On 15 April 2026, tigrz was on stage at the Olympia for the Meta Marketing Summit. Invited by Meta France, Nicolas Masson, founding partner of the agency, shared, alongside Séverine Six, Agencies and Partners Director at Meta France, his reading of the transformations driven by AI for agencies, brands and consumer journeys.
Meta Marketing Summit 2026: why tigrz was invited on stage
The Meta Marketing Summit was held at the Olympia in Paris on Wednesday 15 April 2026. AI was at the heart of the discussions. Meta France invited tigrz to bring a field perspective, informed by its clients’ challenges, on how these technologies are transforming agency professions and consumer journeys.
We thank the Meta teams for the invitation and for an event worthy of the venue.
Is AI only a productivity lever?
No: for tigrz, AI is not thought of only as a productivity lever, but as a growth lever. The nuance is structuring: AI speeds up execution, but it tends to produce what is expected, more rarely what creates a gap. That is often where value is played out for a brand.
In this framework, AI remains a tool at the service of humans. Agencies must produce something new, and teams remain at the centre of the transformation.
Is a brand’s discoverability limited to SEO and LLMs?
Reducing it to SEO or LLMs would be partial. What seems decisive today is the overall coherence of the signals a brand emits: social, content, communities, messaging and LLMs. The models offer a synthesis of it, more than they build perception.
This is the logic of our Media Performance and Social Ads, Content & Influence and Data & AI expertise: making signals work together rather than optimising an isolated channel.
The media+ interview: “Performance is at the heart of the subjects”
Alongside the event, media+ interviewed Séverine Six and Nicolas Masson on the stakes of these new tools. Here are the main views expressed, as published by media+ on 21 April 2026:
- Market maturity. For Séverine Six, AI is a reality and the transformation is already under way, with humans at the heart of the approach. For Nicolas Masson, “we must be actors of this transformation, because it is already here”: the requirement is higher, “we are not going to work less, but better”. tigrz continues to recruit despite ever more numerous automation tools.
- Risk of content uniformity. According to Nicolas Masson, AI meets some advertisers’ requests, notably to gain productivity, but some advertisers seek singularity. Content generated solely by AI, “it’s bland”: AI must remain a tool at the service of people.
- Measuring performance. For Nicolas Masson, the paradigm must change: it is less about what AI can do than about what it must do to create value for clients. Séverine Six recalls that, according to Meta, ROAS rises by 22% when an advertiser uses its AI solutions.
- Evolution of professions. Séverine Six stresses that the ecosystem knows how to adapt very quickly and that Meta’s investment in these changes is a priority axis.
Read the full interview on media+ ↗
What brands and agencies should remember
- AI speeds up execution, but value is played out in the gap, singularity and the human eye.
- The question is not what AI can do, but what it must do to create value.
- Discoverability rests on the coherence of a brand’s signals, not on a single channel.
- Meta reports +22% ROAS with its AI solutions: a Meta figure, reported by Séverine Six in the interview.
To discuss these subjects with our teams, contact us.
Sources: tigrz LinkedIn post on the Meta Marketing Summit; interview of Séverine Six (Meta) and Nicolas Masson (tigrz), media+, 21 April 2026.
Going further: our Data & AI expertise.
On the same topic: « What does Andromeda stand for? » and « Deploying MCP on Meta: a great promise, but how far should management be automated? ».
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