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

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.