For the first time, an algorithmic third party intervenes in the construction of desire.
Agentic AI reformulates the brand narrative without asking permission. The houses that define their doctrine vis-à-vis AI agents — what they delegate, what they keep, where they draw the line — will turn it into a lasting competitive advantage. That is why I created LUXE ÆTERNAI, and what I bring to your side, every day.
Mickaël Tsakiris
Founder of LUXE ÆTERNAI
Twenty years in luxury and digital. On the brand side, the agency side, then as an entrepreneur. Now an independent consultant, specialising in what happens when agentic AI enters the equation for a luxury or premium brand.
That is the ground I explore every week in the LUXE ÆTERNAI newsletter, and that is the ground on which I work with luxury houses.
Brand side. Agency side. Entrepreneur. Always on luxury.
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01
Brand side
Saint Laurent (Kering) · LVMH (Le Bon Marché)
Years spent understanding that in luxury, the technology that works is the one that disappears.
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02
Agency side
Australie GAD · Mazarine · WIDE Agency · Razorfish (Publicis)
Moët & Chandon, Parfums Givenchy, Belvedere at Australie GAD. Dedicated account Chanel Mode at Mazarine. Hennessy, Dior, Chanel, Clarins, Galeries Lafayette, Printemps at WIDE. Razorfish last — Associate Director, dedicated to a major account, deeply involved in the agentic AI innovation practice within the Publicis group.
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Entrepreneur
Beaubourg Digital Agency (2014-2020) · LUXE ÆTERNAI (2026 →)
Co-founder of Beaubourg Digital Agency. Among other clients: Le Gramme, White Bird, JEM, Pierre Augustin Rose, Ateliers de France, Quad Group.
Today founder of LUXE ÆTERNAI, an AI consulting and advisory practice for luxury brands and executives.
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04
Education
- Data Science & AI for Business Certificate — SKEMA / École des Mines de Paris (2024)
- BA (Hons) International Fashion Business — Mod'Art International / Nottingham Trent University (2003-2005)
- Law degree — Université de Reims Champagne-Ardenne (2002-2003)
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05
Publications
- Éclairage « Data & Créa : union forcée ou mariage d'amour ? » dans Luxe & IA, S. Galienni (Dunod, 2024)
- « Luxury, Data and emotions: the heart under algorithm? » — LinkedIn, February 2024
- « IA & Créa : union forcée ou mariage d'amour ? » — LinkedIn, June 2024
- « Luxury & NFTs: the value of creation in the creation of value » — LinkedIn, March 2023
- « Luxe & e-commerce : (trans)formation accélérée ? » — WIDE Agency
- « Le luxe digital version 2021 » — Journal du Net
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