In this interview, AIxH’s co-founders Jérémy Coxet and Grégory Camus discuss the agency’s innovative approach to merging AI and human expertise in marketing, reshaping the industry and fostering ethical practices.
What opportunities motivated the creation of AIxH, the agency merging AI and human expertise?
For months, even years, we’ve observed the beginnings of a revolution with generative artificial intelligence. However, it’s only since the end of last year that its potential as a powerful tool for marketing has become a tangible reality. Our interactions with the market have revealed a clear desire from brands to be guided through this wave of innovations. They seek to unlock new solutions and explore a field of possibilities previously uncharted, now made accessible by AI.
“AI raises fundamental questions about our society and economy.”
Jérémy Coxet, co-founder of AIxH
How does AIxH reintroduce consultancy and strategy at the heart of digital marketing, offering “enhanced expertise”?
Artificial intelligence has become a valuable tool at every stage of a marketing strategy, enriching human advice. Upstream, AI increases our efficiency in data analysis and insights gathering. Downstream, it transforms content creation, opening new horizons and overcoming past frustrations, such as the challenges of targeting micro-audiences due to high production costs. This new tool allows us to overcome these limitations, facilitating more precise adaptation and an individualized approach.
We are witnessing a significant shift in the sector in Europe. Historically, the trend unfortunately favored spending on tangible, physical productions, often at the expense of human advice. Today, there’s a positive reversal of this trend, with an increasing appreciation for the unique contribution and added value that human expertise brings to the marketing strategy, in harmony with AI tools.
How does AIxH engage ethically and plan to allocate a portion of its profits to support AI and ethics while helping businesses shape a responsible future?
We are not unconditional advocates of AI. Its revolution is both exciting and anxiety-inducing. However, it’s here, and we must choose how to position ourselves: resist or embrace this evolution thoughtfully. We’ve chosen the latter option at AIxH. AI raises fundamental questions about our society and economy (reduced working hours, productivity redistribution, technological patriotism, etc.). Faced with these challenges, we’ve identified three areas where we believe we can make an impact.
Faced with the revolutionary impact of AI on the tertiary sector, drawing a parallel with the industrial revolution, it’s crucial to prepare the new generations. Thousands of young people are entering the job market without understanding that the professional landscape has evolved. At AIxH, we’re taking the initiative to provide training in schools and promote AI awareness. We’re also investing in AI ethics research to address biases and expand the horizons of algorithms while contributing to an ecosystem that enhances productivity for our clients.
How does AI influence the communication and digital marketing market, and how does AIxH leverage it?
Today, the impact of AI on the market is curiously low. The improvements in terms of productivity and efficiency that it brings often remain confined to internal layers of companies, benefiting employees who optimize their work or service providers who increase their productivity. However, these benefits don’t always translate to the client, who should also grab a share of this technological revolution.
The market as a whole shows some resistance to change, understandable given the need to completely reshape well-established business models – a process that involves restructuring revenue structures, offerings, and even human organization. We understand that for large entities, these challenges are substantial, but it’s essential to undertake this transition to avoid sudden obsolescence, a ‘Kodak’ effect that has been the downfall of countless predecessors.
“With the right guidance and a clear understanding of its capabilities, entrepreneurs in all sectors can adopt AI.”
Grégory Camus, Co-founder of AIxH
We firmly believe that players who prioritize consultancy, customer support, and a strategic approach will suffer less than those solely focused on production. Not to mention agencies whose economic model relies on offshoring low-value tasks. The advent of AI promises to reduce the costs associated with content production, opening the door to an increasing number of companies eager to dive into digital communication. However, a gap is forming between companies that adopt thoughtful communication, guided by a strategic vision and expert management, and those whose efforts lack consistency and professionalism. AI not only makes production more affordable; it highlights the need for human expertise guiding content strategy.
How does AI impact entrepreneurs – including both of you – and how can AIxH assist them to benefit, regardless of their industry?
Looking beyond the realm of marketing and digital communication, which are essential for all businesses, we strongly encourage all entrepreneurs to explore the considerable advantages that AI can offer. In every sector, there are numerous repetitive and tedious tasks, often considered an inevitable burden. These tasks are perfectly suited for automation by AI, not only to free up valuable time but also to enhance accuracy and efficiency.
AI is not just a tool to facilitate existing operations; it represents an opportunity to radically transform business models. It allows entrepreneurs to rethink their strategies, innovate in the delivery of their services or products, and offer unparalleled added value to their customers. AI can analyze large datasets to extract insights, predict trends, and personalize the customer experience to a level that no human effort could match.
In short, the AI revolution is not limited to large companies with enormous technology budgets. With the right guidance and a clear understanding of its capabilities, entrepreneurs in all sectors can adopt AI, using its vast potential to catalyze their success, regardless of their size or market niche.
