Global Blog
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The Future of AI Is Seamless, Adaptive, and Invisible.
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.
15 April 2025
The Ornithopter Problem of AI Agents: A need to think and move Beyond Human-Center Systems
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?
15 April 2025
Redefining Enterprise Organization for the Agentic Wave.
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.
15 April 2025
Rethinking Communication in an AI-Driven Ecosystem
As AI agents increasingly take over tasks like email drafting or resolving customer service issues, we face a pivotal challenge: how do these agents communicate effectively, not just with humans but with the software ecosystems they rely on?
15 April 2025
Reinventing Work: The true impact of automation and generative AI.
Generative AI is profoundly reshaping the way we work, introducing tools that automate a wide range of tasks—from coding and data analysis to content creation. These tools don’t replace human expertise; they redefine it. Experienced professionals—whether engineers, analysts, or creatives—are becoming indispensable, not for execution, but for supervising, refining, and integrating the outputs produced by these technologies.
15 April 2025
The evolution of AI assistants: From embedded help to cross-system agents.
The journey from simple AI assistants to powerful, cross-system agents reflects a profound shift in how businesses leverage generative AI. In 2023, the rise of embedded GenAI promised seamless integration into daily workflows, enabling users to adopt advanced capabilities without disrupting habits. Yet, high costs per user and limited customization left many questioning the value proposition of these black-box solutions.
15 April 2025
Artefact UK at Advertising Week London 2025
Last week, Artefact attended Adweek London 2025, held from April 1–3 at 180 Studios. This premier event brought together over 7,000 attendees—including top brands, agencies, and tech partners—creating an exclusive platform for networking and industry collaboration. We focused our time on the Tech Stage, which meant skipping the Innovation and Creative stages.
15 April 2025
Is Business Intelligence still a thing in 2025?
Have you just come out of another meeting where the focus was discussing which number was correct, instead of debating the best paths to business success? If you answered "no," consider yourself privileged.
11 April 2025
The luxury group LVMH strengthens its ties with China for AI and Cloud.
LVMH plays the Chinese card. At a time when trade relations with the United States are becoming increasingly complex, luxury group LVMH is highlighting the existence of digital, cloud, and AI alternatives in China to American technological solutions, which have been widely adopted by businesses and individuals in Europe.
9 April 2025
Artefact stood out in the AI Agent competition.
In the recent LVMH × Alibaba Cloud AI Competition, Artefact showcased SAIA, an AI-powered sales assistant designed to seamlessly integrate into retail workflows. Built on a robust multi-layer AI architecture, SAIA enhances sales efficiency and customer engagement in luxury retail.
1 April 2025
The future of Marketing Measurement: Key insights on Meridian MMM, Attribution & ROI Optimization
On the 20th of March, Artefact and Google had the pleasure of co-organizing a special event centered around the launch of Google’s latest innovation in Marketing Mix Modeling (MMM), the open-source model Meridian. This event was a unique opportunity for advertisers and marketers to explore how this cutting-edge tool can revolutionize marketing measurement and optimization.
30 March 2025
AI for all: How AI Agents are hyper-personalizing enterprise software
For a long time, technology has been trying to be accessible beyond those who know how to code. This process has slowly evolved, from low-level programming languages that are very hard to understand such as assembly to more "high-level" ones that are much more similar to natural language, such as Python. Now, we are breaking the barrier to maybe reach a full "natural language" process of coding. Tools like Cursor AI already have a market cap of $100M dollars, and the term "vibe coding" is getting more and more popularized.
26 March 2025
Is it necessary to hire a Chief AI Officer to be effective?
A Chief AI Officer: What’s the Role? Is this new position destined to disappear once AI is fully integrated into the company, or will it become a permanent fixture? Who is best suited for the role? Here are our insights.
24 March 2025
Scaling GenAI in Financial Services : the value, governance and Agentic paradigm
The financial services industry is at a pivotal moment, where AI is no longer just an enabler but a key driver of competitive advantage. From automating routine processes to transforming decision-making, AI is reshaping financial institutions at an unprecedented scale.
24 March 2025
AI in Luxury: Enhancing customer experience and driving growth
The luxury sector is undergoing a profound transformation, driven by the integration of data and AI.
20 March 2025
Generative AI: a race for the fittest by Edouard de Mezerac, CEO of Artefact
The adoption of Generative AI (GenAI) is unprecedented, highlighting both its transformative potential and the urgent need for businesses to adapt. Yet, most companies remain unprepared for the profound changes it brings.
19 March 2025
FOS2025 Recap: Navigating AI in Search and Digital Marketing
FOS2025 Recap: Navigating AI in Search and Digital Marketing
18 March 2025
Interview on AI Agents with Hanan Ouazan, Managing Partner and Global Lead AI Acceleration at Artefact
In this episode of The Bridge by Artefact, Hanan Ouazan shares his expertise on AI Agents and their impact on automating business processes and accelerating productivity in the enterprise.
18 March 2025
Friends of Search 2025 Recap: SEO Takeaways by Artefact
This year the Artefact Benelux SEO-team was attending Friends of Search 2025! This article will cover key SEO findings and strategies shared at the Friends of Search event, including insights on omnichannel visibility, Binance’s SEO growth, the evolving role of structured data, and the future of SEO in an AI-driven world.
17 March 2025
Vincent Luciani (Artefact), intelligence without artifice
AI may be making the headlines, but Vincent Luciani is keeping a relatively low profile. Yet his company, Artefact, is a true success story from which many entrepreneurs can draw inspiration.
As a child, Vincent Luciani was passionate about chess. Although he often won against his little friends, he systematically lost out to the first artificial intelligences. “So, from an early age, I was confronted with AI,” smiles this pragmatist, for whom the best way to dominate it... is to create it. AI may be making the headlines, but Vincent Luciani is keeping a relatively low profile. Yet his company, Artefact, is a true success story from which many entrepreneurs can draw inspiration.
As a child, Vincent Luciani was passionate about chess. Although he often won against his little friends, he systematically lost out to the first artificial intelligences. “So, from an early age, I was confronted with AI,” smiles this pragmatist, for whom the best way to dominate it... is to create it.
14 March 2025
New approaches to reignite engagement with Chinese luxury shoppers
On February 27th, Artefact successfully held its third annual luxury industry sharing session. The event brought together experts from Alipay, Alibaba Cloud International, Tencent Cloud International, and representatives from leading luxury brands to explore innovative AI approaches to reignite engagement with Chinese luxury shoppers and to drive new growth in the industry.
10 March 2025
AI Trends to Look out for in 2025
As we enter 2025, artificial intelligence (AI) is transitioning from experimental research to real-world applications across industries. Below is a deeper dive into the critical trends shaping AI’s future, supported by relevant statistics and consumer-focused insights.
7 March 2025
Women’s Empowerment Index: Measuring Progress for Women Around Europe
The fight for women’s rights has spanned centuries, marked by both significant victories and persistent challenges. A key milestone came in 1792 with Mary Wollstonecraft’s groundbreaking work, A Vindication of the Rights of Woman, which advocated for women’s education. Then the suffrage campaigns of the 19th and early 20th centuries fought vehemently to extend voting rights to women. New Zealand became the first country to grant women the right to vote in 1893, with Australia, Finland, and Norway following suit by 1913. Throughout the 20th century, feminism evolved, pushing for greater gender equality in pay, political representation, and autonomy.
3 March 2025
AI Agents Are Changing How People Shop. Here’s What That Means for Brands.
The rapid adoption of AI agents has major implications for who captures value in consumer transactions—particularly who owns the end customer. In the pre-internet era, the balance of information between retailers and brands was relatively even: Retailers had access to granular, receipt-level data and brands could gather “sell-through” information across the broader market.
3 March 2025
Céline Bracq and Florence Bénézit discuss the survey “Future of work with AI.”
Florence and Céline talk about how AI is revolutionizing the workplace, improving productivity, creating new opportunities, and transforming the way employees collaborate.
27 February 2025
Privacy, Data, and Effectiveness: The State of Digital Advertising in 2025
Digital advertising and measurement are evolving fast, driven by privacy centric measures. These driving forces consist of changing legislation, growing awareness for data ethics, privacy enhancing browsers and hardware, developments such as Google’s Privacy Sandbox and data clean room solutions. Also, there are ‘new kids on the block’ introducing zero-party data technologies such as AI agents, customer questionnaires for data collection, personal data wallets where customers are in control of their data.
25 February 2025
The Shift of Chinese Luxury Consumption Overseas: How Brands Can Leverage Data and Digitalization to Gain a Competitive Edge
In the context of slow growth in the global luxury market, Chinese consumers remain a significant force. However, their consumption behavior is undergoing notable changes.
21 February 2025
The Autonomy Dilemma: Humans, AI, and the Future of Work
If your boss asks you for a critical number, and you use your company’s “Ultra Secure Internal GPT” to retrieve the information—only for the result to be incorrect—whose fault is it? The answer, as we all know, is yours for failing to validate the output. This creates a paradox: while companies push AI to accelerate decision-making, they place ultimate responsibility for AI-driven outcomes on humans. The question then becomes: What is the sweet spot between AI autonomy and human oversight?
21 February 2025
Assortment Optimization with discrete choice models in Python
Assortment optimization is a critical process in retail that involves curating the ideal mix of products to meet consumer demand while taking into account the many logistics constraints involved. The retailers need to make sure that they offer the right products, in the right quantities, at the right time. By leveraging data and consumer insights, retailers can make informed decisions on which items to stock, how to manage inventory, and what products to prioritize based on customer preferences, seasonal trends, and sales patterns.
19 February 2025
What Does AI Sovereignty Really Mean?
Artificial Intelligence (AI) sovereignty is no longer a theoretical concept—it has become a critical priority for businesses and governments worldwide. On January 30th, 2024, at the Unlimitrust Campus, a dynamic conference brought together some of the brightest minds in AI to unpack the complexities and opportunities surrounding AI sovereignty.
12 February 2025
Partner Spotlight: Artefact Helps Deliver Enhanced Value from Your Treasure Data CDP
By joining forces together, and combining the power of Treasure Data Customer Data Platform (CDP) with Artefact’s end-to-end consultancy support services, brands can generate more business value from their marketing campaigns by offering data-driven personalized experiences.
12 February 2025
The state of luxury today: the transformative power of data and AI
Edouard de Mézerac is Artefact’s Managing Partner, Global Lead of Luxury & Beauty and Global Lead of Industry Practices. He has spent much of his career in Asia, from Shanghai to Singapore, developing deep expertise in the region’s AI-driven luxury ecosystems. Significantly different from Western systems, China’s AI is defined by an abundance of data from its large population, and one-stop social media platforms like WeChat that differ from more decentralized Western models. Edouard and the Artefact teams have collaborated with many major luxury groups across China, the US, and Europe, giving a holistic view of the luxury industry.
12 February 2025
Vincent Luciani, CEO and co-founder of Artefact, presented the main insights of The Future of Work with AI survey
Vincent shared positive outcomes on the benefits of generative AI boosting employee productivity and enhancing collaboration, with 92% of users reporting satisfaction.
10 February 2025
Artefact and the Research Institute Odoxa unveil a groundbreaking study on the Future of Work with Artificial Intelligence
Artefact, a European leader in data and AI, and Odoxa, an independent research institute, have published a pioneering study on the impact of artificial intelligence on the world of work.
10 February 2025
A Complete Guide to Customer Data Platforms
In today's data-driven world, managing data about customers can be overwhelming. This is where Customer Data Platforms (CDPs) come in. A CDP helps organizations unify, analyze, and activate customer data to create more personalized experiences and drive better business decisions. In this complete guide, we’ll explore what a CDP is, how it works, and why it’s essential for modern marketing and customer engagement strategies.
6 February 2025
MMM Requirements and when to look for other options?
Bayesian MMM can transform your company's marketing results, but not all organizations are ready. Understand the criteria for deciding.
5 February 2025
Apache Paimon: A Real-Time Data Lake Framework and Its Applications | The Engine Driving Data and AI Transformation
In the era of digital transformation, enterprises continuously accumulate massive data sets with growing scale and complexity.
5 February 2025
The 10 Habits of Highly Successful Data & AI Leaders in Government Entities
It’s no secret that leading a data and intelligence office in a government entity is a difficult job. This role faces numerous pressures, both internally (mainly around data availability, quality, and tech readiness) and externally (mainly compliance). While the data office is not the “owner” of the data, it usually acts as the “custodian” and is expected to facilitate information flow and value creation in the organization. In fact, ministers and leaders of government organizations ultimately measure the success of their data/ intelligence offices by the extent to which the right intelligence is available to the right decision-makers and stakeholders at the right time.
3 February 2025
Why DE&I Policies Are More Essential Than Ever
Diversity, Equity, and Inclusion (DE&I) are not just buzzwords or isolated initiatives — they represent fundamental pillars for any organization striving to innovate, thrive, and connect genuinely with the world around it. In times of uncertainty and societal transformation, reaffirming a commitment to DE&I is a testament to courage, vision, and responsible leadership.
16 January 2025
How AI Use Cases are shaping the Future of Marketing: Insights from Artefact’s keynote at CDP World 2024
CDP World was particularly exciting this year mainly because a huge theme of the event was around maximizing the potential of AI and GenAI in the CDP.
18 December 2024
AI Breathes New Life into Clinical Trials: Perspectives and Challenges
Artificial intelligence is transforming the world of clinical trials, promising to cut drug development timelines in half.
16 December 2024
AI for Efficiency program : Transforming BNP Paribas Commercial Banking Through AI
In a context where technological innovation is redefining standards of performance and efficiency, BNP Paribas' "AI for Efficiency" program, developed in collaboration with Artefact, stands out as an ambitious model for transforming commercial banking through artificial intelligence. This project demonstrates how a structured, value-driven approach can not only optimize processes but also address the challenges of an ever-evolving industry.
16 December 2024
Orange bets on AI for network optimization, automation
Artefact mentioned in this interview from Brelotte Ba, deputy CEO of Orange Middle East and Africa, by Connecting Africa, on Orange's latest AI and GenAI projects.
11 December 2024
Compound AI Systems: The Future of Specialized Intelligence
Since its explosive emergence in mid-2022, generative AI has quickly captured global attention. What initially centered on the language modality has since expanded into exciting new avenues, including image, audio, and video models. Early in 2023, speculation about the technology's potential impact on businesses across various industries grew, accompanied by exciting early adoption cases. As more developers began building solutions with these models, the general perception shifted toward the continuous emergence of newer, larger, and hopefully better versions of the most widely used models.
5 December 2024
Is GenAI hype dying? – Why now is the best time to build
Generative AI is a game-changer with applications across industries. Companies are actively discussing it, venture capitalists are heavily investing, and both employees and users are captivated, making it a focal point of attention. On one side, there are optimists who believe GenAI will be as revolutionary as the internet, while on the other, pessimists argue that it’s “just another fad” with no tangible value. Pragmatists are beginning to question whether the GenAI hype is fading. This piece aims to explore these perspectives.
4 December 2024
Is Preference Alignment Always the Best Option to Enhance LLM-Based Translation? An Empirical Analysis
Neural metrics for machine translation (MT) evaluation have become increasingly prominent due to their superior correlation with human judgments compared to traditional lexical metrics
3 December 2024
Unleashing the power of AI in Clinical Trials: Key Insights from PFIZER and ARTEFACT – AI for Health Summit
The discussion revolved around the transformative role of AI in clinical trials, supported by insights from Pfizer and Artefact, and highlighted in their collaborative white paper. It showcased concrete use cases, ecosystem mapping, and challenges to scaling AI innovations.
29 November 2024
SANOFI, AWS, IKTOS, ELAIA and MIND GROUP at AI for Health – The generative AI revolution for drug discovery
This roundtable explored the transformative role of GenAI in drug discovery, highlighting its potential to optimize processes, accelerate timelines, and foster collaboration in the pharmaceutical industry.
29 November 2024
ROCHE, PULSELIFE and SALESFORCE at the AI for Health Summit – Omni-channel engagement of HCPs in the Age of GenAI
The roundtable focused on the transformative potential of AI and (GenAI) in omni-channel engagement for healthcare professionals (HCPs). The discussion explored how AI reshapes interactions, drives personalized experiences, and enhances processes across clinical trials, marketing, and patient engagement.
29 November 2024
PFIZER at the AI for Health Summit – AI: On a mission to make drug development faster and smarter
Pfizer is leveraging AI to revolutionize drug development. AI is viewed as a game-changer, impacting every stage of the pharmaceutical process, from preclinical research to patient access and manufacturing, with both operational and transformative applications.
29 November 2024
Leaders’ POV: Accelerating drug innovation through AI at SERVIER – AI for Health Summit
Servier has approached AI adoption in two phases. Initially, an opportunistic approach focused on proving AI's potential through specific use cases, especially in collaboration with R&D teams.
29 November 2024
AMGEN, BIOGEN, Johnson & Johnson, USE&SHARE, APHP at the AI for Health Summit – Strategic vision for rare diseases
This roundtable at the AI for Health Summit 2024 focused on the use of health data and artificial intelligence to address diagnostic delays and impasses for rare diseases. With contributions from key players in research, healthcare, and industry, this discussion emphasized the need for collective mobilization to enhance the lives of over 3 million patients in France affected by rare diseases.
27 November 2024
Revolutionizing Drug Development: Unleashing the Power of Artificial Intelligence in Clinical Trials
Read the synthesis of Artefact's report and discover insights from healthcare and pharma companies, like Servier, Pfizer, Johnson & Johnson, Google, Elaia, Inato, Klineo, Deemea, and Naaia.
27 November 2024
Market Data Costs Are Rising in Financial Services – Here’s How to Get Them Under Control
With market data costs soaring—some firms reporting increases of up to 50%—controlling these expenses has become a strategic priority for financial services organizations.
27 November 2024
Transforming Customer Relationships with CEPs: A Game Changer for Businesses
Today’s businesses face the challenge of building personalised connections with customers across multiple channels. A Customer Engagement Platform (CEP) is designed to simplify this by centralising and streamlining customer interactions, creating consistency and fostering stronger relationships. By unifying data and facilitating real-time engagement, CEPs enable companies to deliver tailored, impactful experiences that build loyalty and drive growth.
26 November 2024
Unveiling the Path: Why Data Lineage is Crucial for Building Effective AI Products
In today's data-driven world, understanding the journey of data—from its origin to its final destination—is more crucial than ever. This capability, referred to as data lineage, provides a comprehensive view of how data flows through an organization, detailing its transformations and dependencies along the way.
21 November 2024
The Sound Shift: How Generative AI is Redefining the Music Industry’s Business Model
The first documented live performance blending generative AI and a musician took place in November 2022, when pianist David Dolan (Guildhall School of Music and Drama) improvised in dialogue with a semi-autonomous AI system designed by composer Oded Ben-Tal (Kingston University). This groundbreaking concert demonstrated the creative possibilities of AI as a collaborative partner in music.
20 November 2024
Revolutionizing policy drafting with generative AI: a case study
In industries where compliance and policy management are critical, drafting and maintaining up-to-date policies is a vital yet time-consuming task. Traditionally, organizations have relied on a manual process for researching competitors' policies and creating their own. This involved labour-intensive web searches, data extraction, and content organisation in spreadsheets, followed by drafting documents from scratch.
8 November 2024
Marketing Mix Modeling in Pharmaceuticals: challenges and solutions
Marketing Mix Modeling (MMM) has long been a valuable tool across industries for data-driven decision-making. Recently, it has gained renewed attention in healthcare and pharmaceuticals as a means of addressing critical questions.
7 November 2024
RISE to success: a data-driven approach for new launch product buying
Effective category and product management are crucial to the fashion and apparel industry, directly impacting sell-through rate — a key inventory management KPI and a major driver of overall sales. Optimising sell-through and minimising excess inventory begins with the product buying process.
7 November 2024


































































