In 2026, digital marketing faces a profound transformation, that of the transition from a model driven by platforms to a model driven by agents. Long confined to innovation laboratories, agentic artificial intelligence is now entering daily marketing operations, supporting teams with large-scale segmentation, activation and personalization.
“We are experiencing a pivotal moment where data, technological platforms and artificial intelligence are finally converging,” analyzes Olivier Guyomardfounder and co-president of LineUp7company integrated into the group Isoskele – La Poste. This convergence, which began several years ago, is taking on a concrete dimension with the generalization of Customer Engagement Platforms (CEP)new cockpits unifying customer data and omnichannel activation.
From CDP to CEP: data takes action
Most large companies have structured their data base with data factories which have become strategic assets managed by general management. But the value of this data is only realized on one condition: its setting in motion. This is the whole point of the passage of CDP (Customer Data Platforms) to CEPwhich directly integrate personalization and campaign orchestration into the same architecture.
“The CEP is the union of historical CDPs and marketing automation tools. It’s a real cockpit,” underlines Olivier Guyomard. This approach is illustrated in particular by Crossroadsaccompanied by LineUp7, which migrated to Salesforce Data Cloud for audience management and Cloud Marketing for the coordination of its channels. The objective is to unify CRM, e-commerce and local campaigns after the disappearance of the paper prospectus, while adapting offers according to the stocks and context of each store.
Agentic AI: co-pilot of the marketer
Agentic artificial intelligence marks a turning point, AIs are no longer limited to producing texts or images, they actchain together several tasks and recommend concrete marketing actions.
For Olivier Guyomard, the first use cases revolve around three levers:
- Productivityby automating low value-added tasks such as segmentation or campaign preparation.
- Customer relationsby detecting opportune moments to engage a consumer.
- Pilotingproducing optimization recommendations in real time.
“The marketer of tomorrow will not be replaced, he will be augmented. AI will become its third tool, after Outlook and Excel,” he explains.
These agents, integrated into the CEPs, will be able to analyze campaign performance, detect anomalies and propose adjustments without direct human intervention. The objective is no longer just to produce faster, but to decide more intelligently.
Compliance and sovereignty: the European model is essential
As data flows intensify, compliance becomes a strategic pillar. LineUp7 and Isoskèle defend an approach of privacy by designwhere each data architecture integrates the regulatory constraints of the GDPR and traceability requirements from its design. The subsidiary of the La Poste group has developed Stampa solution based on blockchain which makes it possible to trace all consents and processing of customer data.
“This is the means of proof. At any time, we can know what consent was given, where and when,” explains Olivier Guyomard. An approach which illustrates the European shift with marketing responsible, auditable and sovereignbased on transparency rather than algorithmic opacity.
2026: from proof of concept to production
The year 2026 marks the exit from the experimental stage. THE AI labs internal become operational structures: at Isoskèle, LineUp7 is carrying out applied projects with several clients, such as reducing the translation time of international campaigns by four using AI. This pragmatic approach is part of a logic of structured test and learnwhere experimentation is encouraged provided it is measured and documented.
“The real ROI begins when the tool is in production. Too many companies stop at implementation. We must reserve budget for the exploitation phase, where value is created,” recalls Olivier Guyomard.
Towards post-interface marketing
Evolution doesn’t stop with automation. The integration of brands into ChatGPT (Booking, Instacart, Shopify) heralds a more radical change with the transition to marketing post-interfacewhere consumers will interact with brands through their own assistants. The contents must be readable by AI and structured to be understood without clicking or navigating. A transformation comparable to that caused by natural referencing, but on a behavioral and conversational scale.
LineUp7, catalyst for augmented marketing
Founded by Olivier Guyomard And David Lecomte, LineUp7 is an agency of data marketing integrated into the group Isoskele – La Poste. The company combines technological expertise, strategic support and operational management to help companies unify their data, automate their campaigns and integrate AI into their customer journeys. Among his references: Carrefour, Nestlé, Pernod Ricard or even L’Oreal.
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