Before the game, there was a book.
L’atelier grew out of L’Hybride, the book by Ayoub El Machatt, marketing teacher and founder of Wave Digital Agency.
L’Hybride
“Penser la stratégie, le marketing et l’intelligence artificielle générative comme un seul système.”Thinking of strategy, marketing and generative artificial intelligence as one system
In many organisations, these disciplines each have an office of their own. The book sees them as parts of a single machine, which only runs when they work in tune.
Ayoub El Machatt
He is a marketing teacher and the founder of Wave Digital Agency, which he has led for more than eleven years. In Morocco, France and abroad, he has supported more than 60 organisations, from start-ups to SMEs and retail brands, from their digital transition to the adoption of AI. He is the author of L’Hybride, on which L’atelier is built.
From book to game
A book is read alone, pencil in hand. The game is played together, against the clock, facing other teams who are after the same customers.
In L’atelier, each team sets its strategy, chooses its customers, writes its messages, splits its budget and decides what to hand over to AI. Then, round after round, it sees how all of it plays together. What the book invites you to think of as one system, your students get to steer.