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May 1st: A public holiday, except for 40 rock bands that never existed and work non-stop.

 May 1st: A public holiday, except for 40 rock bands that never existed and work non-stop. 1024 576 Jean-Marc Segati

To relaunch Slice soda, the BarkleyOKRP agency didn’t make an ad. It created a fake FM radio station in Los Angeles. Real frequency, real signal, a…

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Hamburg: A BMW Sign by the Roadside.

 Hamburg: A BMW Sign by the Roadside. 1024 683 Jean-Marc Segati

You’re stuck in traffic. The screen shows a close-up of the i5’s steering wheel: « Just let go. » Let yourself go. The traffic clears. You pass…

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In 2026, you can shoot an entire beauty campaign without a single model entering the studio.

 In 2026, you can shoot an entire beauty campaign without a single model entering the studio. 687 1024 Jean-Marc Segati

In 2026, you can shoot an entire beauty campaign without a single model stepping into a studio. “Are we going to replace humans?” That’s a bad…

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Today, what if we talked about luxury?

 Today, what if we talked about luxury? 687 1024 Jean-Marc Segati

We don’t always see it coming, but luxury is one of the most innovative sectors in marketing. Since the rise of generative AI, it’s even one of the…

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An AI too powerful to be public?

 An AI too powerful to be public? 1024 683 Jean-Marc Segati

Have you seen? Anthropic has just made an unprecedented decision: not to publicly release its latest model, Claude Mythos Preview. Not for lack of…

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This advertiser just ran an AI campaign. The smartest part? You can’t tell.

 This advertiser just ran an AI campaign. The smartest part? You can’t tell. 1024 683 Jean-Marc Segati

“Question Everything But Yourself” dropped for 2026 — and it’s doing something most brands are too afraid to try. The visuals are AI-generated….

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What If Your Next Client Never Visits Your Website?

 What If Your Next Client Never Visits Your Website? 1024 687 Jean-Marc Segati

This is not a hypothesis. This is what the numbers in the United Kingdom are starting to confirm. 78% of global consumers have used an AI tool like…

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In China, the top sellers already have an AI clone. It runs 24/7 live streams on their behalf.

 In China, the top sellers already have an AI clone. It runs 24/7 live streams on their behalf. 1024 578 Jean-Marc Segati

Same gestures. Same tone. Same energy. Continuous commercial presence, uninterrupted, with no additional marginal cost. The retailers who deployed it…

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OMRON: Five European Markets in a Few Hours — Without Blowing the Budgets

 OMRON: Five European Markets in a Few Hours — Without Blowing the Budgets 683 1024 Jean-Marc Segati

That’s what stopped me this week, and I wanted to share it. Initial assets aren’t always homogeneous. In a few hours: country-adapted…

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A Simple Idea: AI to Make It Immediate. Thank You, Carro!

 A Simple Idea: AI to Make It Immediate. Thank You, Carro! 1024 683 Jean-Marc Segati

Good advertising simplifies a message. A very good advertisement also simplifies how it is produced. The Asian automotive marketplace Carro has just…

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And suddenly, ads no longer interrupt anything

 And suddenly, ads no longer interrupt anything 1024 1024 Jean-Marc Segati

On Let’s Dance, in Germany, a sequence unsettled viewers. The set transformed into a fantastical universe, populated by dragons and spectacular…

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In 2026, only 6% of European marketers are truly leveraging AI’s potential. Why? How can we accelerate?

 In 2026, only 6% of European marketers are truly leveraging AI’s potential. Why? How can we accelerate? 1024 574 Jean-Marc Segati

The Supermetrics 2026 report has just dropped: only 6% of European marketers have truly deployed AI in their operations beyond POCs, tests, and ad…

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