Marketing for customer experience

From data to delight: Reimagining CX with AI-powered marketing.

In today’s fast-evolving landscape, marketing stands at a crossroads. Once rooted in creativity and brand storytelling, it has become a data-driven, tech-powered engine—often fragmented, stretched, and overwhelmed. The rise of AI and large language models has introduced new possibilities, but also new pressures. CMOs are being asked to do more with less, navigating complex tech stacks, tighter budgets, and rising expectations from across the enterprise.

Now is the time to reclaim marketing’s soul and redefine its purpose. Marketing must evolve into an AI-native, customer-centric powerhouse—powered by martech—not just a support function, but the architect of enterprise growth and customer experience. By aligning data, technology, talent, and strategy around a unified vision, marketing can deliver sharper decisions, richer storytelling, and deeper engagement. This is not just a shift—it’s a movement to restore marketing’s role as the ultimate driver of value and competitive edge.

CMO Playbook

From complexity to clarity: How CMOs can reclaim marketing to build competitive edge.

Capgemini Research Institute
Browse the playbook

Make marketing a growth engine

Fluidra builds a new model for website design

Fluidra builds a new model for website design

Fluidra partnered with Capgemini to implement Adobe Experience Manager on AWS infrastructure, thereby providing a standardized skeleton on which new websites could be built

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FILA transforms into an experience-driven retailer

FILA transforms into an experience-driven retailer

Leveraging new digital strategies helps the brand re-energize the customer journey with a seamless, API-led architecture

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Estes Express Lines drives growth with customer service 8th

Estes Express Lines drives growth with customer service

In collaboration with Capgemini, Estes Express creates a 360-degree view of the customer in Salesforce to identify new opportunities

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Dijon becomes a smart city supported by digital technology

Through its new digital platform, the city of Dijon connects its citizens, equipment, and services on a single urban nerve network

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The future of marketing is driven by data

Report

A glimpse of a hyper contextualized future for customer experience

Today’s broad interaction possibilities are creating havoc for many brands, as they struggle to offer customers a unified, consistent experience. Although most have perfected the art of personalizing interactions on a channel-by-channel basis, that personalization thread is often cut the moment a customer leaves one channel in favor of another.

Read our point of view to find out what’s needed to win in the new hyper-contextualized future for customer experience.

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Point of view

Effective investment in generative AI for marketing

We explore how Gen AI is changing the face of marketing and the steps marketing organizations are taking to unlock the advantage it offers.

Report

What matters to today’s consumer

2024 consumer behavior tracker for the consumer product and retail industries.

Article

Creating value through data ecosystems

How Boots UK is redefining marketing operating models and making its own marketing data available to its suppliers.

“Chief Challenges”

Your consumer responsibility
Report

Your consumer responsibility

While a firmly established pillar of modern commerce, how many organizations can truly claim to be consumer-first? Discover the new rules of engagement between consumer and brand to unlock growth and raise the standard for experiences. Download the report to learn about strategies for unconditionally meeting the needs of a more responsible consumer base.

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Report

25 trends transforming the next quarter century

Reflect on what’s taking shape across horizons near and far with Futurescape.

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Report

"Chief Challenges"

Want to know how to navigate the new realities of leadership? Visit “Chief Challenges”, an interactive series for marketing executives.

Reframing strategic foresight
Article

Reframing strategic foresight

Three ways to use AI to augment futures thinking—and when to avoid it.

Meet our experts

Arnaud Bouchard

Arnaud Bouchard

EVP, Global Customer Experience Offer Leader and Head of Strategic Deals & Business Development
With 22 years of consulting experience, Arnaud has been a transformative force since joining Invent in 2010. He contributed to the launch of the Customer Engagement practice in France (now frog), led DCX France, and managed the Automotive French Market Unit, before joining the global DCX team. Today, he accelerates business and tech transformation in CX globally, fostering AI innovation in marketing, sales, service, and commerce to help organizations deliver seamless, future-ready customer experiences for sustainable value.
Alex Smith-Bingham

Alex Smith-Bingham

EVP, Global Application Business Line Leader, Digital Customer Experience
With over 30 years of expertise in business and technology transformation, Alex has been instrumental in helping global brands reinvent their businesses and transform their customer experiences across numerous industries. Today, he leads a talented team of over 12,000 CX architects, consultants, and platform experts worldwide, harnessing advanced capabilities and technologies like AI to craft and deliver hyper-personalized experiences that drive growth, customer satisfaction, innovation, agility, and profitability for our clients.
Gagandeep Gadri

Gagandeep Gadri

Managing Director, frog, part of Capgemini Invent
Gagandeep is an Executive Vice President and is the Managing Director of frog globally, the creative consultancy brand of Capgemini Invent. A future-focused senior leader commanding 25 years of experience gained driving innovation, growth and delivering customer experience and digital projects across global brands. Above all, a bold innovator with the capacity to evoke positive change felt at both a human and organizational level. 
Bhavesh Unadkat

Bhavesh Unadkat

Vice President, Head of Marketing Services, frog
As our Activation expert, Bhavesh partners with clients to design and implement innovative marketing and loyalty programs with a focus on personalization and strengthening engagement with your brand.

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    Helping businesses ‘make their mark’

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    Continuous business reinvention

    Imagine, build, and scale strategies, business models, brands, and ventures that drive purpose and sustainable growth.

    Customer experience

    Your customers are unique. Different needs, different expectations, different preferences.