Wednesday: programme highlights

9:30 am - 10:00 am | Auditorium Camille Blanc

The retail industry is undergoing a major turning point. Consumers no longer follow a linear purchasing journey; they are looking for immersive experiences inspired by the latest trends that reveal new needs. TikTok is supporting this shift in the rules of commerce by bridging the gap between digital and physical: viral content is becoming a real large-scale commercial driver.

Join us to explore how shopping behaviors are evolving and to understand how to prepare your brand to capture the future of commerce. This session will bring together Laurent Delahodde, Head of Commerce at TikTok France, Mehdi Meghzifene, Country Manager of TikTok Shop France, as well as one of our international brand partners.TikTok is the platform that revolutionized short-form mobile video, and it now offers TikTok Shop, a new integrated and personalized shopping experience. TikTok Shop allows users to discover and purchase products directly through videos and interactive live sessions hosted by brands, sellers, and creators, without ever leaving the app. Our mission is to inspire users and enrich their everyday lives by providing a space for creative expression, while making it easier to discover relevant content and products.

TikTok operates worldwide, with offices in Los Angeles, New York, London, Paris, Berlin, Dubai, Singapore, Jakarta, Seoul, and Tokyo.

With:

• Julie Troadec, eCommerce Director, Colgate France
• Laurent Delahodde, Head of Commerce, TikTok France
• Mehdi Meghzifene, Country Manager, TikTok Shop France
• Calvin Anderson, SVP Global DTC, Shark Ninja

After several years of profound transformation marked by the adoption of landmark regulations such as the GDPR, the Digital Services Act and the AI Act, the framework governing online commerce continues to evolve rapidly. New regulations and innovation dynamics are once again reshaping the landscape.

At European level, the Digital Fairness Act could significantly alter the way e-commerce websites are designed, while the acceleration of the reform of the European Union Customs Code may challenge some of the core principles of the marketplace model, introducing unprecedented tariff mechanisms for cross-border trade.

At the same time, consumer protection continues to be strengthened, notably with the entry into force of the withdrawal button. E-commerce players must also integrate new operational constraints linked to the Regulation on Packaging and Packaging Waste, which requires them to fundamentally rethink their logistics organisations and value chains.

What new obligations will apply to you from 2026 onwards? Which forthcoming measures should your company already be preparing for? How can regulatory compliance be reconciled with competitiveness and innovation? What tangible impacts will these changes have on your operations and development projects? Stay ahead of upcoming regulatory deadlines and anticipate their effects with the expertise of FEVAD.

With

• Marc Lolivier, General Delegate, FEVAD
• Moncef Lameche, Head of Public Affairs, FEVAD

10:30 am – 11:00 am | Zone de pitch

The main cognitive challenge for decision-makers today is not a lack of information, but mental saturation, which prevents perspective and strategic thinking. Neuroscience shows that creativity and judgment emerge during phases of deceleration, rarely compatible with constant urgency. When used intentionally, AI can absorb part of the cognitive load, structure thinking, and free up mental space for reflection, decision-making, and meaning-making. The paradox is clear: when used well, AI does not make us think faster, but think better.

With:

• Camille Morvan, Entrepreneur and expert in artificial intelligence applied to business challenges

11:00 am - 11:45 am | Apollinaire

Faced with complex e-commerce challenges, Galeries Lafayette has structured a digital optimisation approach in which experimentation becomes a true decision-support tool. The objective is not to test more, but to test better, by focusing efforts on the levers most likely to generate measurable business impact.

This talk offers a concrete return on experience, showing how performance, product and business teams rely on AB Tasty to drive their CRO strategy on a day-to-day basis. The platform enables teams to rapidly test hypotheses, prioritise initiatives and arbitrate structuring decisions within the constraints of a dense IT roadmap and limited bandwidth.

Through several real-life use cases, Galeries Lafayette demonstrates how experimentation with AB Tasty has helped optimise key customer journeys such as search, product pages, authentication and the promotion of services. Some tests validated changes that were permanently rolled out on the site, while others helped rule out costly or premature projects, thereby securing decision-making.

The session also highlights the importance of data quality and cross-team alignment around shared KPIs, as well as the complementarity between A/B testing and user testing during the discovery phase. Experimentation is thus positioned as a continuum, from usage analysis to operational decision-making, with a clear ambition: to move forward in a progressive, controlled and performance-driven way, particularly on personalisation and AI initiatives, always in service of tangible impact.

With:

• Regis Pennel, E-commerce Director, Galeries Lafayette
• Alix de Sagazan, Founder & CEO, AB Tasty

12:00 pm - 12:45 pm | Apollinaire

True to René Lacoste's spirit of innovation, the brand is now accelerating its technological transformation. The era of scripted chatbots is giving way to a new generation of generative AI. To support this evolution, Lacoste is rolling out an ambitious agentic platform designed to transform customer relations in the long term. During this Smart Talk, we will share the challenges and objectives of the gradual rollout of this platform and its new features. Our starting point: Care. Thanks to an agent operating 24/7, teams are becoming more efficient, customer journeys are becoming smoother and service quality is improving. But the ambition goes far beyond support. We will see how this agent platform paves the way for a new conversational experience, embodied by a true ‘Personal Shopper’. By merging support, service and commerce, this new-generation advisor will offer hyper-personalised and proactive recommendations, permanently redefining customer engagement in a resolutely premium experience. Translated with DeepL.com (free version)

With:

• Benoît Dugelay, Partner, Converteo
• Thomas Voisin Dit Lacroix, Vice President Global Digital, Lacoste

2:00 pm - 2:30 pm | Auditorium Camille Blanc

Marketing agility is a key competitive advantage: teams that respond faster can reach their customers with more relevant, personalised messages and test more quickly to drive growth. The challenges posed by COVID-19 prompted Accor to adopt a more agile, decentralised organisation, highlighting the need for a more flexible data foundation capable of supporting marketing and AI at a global scale.

During this keynote, you will hear from Mehdi Hemici, Loyalty & E-Commerce Director at Accor. He will explain how Accor broke down silos, implemented a decentralised operating model, and equipped marketing teams with real-time customer intelligence to boost direct bookings, omnichannel consistency, and member engagement. You will discover concrete results – such as doubling engagement in the luxury segment and dramatically accelerating data processes.

Accor is the world’s number one augmented hospitality group (excluding the United States and China), with over 5,700 hotels and 840,000 rooms across 45+ brands in 110+ countries.

With:

• Mehdi Hemici, Loyalty & E-Commerce Director, Accor
• Jennifer Timmerman, VP Sales Europe South & MENA, Hightouch

2:30 pm - 3:15 pm | Apollinaire

In 2026, artificial intelligence is no longer a topic of innovation or experimentation. It has become a systemic transformation that profoundly redefines e-commerce journeys, visibility standards, and decision-making processes. From the industrialisation of content creation to the optimisation of the customer experience across the entire funnel, including the rise of agentic commerce and clickless interfaces enabled by the Universal Commerce Protocol, AI has established itself as a genuine operational infrastructure for digital commerce.

Yet behind the announcements and technological demonstrations, one question remains central for retail players: how is AI actually being integrated today into e-commerce organisations? Which applications are truly in production at scale? What trade-offs are being made between quality, brand control, performance, and return on investment? And to what extent can AI be embedded in the customer experience without losing control?

This SmartTalk is structured in two parts. The first part is based on the results of a study conducted with decision-makers in retail, advertising, and content, focusing on the practical use of generative AI in creating Hero, Hub, and Hygiene content. The goal is to provide a factual overview of current practices: organisational maturity levels, perceptions of quality and brand risk, operational barriers, and expectations regarding technologies. This analysis goes beyond theoretical discussions to understand where friction points and value areas actually lie.

The second part takes the form of a panel discussion led by Raphaël Grandemange, CEO of Dataïads, bringing together two companies with deliberately contrasting AI trajectories. La Redoute, a pure e-commerce player, will share its experience of large-scale automation in producing multilingual assets from a single product feed, using a multimodal AI capable of respecting the brand guidelines while significantly accelerating time-to-market. Histoire d’Or, a long-established retailer, will explain how an AI-powered recommendation engine integrated into landing pages improves relevance, discoverability, and product conversion, while following a progressive and controlled approach to AI. Underlying the discussion, the exchanges will shed light on the concrete impacts of agentic commerce and the UCP on shopping journeys, and demonstrate why the structuring, enrichment, and governance of product data are becoming major strategic priorities for brands and retailers.

With:

• Isabelle Dargère-Amico, E-commerce Director, Thom Group
• François Marmousez, Global Head of Marketing, La Redoute
• Thibault de Broissia, Chief Executive Officer & Co-founder, Dataiads
• Raphaël Grandemange, Co-founder & Chief Executive Officer, Dataiads

4:30 pm - 5:00 pm | Auditorium Camille Blanc

Beyond conversational assistants, AI is now capable of analysing, comparing, deciding... and initiating purchases for consumers. In this context, payment becomes a major strategic issue. It can no longer be a visible or frictional step, but an intelligent, fluid and automated process, capable of integrating naturally with the decisions made by AI agents.

Join us at the Visa keynote to discover how to evolve in a world where intelligence is redefining every purchasing journey.

With:

• Rabah Ghezali, Vice-President, Global Key Accounts, VISA

5:00 pm – 5:30 pm | Zone de pitch

Aimed at managers and visionary professionals, The Power of Movement offers an innovative approach based on a scientifically proven reality: “we think because we move”. This method combines postural work, physical well-being, and professional efficiency to advance individual and collective performance to unprecedented levels.

With: 

• Bruce Hoang, Co-author of "Le Pouvoir du Mouvement", InMootion

5:00 pm - 5:45 pm | Apollinaire

Purchasing power under pressure, more radical consumer trade-offs, heightened demands on costs and margins: retail is going through a profound mutation, where constraint has become the norm. In this context, how can desirability continue to be created when companies must simplify their offering, rationalize services, and make sometimes “renunciatory” choices—without weakening the brand?

This roundtable gives the floor to leaders facing these trade-offs on a daily basis. They share the decisions they have made to evolve their value proposition, clarify their promise, and turn this economic mutation into a driver of preference and performance.

With: 

• Jérôme Laffon, CEO, Ouigo
• Yann Rivoallan, President, Fédération du Prêt à Porter Féminin

Led by: Marine Deck, CEO, CX Advisor - Le Client Podcast

6:00 pm – 6:45 pm | Auditorium Camille Blanc

The central thread of this 15th edition will explore the mutation of commerce toward a three voice model, between consumers, machines (agents/AI) and retailers: an interview on the battle for attention unfolding in this new era, both for solution providers addressing retailers and e commerce players, and for retail leaders.

With:

• Charlotte Souleau, General Manager France, Backmarket

Led by: Charlotte Bricard, Journalist