Dr David Crelley is a specialist in psychology, data ethics, responsible AI, data science and consumer behaviour. He is Head of Responsible AI and Data at Admiral Group where he has designed and established processes to ensure the fairness and transparency of Artificial Intelligence. He has collaborated with industry bodies on Responsible AI best practice, advised on numerous AI and data initiatives, and leads teams providing independent review of AI, models and data practices. He established and manages second-line data quality assurance across the Group. Winner of Admiral's Data Community Data Leader Award 2023 and Highly Commended in the Data IQ Awards 2025 for Best Responsible AI Programme.