We are PureClarity

PureClarity was founded for one purpose – to maximise sales for businesses who trade online. We found one mistake that almost every ecommerce business was committing – treating all customers as one.

The fact is that every customer is different and likes to shop in a different way has driven us to build a highly innovative technology platform that observes shoppers’ behaviour online, creates personalised relevant results and helps B2B & B2C ecommerce businesses increase their revenue.

That’s why we exist…plus our award winning technology is helping our customers elevate their online revenue by 26% using PureClarity’s AI based personalisation.


We are AI Pioneers

PureClarity,  founded in 2014, is an award winning personalisation platform that offers both B2C and B2B companies a powerful, easy-to-manage and affordable ecommerce personalisation solution that has been proven to increase online sales, average order value and customer loyalty.

PureClarity is built using the decades of experience the senior team have working in the ecommerce and online software development industries.  Our co-founder and CEO, Dr Paul M. Gibson, has a PhD in Artificial Intelligence and has worked in ecommerce for over 15 years; our other co-founders were early pioneers in ecommerce with industrial experience dating back to the start of the internet.

Our Senior Team

Paul is the co-founder of PureClarity and has 20 years of experience in eCommerce & holds a Phd in Artificial Intelligence..

Dr Paul M. Gibson


Ian is the co-founder of PureClarity and has 15 years of experience in eCommerce & 5 years experience of applied AI techniques to eCommerce.

Ian Lawton


John has over 25 years experience in software development and has specialist skills in AWS, AI, Javascript, NodeJS, PHP, HTML, CSS and other infrastructure technologies.

John Barton

Head of Development

Paul Doherty has worked with a number of successful technology companies helping them grow from start up to a $100m global organisation. He has established the PureClarity global sales and marketing strategy.

Paul Doherty

Non-Exec Director

Daniel Warren has over 27 years of experience within the IT and Web industry. He helped sell the first ever sofa online when eCommerce was in its infancy. He now helps businesses with their digital strategy.

Daniel Warren

Non-Exec Director

Jonathan Morgan has 25 years of operational management experience within the creativity industry. He helps businesses fulfil their potential by shaping the look and feel of solutions.

Jonathan Morgan

Non-Exec Director

Award Winning Software

PureClarity is an award-winning personalisation platform.

In 2016 we were awarded the prestigious IT Europa Software Excellence Award for “SaaS Solution of the Year” based on our innovative use of Artificial Intelligence.

The following year, in 2017, we won another IT Europa Software Excellence Award for “Big Data, IoT or Analytics Solution of the Year”based on our use of Big Data and Artificial Intelligence within a commercial setting.

And in 2018 we won the award a second time based on the results delivered to our clients.

Most recently in 2020 we have been awarded AI Innovation of the Year by Digital City Awards, one of Yorkshire’s Most Exciting Companies and one of 2019s Top 100 Ecommerce Trailblazers.

Information Security Certified

PureClarity is ISO27001 & ISO9001 certified. 

ISO/IEC 27001:2005 is an international standard for information security management system (ISMS). Our ISMS covers policies and procedures that includes all legal, physical and technical controls involved in PureClarity’s information risk management processes.

We are also ISO9001 certified. ISO9001 is a series of standards for quality management systems. It is focused on meeting customer expectations and delivering customer satisfaction through continuous improvement and quality controlled processes.

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