Antony Bradshaw is Head of Digital Data and Analytics at Domino’s Pizza UK & Ireland, where he leads the transformation of data into a strategic asset that drives growth, performance and operational excellence. He also co-chairs the Domino’s AI Council, shaping the organisation’s approach to responsible and ethical AI adoption.
Antony brings more than 15 years’ experience in digital analytics, optimisation and experimentation across a range of leading consumer and digital-first organisations, including AO.com, Booking.com and dnata. His career has been grounded in using data to improve decision-making and deliver measurable commercial outcomes, rather than analytics for its own sake.
At Domino’s, Antony has defined and delivered a data strategy focused on unlocking value from existing data assets and embedding advanced analytics into everyday business decisions. Recent highlights include the development of a chicken propensity model to optimise marketing effectiveness, and the introduction of “cut cam” technology, which uses AI to rank pizza quality and link operational execution directly to commercial outcomes.
Prior to Domino’s, Antony led customer insight at Booking.com, where he focused on performance optimisation and large-scale experimentation. He later worked as a Product Owner at dnata, an experience that strongly influenced his approach to data leadership. That role reinforced the importance of aligning analytics to clear business objectives and prioritising impact over activity or outputs.
Antony is a strong advocate for ethical and responsible AI, ensuring innovation is built on trust, transparency and compliance. His vision is to use data and AI to create smarter, more agile organisations capable of thriving in a rapidly evolving digital landscape.
As a data and AI leader, which traits and skills do you think matter most, and which of those have been most influential for you in your current position?
“I believe the most important skills for effective data and AI leadership are strategic thinking, commercial acumen, adaptability, and communication. These skills enable leaders to connect technical capabilities with business objectives and ensure that data and AI initiatives deliver measurable impact.
“Strategic thinking helps set a clear vision for how data can create value, while commercial acumen ensures that every project aligns with organisational goals and drives tangible outcomes.
“Adaptability is critical in a space that evolves as quickly as AI. Leaders need to respond to new technologies, regulatory changes, and shifting business priorities without losing sight of the bigger picture.
“Communication and collaboration are equally vital, translating complex concepts into language that resonates with stakeholders and fosters strong partnerships with technical, legal and commercial teams.
“Leadership skills underpin all of this. Hiring the right talent, setting clear goals, and creating an environment where people can thrive are essential for success. In my organisation, these traits have been most influential in building trust and momentum.
“By combining a clear vision with strong governance and empowering teams, we’ve been able to deliver initiatives like Cut Cam and machine learning pricing recommendations that drive both operational and commercial impact.”
Reflecting on your career, what is one non-traditional piece of advice (outside of technical skills) you would give to an aspiring data or AI leader aiming for the C-suite?
“One piece of non-traditional advice I’d give to anyone aspiring to be a data or AI leader at C-suite level is this: people buy into people, not just ideas or technology. Technical skills will get you through the door, but what truly makes the difference is your ability to build trust, influence, and inspire.
“In my experience, success in data and AI leadership is as much about relationships as it is about algorithms. You need to communicate a clear vision in a way that resonates with different audiences, from board members to frontline teams. That means listening, understanding their challenges, and showing how data can solve real problems. It’s about making complex concepts simple and relatable.
“My advice is focus on human connection. Build credibility through authenticity, collaboration, and empathy. If people believe in you, they’ll believe in your vision, that’s what turns ideas into impact.”