In order to fully integrate generative artificial intelligence into the heart of its creative roles and meet new market challenges, Groupe Dekuple has chosen a structured approach called the ‘Creative Operating System’. This system offers the Group’s agencies a shared methodology, tools, and best practices, while respecting the specific creative identity and culture of each one.
The Group’s ambition was to accelerate the production of creative assets, multiply adaptation capabilities, structure AI adoption across the group, and share inter-agency knowledge through the ‘AI Before Summer’ initiative. This project represents the first concrete realization of the Creative Operating System, aiming to make AI operational in the creative production of all the group’s agencies. This transformation followed a structured trajectory in four major steps between last March and June, starting with maturity assessment, skills diagnosis, and auditing the tools used. This review was followed by the definition of the tool framework, governance, and guiding principles. It continued with the deployment of training programs tailored to creative professions and concluded with an in-agency Hackathon to work on concrete cases.
This approach was co-constructed with our agency Brainsonic, which regularly conducts training programs for its clients. A central project team and a network gathering AI Ambassadors and Champions within each agency enabled the training of all the Group’s creatives. The training sessions and use cases were segmented into four creative populations covering copywriting, art direction, video, and creative strategy. Thanks to this global setup, Groupe Dekuple positions AI as a concrete lever for performance and agility in the service of creation.
IA Champions & Hub IA Groupe Dekuple
‘Mastering AI before it masters us is the challenge we are taking on with the AI Hub within our Group. This project stems from our primary responsibility as leaders to help our talents grow, ensuring no one is left behind. By stimulating a true culture of learning and sharing, we empower our employees to focus on client excellence and business challenges, confidently letting AI handle the rest.‘ Jérôme Thil, VP Group – Innovation Director.
‘I work at the crossroads of project management and technological innovation. For the past two years, alongside Thomas Catty and with the support of our AI Champions, I have been co-leading a strategic initiative aimed at democratizing AI within the Group to increase our productivity. My role involves identifying and testing the best tools on the market, then training our employees to master them through videos, coaching sessions, and organizing regular internal events, such as the AI Café.’ Julien Grisel, Chief AI Champion, IT Manager at Groupe Dekuple.
‘I balance my daily work between strategy, processes, teams, resources, and technologies to build more efficient and scalable workflows integrating AI. Within Groupe Dekuple, I play an active role in the AI Hub (IAB4Summer project).’ Alex Moneva, Creative Operations and Transformation Manager at After agency.
‘I help brands and marketing teams make the most of AI: training programs, GEO strategies, workflow automation, and process transformation. I use AI daily to rethink content creation in agencies, design smarter campaigns, and gain speed on every deliverable.’ Maël Garcia, Generative AI Consultant at Brainsonic.
‘For 3 years now, we have been developing an AI-assisted creative process. Over time, we have refined it to push certain production limits, explore new creative avenues, and bring to life campaigns that would previously have been more complex to execute.’ Thomas Boursier, Senior Art Director at DKPL Purple.
“I lead the agency’s creative transformation and the integration of generative AI. I also contribute to the market’s reflection on these new uses through several op-eds published in Stratégies, dedicated to AI and its adoption in the creative professions.” Sébastien Brocandel, Associate Director of Creation at DKPL Purple.
‘As a seasoned advertising creative, I approach artificial intelligence the way a senior creative director approaches their team: by guiding it, challenging it, and pushing every avenue further.’ Ramsey Naja, Creative at Das Kapital.
