Purple Transform, a developer of AI to ‘better human outcomes’, has appointed Simon Atterwell as chief operating officer. 

Founded in 2021 and headquartered in Oxfordshire, Purple Transform’s core platform SiYtE uses a combination of AI, machine vision/learning and human intelligence to enhance human decision-making capabilities.

Atterwell was managing director at Network Rail Telecom for eight years before leaving to join events services firm Rippl Group as CEO in April 2023.

Responsible for Network Rail Telecom’s £1.3 billion budget to maintain and renew national assets and infrastructure, he led a team of over 500 technical and services experts to ensure the safe operation of the UK’s railway network. 

Atterwell also developed and executed improved telecoms support to ensure optimal performance of national passenger and freight services. 

His focus at Purple Transform will centre on three key areas: managing day-to-day business operations, driving UK and international growth, and championing ethical and compliant practices.

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“When approached by Purple Transform, I saw this as a perfect opportunity to build on the great work my team at Network Rail had initiated to create better environmental and situational awareness across rail in the UK,” said Atterwell.

“After an enjoyable eight years at Network Rail, I was ready for a new challenge and the opportunity was an appointment not to be missed.

“I am ardently committed to deploying this cutting-edge technology across various industry sectors and keenly anticipate the positive impact it can have beyond rail operations.”  

Gregory Butler, CEO, added: “Simon is unique – he has such a creative and strategic mind which is so well structured as a result of his extensive operational experience. 

“He is always thinking forward, so when we saw the window of opportunity to bring him on board, we seized it, especially given his innovative and impactful work at Network Rail.”

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