Les Étoiles du Retail et de l'IA 2025 : when generative AI revolutionises commerce

Organised by Groupe Dékuple and Stratégies, the Les Étoiles du Retail et de l’IA 2025 event brought together key players in the sector at La Samaritaine for an edition focused on the future of commerce.
Generative AI, retail media, customer experience, drive-to-store… all aspects of retail were examined by our expert speakers and committed partners.

Bertrand Laurioz, CEO of the Dékuple Group, opened the morning by reiterating the event’s objective: to create a forum for discussion between experts and decision-makers to better understand the practical applications of AI. He emphasised the importance of combining creativity, data and marketing performance to meet the new challenges facing commerce.

Opening keynote: Reinventing content production with AI

Mathieu Crucq, CEO of Brainsonic, opened the proceedings with a keynote speech on the transformation of marketing content production through generative AI. He presented several concrete examples, such as an editorial assistant capable of automatically producing LinkedIn carousels, and a corporate programme instantly translated into six languages using synchronised voice avatars.
But it was the project carried out with Guy Hoquet that made the biggest impression: an industrialised training engine based on realistic avatars, AI-generated scripts and an interactive voice system.
The result: more than 400 modules produced, a unit cost reduced to £500, a 50% reduction in turnover and a 26% increase in turnover for trained employees.
In his speech, Mathieu Crucq emphasised the importance of rethinking production models from the ground up.

Transforming customer relationships with AI

The first round table focused on the transformation of customer relations in the age of artificial intelligence. Participants included:
– Lucie Crouzet, Group Development Director at Vente-unique.com and Brand Director at Habitat
– Alain Styl, Managing Director at PharmaBest
– Barbara Sohier, Digital, Data and CRM Director at Petit Bateau
– Mathieu Crucq, Managing Director, Brainsonic
All shared their experiences on the levers to activate for a successful AI transformation: agile governance, data structuring, and team acculturation. Lucie Crouzet emphasised the need to focus on projects with high business value, such as product sheet customisation or automated translation in the context of internationalisation. At Petit Bateau, Barbara Sohier highlighted the importance of overhauling processes to take advantage of better-structured data. For Alain Styl, AI primarily frees up time for pharmacy teams to put people back at the centre of the pharmacy relationship.

Augmented AI: innovations to watch in retail

The second round table highlighted concrete and inspiring uses of artificial intelligence, with:
– Hélène Labaume, Innovation and Venture Capital Funds Director, Carrefour
– David Gosse, Customer & Digital Marketing Manager, Picard Surgelés
– Téo Julien Seneor, Marketing & Communications Director, Prosol
– Raphaël Fétique, Senior Partner, Co-founder, Converteo
The speakers presented projects in which AI is being used to optimise customer journeys, better manage point-of-sale performance and facilitate the work of employees. Carrefour relies on intelligent solutions to fine-tune its promotions and product ranges in stores. Picard is investing in team training to improve its employees’ skills in AI tools and is also using this new technology to automatically generate certain product content. Prosol, meanwhile, is developing tailor-made solutions to improve shelf quality and streamline checkout, in particular through visual recognition.
Raphaël Fétique reiterated that beyond the tools themselves, the most important thing is to lay the groundwork before getting started: ensure that the available data is reliable, well organised and, above all, useful for teams on the ground. He emphasised the importance of starting small, with simple, measurable use cases that can quickly demonstrate their value.

The morning ended with an awards ceremony, recognising the best innovations in retail and artificial intelligence, as selected by our panel of experts. Seven categories, eight winners, and just as many initiatives praised for their boldness, effectiveness and impact in terms of customer experience, data utilisation and commercial activation, thanks to AI.
🏆 In the ‘best customer experience’ category: Blancheporte, with the launch of its new app for a better customer experience.
🏆 In the ‘commercial activation’ category: Maisons du Monde, which optimised in-store traffic generation through multi-touch measurement, using the okube by Smart TraffiK solution from the Dékuple Group.
🏆In the ‘personalisation’ category: Club Med, which stands out for its use of generative AI to enhance the value of its customer data.
🏆In the ‘most innovative point-of-sale customer experience’ category: Guerlin, which launched ‘Olfactive Landscapes’, an experience created using AI.
🏆 In the Best Loyalty Programme category: Carrefour, which has redesigned its loyalty programme with the launch of ‘Club Carrefour’.
🏆 Special prize for Lacoste, which is transforming the customer experience with its new virtual store
🏆 Special prize for Mango, which is replacing its mannequins with AI-generated images