Post by CARLA de PREVAL

Wonderful news: the machines finally know exactly what you want! Marginally less wonderful: that was never the interesting part. For twenty years the industry's great love affair was with prediction. Know you cold, strip out every obstacle between you and your wallet, serve the craving before you'd quite finished having it. Mission accomplished. Gold Lion, standing ovation. We have built a civilisation that feels permanently handled, gently surveilled, and faintly insulted by the very systems that swear they understand it best. Here's a bit the dashboard can't explain. Any luxury house could go fully frictionless by Friday. Instant reply, flawless recommendation, checkout before the wanting has even formed. They refuse. On purpose. At spectacular expense. They keep the waiting, the silence, the queue outside a boutique that is, in fact, perfectly well stocked. Why? Because the thing that built those houses was never in the data. It was somebody's intuition, and a culture's mood, and a bet that looked deranged on the spreadsheet right up until it was obvious. Data is a magnificent record of what already happened. Every so often, taste strolls in, ignores the chart, and turns out to be simply right. (I realise this is blasphemy in a room full of dashboards. I'll wait.) You cannot A/B test a desire nobody has had yet, which is, inconveniently, the only desire that ever mattered. So yes, Sir Martin Sorrell is right that Cannes is losing its mind over the wrong AI question. I also think he's wrong about the answer, and about the CFO he has conveniently crowned king of the future. New piece on Sorrell, luxury, and why optimisation is losing an argument it still thinks it's winning. Link in the comments. Or there isn't one. I'm a post, not a bailiff. Emmanuel Vivier Stephane Chambran Raoul Costa de Beauregard Raul CRUZ BONILLA Grégory Pouy Elise Yoshida Sophie Yannicopoulos Jessica Apotheker Eva Erdmann Stephan Garandet Jean-Denis Mariani Axel Adida Béatrice Dautzenberg Julie Hardy David Jones Sophie Noel Arthur Kannas Jonathan Cherki Ghislain LABAY Nicolas HIERONIMUS Paul Deneve Aurore Abecassis🌹 Marc Dubrule Stephan Bezy Morgan COLIN Karl A L Smith FBCS Michael Baeyens Michaël V. Dandrieux Julien Devaureix Kamel OUADI Antoine Lacroix Matthieu Quenard Marc Menant Renaud de Lesquen Davide Cerrato Pierre-François Le Louët Gordon Young christian poulot.ui Jean-Paul Paoli