The third day of VivaTech 2025, Europe’s leading tech fair, has solidified the role of artificial intelligence and cybersecurity at the heart of global digital transformation. The event, held in Paris, brought together industry leaders, entrepreneurs, and experts who addressed topics ranging from the future of sports and entertainment to talent challenges in the digital sector and the impact of AI on human relationships and customer experience.
Gerard Piqué Revolutionizes Soccer for Generation Z
Former soccer player Gerard Piqué opened the day by sharing the story of Kings League, his successful interactive soccer project designed to attract digitally native younger generations. “From day one, we had millions of viewers and became profitable very quickly. In just three months, we filled the Camp Nou,” Piqué emphasized, advocating for shorter, more participatory formats with a strong integration of digital creators and streamers.
AI and Customer Experience: The Future is Hybrid
At the CMO Summit, executives from Adobe, LVMH, and Verizon agreed that artificial intelligence will not replace human talent but will enhance it. Rachel Thornton, CMO of Adobe, argued that “AI empowers marketing teams to create personalized, experimental campaigns at scale.” For LVMH, the key lies in “silent technology” that enriches the emotional customer experience without being intrusive. Verizon, on the other hand, underscored the role of AI in automating support and efficiently resolving up to 90% of issues, always with the objective of reducing cognitive load for employees and users.
Cybersecurity: A Global Talent Deficit That Urgently Needs Addressing
Cybersecurity was another focus of the day, with contributions from Piotr Ciepiela (EY) and Despina Spanou (European Commission), who warned of a global shortage of between 2.8 and 4.8 million professionals. Experts highlighted the importance of defining clear roles, attracting diverse talent, and investing in training. Only 25% of professionals in the sector are women, and retaining key positions such as CISO remains a challenge. Spanou introduced the EU Cybersecurity Skills Academy, a platform for training and certifying professionals. “74% of European companies have not conducted any cybersecurity training programs for their employees,” Spanou warned.
According to the speakers, AI will be a crucial ally in accelerating training, improving threat detection, and facilitating the onboarding of new professionals, although only 34% of companies currently invest in AI for security purposes.
Lessons from Global Growth: The Case of Canva
Cliff Obrecht, co-founder of Canva, shared five lessons learned after scaling the company to over 230 million users in 100 languages. He highlighted the need to think globally from day one, hire talent with a founder’s mindset and strong values, and not fear reinventing the business model by integrating technologies like AI. “If we don’t reinvent ourselves, we will be replaced,” he warned.
AI and Human Relationships: Love or Algorithm?
In a talk on the future of relationships, Justin McLeod (Hinge) and therapist Esther Perel discussed the role of AI in the dating world. McLeod defended the use of AI to filter profiles and encourage real-life encounters, while Perel cautioned against the risks of dehumanizing the process and losing the ability to experience and learn from relationships. “If you eliminate all the risks of love, then authentic emotions also disappear,” she stated.
VivaTech Prepares to Welcome the General Public
The event will open its doors to individual visitors tomorrow, culminating an edition marked by technological optimism and the significant challenges facing the sector. VivaTech 2025 solidifies its place as a key meeting point for understanding the digital future of Europe and the world.