Le Before 2026 - AI: arbitrate, structure, regain control
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The 2026 edition of the Before made one thing clear: AI now requires decisions, not experiments.
With Luc Julia, the opening masterclass set the framework: define from now on the uses, the limits and the priorities.

The three workshops then highlighted the key tensions: brand visibility in the face of AI prescribers,
organisational transformation, and the growing role of AI in operations.

One common thread stands out: regain control, before AI redefines the rules of the game on its own.

Master class Le Before 2026

Opening Masterclass | AI: What do we do now?

2025 marked an unprecedented acceleration. Generative AI left the labs to transform our tools, our professions and our daily lives. The question was no longer whether it would take hold, but how we chose to use it.

Within a five-year horizon, AI has established itself as a structuring element of our organisations, our decisions and our interactions, provided that the right uses and boundaries have been defined. Luc Julia brought a concrete and straightforward perspective on what AI is already changing, what it could transform tomorrow and what we truly choose to do with it.

With:

  • Luc Julia, AI Scientist, co-creator of Siri
  • Moderated by: Edouard De Miollis, Partner, BLVCKPIXEL
Collaborative workshops: Le Before 2026

Collaborative workshops

Workshop 1: Who sells to whom: when AI advises your customers?

Agents such as ChatGPT, Perplexity or Gemini are becoming prescribers and directly influencing purchasing decisions. Brand visibility now depends on their ability to be understood and recommended by LLMs. This workshop shows how to structure content and data to regain control and avoid disintermediation.

With:

  • Thierry Lernon, Chief Marketing & Customer Experience Officer, Data, E-Commerce, BUT
  • Romain Roulleau, Group Digital & E-Commerce Director, Kingfisher
  • Mohsen Ghasempour, Chief AI Officer, Kingfisher
  • Moderated by: Cyril Artur du Plessis, Podcast Host, Les Digital Doers & On en [re]parle

Workshop 2: Who transforms whom: your organisation or AI?

Generative AI is reshaping organisations at a deep level, far beyond tools, by redistributing roles, skills and governance. The multiplication of use cases is making trade-offs between business, tech and customer experience more complex. This workshop helps structure a clear model to manage transformation without losing consistency or performance.

With:

  • Thomas Métivier, CEO, Cdiscount
  • Amélie Poisson, CEO/CMO Mathieu Staat, Practice Director, Thinkmarket
  • Moderated by: Flore Fauconnier, Senior Manager, Thinkmarket

Workshop 3: Who operates what: when AI takes control of retail operations?

AI is taking control of retail operations, from pricing to supply chain, going beyond simple optimisation. It creates as much performance as dependency, making trade-offs between automation and control critical. This workshop identifies truly effective use cases and lays the foundations for controlled and sustainable operational AI.

With:

  • Laura Toledano, General Manager Western Europe, Zalando
  • Mickael Soleau, International Director, La Redoute
  • Edouard de Miollis, Partner, BLVCKPIXEL
  • Moderated by: Charlotte Bricard, Journalist
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