Conference Programme

Tuesday 6 October | 12:00 pm – 12:45 pm | Auditorium – Bellevue

AI is stepping in between brands and their customers: it makes recommendations, compares options and makes decisions on their behalf. In this new landscape, the question is no longer simply how to be visible, but how to remain desirable when the decision is being made elsewhere. In Biarritz, we will explore the new balance of power between brands, consumers and intelligent agents.

With:

• Maya Noël, Chief Executive Officer - France Digitale
• Matthieu Stefani, Entrepreneur & host of the podcasts - Génération Do It Yourself, La Martingale et Fleurons

Tuesday 6 october | 4:00 pm - 4:30 pm | Auditorium - Bellevue

Artificial intelligence is ushering in a new era for the fashion industry: improving demand forecasting, fine-tuning production volumes, accelerating the creative process, optimising inventory management, and personalising marketing campaigns. Yet this transformation raises a fundamental question: will it be used to produce faster, to produce more accurately, or to create an entirely new model altogether?

At a time when AI is automating part of the decision-making process and reshaping the relationship between supply and demand, this plenary conference will examine brands’ ability to regain control of their value chain. From ultra-fast fashion to models built around genuine consumer demand, it will explore the tensions between performance, customer appeal, responsibility and ethics.  

With:

• Yann Rivoallan, President - Fédération du Prêt à Porter Féminin
• Charlotte Bricard, Journalist
• Nicolas Rohr, Co-founder- Faguo

Wednesday 7 October | 9:30 am - 10:00 am | Auditorium - Bellevue

With AI, transhumanism is moving beyond the realm of futuristic imagination to become a tangible question: to what extent can technology enhance our capabilities, our decision-making, and our relationship with the body, health, work and others?

From AI that assists to AI that anticipates, from tools that optimise to technologies that repair, extend or augment human potential, a new frontier is emerging. It promises greater performance, precision and control, but also raises a major risk: that of an enhanced human being… or one who is gradually dispossessed of their autonomy.

A plenary session exploring what we truly want to enhance: our bodies, our decisions, our performance, or our ability to remain fully human.

With:

• Olivier Véran, Founder of InnOV & Former Minister for Solidarity and Health, Member of Parliament from 2012 to 2024, Consultant Neurologist
• Clémence Lepic, Producer – Génération Do It Yourself & Creator of the podcast – “Combien ça gagne ?”

Thursday 8 October | 11:15 am – 12:00 pm | Auditorium – Bellevue

With:

• Thomas Husson, Independent analyst
• Guillaume Grallet, Science and Technology Editor-in-Chief at Le Point and author of "Pionniers, Voyage aux frontières de l'intelligence artificielle"
• Charlotte Bricard, Journalist

Tuesday 6 October | 5:30 pm - 6:00 pm | Room 3 - Casino

AI doesn’t just replace tasks — it shifts responsibilities. In marketing, CX, data and customer‑relations teams, some decisions can be accelerated, automated or augmented. Others must remain judged, contextualised and owned by humans. That’s where the real challenge lies: knowing what to delegate, at what level, with what oversight, and how to measure the value created. This round table tackles a very practical question: how can we organise work with AI without losing human judgement, accountability and decision‑making capacity?

With:

• Marine Deck, CEO - CX ADVISOR - Le Client Podcast

Wednesday 7 October | 5:30 pm – 6:00 pm | Room 1 – Bellevue

AI makes it possible to industrialise customer journeys like never before: faster responses, more precise recommendations, smoother interfaces and more consistent experiences. But in optimising everything, brands run a risk: creating interactions that are efficient yet indistinguishable. And preference is not built on smoothness alone. It also emerges from attention, timing, context and the quality of the relationship. This round table explores a crucial question: how can we use AI to standardise what should be standardised, without neutralising what makes a relationship unique?

With:

• Marie Mercier, Global Chief Marketing & Digital Experience Officer - La Redoute
• Marine Deck, CEO - CX ADVISOR - Le Client Podcast
• Jérôme Boissou, Global CX & BX Program Leader - Legrand

Thursday 8 October | 10:00 am - 10:30 am | Room 1 - Bellevue

AI is already transforming content production: faster, more targeted, and more personalised. But this abundance raises a deeper question. If every brand can generate messages, images, recommendations and experiences at scale, what still makes a story distinctive? The battle is no longer fought solely on the ability to produce, but on the ability to create meaning, trust and desire. Balancing evidence, emotion, consistency and imagination, this panel discussion examines the role of new brand narratives in a world where AI can formulate anything, but does not necessarily guarantee that there is something worth saying.

With:

• Charlotte Bricard, Journalist

Wednesday 7 October | 10:30 am - 11:00 am | Zone de pitch - Casino

The Content Factory is emerging as a key model for producing more, faster, and at scale, driven by AI. But behind this promise of acceleration, a risk is growing: the standardisation of content, messages... and ultimately, the brand itself.

While AI enables industrialised production, it does not solve the core challenge: getting historically siloed teams—SEA, SEO, brand, communications, editorial—to work together, each with their own logic, tools and often divergent KPIs.

The role of the CMO is evolving significantly. It is no longer just about producing, but about orchestrating, aligning, and maintaining a shared narrative direction in an environment under pressure between performance, volume, and distinctiveness.

How can you structure a truly effective Content Factory without diluting brand identity? How far should automation go without compromising desirability? And which human skills are becoming critical to lead this transformation?

With:

• Céline Boudière, Group CMO Chief Marketing Officer - Meilleurtaux

Wednesday 7 October | 2:30 pm - 3:00 pm | Zone de pitch - Casino

At a time when everything is accelerating with AI, the search for meaning is not fading — it is becoming more demanding. Every touchpoint, every message, every internal initiative is under scrutiny. Marketing is no longer just a performance lever; it is expected to drive real impact. How can brands move beyond messaging to embody credible commitment? And above all, how can this tension between performance and impact become a genuine competitive advantage in customer experience — including when it comes to reaching customer segments that have become difficult to engage through traditional campaigns?

With:

• David Bernard Bret, Vice President of Marketing - Warner Bros Discovery

Wednesday 7 October | 5:00 pm - 5:30 pm | Zone de pitch - Casino

We can measure what AI is changing in our professions. Far less attention is paid to what it is changing within us. As we delegate, optimise and “token-max” every interaction, something shifts in the way we relate to others — and even within our own bodies.

Polyvagal theory offers an illuminating framework for understanding this: trust, loyalty and the feeling of being truly understood cannot simply be commanded; they are experienced through a physiological state of safety that only a certain quality of presence can create. Yet compulsive AI use, sleep deprivation and constant overstimulation are eroding precisely this capacity — both ours and that of our customers — to feel genuinely connected.

The paradox is a fruitful one: when used well, AI can become what frees us to engage in human relationships, rather than what distances us from them. But this requires us to identify the deeply human skills it will not replace — presence, regulation and listening — and to relearn how to cultivate them.

Three questions will guide this session: how does AI-driven acceleration affect our attention, sleep and ability to connect with others in practical terms? At what point does optimisation begin to undermine the very relationships it is intended to serve? And which soft skills become the true competitive advantage in a customer experience that AI agents are not yet able to replicate?

With:

• Sandra Giuliani, Independent Entrepreneur – Cohaes Accompagnement