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Viva Technology 2025: AI client relationships, algorithmic dating futures and the new creator economy

Hinge | The dating app designed to be deleted®

France – On day three of Viva Technology in Paris, brand leaders gathered at the CMO Summit to explore how human insight and intelligent technology are reshaping customer and creator relationships.

In a conversation about retail transformation, Laura Krittian, VP of global retail excellence & development at Louis Vuitton, discussed the role of AI in augmenting the human touch: ‘It’s not about tech for tech, it’s about how we can use AI to improve the client experience through the client advisors.’ The brand is leveraging AI to optimise real-time customer service interactions, giving frontline teams the tools to tailor support and deepen luxury clientelling at scale.

In a panel on AI and the future of love, Justin McLeod, founder and CEO of Hinge, drew a clear distinction between using LLMs for coaching versus automation. ‘We don’t want AI or chatbots to replace human connection,’ he said. ‘We want you to get off the app as soon as possible so that you can actually be out on that date, experiencing what can only be experienced in high fidelity, in real life.’

Hinge continues to iterate on its design to reflect what resonates most with modern daters. Its latest feature, Your World, aims to spark deeper, more meaningful conversations by encouraging users to share elements of their real lives – and invite others to experience them together.

Elsewhere, the focus shifted to influence as a business model. Neil Waller, co-founder of creator commerce company Whalar Group, highlighted the power shift from brands to creators. ‘The creator economy has gone from a marketing footnote to a boardroom priority,’ he said. As creators evolve into brands and brands increasingly act like creators, the distinction between the two is collapsing.

This reflects a broader shift toward owned ecosystems and authentic storytelling. As explored in our report The New Creatorverse, creators are building multimedia enterprises, while brands are turning to employees and insiders to produce content that builds long-term cultural relevance and community equity.

Strategic opportunity

Use AI to support personalised, high-touch experiences in retail, content or services, augmenting human roles rather than automating emotional intelligence

Brazil pilots world-first data wallet to let citizens profit from digital footprint

Brazil – Brazil is launching an initiative that could transform personal data into a national asset. The dWallet initiative means that citizens can earn money by selling access to their digital data, marking the world’s first public-private data monetisation scheme.

Led by state-owned tech agency Dataprev in partnership with California’s DrumWave, dWallet lets users store data generated through everyday digital activity and accept bids from companies seeking access. Payments go into a data savings account, creating a new form of financial inclusion.

If fully implemented, a proposed federal bill would formally classify personal data as a commercial asset in Brazil, placing the country ahead of similar US efforts. However, critics warn of unintended consequences. ‘People in situations of vulnerability will say ‘yes’ and this might be used against them,’ said Pedro Bastos, a researcher at Data Privacy Brazil.

The initiative is recognised by investors as a blueprint for a fairer digital economy, but it also raises urgent questions around equity, access and privacy. This aligns with our Alternet Economies macrotrend report, which explores the rise of a decentralised digital economy and individuals’ growing ability to control, broker and profit from their personal data.

Photography by cottonbro studio

Strategic opportunity

Build ethical, user-first data marketplaces and fintech tools that position personal data as a tradable asset, ensuring transparency, consent-led monetisation and safeguards for vulnerable users while aligning with emerging decentralised digital economies

Stat: Gen Z is prioritising climate-conscious careers

Nature's Calling, Woo, UK

Global – A new survey by Capgemini and UNICEF reveals the extent to which climate concerns are shaping young people’s career ambitions. Across the global north, 64% of Gen Z respondents say they want a job that protects or improves nature, reduces emissions and pollution or supports sustainable resource use. In the global south, 53% express the same desire, signalling a generational pivot towards purpose-led employment.

The survey of 5,100 people aged 16–24 in 21 countries found that while young people are aware of the climate crisis, many lack confidence in their ability to succeed in a green economy. Only 44% believe they have the necessary skills, with confidence highest in the UK, Poland and Australia.

In our Gen Z Now and Next report, we explored the growing influence of Gen Z in the workforce. In Five Future Job Roles for the C-Suite we forecast the emergence of a ‘head of betterment’ – a senior leader tasked with driving meaningful environmental, social and governmental initiatives and embedding green thinking across businesses.

Strategic opportunity

Establish dedicated green leadership roles while investing in workforce-wide upskilling programmes in green skills to position your business as a talent destination for young workers who want their careers to have positive environmental impact