Maxime manages digital marketing for Pernod Ricard Crystal Brand Unit globally, covering a broad range of brands starting with the iconic vodka Absolut. As brands embrace creativity and the mixing of people, his team is taking a particular interest in technologies that enable the company to connect better together, while making the world a better place. They have been exploring human-first machine-enhanced content creation for a while, and are continuing to do this giving creative better access to AI.