Frédéric Patitucci

Frédéric Patitucci, Chief People & Culture Officer at Philip Morris International, shares insights on transforming PMI from a traditional tobacco company to a smoke-free, science-driven business. He discusses the co-creation of PMI DNA with over 350 employees, emphasizing accountability through defining undesirable behaviors. Frédéric explains how culture accelerates organizational change, drives responsible AI adoption, and embeds values into daily work. His vision highlights the importance of grassroots movements in reshaping corporate culture and leadership accountability.