Jean-Louis Humblet
Consultant - trainer AI, E-commerce, Marketing, SEO - Speaker FR and International
AI Ambassador (Appointed in October 2025 as part of the national plan Osez l’IA by the Ministry of Economy, Finance and Industrial and Digital Sovereignty) Juror of the Artificial Intelligence Trial on the theme "The pile-up of the century" (Intervention included in the book "Grand Angle 2019 Artificial Intelligence" - Editions DALLOZ). Speaker and trainer, with over 30 years of experience in retail and more than 18 years of experience in e-commerce, curious and constantly seeking new sales trends, I support small and medium-sized enterprises and large groups in their e-commerce and marketing strategy, in their multichannel development policy and in their approach to digital tools. Featured in the Top 50 SEO experts France 2022 with a specialty in E-commerce / Retail Sponsor of the Master Operational Management CESI 2021-2023 University professor, I teach various courses in the field of AI, digital marketing, and e-commerce, covering both strategic and operational themes in different business schools and training organizations.
Prices
- Conference : 3500 €
- Animation : 3000 €
Localization
Languages
My conferences
Taming Google AI Overviews: Winning the New Attention Battle on E-commerce Search Engines
The Google results page as you knew it will no longer exist. For e-commerce players, the showcase of your store no longer starts on your homepage, but directly on the search engine, even before the user's first click. The context: The metamorphosis of the SERP With the deployment of Google AI Overviews, the search engine is no longer just a simple directory of links: it responds, synthesizes, and decides. For transactional queries, Google transforms into a true native "mini-comparator." In a fraction of a second, its AI absorbs, cross-references, and displays a multitude of data: your prices, customer reviews, technical sheet details, and even recommendations from your blog articles. The purchasing journey is drastically shortened. What you will discover: During this session, we offer you a complete breakdown, both visual and strategic, of this new landscape to regain control of your visibility. We will cover: - The anatomy of the new results page: a visual breakdown of the space occupied by AI. Where does the buyer's eye land now, and how to capture this scarce attention? - The engine under the hood of the "mini-comparator": understanding how the algorithm selects, aggregates, and weighs your information (pricing, technical features, reputation) against your direct competitors. - The synergy of Content & Catalog: why the historical boundary between the advisory page (blog) and the transactional page (product sheet) disappears, and how to unify them to feed the AI. - Establishing yourself in the AI box: the essential technical levers (Google Merchant Center feeds, expert structured data, social proof management) to ensure that your products are the ones Google chooses to highlight. Why attend this conference? Understanding and mastering Google AI Overviews is no longer an option; it is a matter of competitiveness. You will leave with a clear action plan to adapt the architecture of your commercial data, tame this new display, and ensure that your products stand out when Google's AI sorts for your future customers.
Mutations, not destructions: how Artificial Intelligence is redefining the skills of tomorrow.
Is AI going to take our jobs? This is the question that haunts the halls of many companies. However, the history of innovation teaches us a very different reality: major technological revolutions do not eliminate jobs, they metamorphose them. The context: beyond the myth of the great replacement With each major disruption — from the arrival of the personal computer to the democratization of the Internet —, the myth of job destruction resurfaces. Artificial Intelligence today evokes the same anxieties. But the reality on the ground is very different: jobs do not disappear, it is tasks that evolve. The challenge is no longer to oppose the machine, but to accept a fundamental truth: you will not be replaced by an AI, but by a professional who knows how to use an AI. What you will discover: During this conference, we will take a step back to demystify the impact of AI on employment and understand how to leverage this inevitable transition: - Lessons from technological history: why AI fits into the continuity of previous digital tools, freeing humans from laborious tasks to elevate them to higher value-added roles. - The shift from executor to conductor: demonstration by example. We will see how the digital creator, who used to spend hours writing a single product sheet, today becomes the pilot of an AI generating 500 sheets, while focusing on quality control and brand image consistency. - The resurgence of
Surviving the "Zero Click": generating sales when Artificial Intelligence already provides all the answers.
Your site offers the best content, AI uses it to respond to your customers... but your traffic is collapsing. This is the great paradox of modern search. How can you continue to generate revenue when internet users find what they are looking for without ever visiting your store? The context: The threat (and opportunity) of "Zero Click" With the integration of artificial intelligence models into search engines, the immediate synthesis of information has become the norm. As a result: an increasing proportion of queries ends with a total absence of clicks to the source sites. If the user gets the perfect answer, a product comparison, or a summary directly on their search engine, why would they click? This new reality disrupts the web, as it collapses the classic traffic metrics on which all traditional acquisition strategies relied. What you will discover: This conference is a true survival guide — and counter-attack — to rethink your profitability in the era of instant answers. We will explore concrete tactics to turn this challenge into a competitive advantage: - Rethinking the conversion funnel: how to adapt when the top of the sales funnel takes place entirely outside your site? Learn to capture the user's attention where they are. - Creating smart "clickbait" for LLMs: master the art of the Information Gap. Discover how to feed AI to be cited as an authority source, while strategically retaining the crucial detail, the interactive tool, or the exclusive offer that will compel the user to click through to your site. - Measuring success beyond raw traffic: forget the race for page views. We will define new KPIs to assess your profitability, measure your share of voice within the very responses generated by AI (Share of Model), and prove your return on investment despite the drop in web sessions. Why attend this conference? Don't let the decline of your "vanity metrics" traffic make you believe you are losing market share. By the end of this conference, you will know how to transform AI engines into ultra-qualified business generators, capable of filtering out the curious to send you only high-intent traffic.
From the First Page to the First Prompt: Mastering GEO (Generative Engine Optimization) for E-commerce.
The era of the simple "first page" on search engines is shifting. Today, the challenge for e-commerce sites is no longer just to appear in a list of blue links, but to become THE answer directly formulated by Artificial Intelligence. Welcome to the era of GEO (Generative Engine Optimization). The context: a revolution in search For years, the digital strategy of e-merchants has relied on well-known pillars. But the massive integration of generative AI into search engines (like Google's AI Overviews, ChatGPT, or Gemini) is disrupting the rules of the game. Internet users no longer just type queries; they ask complex questions and expect direct, precise, and contextualized answers. What you will discover: During this conference, we will dissect the fundamental differences between optimization for traditional search engines (SEO) and optimization for generative engines (GEO). We will detail the shift from a quantitative logic to a conversational logic: - The end of keyword dictatorship: why keyword stuffing and backlink accumulation are losing their luster against the understanding of natural language. - The era of semantic entities: how to structure your product sheets and content so that AI understands not just what you say, but what you sell (attributes, conceptual relationships, ontology). - The power of context: learning to anticipate the conversational intent of the buyer so that your product appears as the logical solution to their problem. - Generating direct citations: techniques to become the "trusted source" that AIs will directly cite in their responses to users. Why attend this conference? At the end of this conference, you will have the keys to adapt your acquisition strategy, sustain your organic traffic, and position your e-commerce catalog at the heart of AI-generated recommendations. Don't let your competitors whisper in the algorithms' ears before you!
How to Restructure and Organize Your E-commerce Teams Effectively in the Age of Artificial Intelligence
AI now accomplishes in seconds what used to take your teams entire days. In light of this quantum leap, is your current organizational chart still relevant? Integrating AI is not just about adding software to your existing tools; it requires a complete rethinking of your departments' structure and the assignment of roles. The context: the organizational earthquake of raw production With models capable of generating 80% of content production, technical sheets, lines of code, or database segmentations almost instantaneously, the traditional e-commerce team model is becoming exhausted. Bottlenecks are no longer at the level of production capacity but at the level of direction and control capacity. To remain competitive, companies must reorganize their workflows or risk having their employees exhausted by obsolete tasks or overwhelming their site with low-quality automated content. What you will discover: This conference offers a very concrete dive into the anatomy of a modern and efficient e-commerce team, optimized to coexist with algorithms. We will cover: - The radical evolution of job descriptions: precise mapping of the new professions in e-commerce. We will see how the traditional web writer transforms into a "Prompt Engineer" and guardian of the brand voice, while the data analyst moves away from pure technicality to become a "predictive strategist". - The redesign of workflows: how to orchestrate smooth work processes when the machine handles the bulk of raw production? We will redefine the sequencing of tasks between humans and AI to maximize speed without sacrificing quality. - The new pillars: validation, ethics, and strategy: Why supervisory roles are becoming the key positions in your company. How to train and position your employees on brand consistency control, ethical and legal compliance, and high-value strategic decision-making. - Managing budgetary and human change: keys to reallocating your resources (human and financial) from pure execution to innovation and optimization of customer experience (UX). Why attend this conference? At the end of this conference, you will have a clear managerial roadmap to adapt your human capital to current technological realities. You will know exactly how to redefine everyone's roles to transform your e-commerce structure into an agile, ultra-productive organization that is resolutely future-oriented.
From Fear to Adoption: Managing the Transition to Artificial Intelligence in Marketing Teams.
You have invested in the best AI tools to boost your marketing, but your teams are reluctant to use them? That's normal. The real barrier to integrating Artificial Intelligence is not technological; it is deeply psychological. The context: the invisible wall of technological anxiety In the face of the lightning-fast deployment of generative AI, a silent anxiety has settled in open spaces: "Will this machine replace me?" Faced with this legitimate fear, employees often adopt two stances: outright rejection (disparagement of AI results) or impostor syndrome. The challenge for managers today is no longer to teach their teams to code, but to provide change management to transform this paralyzing anxiety into a driving curiosity. What you will discover: During this conference, we will set aside pure technique to focus on the human aspect. We will provide you with a step-by-step method to orchestrate the adoption of AI within your teams: - Demystifying the tool and diffusing fear: the words to reassure your collaborators and prove to them that AI is not a replacement, but an exoskeleton designed to amplify their creative and analytical capabilities. - Establishing a culture of experimentation: how to create a psychologically safe environment where the "right to make mistakes with AI" is encouraged. Perfectionism is out; testing workshops and secure "sandboxes" are in. - The metamorphosis of job descriptions: supporting the identity transition of your collaborators. How to move from the role of simple "executor" (the one who writes or designs) to that of "supervisor" and "art director" (the one who pilots the machine, edits, and validates). - Identifying and valuing your internal champions: relying on early adopters within your team to create a peer learning dynamic and gently disseminate best practices. Why attend this conference? A technology, no matter how powerful, has no value if it is not adopted by those who are supposed to use it daily. You will leave this conference with a concrete managerial toolkit to remove barriers, restore confidence in your talents, and make your marketing department an augmented and serene team.
Generating Without Plagiarizing: The Intellectual Property Puzzle in AI Marketing Campaigns
You have typed the perfect prompt, the generated image is beautiful, and you are publishing it in your new advertising campaign. But one question arises: does this creation really belong to you? In the world of content generation, the line between technological inspiration and plagiarism has never been so blurred. The context: the artistic and legal blur Generative AI tools have given marketing teams superpowers of almost instant creation. However, the business model of these algorithms relies on ingesting billions of data, often including copyrighted works, without the prior consent of their creators. As a result, while thinking they are creating an original visual, a brand can find itself accused of infringement. Moreover, current legislation generally refuses to grant authorship status to a machine, leaving the commercial exploitation of this content in a perilous legal void. What you will discover: During this conference, we will clear the fog surrounding copyright in the age of algorithms. The goal is to enable you to secure your advertising campaigns from A to Z. We will cover: - The myth of algorithmic ownership: if you write the prompt, do you own the image? Decoding recent court decisions on the impossibility of protecting a 100% AI-generated creation under copyright. - The risk of accidental infringement: how to identify the dangers related to training databases, and what to do if the tool reproduces too faithfully a trademark, an existing logo, or the unique style of a living artist. -
How to reconcile the power of AI hyper-personalization with GDPR constraints in e-commerce
Artificial Intelligence has an insatiable hunger for data, but European regulations impose strict diets. How can you offer your customers a stunning tailor-made experience without crossing the red line of privacy? Welcome to the modern data puzzle. The context: the clash between performance and privacy For a predictive algorithm to work — whether it’s recommending the perfect product, guessing the ideal size, or customizing an interface — it must ingest massive volumes of information: purchase histories, time spent on a page, click behaviors. On the other hand, GDPR requires data minimization, explicit consent collection, and the right to erasure. These two logics seem fundamentally opposed. Yet, giving up on AI would make you lose competitiveness, while circumventing GDPR would expose you to colossal fines. Therefore, it is urgent to find the balance point. What you will discover: During this conference, we will bring together the worlds of tech and law to demonstrate that hyper-personalization and respect for privacy are not incompatible. We will address: - The art of "Privacy by Design" collection: how to legally leverage your first-party data to feed your algorithms, and transform the consent request into a transparent approach that values trust. - The puzzle of the "right to be forgotten": if a customer demands the deletion of their data, what happens when that information has already been "digested" by your AI model? Should everything be retrained from scratch? We will explore technical workarounds such as RAG (Retrieval-Augmented Generation) architecture or data compartmentalization. - Anonymization vs Pseudonymization: concrete techniques to obscure trails and de-identify your databases before injecting them into your recommendation engines, in order to predict behaviors without identifying individuals. - Choosing the right technology partners: the strict criteria on which you must audit your SaaS solution providers and AI agencies to ensure that their algorithms do not violate your legal obligations. Why attend this conference? In a saturated market, trust has become the ultimate conversion lever. By the end of this conference, you will know how to structure your data flows to deploy powerful and personalized AI, while making respect for your customers' privacy a recognized competitive advantage.
When the Algorithm Goes Awry: Who Pays the Bill? The Legal Risks of Conversational Agents.
Your new chatbot is efficient, polite, and available 24/7. But what happens when it starts making promises you never validated? When artificial intelligence "hallucinates", it is your company's legal and financial responsibility that is on the front line. The context: the trap of algorithmic autonomy Delegating customer service to a conversational agent based on generative AI offers undeniable time savings. However, these models remain probabilistic: they sometimes invent facts with disconcerting confidence. The problem? In the eyes of the customer — and increasingly in the eyes of the law — the chatbot acts as the official representative of your brand. Recent case law (notably in the airline sector) has proven this: when a bot invents advantageous refund conditions, courts often require the company to honor this promise, which can be very costly for the brand. What you will discover: During this conference, we will explore the legal gray area surrounding relational AI and concrete measures to protect yourself. We will discuss in detail: - The legal weight of an automated conversation: sales contract, duty to inform, commercial promise... If your AI grants a non-existent 50% discount or invents a lifetime return policy, are you legally bound to apply it? - The risk of erroneous technical advice: what happens if your virtual assistant recommends a misuse of a product (DIY, health, cosmetics), resulting in material or bodily harm to the user? - The value (and limits) of disclaimers: is it enough to add the statement "This AI may make mistakes" in your General Terms and Conditions (GTC) or under the chat window to absolve yourself of all responsibility? - The technical and contractual shield: how to establish strict safeguards (rigid safety prompts, restricted access to databases, mandatory escalation procedures to a human) to limit your legal exposure. Why attend this conference? Innovation should not turn into legal Russian roulette or a disaster for your public relations. You will leave this conference with a clear vision of current risks and a concrete action plan to contractually and technically secure your virtual assistants. The goal: to automate your customer relationship with peace of mind, without risking unpleasant surprises in court.
AI Act and E-commerce: how to stay legal in the face of new European standards.
Have you integrated AI to boost your sales and optimize your store? Perfect. But are you sure you are compliant? With the entry into force of the European AI Act, the legal framework has tightened, and opacity is no longer an option for e-commerce merchants. The context: the end of the "Wild West" of Artificial Intelligence The European Union has established the world's first comprehensive legal framework on artificial intelligence. Until now, brands could deploy generative tools freely. Today, the use of AI is no longer just a marketing performance issue; it is a challenge of strict compliance. The goal of the law is not to stifle innovation but to protect the citizen. Ignoring these new rules exposes you to heavy financial penalties and risks permanently tarnishing your brand's reputation. What you will discover: During this conference, we will decode the legal jargon to provide you with a concrete and immediately applicable manual for your e-commerce site: - The obligation of transparency for Chatbots: how to clearly and legally inform your customers that they are interacting with a virtual assistant (and not a human advisor), without degrading the user experience or lowering the engagement rate. - Mandatory labeling of content: virtual models, generated product photos, synthetic promotional videos... Discover in which specific cases you are required to visually indicate the presence of AI to your visitors. - The red line of AI-enhanced "Dark Patterns": understanding the strict prohibitions regarding the use of algorithms to manipulate purchasing behavior subliminally or exploit consumer vulnerabilities. - Auditing third-party tools: how to ensure that the SaaS solutions (product recommendations, dynamic pricing) you integrate into your store comply with European standards. Why attend this conference? Compliance should not be seen merely as a constraint but as a tremendous opportunity to reassure your customers at a time when digital distrust is growing. You will leave with a clear evaluation grid to audit your current practices, avoid fines, and make algorithmic transparency a true selling point.
Integrating Artificial Intelligence into Business Processes to Free Up Strategic Time.
Do you think that Artificial Intelligence is just about generating texts or images? Think again. The true revolution of AI is not in the simple creation of content, but in the total redesign of your work organization and operational efficiency. The context: the paradox of modern productivity In an increasingly competitive environment, available brain time is the most valuable resource of your company. Yet, the daily life of most teams is consumed by repetitive micro-tasks, tedious data processing, and heavy administrative processes. Today's challenge is not to work harder, but to use AI as an invisible partner to eliminate this friction and restore the place of human reflection. What you will discover: This conference will demystify the use of AI in business by removing it from the status of a "technological gadget" to make it a true lever for internal transformation. We will address concrete use cases: - Intelligent automation in daily life: how to map your internal processes to identify time-consuming tasks (sorting massive data, categorizing emails, creating dashboards) and delegate them to algorithms. - Competitive intelligence on steroids: deploying AI agents to monitor, analyze, and synthesize the movements of your market and competitors in real-time, without your teams spending hours on it. - The end of internal information overload: from recording meetings to automatically structuring summaries and extracting action plans, discover how AI streamlines communication. - Returning to essentials: methods to reallocate the precious time gained through automation to what truly creates value: strategic vision, innovation, and emotional intelligence in customer relations. Why attend this conference? If your teams are overwhelmed by operational tasks to the point of forgetting strategy, this conference is for you. You will leave with a clear roadmap to integrate accessible AI tools into your company, lighten the mental load of your employees, and place human intelligence back where it is irreplaceable.
Consumer Behavior: Are We Facing Eternal Infidels?
Loyalty programs, promotional offers, recurring benefits: everything is done to try to keep the consumer within their favorite brand. However, with the advent of connected commerce, e-commerce, and mobility, not to mention the prioritization of privacy, this hyper-connected consumer has also become hyper-disloyal to brands, although they remain fairly loyal to products. Branding, influence, and digital have reshuffled the cards of distribution.
SEO Tips to Rank Your E-commerce Site on Google
In an age where it has become easy to create or have a website created, gaining visibility has never been more difficult. Thus, without visibility, there are no sales or customers, making it essential to optimize the ranking of your e-commerce site within search engines, with Google holding the top position.
Launching Your E-commerce: 10 Misconceptions to Avoid
The evolution of consumer behavior, changes in business models, and the health context can be part of the reasons why the appeal of e-commerce might lead one to believe that starting is simple, quick, and generates rapid revenue. During this conference, we will dispel the prejudices and misconceptions that may include: No need for an e-commerce site, I've always done without it! I don't need it, I have a Facebook page! I know nothing, so I do nothing! ...... As an entrepreneur, speaker, and trainer with over 25 years of experience in retail and more than 15 years in e-commerce, curious and constantly seeking new sales trends, I support small and medium-sized enterprises (SMEs) and large groups in their e-commerce and marketing strategies, in their multichannel development policies, and in their approach to digital tools. I participate in various training sessions in the fields of digital marketing, e-commerce, and omnichannel commerce in business schools as well as in universities.
Why the marketplace is a true springboard for your business?
Whether you are an e-merchant, a retailer, or a manager of a marketplace in BtoB or BtoC, the marketplace is the next step in the development of your business. By analyzing different scenarios, we will see that this new tool addresses many challenges and allows for the development of new strategies. As an entrepreneur, speaker, and trainer with over 25 years of experience in retail and nearly 15 years in e-commerce, curious and constantly seeking new sales trends, I support small and medium-sized enterprises and large groups in their e-commerce and marketing strategies, in their multichannel development policies, and in their approach to digital tools.
Best Practices for Existing on the Web
We observe that the web is a true tool for communication and visibility for commerce in the context of new consumption patterns regarding products, services, and information. The importance for merchants, e-merchants, and any company seeking customers to have visibility on the web. To this end, a number of tools will be provided to acquire this visibility and increase brand awareness in order to gain more customers and retain them. Various levers such as social networks, e-commerce sites, the phenomenon of marketplaces, Google Analytics, and increasingly influential customer reviews will be discussed during this conference. Entrepreneur, speaker, and trainer, with over 25 years of experience in retail and more than 12 years in e-commerce, curious and constantly seeking new sales trends, I support small and medium-sized enterprises and large groups in their e-commerce and marketing strategy, in their multichannel development policy, and in their approach to digital tools.
How AI Can Make Commerce More Efficient?
Whether offline or online, the world of commerce needs progress, and thus artificial intelligence, to be as effective as possible. From customer analysis to better inventory management and a good understanding of the product, the contributions of AI are already the driving forces behind the quest for performance and the improvement of retailers' results. As an entrepreneur, speaker, and trainer with over 25 years of experience in retail and more than 12 years in e-commerce, I am curious and constantly seeking new sales trends, supporting small and medium-sized enterprises as well as large groups in their e-commerce and marketing strategies, their multichannel development policies, and their approach to digital tools.
Learn more
Positioning & expertise
My speaking style in one or two sentences
Dynamic and passionate intervention with updated concrete examples based on the client and their messaging needs to convey to the audience.
Concrete outcomes your audience can expect after I speak
Awareness of the need and reflections on their future in light of technological advancements and practices already observed.
Speaking style
How I customize content and how much I tailor to you
The content is ALWAYS personalized based on the expectations identified during the preparation meeting.
What makes my sessions memorable
The intervention always relies on practical cases and experiences that can be memorable and on which participants can identify.
Format
On-site, remote, or hybrid: what I accept and prefer
I prefer in-person events because the emotion and sharing with the audience is important. However, I intervene remotely when the gathering of people (international or agencies located throughout the territory) does not allow for an in-person intervention.
Limits & transparency
If tech fails: how I respond
Mastering my subject without needing technical support (the slides are mainly there to engage the audience with concrete illustrations), in case of a technical failure, I continue the presentation without this technical support.
What can derail a session, in my view — and how I prevent it
Failure often comes from a lack of discernment of the need; the preparatory meeting and prior exchanges before the conference are essential to avoid this type of situation.
Logistics & organization
What technical setup I need on site
A screen or video projector; I usually come with my PC and my equipment.
How early I usually arrive before the event
I generally arrive 1 hour before the start of the event or my speech to immerse myself in the room, the setting, and the atmosphere, and to adapt my performance according to the technical constraints to capture the audience's attention.
Whether I travel internationally and if I need an interpreter
I regularly work outside of France, and although English is not a comprehension issue, I prefer that conferences and interventions be conducted in French.
My slides, filming, and reusing recordings
The slides are provided at the end of the service if requested by the client and video recording is permitted.
My availability before/after, networking, meet & greet
Exchanges before and after the service are necessary and essential to better understand the needs related to this service and to debrief on the feedback from the client and the audience.