Global Blog

Marketing Measurement at Work: Learnings from Nike

Learnings from Nike's marketing measurement journey emphasize the significance of a business-first mindset, the evolution of a tailored measurement toolkit, seamless integration into business processes,...

AI: These conditions must be put in place to really gain in productivity

In this article, Vincent Luciani, co-founder and Executive Chairman of Artefact, emphasizes that artificial intelligence (AI) must be concretely integrated into a company's collective processes,...

An innovator’s approach to data and AI in travel, tourism and transportation: The Bridge interview of Florent Bernard, Managing Partner at Artefact

Florent Bernard is Managing Partner and Global Co-Lead of the Travel, Tourism & Transportation Practice at Artefact. Since joining the company in September 2022, he...

Measurement, the key to a successful AI strategy

No strategy is effective without measurement! Choosing projects, evaluating the performance of AI agents or the hallucinations of the machine: detailed explanations of the governance...

Artefact Benelux debuts in Best Analytics with 4.5 stars in Emerce 100

Artefact Benelux debuts with 4.5 stars in Best Analytics in Emerce 100's list of 2025. Additionally, we've been awarded 4 stars in “Best Digital Marketing...

The Future of AI Is Seamless, Adaptive, and Invisible.

AI is rapidly evolving toward a future where users no longer think about models, modes, or tools. Instead, systems are becoming dynamically adaptive—automatically adjusting reasoning...

Redefining Enterprise Organization for the Agentic Wave.

The rise of AI agents in enterprises unfolds at two levels: enhancing individual productivity through Task Agents and redefining collective workflows via Workflow Agents. While...

Rethinking Communication in an AI-Driven Ecosystem

As AI agents increasingly take over tasks like email drafting or resolving customer service issues, we face a pivotal challenge: how do these agents communicate...

Reinventing Work: The true impact of automation and generative AI.

Generative AI is profoundly reshaping the way we work, introducing tools that automate a wide range of tasks—from coding and data analysis to content creation....

The evolution of AI assistants: From embedded help to cross-system agents.

The journey from simple AI assistants to powerful, cross-system agents reflects a profound shift in how businesses leverage generative AI. In 2023, the rise of...

Artefact UK at Advertising Week London 2025

Last week, Artefact attended Adweek London 2025, held from April 1–3 at 180 Studios. This premier event brought together over 7,000 attendees—including top brands, agencies,...

Is Business Intelligence still a thing in 2025?

Have you just come out of another meeting where the focus was discussing which number was correct, instead of debating the best paths to business...