---
title: "[1to1 Biarritz] Trust, UGC and AI: how Groupe SEB manages customer reviews and AI — Marsanne Studio AI watch"
description: "Groupe SEB explains that it uses AI to translate customer reviews internationally and detect weak signals about its products."
url: "https://marsanne.studio/en/ai-watch/1to1-biarritz-trust-ugc-and-ai-how-groupe-seb-manages-customer-reviews-24cd85/"
lang: "en"
---

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Case study · 9 October 2026

# \[1to1 Biarritz\] Trust, UGC and AI: how Groupe SEB manages customer reviews and AI

Original title, in French: “\[1to1 Biarritz\] Confiance, UGC et IA : Comment le Groupe SEB gère les avis client et l’IA”

**Publication**

Relation Client Mag (France)

**Author**

Martine FUXA

**Published on**

9 October 2026 · read in the page structured data · updated on 9 October 2026

## Summary

In a case-study session at 1to1 Biarritz, Thierry Lecourtier (Groupe SEB) and Julien Paparone (Skeepers) detailed how customer reviews are managed and the growing role of AI. Groupe SEB, which manages more than 1,500 product references across 40 e-commerce platforms, uses machine translation and lipsync to adapt customer review videos into several languages. An internal AI agent scans social media and reviews daily to quickly detect dissatisfaction or quality defects and alert the relevant teams. A joint study by Skeepers and Météoria indicates that 33% of AI-generated answers draw on verified customer testimonials, which is why, according to Julien Paparone, it is important to favour human reviews over synthetic data to optimise brand visibility in LLMs.

Summary based on the full text of the article.

[Read the article on Relation Client Mag →](https://www.relationclientmag.fr/strategies-1255/cas-clients-2136/1to1-biarritz-confiance-ugc-et-ia-comment-le-groupe-seb-gere-les-avis-client-et-lia-37064)

## Figures cited

-   33 %
    
    share of LLM answers drawing on verified customer testimonials
    
    analysis of queries sent to the main LLMs
    
    > « 33 % des réponses générées par les intelligences artificielles s'appuieraient directement sur des témoignages clients vérifiés. »
    
    Source: Étude conjointe Skeepers et Météoria
    

## Classification

**Country**

France, Spain, Italy, United States, Canada

**Company size**

Large companies

**Industries**

Retail and distribution, e-commerce · Industry and manufacturing

**Companies**

Groupe SEB (deploys AI), Météoria (study author), Skeepers (supplier)

**Keywords**

customer reviews, ugc, llm, geo, machine translation, quality department

Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Relation Client Mag and its author. Entry translated from French by Claude Sonnet 5.5.