LONDON (Reuters) - Britain's RELX said demand for its analytics, underpinned by AI, was driving strong growth as it reported a 10% rise in adjusted operating profit in the first half.

"Our improving long-term growth trajectory continues to be driven by the ongoing shift in business mix towards higher growth analytics and decision tools that deliver enhanced value to our customers across market segments," said Chief Executive Erik Engstrom.

The company reported adjusted operating profit of 1.58 billion pounds ($2 billion) on revenue of 4.64 billion pounds for the six months to end-June.

It increased its interim dividend by 7% to 18.2 pence a share and reaffirmed its full-year outlook.

($1 = 0.7765 pounds)

(Reporting by Paul Sandle; Editing by Alistair Smout)