Virginie Le Lièvre and Sébastien Imbert are framing budgetary considerations not as simple cost control, but as strategic investments crucial for navigating the evolving landscape of artificial intelligence and maintaining brand identity. The discussion, detailed in a recent Frenchweb.fr report, centers on preparing for “Bousson 2026”-a vision prioritizing robust data infrastructure, continuous team training in new AI tools, and constant experimentation.
this shift in perspective comes as companies grapple with the potential for AI-driven standardization, which Le Lièvre and Imbert identify as a key risk. They argue that in a world of increasingly homogenized content, a brand’s unique values, voice, and experiences-its “singularity”-will become a decisive competitive advantage. The budgetary approach reflects this, viewing spending on data, training, and experimentation not as expenses, but as essential investments in preserving and amplifying that singularity.
