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Jean-Marc Segati

Strategy Creative Média
European Union

jmsegati@segati.biz
+32 477 37 73 64

Strategic Director

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founding partner

Founding Partner

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61% of people cannot name a single standout AI brand. That’s normal: technology doesn’t create brand preference.

61% of people cannot name a single standout AI brand. That’s normal: technology doesn’t create brand preference. https://segati.biz/wp-content/uploads/2026/08/visu-17-8-26-1024x559.jpeg 1024 559 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 17 August 2026 17 August 2026

The adoption of generative artificial intelligence by marketing leadership has crossed a milestone in industrialization. But the latest study Future…

While Asia Produces, Europe Labels

While Asia Produces, Europe Labels https://segati.biz/wp-content/uploads/2026/08/visu-12-8-26-1024x574.png 1024 574 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 12 August 2026 12 August 2026

Two continents, two bets on advertising AI. And a figure that disproves both. In Vietnam, 88% of workers use AI at work. In Indonesia, 92% — the…

Adapting a Campaign Means Redoing It

Adapting a Campaign Means Redoing It https://segati.biz/wp-content/uploads/2026/08/visu-5-8-26-1024x574.png 1024 574 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 7 August 2026 7 August 2026

It used to be true. Yesterday. Changing country, language, format, season: each time a new shoot, a new budget, a new deadline. Back then, brands…

AI in a Summer Suit

AI in a Summer Suit https://segati.biz/wp-content/uploads/2026/08/visu-7-8-26-1024x574.png 1024 574 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 7 August 2026 7 August 2026

A man in an impeccable suit who reserves a table for you during your vacation. That’s the AI agent according to NOS. Not a robot. Not a voice-over….

Now that producing costs almost nothing anymore

Now that producing costs almost nothing anymore https://segati.biz/wp-content/uploads/2026/07/visu-30-7-26-1024x574.png 1024 574 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 30 July 2026 30 July 2026

AI has solved a problem as old as the trade: manufacturing was long and expensive. Today, a brand can roll out in one week what used to take a…

I came across this Aperol campaign this week

I came across this Aperol campaign this week https://segati.biz/wp-content/uploads/2026/07/visu-24-7-26-1024x572.png 1024 572 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 24 July 2026 24 July 2026

I saw this Aperol campaign pass by this week, and it made me think about a habit we marketers don’t practice enough: rereading what our clients are…

AI, it’s obvious.

AI, it’s obvious. https://segati.biz/wp-content/uploads/2026/07/visu-ca-se-voit-1024x574.png 1024 574 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 21 July 2026 21 July 2026

People often tell me: “AI is obvious.” I don’t agree. We’re blaming the wrong culprit. What shows up in an image generated without direction…

Generative AI: European marketers’ top priority — but 94% of them aren’t getting the results.

Generative AI: European marketers’ top priority — but 94% of them aren’t getting the results. https://segati.biz/wp-content/uploads/2026/07/visu-16-6-26-1024x572.png 1024 572 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 16 July 2026 16 July 2026

You have made generative AI your strategic priority for 2026? You are not alone. 34% of European marketers place it at the top of their investments….

Google Ads, June 2026: The AI Didn’t Fire You. It Made You Sign a Waiver.

Google Ads, June 2026: The AI Didn’t Fire You. It Made You Sign a Waiver. https://segati.biz/wp-content/uploads/2026/07/visu-9-7-26-1024x559.png 1024 559 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 9 July 2026 9 July 2026

It arrived quietly on June 3, 2026: the first revision of Google’s Ads terms in eight years, validated with a click by your teams. The text does not…

AI hasn’t invented anything. Our grandmothers did it before AI.

AI hasn’t invented anything. Our grandmothers did it before AI. https://segati.biz/wp-content/uploads/2026/07/visu-1-7-26-1024x572.png 1024 572 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 7 July 2026 7 July 2026

On June 16 last, Sustainable Gastronomy Week opened, carried by the youth chapters of the World Food Forum. The theme: “Celebrating Food Heritage.”…

In Asian B2B, patience is not a virtue. It’s a weapon.

In Asian B2B, patience is not a virtue. It’s a weapon. https://segati.biz/wp-content/uploads/2026/07/visu-26-6-26.png 1024 1024 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 1 July 2026 1 July 2026

I came across a study on B2B in Asia, and one idea stuck with me: we sell with numbers, we buy with emotions. Even among professionals. We pile up…

Onepoint Turns Recruitment Into a Dating App

Onepoint Turns Recruitment Into a Dating App https://segati.biz/wp-content/uploads/2026/06/visu-25-6-26-1024x574.png 1024 574 Jean-Marc Segati Jean-Marc Segati https://secure.gravatar.com/avatar/0ca1aae6302a1dcd2d6603546eff424af120b784a540bd4752b2522434bfc5fc?s=96&d=mm&r=g 25 June 2026 25 June 2026

The latest recruitment campaign from Onepoint is interesting… The firm borrows the codes of dating apps to talk about AI: we “match” candidates…