Learnings from Nike's marketing measurement journey emphasize the significance of a business-first mindset, the evolution of a tailored measurement toolkit, seamless integration into business processes, and fostering a data-driven culture to drive sustainable success.
Vincent Luciani, co-founder and Executive Chairman of Artefact, emphasizes that artificial intelligence (AI) must be concretely integrated into a company's collective processes, if it is to deliver real productivity gains. The entrepreneur will be taking part in the MKIA, an event organized by Maddyness and dedicated to AI, at the Salle Gaveau in Paris, on Tuesday April 29.
Julien Ho-Tong holds a Master of Engineering in Applied Mathematics from INSA Lyon, and a Master of Science in Strategy & Analytics from Université Paris Dauphine.Before joining Artefact in January 2023, Julien worked at Accenture Strategy for 12 years where he was leading Data & AI Strategy for France.Julien has led more than 70 missions advising CXOs from private and public organizations across the world. He has strong expertise in Data & AI Governance (incl. AI Act), Business & AI Strategy, Data & AI ExCom acculturation, Sales & Marketing (market assessment, sales allocation, incentive schemes, CLTV optimization...), Data Monetization, and M&A. Julien has worked in several industries such as Energy & Utilities, CPG, Luxury, Retail, Telco & Media, Lifescience, Hospitality, Industrials.
Florent Bernard is Managing Partner and Global Co-Lead of the Travel, Tourism & Transportation Practice at Artefact. Since joining the company in September 2022, he has spearheaded Artefact’s work in large-scale data transformation projects, supporting clients such as Accor, Groupe Barrière, VINCI Airports, Air France, and SNCF in redefining their data strategies.
Artefact Benelux debuts with 4.5 stars in Best Analytics in Emerce 100's list of 2025. Additionally, we've been awarded 4 stars in “Best Digital Marketing Agency”.
In July 2024, Robin was promoted to CTO of Artefact France for his deep technology expertise and management skills. He now leads a large team of data scientists, software engineers and frontend developers, ensuring that his team is at the forefront of technology, with training and curiosity at the heart of his approach.
AI is rapidly evolving toward a future where users no longer think about models, modes, or tools. Instead, systems are becoming dynamically adaptive—automatically adjusting reasoning depth, selecting the right tools, and managing resources in real time based on task complexity.
As AI agents increasingly handle tasks like email drafting or resolving customer service issues, one challenge becomes clear: how can these agents communicate effectively - not only with humans but also with the software systems they depend on?
The rise of AI agents in enterprises unfolds at two levels: enhancing individual productivity through Task Agents and redefining collective workflows via Workflow Agents. While these innovations promise efficiency gains, they also introduce structural challenges. Without a well-orchestrated strategy, organizations risk an uncontrolled proliferation of agents and critical operational dependencies.
