Artificial intelligence at the service of our expertise

At Ekstend, we’re committed to staying at the forefront of the developments that are transforming our industry. With this in mind, our team recently took part in AI Scope, the event organized by Semji, dedicated to the impact of artificial intelligence on the content, marketing and performance businesses.

The event was an opportunity for our teams to compare their expertise with the latest trends in artificial intelligence. It was a way of enriching our thinking on the optimisation of user journeys, editorial quality and reasoned automation, while always respecting our approach centred on human value.

As a player committed to transforming brands, we see these technological advances as an opportunity to strengthen our ability to offer relevant, measurable and creative solutions to our customers’ challenges.

Highlights of the event

AI is redefining the foundations of our professions, and AI Scope has identified three key areas to support this transition.

New digital realities

The arrival of conversational assistants and generative AI is transforming the way brands make themselves visible. To survive in these new environments, they need to adopt new reflexes: explore innovative channels, make the most of their own data and offer simple, fluid user paths. This shift requires greater agility and a real ability to adapt to constantly evolving digital practices.

New performance standards

The rules of the game are also changing in terms of performance. SEO and press relations need to evolve towards more modern, data-driven approaches. Large-scale A/B testing and predictive models mean that we can optimise more precisely what works and what doesn’t, in real time.

Augmented and governed creation

AI is changing the way we create content. It means we can move faster, test more things, and produce on a large scale. But we need to do it methodically: by structuring processes, testing the impact of messages using synthetic data, and building a brand storytelling adapted to this new era.

Julien invites us to consider a presence on several platforms, integrating social networks, customer reviews, voice and local search… Everything can be exploited by AI, transforming each point of contact into a strategic lever.

So we have to ask ourselves: how can we take advantage of these new dynamics to remain competitive in a world undergoing profound transformation?

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To find out more and discover concrete insights that we’ve broken down for you, visit our LinkedIn post here