Name: DECATHLON X ADEO - The AI Ultra-Trail: Cross perspectives on the race for digital attention
Start: 2026-05-27T09:15:00+0200
End: 2026-05-27T10:00:00+0200

DECATHLON X ADEO - The AI Ultra-Trail: Cross perspectives on the race for digital attention

LIMITED

Wednesday May 27, 2026 09:15 - 10:00 CEST

2 - GRAND PAVILION

Limited Capacity seats available

# Abstract:
LLMs (Large Language Models) like ChatGPT have entered the industry with a velocity that no retailer can ignore. In just a few years, usage has exploded to over 1 billion weekly users, with record amounts of capital pouring into the sector.
This represents a fundamental shift in how people interact with digital content—a revolution comparable to the advent of the Internet itself. A significant portion of human digital attention has shifted to this new medium, and business models are following.
We will discuss the different phases of this evolution and what it means for our brands Adeo and Decathlon. Where we think we are. How we believe it is about winning a war of attention in a new sales channels and what we are doing about it. We will also explore the potential risks that we have to mitigate along the way.

# Plan:
- Intro with the different phases of AI's impact on E-commerce. Look at the past to understand the future.
- Winning the attention battle - Why it matters. Some examples for our 2 brands (examples: GEO initiatives, ChatGPT App, POC with Mirakl, ....)
- Enriching our product sheets to promote discovery by LLMs (putting our product pages into perspective and their evolutions related to AI)
- AI Content and UGC
- Risk Analysis (we often don't talk about it enough, LLMs are a formidable opportunity but the path is filled with risks from brand and reputation to cost ).

# Bonus :
The last section is focused on using & benchmarking multiple AI Models (Claude, ChatGPT, Gemini, Kimi) to **imagine & design joint/common Product / Services / Tech Capabilities between Adeo & Decathlon in the future**

Speakers

Stephane Lebas

Business Platform Leader - CCDP, ADEO Services

For 25 years, I've built and scaled product platforms across retail, telemedicine, and marketplaces. Today, AI is redefining the PM craft — not as magic, but as a powerful execution lever. My obsession: how do we keep human judgment at the center of product decisions when machines... Read More →

Ismael Ghozael

Decathlon

Wednesday May 27, 2026 09:15 - 10:00 CEST
2 - GRAND PAVILION

Product Management / UX, Conference

Audience Beginner

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Dev Summit 2026

Stephane Lebas

Ismael Ghozael

Attendees (174)

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Success you have shared X tickets.

Dev Summit 2026

Stephane Lebas

Ismael Ghozael

Attendees (174)

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