# Anick Beaulieu Anick Beaulieu (CEO of C2, the experiential studio behind C2 Montréal) was a guest on AI with Sach, a podcast hosted by Sacha Gucciardo in Montréal. ## Episode 27: Designing the Future of Human Connection — Anick Beaulieu on AI, Creativity & C2 Experiences (May 2025) The CEO of C2 explains how her events team uses AI as a creative partner while betting on in-person connection, and why IP limits what clients will buy. Page: https://aiwithsach.com/episodes/27-designing-the-future-of-human-connection-anick-bea/ > And there's still a lot of issues around IP. So clients are still reluctant to have fully baked AI creative work because they don't have ownership. And there are still like gray zones around that. So it's not like, you know, we can go out, pump up an event that's 100% AI and sell it right now. > — at 13:45 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=825s) > And then the beat comes on and you see snowboarders and free skiers and young girls killing it. And at the end, it's like, whether you want it or not, it won't go away. And to me, this was like, wow, change is change. And the wave is going to come and you're either like surfing it or you're going to be left behind or, you know, kind of struggling for your life. > — at 22:31 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=1351s) > I learned that a couple of entrepreneurs met at C2, fell in love, started a business and had a child. Oh, this is amazing. After being on a Ferris wheel thing together. And I was like, wow. So we've created a family and a business. That's kind of crazy. > — at 28:24 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=1704s) > And I was even reading something where it was like, the marketing behind the technology was so good that it's making think everyone think that they're behind on integrating it. > — at 4:23 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=263s) > we want to do real human connections because we believe that humans do business together, not companies. And we think that if we pay attention to how people connect, the outcome of those connections will be better for businesses, will be better for society, > — at 6:48 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=408s) > I think what will yield a lot of power and will kind of help justify investments in better experiences will probably be linked to facial recognition around emotion, being able to track how people feel, being able to trace what happens after these moments, right? > — at 8:29 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=509s) > I also think there's something sometimes that you're like, oh my God, you don't feel alone. You know how sometimes you're like working and you're like, and I think we're developing some form of relationships with them. It's like, thanks, that was great. Why am I talking like that to my AI? > — at 12:52 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=772s) > We're a fairly small team. So what we can achieve to me seems like it's really helping us. But then I think it's going to downsize some of the teams as well. So I think it's not a one size fits all. > — at 13:30 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=810s) > because I think that there's this utopia around, oh, my God, it's taking all the jobs and it's, you know, but at the end of the day, it's you can't sell it 100% right now, which means there's still a gap, I think, between what it can do and what you can actually monetize from. > — at 14:13 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=853s) > I'm not a tech expert. Like, this is not my field. So I have people in a team that are really good and that are leveraging the tools in ways that are so creative and productive. And so it's about making sure that you also give space for people to teach you, drive initiatives internally, you know. > — at 17:03 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=1023s) > I don't think you can be like, oh, I'm against it. I'm against change. I'm against technology. And I think that this kind of behavior is detrimental to even having like constructive discussions about how rather than if. > — at 19:41 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=1181s) > is it that I come into an experience without having to speak? I already know which sessions I should go to. What are the top 20 people I should be meeting during that event? > — at 26:33 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=1593s) > I think it is creating a sense of urgency around an unknown that we know we need to integrate. So it's not like I've changed, you know. I just think it's like an extra layer of things you need to think about that, like, is not business as usual. > — at 15:55 (https://www.youtube.com/watch?v=XoxSNN5rkyY&t=955s)