On February 17, 2026, MC Factory episode #93 gathered heavyweight practitioners: Laura Pho Duc (CEO 24S / LVMH), Alexandre Dan (VP Marketing Back Market), Encarna Marquez (CDO France Télévisions) and Fanny Chatelet (Head of Marketing AXA). The B2B WebTV, produced with Stratégies and Braze, focused on how AI is reshaping marketing governance, customer experience, content production and operational efficiency.
For an SME or a CIO/CTO, the point isn’t to replicate a corporate stack. It’s to identify repeatable patterns: how they pick use cases, how they measure impact, and how they avoid turning AI into a shiny but useless gadget.
The SME Opportunity
A B2B WebTV like this is pure peer learning: you harvest in an hour what might otherwise take your team a quarter to document internally.
- Four industries, four perspectives: luxury, e‑commerce, media, insurance. That forces you out of the “our business is unique” mindset and helps surface transferable mechanics — segmentation, recommendation, personalization, automation, and content industrialization.
- Governance and trade-offs: even when the debate stays strategic, you learn how leaders frame AI: who decides, who executes, what safeguards exist, and, critically, how they prioritize initiatives.
- Business-oriented metrics: AI isn’t a vanity exercise. You’ll leave with actionable KPI ideas: conversion rate, processing cost, content production lead time, customer satisfaction, churn, and campaign efficiency.
- A roadmap accelerator: the real gain for an SME is accelerating your sequence of “quick wins → industrialization.” You don’t start from a blank page — you validate or correct your sequence faster.
Where to Be Careful
That said, this format can create a false sense of simplicity.
- WebTV is often passive: there’s typically no interactive Q&A. Expect many answers on the “why” and few on the “how.”
- Big-company showcase effect: LVMH, AXA and France Télévisions don’t operate with the same data teams, budgets, or legacy technical debt as an SME. Your job is to translate their lessons into a SME version — fewer tools, sharper focus.
- Technical depth is not guaranteed: this is a strategy conversation, not an implementation tutorial. If you want a step‑by‑step checklist, you’ll need an internal scoping phase or external support.
- Practicalities often missing: session length, on‑demand availability, access conditions and any pricing are frequently left unspecified.
Compliance Considerations
Whenever AI touches marketing and customer experience, data is central: behavior, purchase history, preferences, scoring, recommendations. Keep a close eye on:
- GDPR (if you operate in the EU): lawful basis, data minimization, transparency, retention periods, subprocessors, and transfers.
- AI Act: for certain uses (e.g., scoring or recommendation in regulated contexts), requirements can escalate. The discussion on WebTV is not an audit, but it should trigger your compliance checklist.
- nLPD (Switzerland’s updated Data Protection Act): if you operate in Switzerland, verify compliance of the tools and vendors you actually use.
Practical translation: before plugging in an AI building block “like on WebTV,” secure your data flows, contracts and governance rules.
Conclusion & Cohesium Support
This WebTV is a solid reminder: useful AI isn’t the AI that dazzles — it’s the AI that improves a KPI and fits cleanly into your organization. The right SME reflex is to extract 2–3 credible use cases, define the metrics, and then decide what to keep in‑house, what to outsource, and what level of risk you can accept.
Rather than patching solutions together, Cohesium AI offers a post‑WebTV audit to validate your AI governance, build a customer‑centric roadmap (quick wins + industrialization) and secure your technology choices. We also run an AI awareness and enablement workshop for marketing and ops leaders, grounded in the LVMH / AXA / Back Market cases, with ready‑to‑use deliverables (prioritization, KPIs, risks, 90‑day plan).
Contact us