See all speakers

Global Culture & Creative Director

Axelle de Buffévent

Book your ticket

The best tech conference on the planet” – Forbes

Join tech's leaders at Web Summit 2026

How do you stay authentic while scaling across +100 markets – and doing it faster, leaner, smarter with AI?
Absolut Vodka has faced this exact challenge. Pernod Ricard’s Axelle de Buffevent and Pierre-Yves Calloc’h reveal how brands like Absolut keep cultural depth at their core while using AI to reinvent content creation, optimize investments, and accelerate go-to-market. This session will cut through the hype: expect concrete lessons on blending brand essence with AI-powered execution, proving ROI and building the new marketing know-how every growth leader will need.

Axelle de Buffévent

Global Culture & Creative Director

Pernod Ricard

Speakers you may also like

Peter Skillman

Javier Meza Robayo

Mark Sandys

Pierre-Yves Calloc'h

Oisin Hanrahan

Albert Douer

Mariana Reis