Tecnología e IA · Aprendizaje automático e IA

Human + AI Creative Studio — Ship the Aurore Relaunch

A four-round, intermediate creative-technology simulation set inside Lumen & Co., the in-house studio of French cosmetics group Florette Beauté (Paris, 9th arrondissement; €620M revenue, 13% margin; a 62-person studio on an €11M budget).

4 rondas MBA / Máster English, Español
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Sobre la simulación

A four-round, intermediate creative-technology simulation set inside Lumen & Co., the in-house studio of French cosmetics group Florette Beauté (Paris, 9th arrondissement; €620M revenue, 13% margin; a 62-person studio on an €11M budget).

As Creative Director you must ship the make-or-break relaunch of the €88M Aurore skincare line — defending against a D2C insurgent that has taken 6 share points in 18 months — across six channels, in a 5-week deadline that is 40% shorter than normal, on a fixed €1.8M production budget, with the board watching how the studio uses AI after last spring's over-automated launch tested 18% below the brand's distinctiveness baseline.

Grounded in Margherita Pagani's work on human-centered AI and marketing creativity, the simulation operationalises the core argument that AI amplifies creativity when humans and machines are orchestrated complementarily — AI for divergence, scale and analysis; humans for judgement, meaning and brand sense — and flattens it when machines displace the human creative core.

Round 1 diagnoses the brief and rates creative tasks for AI-suitability (the creative core versus scalable production). Round 2 is the core decision: deploy generative versus non-generative AI per task, costing it within €1.8M and defending each placement against distinctiveness risk.

Round 3 orchestrates the 5-week human-AI workflow, places review gates for distinctiveness and rights/likeness/disclosure, and locks the six-channel delivery plan. Round 4 reveals launch telemetry — distinctiveness versus baseline, time-to-delivery, engagement, the realised human-AI cost split and any legal flags — and recalibrates the operating model.

The math rewards genuine human-AI complementarity and punishes the five classic errors: automating the creative core, all-human refusal (over budget, misses the date), confusing generative with non-generative AI, one fixed human-AI ratio across all tasks, and skipping the rights/legal review gate.

Final KPIs track Distinctiveness vs baseline, Delivery (weeks to ship against the 5-week date), Engagement, and Budget committed against the €1.8M cap, with a live Legal-risk flag.

Para quién es

Una simulación de nivel intermedio para participantes que ya conocen los conceptos básicos de la materia, pensada para programas de máster y MBA.

Cómo funciona una sesión

  1. El docente crea una sesión desde el panel de Eureka e invita a los participantes.
  2. Los participantes juegan 4 rondas. En cada una envían sus decisiones y la simulación calcula los resultados.
  3. La simulación se puede jugar en: English, Español.
  4. El docente sigue el progreso y los resultados de cada participante desde el panel, y usa los resultados de la clase para el debriefing.

Decisiones que toman los participantes

Las decisiones que toman los participantes durante la simulación:

  • What must the Aurore relaunch win on against the insurgent?
  • Which task is most damaging to get the human-AI balance wrong on?
  • How honestly does the team separate amplify-with-AI tasks from protect-for-humans tasks? (%)
  • Deployment matrix — assign each task a mode within the €1.8M budget
  • How much of the €1.8M do you put into scaling generative output for production tasks? (€k)
  • How do you sequence the five-week human-AI workflow?
  • Where do you place the rights / likeness / disclosure review gate?
  • How strongly does human creative judgement override and refine AI output at each gate? (%)
  • Do you set the human-AI split per task, or one fixed ratio across everything?
  • Reading the launch telemetry, what was the biggest orchestration miss to fix?

Qué siguen los participantes

Lo que los participantes siguen en pantalla a medida que avanzan las rondas:

  • Distinctiveness & Engagement Trajectory

Temas que cubre

Diseñada para asignaturas de Aprendizaje automático e IA.

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