The AI Social Club – Details, episodes & analysis

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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• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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

00:49:39 Attracting & retaining data talents

00:55:09 Final takeaways

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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

Learn more about Onur Kece: https://www.linkedin.com/in/onur-kece/

School of Future Fundamentals: https://sff.therefreshment.club/

The Refreshment Club: https://therefreshment.club/

Subscribe to The AI Social Club Podcast for more conversations with AI leaders:

• Website: https://www.thesocialclub.ai/

• Spotify: https://open.spotify.com/show/7d3XmTgIhXqim1r63a1yWH

• Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703

• LinkedIn:

https://www.linkedin.com/in/margot-bletterie/

https://www.linkedin.com/company/the-ai-social-club/

💡 If you found this episode insightful, please like, share, and comment, it helps spread these conversations further!

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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

10:15 How clients in MENA are adopting AI tools

13:00 Practical AI use cases delivering real value

17:30 Automating analysis and empowering marketing teams

21:00 How AI changes agency-client collaboration

25:00 Beyond marketing: building an AI-ready organization

30:00 The impact of AI on marketing roles and future skills

36:00 Opportunities and challenges in AI adoption

43:00 The future of performance marketing with AI

50:00 Final advice for CMOs and marketing leaders

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CONNECT AND SUBSCRIBE

Learn more about Acquisit:

👉 https://www.acquisit.io/

Connect with the guests on LinkedIn:

🔹 Edouard Daou – https://www.linkedin.com/in/edouard-daou/

🔹 Timothée Desormeaux – https://www.linkedin.com/in/timoth%C3%A9e-desormeaux-4390862/

Subscribe to The AI Social Club for more conversations with AI & data leaders:

🌐 Website: https://www.thesocialclub.ai/

🎧 Spotify: https://open.spotify.com/show/7d3XmTgIhXqim1r63a1yWH

🍏 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ai-social-club/id1793045703

💼 LinkedIn:

Margot Bletterie – https://www.linkedin.com/in/margot-bletterie/

The AI Social Club – https://www.linkedin.com/company/the-ai-social-club/

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If you found this episode valuable, like, share, and comment — it helps us reach more people and spark the right conversations about AI, marketing, and innovation in business.

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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 ?
• GG Showreel: https://vimeo.com/1079784926/0b874aa471
• His portfolio: https://drive.google.com/file/d/1w2BiZBCpvNFDzKxxb0HjK4oPWGnnP2Y-/view

If you’re still on the fence about AI in creativity, this episode will shift your perspective.

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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

You liked this episode? Share it around you and give us 5 stars on your favorite platform !

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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

28:49 Product innovation: Super Agent & Pricing models

34:26 Proptech trends & Smart City challenges

52:58 Conclusion & key takeaways

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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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You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

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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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You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

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You liked this episode? Share it around you, like it on the podcasting platform, give us feedback !

You would like to be a sponsor of the AI Social Club? Contact us on LinkedIn

We are on:

• LinkedIn: https://www.linkedin.com/company/the-ai-social-club/
• Instagram: https://www.instagram.com/theaisocialclub/

Find out more about The AI Social Club on our website: https://www.thesocialclub.ai/

Hosted on Acast. See acast.com/privacy for more information.