Paris – Wednesday, October 23, 2024 – By Pierre Trippitelli

Recently, we had the pleasure of hosting a unique event at Perpetual‘s Paris offices on a highly topical subject: the impact of artificial intelligence (AI) on creativity and content production. This event, titled “AI & CREATIVITY”, brought together two leading experts — Axel Adida, Chief Digital Officer at Beiersdorf, and Veronika Ingerflom, Chief Talent Officer at Publicis France — to share their insights on the challenges and opportunities that AI brings to the creative industries. The audience was composed of decision-makers and influential leaders, keen to learn how these innovations could transform their own organizations.
An Intimate and Enriching Setting
The evening began with a welcome address from the Perpetual team, who introduced the event’s theme and the speakers. We highlighted the growing importance of AI in today’s human resources and marketing landscape, noting that this event was designed to serve as an open forum for public exchange. Veronika Ingerflom, representing Publicis France, then took the stage to set the context for the discussion, focusing on the rapid technological evolution and its impact on creative professions.
An In-Depth Discussion with Industry Experts
The conversation between Axel Adida and Veronika Ingerflom delved into the transformative role AI is playing in the creative field. Axel highlighted three major areas of change:
- Communication Channels
- Consumer Behavior
- Content Creation
He explained how AI now plays a central role in analyzing consumer data, enabling brands like Nivea to create more personalized and tailored content to meet specific audience needs.
In his speech, Axel illustrated AI’s power by saying, “The makers of paintbrushes were never Velázquez.” For him, AI is a tool — like a set of paintbrushes — that allows creators to push their artistic boundaries further but can never replace the essence of human creativity. He likened AI to a new set of brushes available to modern artists, capable of amplifying their creativity but never substituting for innate inspiration and talent.
Veronika, representing Publicis, emphasized how AI can accelerate creative production while optimizing resources. She pointed out that while AI can replicate certain biases, it also offers an exceptional opportunity to automate complex processes, freeing up time for higher-value tasks. Particularly in the advertising sector, Publicis sees AI as a chance to reinvent creative models and improve campaign efficiency, while remaining vigilant about ethical risks.

A Promising Future with Challenges to Watch
Axel and Veronika also addressed the ethical and legal questions raised by the use of AI in the creative process. Veronika, as Chief Talent Officer at Publicis, stressed the need to ensure diversity and to make sure that AI-generated creations reflect true plurality, avoiding stereotypes often amplified by algorithms. Axel, on the other hand, emphasized the importance of protecting copyright and ensuring that human beings remain at the center of creative decisions.
An Optimistic Conclusion for the Future of Creativity
In conclusion, this event offered a clear and optimistic vision of the future of AI in creative processes. The insights shared by Veronika Ingerflom and Axel Adida highlighted the incredible opportunities AI offers, while calling for a thoughtful and ethical adoption of these technologies. The audience left the event with concrete ideas on how these innovations could transform their own industries.
At Perpetual, we firmly believe that the future of creativity lies in a harmonious collaboration between humans and machines. This event was an opportunity to confirm this belief while offering our guests the chance to engage in cutting-edge dialogue on innovation.