#1 Building and scaling an impactful AI Lab - Audrey Libert - IAG (British Airways)
Saison 1 · Épisode 1
mardi 28 janvier 2025 • Durée 54:22
How to build an AI Lab that delivers business impact?
This is what this first episode is all about, with Audrey as an inspiring guest !
After starting her career in consulting, Audrey decided to dive into the fast-paced world of startups, eventually becoming VP of Transformation at Checkout.com. There, she played a pivotal role in its growth, helping it scale into one of Europe’s most impressive success stories.
Less than 2 years ago, she took on the challenge of creating an AI Lab at IAG (the group behind British Airways, Iberia, Vueling and Aer Lingus) from scratch—and that's the story I wanted to unpack during this interview.
This episode is a true masterclass and here are 3 of the many learnings she shared with us:
The team is the heart of the Lab's success: Focus your energy on finding the right talent, finding the right balance between externalizing and internalizing the product development (definitely a 1B dollars question in the GCC region) and keeping people engaged for the long term
Keep a startup mindset: efficiency, methodology and excitement are key
Prioritize, prioritize, prioritize: At the end of the day, you want AI to make a real impact on the business. Take the time to assess the objectives and potential of each product. "AI" may be the buzzword on everyone’s lips, but it’s not the solution to all challenges. The build and maintenance of AI products are costly and can often be replaced by a process rework
Thank you, Audrey, for this masterclass on AI Labs, your refreshing perspective, and your boundless energy. I’m confident it will inspire many people to explore this exciting path !
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#2 The Future of Data Leadership - Joseph Aoun - Chalhoub Group & Apgar
Saison 1 · Épisode 2
jeudi 13 février 2025 • Durée 57:46
Data leadership is at a turning point—are we ready for what’s next?
Joseph Aoun is the Data & AI Solutions Director at Apgar, a global data management & AI group.
He describes himself as a "Data-Powered Digital Business Transformation Leader"—and that says it all.
With 15+ years of experience in data and digital, he spent the last 7 years at Chalhoub Group, where he played a key role in building and scaling one of the most advanced data and AI teams in the region.
He is also one of the most passionate and insightful leaders I know in Dubai.
In our conversation, we explored:
The role of the Chief Data Officer: How is it evolving? Is hiring one a no-brainer? If yes, where should they sit in the organization?
The importance of strategic patience in AI adoption
What makes an AI product fail
The central role of humans and talent in AI
Thank you Joseph for your time and for sharing your perspective on these burning topics!
Episode Breakdown:
00:00:00 Introduction
00:00:26 Career journey
00:04:11 The role of a CDO and organizational structure
00:14:09 The Impact of AI on data leadership
00:17:12 Building a data organization from Scratch
00:22:49 Scaling Data Initiatives in large Enterprises
00:26:17 Measuring AI & Data maturity
00:32:08 Ensuring business adoption of AI
00:41:28 Preparing organizations for the AI era
#15 Reinventing creativity with AI - Onur Kece, The Refreshment Club
Saison 2 · Épisode 15
mardi 18 novembre 2025 • Durée 27:28
Onur Kece, founder and Chief Creative Officer of The Refreshment Club, joins Margot Bletterie to share how AI is radically changing creative work and why it’s time to stop fearing it.
With over 20 years in advertising, Onur breaks down how his agency uses generative AI not as a replacement, but as a creative amplifier.
From fast-moving cultural campaigns to ethical dilemmas, this episode is a masterclass in AI-powered marketing for those who care about original, disruptive work.
You’ll learn:
• How The Refreshment Club uses AI across strategy, ideation, and execution
• Why “topical advertising” helped generate a ROI for their in-house brand Heimstone
• How to make generative AI work without losing creative originality
• Why creative teams must shift from content factories to insight-driven storytelling
• What skills marketers need to stay relevant in the AI era
• Why the best ideas still come from humans—and how AI helps bring them to life
Chapters:
00:00 Introduction
01:15 Why creatives fear AI—and how to overcome it
06:30 AI-powered 360 marketing
10:40 The real power of AI in insights and ideation
14:10 AI ethics, originality, and consumer perception
19:00 Building reactive, culturally relevant campaigns
24:00 Team structure and evolving creative roles
29:00 Advice for creatives: how to start with GenAI
33:30 Why AI puts creativity back in the spotlight
#14 AI in Performance Marketing - Edouard Daou & Timothee Desormeaux - Acquisit
Saison 2 · Épisode 14
mardi 4 novembre 2025 • Durée 53:47
How AI is transforming performance marketing in the Middle East – with Edouard Daou & Timothée Desormeaux (Acquisit)
How is AI revolutionizing performance marketing in one of the fastest-growing digital regions in the world?
In this episode of The AI Social Club, host Margot Bletterie sits down with Edouard Daou and Timothée Desormeaux, co-founders of Acquisit, to explore how brands across the Middle East are integrating AI and data-driven strategies to boost marketing efficiency, overcome data challenges, and reshape the future of creative and analytical teams.
They share the real-world transformations happening in agencies and brands — from automation and smart dashboards to AI-assisted analytics — and what leaders must do today to stay ahead.
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You’ll learn:
🔹 What makes performance marketing in the Middle East unique — and how data and education still limit AI adoption
🔹 How Acquisit uses AI to accelerate insights, automate analysis, and improve ROI for clients
🔹 Real use cases where AI delivers measurable marketing value
🔹 Why trust and change management are key to successful AI integration
🔹 How AI will transform marketing teams, roles, and client relationships
🔹 What “agent-to-agent” marketing means and why CMOs should prepare now
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CHAPTERS
00:00 Introduction
01:15 What is performance marketing and how AI enhances it
04:00 Data challenges and opportunities in the Middle East
07:30 Education, talent, and skills gaps in AI marketing
#8 Being a woman entrepreneur in the GCC - Chada El Islam Benmahcene - EntrogX Ventures
Saison 1 · Épisode 8
jeudi 22 mai 2025 • Durée 01:01:01
Today, I’m joined once again by someone who left a strong mark in our first conversation: Chada.
In that first episode, we talk about AI in sustainability and energy innovation. But this time, we go deeper.
and we talk about two topics that matter to both of us:
🔹 What it really takes to build a tech startup in the UAE and the region
🔹 And the challenges - and power - of being a woman in tech and entrepreneurship here
From the role of networks to the reality of fundraising, Chada shares unfiltered advice, sharp insights, and grounded experience.
Whether you’re an entrepreneur in AI - or in any other field - or a woman wondering if now’s the time to make your move, this episode will give you a boost.
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#7 AI as a creative partner - Gilles G. Vidal - CEO and Head of Creative - Azart & Co
Saison 1 · Épisode 7
mercredi 7 mai 2025 • Durée 01:01:02
In this episode, I’m joined by Gilles G. Vidal, a visionary creative director with over 30 years of experience in music, television, and branded content.
Together we discussed questions around:
Is AI going to replace my creativity?
How can AI generated content feels human and authentic?
How to cope with copyright issues?
Is it challenging for his client to accept AI generated content?
He is passionated and he taught himself how to prompt, spent nights testing tools, and learned to speak the “language” of each AI model, always testing and learning new features.
It is still a challenge, technology evolves really fast, but he will explain to us how he managed to stay up to date.
Each and everything insight in this discussion is great to take !
You can take a look at the work he has done and that we have discussed during the podcast:
Fully AI generated video campaign for Mubadala (without touching a camera): https://vimeo.com/1050723565/59ee79d02c. Amazing, right ?
#6 AI for energy, powered by AI startups - Chada El Islam Benmahcene - EntrogX Ventures
Saison 1 · Épisode 6
mercredi 23 avril 2025 • Durée 47:53
Let's dive into AI, sustainability, and energy innovation with a powerhouse guest: Chada El Islam Benmahcene
She’s a tech entrepreneur, investor, and advocate for innovation, leading the charge in AI-driven energy solutions.
As the founder of a Venture Studio, she’s not just funding startups—she’s building them from scratch, turning advanced research into real businesses.
In this discussion, we talk about:
- How to collaborate with universities and researchers to create impactful startups
- Why big corporations struggle to innovate—and how startups fill the gap
- How AI is revolutionizing energy efficiency
- What it will take for the Middle East to lead in AI-powered sustainability
She’s been named one of the most influential women in Dubai, and trust me—she will grab your attention.
CHAPTERS:
00:00 Introduction & Chada's journey
03:17 What is a venture studio?
07:00 From university research to MVPs
15:33 Partnering with corporates for innovation
23:17 Why AI is key to energy efficiency
26:54 3 startups bridging AI & sustainability
37:18 Middle East innovation in green tech?
43:03 Conclusion & Chada's vision for the future
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#5 Inside Marketplaces - Christophe de Rassenfosse - Property Finder
Saison 1 · Épisode 5
mardi 8 avril 2025 • Durée 52:33
Inside Marketplaces: Data, Product & Real Value
In this episode, I sit down with Christophe who is the former Chief Product Officer of PropertyFinder.
He shared his fascinating journey from the early days of the internet to leading AI-driven product strategies in HR tech and real estate.
We discussed:
🔹 The role of the Chief Product Officer, a position that not widely known in the GCC—when do we need it, and why?
🔹 How AI is transforming marketplaces
🔹 The challenges of trust, lead qualification, and data-driven decision-making in this field
🔹 The promising future of PropTech, smart cities, and predictive AI
If you work in marketplaces, real estate, or HR tech, don't miss this episode !
This is exactly the kind of conversation I had in mind when launching this podcast: real-life use cases, with experts who make complex topics accessible.
And Christophe does it brilliantly.
You liked this episode? You would like to support us?
Share it around you and give us 5 stars, it helps a lot !
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CHAPTERS:
00:00 Introduction & Christophe's journey
03:57 Understanding the role of a CPO
07:16 Data-Driven product strategy
08:01 Marketplace mechanics & Success metrics
16:04 Using Data to improve agent performance
#4 The greenfield challenge - Garry Ure - Zand
Saison 1 · Épisode 4
mercredi 19 mars 2025 • Durée 51:32
How do you build a world-class data function… when there’s no data?
No customers
No legacy systems
No historical data to rely on.
That’s exactly the challenge Garry Ure faced when he joined Zand, before the online bank had even launched.
Garry has 20 years of experience in data management in the banking sector and for the last five years, he led the data enablement strategy at Zand. He shaped everything from data governance to AI-driven personalization in a highly regulated environment.
In this episode we dive into:
How do you design a hyper-personalized banking experience from scratch?
What does ‘good’ data governance look like in a digital-first bank?
How is AI reshaping the future of finance?
If you’re building (or rebuilding) a data function, you don’t want to miss this unique testimony!
CHAPTERS:
00:00 Introduction
00:28 Garry's career and experience
08:38 How to start from a greenfield
17:30 Data enablement and data culture creation
30:50 Data management essentials
34:15 Banking use cases
40:50 Showing the value of data management
46:40 Vision, takeaways and conclusion
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#3 Influencer Marketing, Powered by AI - Edoardo Ferrari
Saison 1 · Épisode 3
jeudi 27 février 2025 • Durée 52:29
How is AI rewriting the rules of influencer marketing?
Edoardo Ferrari wears multiple hats: he’s the Director of Digital Analytics & AI at a leading beauty company and a fashion entrepreneur. His work is all about balancing creativity, instinct, and technology to drive innovation.
In this episode, we explore:
How AI is transforming creative industries like beauty & luxury
The evolution of social media & influencer marketing with AI
Where to draw the line between human creativity and AI-powered insights
Don’t miss Edoardo’s signature Italian accent!
His unique experience—spanning startups and global brands—makes this a must-listen for anyone navigating AI in creative industries.
EPISODE BREAKDOWN:
00:00 Introduction
00:40 Edoardo's career & experience
09:41 Data & AI in the beauty space, trend detection
19:45 AI adoption for creative talents, enpowering creators
28:40 Challenges in startups vs large companies
37:00 Impacting fast paced industries
43:50 Ethics & regulation for social media
47:00 Is Ai going to replace creative talents?
50:00 AI for influencers
51:30 Conclusion
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00:49:39 Attracting & retaining data talents
00:55:09 Final takeaways
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