Conference Programme
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
When gaming reinvents brand engagement
With audiences exploding and a world of constant innovation, esports is emerging as a strategic playground for brands seeking to engage and differentiate. More than just a phenomenon, it's a genuine activation lever that is redefining the codes of the customer experience: real-time interactions, total immersion, ultra-engaged communities, etc.
- Why and how brands are investing in esports to strengthen their customer relationships
- Mechanisms that work (immersive experiences, live marketing, gamification, etc.)
- Case studies and winning strategies for capturing the attention of a demanding audience.
The age of predictive marketing: anticipating desires before they even arise
With the rise of advanced AI and predictive models, marketing is moving towards an ultra-anticipatory approach. In the future, brands will no longer respond to consumer needs, they will anticipate them.
- How will algorithms detect latent desires and create demand?
- What are the ethical limits and risks of abuse?
- Case studies: how are market leaders already experimenting with these approaches?
Immersive experiences and spatial AI: the end of screens, a new age for customer engagement
Interactions between brands and consumers are no longer limited to screens. Intelligent voice assistants, augmented reality interfaces, AI-enhanced physical experiences... How will these innovations transform marketing?
- Towards frictionless interactions: AI assistants, voice search and augmented vision
- How are these new interfaces reinventing engagement and loyalty?
- Case studies: brands that are already integrating these experiences into their customer journeys
From transactional capitalism to relational capitalism: the end of classic ROI?
Tomorrow's most successful brands will be those that measure their results not just in terms of immediate sales, but in terms of long-term relationship value.
- Towards a new KPI model: how can we measure a brand's desirability?
- The rise of business models based on loyalty and commitment (subscriptions, communities, co-creation, etc.)
- The impact on the way CMOs manage their strategy and budgets
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?
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
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
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