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.

Bain reports, the agency's proof of concept, the integrator's scoping deck — you are informed. Perfectly. And yet: the project raised in the executive committee back in January still has not started. The recommendation never left the slides. The budget is earmarked, but no one knows exactly for what.

Between the vision and the operational plan, between "we should be doing AI" and "here is what we are doing, with whom, by when, and how we measure it" — there is a gap. In most houses, no one holds the mandate to close it.

That is exactly where I step in.

My subject is luxury seen through the prism of AI agents. Not AI in general. Not technology for its own sake. What happens when an algorithm places itself between your house and your clients — and what you can decide to do about it.

I do not write code. I do not build chatbots. I help you turn curiosity about AI into clear decisions, unblock the projects going in circles, and take back control of a brand narrative that AI agents are already rewriting without you.

Two principles guide everything I do.

01

Agents take on workflows, not whole jobs.

An agent does not replace a function. It takes on a task, a step, a sequence — and hands control back where human judgement decides. I look for the flows where delegation makes sense, and draw the line beyond which it no longer does. That line is what protects your brand.

02

It is a skills leap — at executive-committee level as much as for the teams.

Working with agents is not improvised. The executive needs to know what to delegate and what to keep. The teams need to learn to frame, verify, take back control. I work with both levels, because a transformation that reaches only one of them does not hold.

Mickaël Tsakiris, consultant en stratégie IA agentique et luxe, Paris
Paris, avril 2026

Mickaël Tsakiris
Founder of LUXE ÆTERNAI

Houses. Agencies. Entrepreneur. Always Luxury.

  1. 01
    Houses sideSaint Laurent (Kering) · LVMH (Le Bon Marché)

    Years spent learning that in luxury, the technology that works is the one that disappears.

  2. 02
    Agencies sideAustralie GAD · Mazarine · WIDE Agency · Razorfish (Publicis)

    Moët & Chandon, Parfums Givenchy, Belvedere at Australie GAD. Dedicated Chanel Mode account 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.

  3. 03
    EntrepreneurBeaubourg Digital Agency (2014-2020) · LUXE ÆTERNAI (2026 →)

    Co-founder of Beaubourg Digital Agency. Clients included 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.

  4. 04
    EducationSKEMA / École des Mines de Paris · Mod'Art International / Nottingham Trent · Université de Reims

    Data Science & AI for Business Certificate (2024). BA (Hons) International Fashion Business (2003-2005). Law degree (2002-2003).

  5. 05
    Publications

    Author of the LUXE ÆTERNAI newsletter — weekly briefings, Luxury & agentic AI.

    Contribution « Data & Créa » in Luxe & IA, S. Galienni (Dunod, 2024).

    Luxury, Data & Emotions · AI & Creativity · Luxury & NFTs · Luxury & e-commerce · Digital luxury 2021.