Key theme & at a glance
Each format within the One to One IA x Expérience Client programme offers a unique perspective to decode industry transformations and share concrete experiences:
- Keynote : an insightful vision from our partners on the major shifts shaping the industry.
- Workshop : client case studies presented by partners.
- Plenary Conference : inspiring sessions to decode key trends and open up new perspectives.
- Round table : crossed insights from retailers and e-commerce players on their business challenges.
- Meet-up : short sessions dedicated to soft skills and personal development.
- Startup pitches : 2 minutes flat to discover the most promising solutions.
This year, the entire programme is built around the central theme « NO BRANDS – Stupeur, tremblements et IA », a direct exploration of this tipping point where the customer experience is gradually slipping away from brands.
At a glance
The central theme of the 2026 edition
Do we still need brands?
There are shifts you see coming. And then there are those that hit you head-on.
Over the past few months, something has been moving. In the way people search. Decide. Choose. No visible rupture, rather the feeling, one morning, that the ground is no longer quite where it used to be.
The customer questions. Delegates. Relies on something that is no longer the brand. An engine. An agent. A system that has slipped in between the offer and the one who chooses. Who compares. Summarises. Arbitrates. The promise of seamlessness is real — but the brand, in all this, no longer speaks directly to anyone. It is interpreted. Rephrased. Sometimes absent at the very moment when everything is decided.
So: where is preference created now? How do you maintain a role when decisions become invisible? And what underpins a brand’s value — meaning, emotion, intention — does it hold?
In Biarritz, we face it head on.
Guests
