Jan 13 (Reuters) - Universal Music Group on Tuesday named Hannah Poferl as chief data officer to oversee its global audience development and engagement strategy using ‌data and artificial intelligence.

Poferl joins UMG after over a ​decade-long stint with the New York Times ( NYT ), where ‍she has served as chief ⁠data officer ⁠since 2021. She will report to UMG's operating chief, Boyd ‌Muir, effective immediately.

The ​move highlights the growing importance of data in the music industry, where streaming ⁠figures and social ‍media ​metrics are increasingly leveraged to help artists and labels connect with fans.

"The organization's ambitious ‍and thoughtful approach to innovation, including AI, reflects a clarity of purpose and a respect for creativity that I value deeply," Poferl said in a statement.

Her arrival comes ​as ‍UMG doubles down on tech initiatives to stay competitive in the AI-driven music ​landscape. Earlier this month, the label partnered with Nvidia ( NVDA ) to use its AI infrastructure and train models for personalized recommendations.

In November, Bloomberg News reported that UMG, Sony Music and Warner Music ( WMG ) ​licensed their catalogs to Klay, a music streaming startup that will let users remake songs using AI.