Episode 228: Shaping the Future of Intent-Based Digital Journeys with Lucie Buisson

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Jun 18, 2025

In this conversation with Lucie Buisson, Chief Product Officer at Contentsquare, she dives into the transformative power of AI in enhancing digital experiences. Lucie emphasizes the necessity of blending quantitative and qualitative data to create personalized customer interactions. She also discusses the importance of collaboration among teams to ensure a seamless customer journey. Additionally, Lucie predicts that future digital conversations will be heavily driven by AI, advocating for product managers to leverage this technology as a strategic asset for deeper customer insights.

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ANECDOTE

Lucie's Contentsquare Journey

Lucie Buisson started at Contentsquare when it was just 10 people and helped build the product team from scratch.
She moved to the US as the company expanded and navigated multiple acquisitions during her journey.

INSIGHT

What is Digital Experience Analytics

Digital experience analytics extends traditional analytics by explaining the why and how of user behavior.
It combines interaction data, error tracking, and customer voice to prioritize website improvements.

INSIGHT

Cross-Functional Data Collaboration

Marketing and product teams focus on different funnel parts but must collaborate to avoid a fragmented customer experience.
Sharing the same data enables alignment on customer needs and seamless experience delivery across teams.

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In this episode of the Product Thinking Podcast, Melissa Perri is joined by Lucie Buisson, Chief Product Officer at Contentsquare.

Lucie discusses how AI is transforming digital experiences by combining quantitative and qualitative data to improve customer interactions. She highlights the role of AI in boosting productivity, allowing product managers to focus more on strategic initiatives, and fostering deeper customer connections.

Lucie shares insights into the future of intent-driven and conversational interfaces, stating that understanding customer intent is crucial for creating personalized experiences. She advocates for product managers to view AI as a strategic asset that not only improves efficiency but also provides valuable customer insights.

Listen to the full episode to explore how AI and data integration can revolutionize your product management strategy, making it more adaptive and customer-focused.

You’ll hear us talk about:

- 17:37 - The Importance of Data Collaboration

Lucie explains how marketing, product, design, and engineering should collaborate using shared data to optimize the entire customer journey. She emphasizes the importance of a unified understanding of customer needs to avoid a fragmented experience.

- 28:24 - Future of Conversational Experiences

Lucie highlights the emergence of AI agents in creating hybrid digital experiences. She predicts that future interactions will largely be conversation-driven. This will allow for more personalized customer experiences based on real-time needs.

- 35:49 - Adapting to AI-driven Customer Interactions

Lucie advises brands to begin integrating AI into their customer interaction strategies to avoid becoming obsolete. She warns that failing to do so risks losing emotional connections with customers, as third-party AI agents become more prevalent.

Episode resources:

- Lucie on LinkedIn: https://www.linkedin.com/in/lucie-buisson/

- AI Agents article: https://contentsquare.com/blog/contentsquare-announces-sense-ai-agent/

- Check our new course: https://productinstitute.com/p/mastering-product-strategy-overview

Timestamps:

00:00 Introduction

02:39 Dear Melissa

06:49 From startup chaos to global scale

15:28 Defining digital experience analytics

20:52 Unlocking accessibility with AI

28:24 The future is conversational and intent-driven

35:49 Advice for PMs in an AI-driven world