2025 edition
Desire & datas: The Customer Experience between Reason and Emotion
How do you find the right balance between what you want, what you can and what you should?
It's the ultimate dilemma. The great drama of the customer, the grail of brands. All the more so today, in a world where every purchasing decision seems to weigh tons - economically, ecologically and socially.
So we collect data. Billions of signals, captured, analysed, modelled. We know everything. Or almost everything. We can predict, personalise and automate. And yet... the question remains: do our customers still want us?
The customer experience, between algorithms and alchemy
We were told that data would help us to understand everything. To be more relevant, more accurate, more efficient. And that's true. But is relevance enough to create desire?
- Quality is no longer enough, it has to be sustainable.
- Originality no longer makes the difference, it has to be committed.
- Loyalty? Outdated. Today, it's attachment that counts.
- And the price? It still has to be right - but one way or the other.
Buying is no longer a simple act of consumption, it's become a choice. Sometimes even a manifesto. And in the face of all this complexity, one thing is clear: the greatest pleasure in the customer experience is when it disappears. When everything runs smoothly. When the customer journey is so smooth that you forget about it. When the experience can't be seen or felt, but leaves an imprint.
Navigating between science and magic: the challenge for brands
So what do we do?
- How do we transform data insights into emotion, into a connection, into a real relationship?
- How far can we go with hyper-personalisation before we become... creepy?
- What role can AI play in this alchemy between automation and human creativity?
- Faced with ultra-solicited consumers, how can we emerge as something other than just another promotion?
Welcome to this new era, where desire has changed tack and transparency has become a requirement.
If you're looking for answers - or even just better questions - head to Biarritz for the 11ᵉ edition of One to One IA x Experience Client. I promise, you'll find your future partners there.
Desire & Datas, that's the promise of One to One for 2025.
Opening conference
Part 1: AI Trends, Digital Marketing & Customer Experience
In 2025, generative AI is no longer just the talk of the town: it is profoundly transforming marketing, customer experience and organisations. Automation, hyper-personalisation, conversational agents... which brands are really taking the lead, and with what results? In a more regulated landscape, where ethics and transparency are becoming strategic, how can we combine performance and responsibility? Thomas Husson, VP & Principal Analyst at Forrester Research, will open the session by unveiling the latest trends from the firm's research to decipher the major changes at work.- With : Thomas Husson, Vice President, Principal Analyst, Forrester Research
Part 2: Designing the invisible, bringing reason and emotion into dialogue
How can we create experiences that go beyond functionality to touch the heart? An internationally renowned designer, Mathieu Lehanneur creates objects and spaces that lie at the intersection of science, engineering and human emotion. From connected design to poetic works inspired by nature and invisible flows (air, sound, light, data), he constantly explores the tension between rationality and sensitivity.
Hosted by : Matthieu Stefani, Podcast creator, Generation Do It Yourself
- With : Mathieu Lehanneur, Designer of the Paris 2024 Olympic cauldron
Closing conference
IA et transformation : garder le cap dans l'incertitude
AI is not only revolutionising our tools: it is reshaping decision-making, customer experience and business practices. In a context of acceleration and multiple constraints, one thing is clear: we can no longer operate as we did before. This two-part plenary session offers a clear and actionable roadmap for reconciling speed of execution, corporate culture and value creation.
- Part 1 · ‘Reality check from the AI factory’ (Salime Nassur, Founder & CEO of Maars, former CMO of Google Cloud)
Salime Nassur opens the session by setting out the essential benchmarks for scaling up from POC: architecture (data, cloud, LLM), governance and security to avoid shadow AI, sovereignty/pragmatism trade-offs, and ROI metrics that really matter. A frank, execution-oriented assessment to help you make quick decisions... without sacrificing safeguards.
- Part 2 · “Culture, vision, technology: aligning for sustainability” (Grégory Sion, Managing Director, P&V · Mélissa Levaillant, Futurist, Co-founder, SELDON Conseil)
Fieldwork and strategic consulting: how to transform a tourism group undergoing reinvention while embedding AI into its practices? Personalised experiences, revenue & capacity management, augmented operations, data-driven organisation, skills development... How can we stay on course in a changing world, with shifting resources and imaginations? The speakers share concrete trade-offs between the long term (strategic direction, culture, ethics) and short-term imperatives (deliver, measure, iterate). Translated with DeepL.com (free version)
Hosted by : Charlotte Bricard, Journalist
With:
- Salime Nassur, Founder & CEO of Maars, former CMO of Google Cloud
- Grégory Sion, Chief Executive Officer, P&V
- Mélissa Levaillant, Co-founder and Managing Director, SELDON Conseil
Keynotes
Amazon Ads Keynote | Captivate without interrupting: Amazon Ads, building strong brands beyond the product
In a world where attention has become a scarce resource, brands must reinvent themselves more than ever to create value, stand out in premium environments, and build an authentic connection with their audiences.
Amazon Ads invites you to explore new frontiers in media strategy, where data, storytelling, and innovation come together to shape brand communication that is stronger and fully measurable. The session will be illustrated with insights from an emblematic brand: AXA, which leverages societal engagement as a powerful communication driver with a key challenge: moving beyond a transactional logic to build strong, committed, and memorable brands.
With:
- Claudine Duong, Head of Auto-FinServ-Telco-R&H, Amazon Ads France
- Marine Gissy, Global Media Lead, AXA Group
Keynote Labelium | AI, social media, trust: the new Bermuda Triangle of digital technology
Your customer no longer searches the way they once did. Not long ago, Google organised the world, and every query followed a clear logic. Today, everything has changed: LLM-powered engines generate answers directly, social networks have become fully-fledged search engines, and trust in the traditional web is eroding under the weight of misinformation and sponsored content. The result: the customer journey is fragmented, unpredictable, and at times even invisible.
For brands, the challenge is immense: how can you remain discoverable when points of entry multiply and evolve? How can you preserve credibility in a context where users doubt everything? And above all, how can you continue to influence choice when the deciding factor is no longer a results page but a generative intelligence that filters, prioritises, and reformulates? This conference offers an in-depth exploration of this new era of discovery.
We will examine the forces reshaping search behaviours, demonstrate how brands must adapt their strategies to remain visible and credible, and share practical ways to take advantage of this new environment. A clear-sighted, forward-looking exploration to understand how to survive — and prosper — in generative chaos.
With:
- Michael Beresin, Director Innovation & AI, Labelium
The round tables
New content, new codes: how do you captivate the connected generations?
Immersive formats, authentic storytelling, advanced interactivity... New digital content is overturning the traditional codes of communication and marketing. They are totally redefining the way in which brands engage their audiences. How do you capture attention in this endless stream of content? Which formats resonate best with new generations? How can we measure the real impact of a content strategy in 2025?
- The trends and formats that are performing well today
- The impact of new platforms and algorithms on brand visibility
- Concrete insights and feedback from content and digital experts
With:
- Kuider Akani, Social Commerce & Live Shopping expert - ex Global CDO Yves Rocher
- Linda Baki, Head of Brand & Marketing, Courir
AI and creativity: impossible duo or revolutionary alliance?
Artificial intelligence is revolutionising content creation and personalised marketing. Between campaign automation and assisted hyper-creativity, how can we strike a balance between innovation and authenticity?
- The new frontiers of emotional personalisation thanks to AI
- The impact of generative AI on content production and brand strategy
- How far can automation go without losing the soul of the brand?
With :
- Matthias Oehler, Chief Data Officer, La Française des Jeux
- Pierre Antoine De Saint Légier, Head of Internal Creative Agency, Pernod Ricard
Moderated by: Charlotte Bricard, Journalist
Ultra-personalisation in 2025: how far can we go without being intrusive?
Consumers expect tailor-made experiences, but do not want to feel that they are being tracked. Where do we draw the line between data-driven marketing and respect for privacy?
- Understanding consumers' new expectations in terms of personalisation
- How can we use data to anticipate needs without generating rejection?
- Concrete examples of successful ultra-personalised experiences
With:
- Marine Deck, Customer experience expert, Le Client Podcast & CX Advisor
- Stanislas Duthier, CIO, Yves Rocher
- Bianca Roatis, Director of Customer Relations, Experience and Data, SUEZ Recyclage et Valorisation France
- Jérémie Herrmann, CEO & Founder, Fixerz
Emotional data: towards a new era of sensorial marketing
Emotions influence purchasing decisions, and brands are seeking to decipher them in real time. How does emotional data redefine the customer experience?
- Emotional analysis and AI: what practical applications in marketing?
- From campaigns to interfaces: how can emotional data be integrated into the UX?
- Case studies: when understanding emotions boosts performance
With:
- Clarisse Blanc, Communication Director,MatchGroup Europe
- Marine Deck, Customer experience expert, Le Client Podcast & CX Advisor
- Bruce Hoang, Digital Communication and Data Director, Orange
Digital advertising: 5 major developments to anticipate when planning your 2026 budgets
Digital advertising has never been so powerful... or so complex. Agentic search that reduces your audience, the proliferation of social media and CTV platforms, Amazon and ChatGPT selling your products for you, AI agents that automate everything: staying in control and optimising your investments is becoming a real challenge. As you prepare your 2026 budgets, Alban Peltier, co-chairman of the CPA, will deliver an unfiltered analysis of the five trends that will transform digital advertising at One to One Biarritz. Anticipate risks, seize opportunities, stay one step ahead.
With :
- Alban Peltier, Co-chairman of the CPA and chief executive officer of Antvoice
Meet-ups
Transform your approach to leadership through the power of movement
Aimed at managers and visionary professionals, Le Pouvoir du Mouvement offers an innovative approach based on a scientifically proven fact: ‘we think because we move’. This method combines postural work, physical well-being and professional effectiveness to boost individual and collective performance to unprecedented levels.
With :
- Bruce Hoang, Director of Communications & Digital, Orange
- Sébastien Mary, Author of Pouvoir du Mouvement and osteopath
Soft Skills - The art of networking
In a professional world saturated with solicitations, how can you stand out from the crowd other than through your pitch or LinkedIn title? By cultivating the art of conversation. This 30-minute workshop offers a practical, human approach to networking:
• How to create a real connection in just a few minutes?
• What to do before, during and after a meeting to make it memorable?
• How to dare to start a conversation that counts, and make it last?
• What posture should you adopt to gain in impact and authenticity?
Through simple tools and practical exercises, you will leave with the keys to transforming your exchanges into opportunities, and your network into lasting relationships.
With : Fanny Auger, Culture, Conversation & Leadership Evangelist
The cult of performance vs. the cult of people
In a world obsessed with speed, KPIs and optimisation, the quest for performance has become a norm... sometimes devoid of meaning. Yet the most enduring customer experience is often the result of a deeply human employee experience. What if true performance came from teams that were aligned, committed and useful - rather than simply efficient?
With :
- Majda Chaplain, CEO and Editorial Director, MC Factory
- Simon Millesse, Chief Transformation Officer, Beauté Privée
- Claire Guelton, Director of Employee Experience and Culture, Leroy Merlin
Co-constructing responsible digital marketing in the age of AI: commitment, ethics and collective posture
At this meet-up, Arthur Millet, Managing Director of Alliance Digitale, will be presenting how our collective is helping digital marketing professionals to take on board the ethical issues associated with artificial intelligence. Over and above the technical aspects, the aim will be to share best practices for adopting a responsible and committed stance, promoting transparency, encouraging co-construction between players, and helping to build a digital ecosystem that is fairer and more respectful of users.
- With : Arthur Millet, Managing Director, Alliance Digitale
Guests
