Creative agency Diamond is promoting Alan MacDonald to the role of chief AI officer.

MacDonald will remain Diamond’s COO, and will be responsible for “charting the roadmap” for the agency and its clients on AI adoption. MacDonald holds an MBA in AI from the University of Cumbria in the U.K.

The new role tasks MacDonald with training budding technologists and AI enthusiasts from within the agency, its clients and the industry at large. He was recently trained by the VJAL Institute as an AI trainer, and has signed the institute’s pledge to teach one million future AI leaders.

Diamond says that MacDonald plans to conduct at least 25 workshops in the next year to bring AI insights to the industry.

“The real magic happens when we harness AI to interpret and utilize data in ways previously unimaginable. It’s about leveraging AI to uncover insights from data that informs robust decision-making. By doing this, we’re not just analyzing trends; we’re predicting and shaping future outcomes,” MacDonald said in a news release.

“This approach is revolutionizing how we develop marketing strategies and optimize campaigns. Each step forward reveals new possibilities, underscoring the transformative impact of AI-driven, data-informed strategies in our industry.”

MacDonald has worked with Diamond since 2017, with previous experience in digital marketing at Aeroplan, Naked Creative Consultancy, FCB and Leo Burnett.