Prezzee names Edwin Ter Wijlen Chief AI Officer for global growth
Prezzee has appointed Edwin Ter Wijlen as its new Chief AI Officer, a move designed to advance the company's adoption of artificial intelligence in its digital gifting operations. Ter Wijlen assumes leadership of AI strategy development and deployment across all markets where Prezzee operates.
AI leadership
Edwin Ter Wijlen brings over 15 years of experience in AI strategy, data governance, and digital transformation. He previously held the position of Executive Manager of Growth at data analytics business Quantium. At Prezzee, his remit includes developing an AI roadmap focused on operational excellence, responsible innovation, and positive customer outcomes.
Chief Executive Craig Smith highlighted the strategic importance of the new role.
"Edwin is a visionary leader whose experience in operationalising AI will be instrumental as we continue to invest in smart, sustainable innovation. This is a pivotal time for Prezzee as we expand into new markets and focus on intentional growth. AI is a powerful enabler of that vision, and Edwin's appointment ensures we have the leadership to harness it strategically. His expertise will help us scale responsibly, enhance customer connection, and deliver the outcomes our partners and users deserve," said Craig Smith, CEO, Prezzee.
Operational impact
The appointment comes as Prezzee seeks to embed AI across its business to support its international expansion. Ter Wijlen is charged with overseeing the practical implementation of AI solutions, with an emphasis on efficiency and measurable value for partners and end users.
Commenting on his new role, Ter Wijlen said, "Prezzee has established a strong reputation as an innovator in the gift card and digital payments sector. Its leadership in AI is already delivering tangible value, and I'm excited to build on that momentum by scaling our capabilities, unlocking new efficiencies, and ensuring our use of AI continues to enhance the Prezzee experience for customers and partners."
Customer experience
Prezzee has already deployed artificial intelligence in several customer-facing campaigns. Collaborations have included a partnership with Universal for the launch of Jurassic World: Rebirth, with AI used to personalise customer interactions. The business also launched the Magical Messages Christmas campaign, featuring AI-powered customised messages from Santa, which gained recognition at The Drum Marketing Awards in 2025.
These recent initiatives indicate a dual focus on both improving operational efficiency and deepening relationships with customers via AI-enabled personalisation.
Global strategy
The expansion of AI leadership is positioned as part of a wider growth strategy. Prezzee continues to increase its presence across markets including the United States, United Kingdom, Canada, Australia, and New Zealand. The company's AI roadmap forms a core element in efforts to scale its digital gifting and payments platform globally.
Ter Wijlen will play a central role in balancing the rapid adoption of new technology with responsible data practices and transparent AI deployment.
"Its leadership in AI is already delivering tangible value, and I'm excited to build on that momentum by scaling our capabilities, unlocking new efficiencies, and ensuring our use of AI continues to enhance the Prezzee experience for customers and partners," said Ter Wijlen.
