Bruno Britsch is Deputy General Manager at Publicis Luxe and leads the delivery of customer experiences. He began his career in advertising with Havas, DDB, Ogilvy and Sid Lee before moving digitally with Akqa Amsterdam and Sapient Razorfish.
Passionate about luxury, he has worked for brands such as fashion, jewelry, watchmaking, beauty, and beauty of Louis Vuitton, Hermes, St. Laurent, Maserati, Swarovski, Ardmar's Piguet, Piaget, YSL and Armani.
With Publicis Luxe, Bruno shapes e-commerce, apps, CRM, service design, retail, social media, and channel plans for creating memorable customer journeys. Recently he joined Publicis France AI and Web3 Taskforces to explore the future of customer engagement.
Jeremy Atlani began his career as an art director for DDB, Publicis Conseil and Ogilvy, creating visual identities for brands such as Renault, Seat and L'Occitane. Also passionate about luxury, he joined Chanel, where he developed an impactful digital campaign for fragrance and beauty, enhancing the storytelling of Chanel watches and luxury jewelry.
At Publicis Luxe, Jérémie leverages AI expertise to create innovative campaigns and shape the future of the industry.
Bruno and Jérémie sat at LBB to discuss how AI accelerated the creative process, the infinite possibilities of developing strategies and establishing trust.
LBB> What is the most impactful way AI is helping you in your current role?
As a Bruno>Strategist, AI strengthens three core areas: intelligence, refinement and craft.
Because of intelligence, AI functions as a smart researcher. It helps to monitor and archive insights and generate insights and curate related research and data, client benchmarks (including category trends, market dynamics, and competitors) and archive the insights generated.
Because of its refinement, AI functions as a sparring partner. You can also quickly distill important information and provide the first draft of your analysis by summarizing reports, briefs, or client documents. From there, you can test your initial thoughts and explore alternatives.
In the case of crafts, AI functions as a design assistant. Accelerate the time-consuming tasks of creating presentation decks, visualizing data, creating templates, searching visuals, and translating content.
Jeremie>The most important impact is the acceleration of creative processes. AI allows you to quickly move from ideas to early realizations. Save valuable time in the iteration and client presentation phases, including mood boards, scripts, rough, prototypes. This changes the way you work, especially upstream, allowing you to test, explore and refine faster.
LBB> We hear a lot about AI driving efficiency and time savings. But is there a way to see technology bringing qualitative improvements to your work?
Bruno>AI is endless when developing strategies for content, experience design and performance marketing. There is a change in our reasoning in “What is possible?/(based on known solutions), “Why is it not possible?” (Suppose AI can achieve this quickly and at a large scale.) Instead of portraying the present, we imagine the future and look for and design AI solutions to make it happen.
Jeremy > Yes, definitely. AI acts as a companion who pushes the boundaries of creative exploration more quickly. They explore new aesthetics and unexpected references, and more efficiently discard weak ideas. When used often, it can enrich our thinking and improve the quality of concepts, language, visual, or mechanics. It certainly doesn't replace vision, but it broadens the creative spectrum.
LBB>What are the biggest challenges in working with AI as a creative expert? And how do you overcome them?
Bruno>It will become increasingly difficult to trust AI. Bias, hallucinations, and particularly unclear sourcing (often aggregated) make it essential to double-check using reliable tools such as search engines, articles, and research. Some believe that AI models are trained on about 80% of all data already published. Unless AI is supplied to AI, there are many restrictions.
Jeremie>The main challenge is to maintain control over creative processes. You can generate ai, but you will not make a selection. Thank you! You must avoid being caught up in the “easy” of creating visuals and maintaining a tough, creative direction. I've learned to integrate AI as a creative companion, but I need to know how to briefly explain it, reconstruct it, iterate it… in short, give it meaning.
LBB> How do you balance the use of AI with your own creative instincts and intuition? And how do you ensure that AI-produced works maintain authenticity and a sense of human touch?
Bruno>Strategic, first design the solution. AI will become a tool to improve and refine it. Finally. An imbalanced approach is that AI can take leads in the inference process. In the luxury industry, where reliability is especially important, in terms of creative aspects, AI is used exclusively for mockups.
Jeremie> ai does not replace instinct. It stimulates it. My intuition remains the main filter. AI can provide 30 versions of ideas, but my years of experience, references, culture and instincts can always guide me beyond another path. AI generates, explores, suggests, but instincts tells you to choose, prioritize, and ultimately create.
Authenticity comes from a creative vision, not a tool. It is not a machine that captures human truths and correct emotions. That is the essence of art and craftsmanship. Emotions come from knowing that the man with the story is behind creation. So it's up to us to guide AI as a tool.
What AI allows is not to create it for us, but to take this truth better. AI generates definitive images. All of this has already been processed in terms of composition, lighting orientation, etc. AI is rich in visual suggestions, but it must leave room for creatives to interpret, position themselves and bring about their own unique perspectives. Without the intention to reinject, we risk getting lost in attractive but standardized blank suggestions.
Do you think there are misunderstandings or misconceptions about the ways we are currently talking about AI in the LBB>Industry?
I think there is a general understanding in Bruno>Creative Agency that AI is just a tool, not a solution. It does not replace the hands or mind.
Jeremie>Yes, two extreme coexistence: those who view AI as an ideal creative genius and those who view it as a technology that replaces humans. The truth, as always, is somewhere in between. AI is an amplifier, not a replacement. It is not a miraculous solution or an apocalypse. It is a tool used in discerning ways.
LBB> What ethical considerations come to mind when generating or supporting creative content using AI?
Bruno>We use mockups using AI, but we take pride in creating the final content with talented experts such as photographers, directors, models, comedians and more. Publicis also implements a strict policy of using models and partners that have cleared all IPs.
Jeremie>First, there are issues of copyright, data use and transparency. Second, the issue of originality: how can you avoid redundancy and unintended plagiarism? And finally, the impact on occupation: how can we integrate AI without impoverishing human skills? Ethics is, above all, a question of continued vigilance in its use, not a single answer.
LBB> Have you seen the attitude towards recent changes in AI? If so, what do you think?
Bruno> There is growing distrust around AI. It can be misleading content, customer service run by bots, or social media algorithms that control what content is displayed. In 2023, 43% of global consumers admitted they were unable to convey the difference between Dupet/Deepfark and the actual video…
Jeremy>Yes. A year ago, it had an “amazing” effect. Today we enter a more considered phase. Our creative team explores, tests, selects and regulates its usage. We are beginning to move beyond the hype and towards rational integration. This is good news.
LBB>Look in general, do you feel that the current industry conversations about AI are generally positive or generally worried about the future of creativity?
As long as the Bruno> brand focuses on original and authentic ideas, there's nothing to worry about as AI isn't performing in the field. But brands that believe that their images can be elevated with content (images, text, or videos) replicated across the ecosystem, which generates their images into rich AI will undermine the role of creative minds and organizations.
Jeremie>I am optimistic as long as we remain clear. AI can free time for the kinds that require true creative thinking, thinking, boldness, and humanity. But it also requires an increase in rigor and critical thinking. Looking at the capture and deep fakes, I'm far less optimistic… But anyway, it is an exciting turning point that we have to actively engage with. Otherwise we will be overtaken very quickly.
LBB> Do you think AI has the potential to create a whole new form of art and media that is impossible previously? If so, what do you think?
With Bruno>Agent AI, conversation commerce can now work on a large scale. The banner becomes a conversation. The search query is converted to a prompt. Social feeds can become 101 personalized customer estimation tools.
E-commerce platforms are not only locations for transactions, but also locations for discussions, recommendations, and virtual tryons.
Jeremie>Yes, especially with an immersive, generative, interactive experience. AI allows you to create scalable and personalized works that go beyond traditional formats in real time. It paves the way for new algorithms and ever-changing artistic grammar. It is still emerging, but it is very promising.
However, certain occupations inevitably have to adapt to survive. I'm thinking about story borders, translators, narrators, and more. These professions have undergone a spectacular transformation thanks to AI.
LBB>Thinking about your own role/discipline, what impact do you think AI will have on your medium-term future? To what extent will you change how people in your role work?
Bruno>ai creates a new hierarchy. It's not about displacement. It is about separating those who acquire AI (using it to refine their strategy) and those who do not.
AGI will become experts sooner than we perform data, benchmark and marketing. But we still know more about consumers, brands and creative ways to connect them than AI.
So far, we have been seeing what is happening mainly on the consumer's part. The AI, the internal brand ecosystem, and the external consumer situation make it one as a connected intelligent network. Our focus is to equally balance organizational considerations with marketing experience and broaden the focus.
Jeremie>In the medium term, we believe that AI will enter the stage where creative processes will be transformed into more data-driven and performance-driven fields, especially advertising and digital.
This requires even greater effort to provide original, creative concepts. Creative directors need to use AI to generate images, as well as navigate the gap between intuition and analysis using real-time testing, optimization and adaptation.
So our role is to combine emotional storytelling with measurable impact to help both your brand's vision and its performance goals.
But I think we can see talented and creative young people in their bedrooms who can imagine, design and create 360 brand campaigns themselves.
Therefore, we need to raise the bar and adapt our decisions to be more strategic, creative, repetitive and accountable.
