Global Blog
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The ethical considerations and governance required for responsible Al adoption
The adoption of AI brings significant ethical considerations and governance challenges that must not be ignored. The way we develop, deploy, and manage AI technologies will fundamentally impact the future of our societies and economies.
4 June 2025
Beyond Generation: Why Agentic AI is Your Next Competitive Edge
The rapid ascent of Generative AI (GenAI), powered by sophisticated Large Language Models (LLMs), has captured global attention, demonstrating remarkable capabilities in content creation, summarization, and interaction. Businesses are actively exploring and integrating these tools to enhance productivity and unlock new avenues for communication. However, focusing solely on GenAI overlooks the next seismic shift in artificial intelligence: Agentic AI.
3 June 2025
KNOW GPT: Leveraging AI to Unlock Enterprise Knowledge
In today's relentlessly competitive business landscape, agility and informed decision-making are paramount. The ability to swiftly access and leverage an organization's collective intelligence can be the critical differentiator between thriving and merely surviving. Yet, beneath the surface of many enterprises lies a significant, often underestimated drain on productivity and innovation: the pervasive challenge of fragmented and inaccessible knowledge.
3 June 2025
AI: From cutting-edge innovation to widely accessible commodity
At the recent Artefact Data & AI Summit in Dubai, Vincent Luciani, Co-founder and Executive Chairman of Artefact, shared his insights on the evolving landscape of artificial intelligence. This article covers the main points from Vincent’s session, including the commoditization of AI, its impact on the workforce, the associated challenges and opportunities, and strategic recommendations for organizations.
3 June 2025
Shopping in the age of chatbots and Generative Engine Optimization (GEO) – where do we stand today?
This article explores how shopping behavior is rapidly evolving through the rise of Generative Engine Optimization (GEO) and AI-powered search experiences. With platforms like ChatGPT and Google introducing integrated product recommendations, virtual try-ons, and AI-generated answers within traditional search interfaces, the boundaries between organic and paid visibility are being redefined. Advertisers must now rethink their SEO, SEA, and affiliate strategies to stay visible in AI-driven environments. The article also highlights the growing importance of structured data, high-quality product feeds, and trusted content sources — outlining the new rules for marketers navigating the AI era of digital commerce.
29 May 2025
Google Marketing Live 2025: AI, Multimodal Search, and Agentic Experiences in Google, YouTube and its Advertising Solutions
Stepping out of Google Marketing Live 2025, one thing is crystal clear: the future we’ve been discussing in abstract terms has arrived. Google is no longer just a search engine or an advertising platform; it's rapidly evolving into an AI-driven ecosystem where text, voice, video, and images converge to create a truly multimodal and increasingly agentic user experience. For all of our clients in retail, luxury, e-commerce, banking, insurance, and telecom, but also CPG and even B2B, this isn't just another wave of updates – it's a fundamental shift in how brands will connect with consumers and businesses.
29 May 2025
From insight to market: The impact of AI Agents on commercial success at Sanofi
The time has come for the pharmaceutical industry to seize the opportunities offered by artificial intelligence. At Sanofi, this transformation takes the form of a bold strategy led by Florent Edouard, Global Head of the Digital Accelerator. After an international career at AstraZeneca and Grünenthal, he carries an ambitious vision: to reposition artificial intelligence at the heart of the marketing and commercial activities of the French giant.
28 May 2025
AI for sustainability: sustainable solutions in industry
As the global regulatory pressure around sustainability in industry intensifies, one question is coming to the fore: how can companies adopt smarter and more sustainable consumption practices? Artificial Intelligence (AI) has emerged as a strategic ally in this scenario, enabling smarter decisions, optimized processes and lower carbon emissions in intensive production chains. In this article, we explore some examples of how the industry is applying AI to tackle energy challenges at scale, and how Artefact is standing out by accelerating the transition to more sustainable, efficient and data-driven operations.
26 May 2025
IT/OT Convergence: The path to industrial excellence
Imagine a scenario where every operational data point of an industry is continuously captured, organized, scalable, and free from cyber threats. This is the concept of IT/OT (Information Technology/Operational Technology) convergence, an evolution where the synergy between data and technology optimizes efficiency, security, and innovation in manufacturing, enabling high-quality data and robust security that support reliable and strategic decisions.
26 May 2025
How AI-Driven Personalization Is Powering the Next Era of BFSI Engagement
Key insights from our webinar with Artefact, MoEngage and Treasure Data.
We see firsthand how complex and urgent it is for BFSI organizations to evolve how they engage customers. It’s not just about going digital. It’s about going intelligent: using AI to personalize interactions, automate decisions, and build trust at every step of the customer journey.
23 May 2025
Adapted and robust, AI is a partner for the future
The Artefact Research Center's mission is to foster an innovation ecosystem around AI and data by encouraging collaboration between university professors and representatives of international partner companies. The goal: cutting-edge research driven by data and the industrial applications of its partner companies.
21 May 2025
Thought Leadership: Leveraging AI and Generative AI for Private Equity Success in a Volatile US Market
The US private equity market is navigating a period of heightened uncertainty. Persistent inflation, rising interest rates, geopolitical instability, and banking sector turbulence have created a volatile macroeconomic environment.
18 May 2025
Agentic AI in practice: Strategic value for digital and data marketers
Discover how Agentic AI is driving practical, strategic advantages for digital and data marketers. From autonomous campaign optimization to personalized customer experiences, this technology empowers your team to focus on high-impact innovation.
15 May 2025
Private banking takes the lead
In the face of upheavals of all kinds, private banking plays on its values to stay the course. For its customers and to meet its own challenges, it intends to be present. That's what the Forum de la Gestion Privée 2025 is all about.
6 May 2025
Marketing Measurement at Work: Learnings from Nike
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.
29 April 2025
Artificial Intelligence: Key enablers for achieving real productivity gains
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.
28 April 2025
An innovator’s approach to data and AI in travel, tourism and transportation: The Bridge interview of Florent Bernard, Managing Partner at Artefact
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.
25 April 2025
Measurement, the key to a successful AI strategy
No strategy is effective without measurement! Choosing projects, evaluating the performance of AI agents or the hallucinations of the machine: detailed explanations of the governance you need to put in place to stand out from the crowd thanks to artificial intelligence.
22 April 2025
Artefact Benelux debuts in Best Analytics with 4.5 stars in Emerce 100
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”.
22 April 2025
The Bridge interview with Robin Doumerc, Artefact’s new CTO: turning a large entity of engineers and developers into a unified, productive, innovative team.
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.
16 April 2025
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
























































