Alliance Digitale 2024 Forum: a preview of the challenges of ethical and responsible marketing

Alliance Digitale's Digital Marketing Forum, the annual gathering of marketing experts, returns for its third edition on Thursday, December 5, 2024, in Paris, at 28 George V. This year's gathering will address the theme of Marketing: People, Intelligence and Ethics, a strategic theme at a time when technological innovations, notably artificial intelligence, are imposing new frameworks of ethics and transparency.

The central question of this event is the balance between the power of advanced technologies and ethical responsibility. As AI transforms methods of communication and data analysis, consumers are demanding transparency and ethics in marketing practices. The Forum's conferences, roundtables and workshops will address this essential issue, enabling professionals to integrate responsible strategies in line with public expectations.

Among the trends discussed, the industrialization of content, driven by AI, tops the list of topics. This practice raises questions about human creativity and the relevance of automatically generated content. Another major issue will be the end of third-party cookies, perceived as an opportunity for European digital sovereignty, forcing companies to rethink their strategies for collecting and analyzing personal data. The new performance indicators (KPIs) emerging to adapt to these transformations will also be on the agenda.

Renowned speakers such as Enrique Martinez (Fnac Darty), Amélie Poisson (La Redoute), Marie-Laure Denis (CNIL), and Mathias Chaillou (L'Oréal) will share their visions and strategies, shedding valuable light on how to integrate strong ethics into modern marketing.

For participants wishing to deepen their knowledge, workshops are planned on specific themes, such as AI-enhanced contextual advertising and the digitization of television. These sessions will offer practical tools for applying sustainable strategies adapted to the rapidly changing industry.

The Forum's masterclasses will look at the future of the content industry as users become creators, as well as the prospects for retail media and RCS (Rich Communication Services). The aim of these sessions is to equip professionals to anticipate major trends and learn about the new demands of digital marketing.