs using AI. Reuters also noted the companies did not immediately respond to its requests for comment at the time.
Separately, Reuters reported in late November 2025 that Warner Music Group settled a copyright infringement lawsuit with AI music platform Suno, with the settlement allowing Suno to launch licensed AI models in 2026 and phase out unlicensed versions.
Taken together, these developments show major music companies are increasingly treating AI as something to be structured through licensing, partnerships, and internal governance, rather than left to ad hoc experimentation.
What to Watch Next
These are practical signals worth tracking over the next few months, based on what UMG and Reuters have disclosed:
Internal data governance: Whether UMG standardises how artist, catalogue, and audience data is handled across labels and territories, particularly where AI systems depend on consistent inputs and permissions.
Measurable fan engagement programs: UMG’s announcement links data and AI to superfan strategy and stronger artist to fan connection. The next indicator will be whether this shows up in clearer measurement frameworks or more visible direct fan initiatives.
Responsible AI controls that go beyond statements: UMG’s NVIDIA collaboration emphasises responsible AI and rightsholder compensation. The technical question is how those principles are enforced through product design, model governance, attribution controls, and partner requirements.
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