French Touch Vision, a compass for the French creative economy
With this collaborative work featuring over one hundred contributions, La French Touch aims to decipher the major shifts and convergences within the creative economy, and to assess their concrete impacts in order to outline a structured vision of a powerful and thriving ecosystem. A tool for reading and planning, intended for those who create, undertake, anticipate, and decide. Available in bookstores May 15th.
As its release date approaches, May 15, 2026, French Touch Vision is set at a pivotal moment for the creative economy. Everywhere, the balance is shifting: technological acceleration driven by artificial intelligence, the rise of platforms, fragmentation of uses, and increased pressure on the value and visibility of creative works. These transformations are profoundly reshaping the conditions of creation, distribution, and financing within the creative economy.
French Touch Vision addresses this complexity. The book aims to provide a compass: a shared framework for understanding the ongoing transformations without getting sidetracked. It connects creativity, economic value, narratives, technologies, and uses.
This ambition is based on a collective method. French Touch Vision draws on over one hundred contributions from across the creative ecosystem: creators, entrepreneurs, executives, experts, and more. This diversity of perspectives allows us to capture both weak signals and convergences, grounding the analysis in reality while also looking toward the future. The book thus embraces a cross-disciplinary approach, intersecting disciplines, sectors, and perspectives.
To structure this reflection, French Touch Vision offers two approaches: firstly, an analysis of major trends, conceived as dynamics common to the entire creative field; and secondly, a sector-by-sector analysis to measure their concrete effects on value chains and models. This approach makes the book a true tool for reflection and forecasting, designed to support those who are shaping the creative economy of tomorrow.
Ten trends to understand the major shifts in the creative economy
The ten trends analyzed in French Touch Vision provide a cross-cutting framework for understanding a creative landscape undergoing profound transformation. The approach taken is to identify structural dynamics common to the entire creative economy, capable of explaining both the upheavals in economic models and the evolution of cultural practices and audience expectations.
Among these dynamics, the centrality of narratives and intellectual property stands out as a pivotal element. Narrative universes, cultural brands, and franchise strategies become strategic assets, destined to circulate between media, disciplines, and formats. Simultaneously, generative artificial intelligence emerges as a fundamental shift: it is not limited to a productivity tool but reconfigures creative processes, transforms professions, and challenges the distribution of value within creative chains.
These transformations are taking place within a context of content overabundance and dwindling attention spans. Faced with this saturation, French Touch Vision highlights the resurgence of issues long relegated to the background: curation, editorialization, quality, and differentiation. Value is gradually shifting from the isolated cultural object to the experience, whether immersive, live, interactive, or community-based, placing emotional engagement at the heart of creative strategies.
Finally, the cross-disciplinary approach offered by the book highlights structural tensions: increased concentration around platforms, dependence on global intermediaries, but also the rise of issues concerning rights, regulation, cultural sovereignty, and environmental and social impact. Intertwined, these trends paint a picture where creativity remains a powerful driving force, provided it is conceived, organized, and protected in a way that is commensurate with the ongoing transformations.
Eight sectors, each a testing ground and a space for restructuring.
To extend this cross-cutting analysis, French Touch Vision adopts a sectoral approach to concretely measure how these dynamics translate into the major fields of the creative economy. Eight sectors, same observations: transformation of economic models, restructuring of value chains, transformation of uses, and redefinition of the relationships between creators, audiences, and intermediaries.
Video games thus appear as a particularly influential sector, at the crossroads of technological innovation, platform logic, communities, and cross-cutting IP. At the other end of the spectrum, film and audiovisual media illustrate the effects of a profound industrial reconfiguration, marked by the rise of platforms, the increased centrality of narrative universes, and the irruption of AI into production processes. Music coursesMeanwhile, it reveals a shift towards experience and live, in a context where streaming, remuneration and relationship with audiences are profoundly redefining the balances of the sector.
La Fashion And creation exemplifies the interplay between narrative, desire, and responsibility, between the assertion of universal brands and growing demands for traceability and impact. In the realm of immersive technologies, French Touch Vision highlights a still-emerging territory, rich in innovations and new cultural forms, whose economic models remain under construction. Finally, the visual arts, publishing, and heritage also bear witness to rapid transformations: evolving digital practices, renewed distribution methods, expanding audiences, and hybridizing formats.
By offering this sectoral perspective, the book demonstrates that, despite their specificities, all these fields are undergoing the same structural changes. This approach allows us to understand the creative economy as a coherent and interdependent whole, rather than a mere collection of sectors, and to assess its cultural, economic, and strategic implications.
Expected in bookstores from May 15th, French Touch Vision presents itself as a milestone in an ongoing reflection. By offering access now to a selection of excerpts online, the book invites readers to gradually engage with its approach and adopt its analytical frameworks. More than a diagnosis, it positions itself as a tool for projection, designed to inform the debates, strategies, and practices of the creative economy. It is an invitation to delve deeper, for those who wish to understand the transformations underway and participate in shaping their possible futures.
