Outernet Partners with Alvarez and Marsal to Launch AI-enabled Data Monetisation

Outernet London CEO Philip O’Ferrall has struck a deal with Alvarez and Marsal (A&M) and their MD of Digital Amir Malik.

Outernet boasts the most advanced screens in the world and comprises the flagship The Now Building with four storey high floor to ceiling fully interactive wraparound screens spanning 23,000 sq. feet. Since launching in November 2022 Outernet now sees over 80 million people per year visiting and has immense reach on social and earned media channels: in 2025 this has already exceeded 950 million.

Harnessing this data will be at the heart of Outernet’s growth plan as it continues to scale the business. Building on Outernet’s award-winning offerings in Media Amplification, Content Partnerships and Experiential, the data monetisation strategy will deliver innovative new data products and partnerships while capitalising on the company’s progress in AI and real time audience insight.

Amir Malik, a former senior executive at Trinity Mirror and Accenture Song, has pioneered industry-shaping methods to unlocking data potential through innovative monetisation products and AI solutions, creating new revenue streams for lower-margin sectors. Amir is a leader in accelerating advertisers’ digital ecosystem maturity through AI, driving measurable improvements in performance and growth while building strong strategic alliances with platforms and ecosystems.

Since launch brands that have worked with Outernet using the immense screens include Samsung, Paramount, Amazon, Netflix, McDonalds, Audi, Burberry, Spotify, Dove, L’Oreal and many more. Funds managed by ABCarVal, a global investment manager with approximately $20 billion of assets under management, are the main financial stakeholder of the Outernet business.

Philip O’Ferrall, CEO Outernet said:

“I am proud to sign a partnership with A&M and have Amir lead the charge. He is one of the most successful and connected people in his field and his expertise and strategic know how will be invaluable as we continue to grow the thriving Outernet business.”

Amir Malik, MD A&M said:

“Outernet is redefining the intersection of culture, entertainment, and technology. I’m excited to partner with Philip and his team to unlock the power of their data to drive deeper audience engagement, deliver new advertising experiences and create long-term opportunity for Outernet and for brands, showcasing the potential of AI in the UKs premier experience space.”