Skip to Main

How companies approach configuring their marketing technology can spell the difference between success and failure.

Nicolas de Bellefonds is a member of BCG X, Boston Consulting Group’s tech build and design unit, specifically leading global efforts in building cutting-edge AI and digital systems that go beyond prototypes to transform clients’ core businesses. He also leads the firm’s work in digital and data-driven consumer engagement, and he is a core member of our Consumer and Marketing, Sales & Pricing practices. Nicolas joined BCG in 2006.

Nicolas specializes in leveraging digital, data, and advanced analytics to encourage revenue growth through digital marketing, targeted advertising, CRM, e-commerce, and omnichannel distribution.

His recent projects have included the transformation of the digital marketing capabilities of one of the world's largest FMCG's (including the transition to data-driven and programmatic marketing); the acceleration of top-line growth of a European Airline through personalized offers and digital marketing; and the personalization of pricing through advanced analytics for a B2B retailer.

Prior to joining the firm, Nicolas worked in financial auditing and transaction services at Ernst & Young and with Baracoda, a start-up specializing in wireless devices.

AREAS OF EXPERTISE

EDUCATION

  • MSc, Industrial Engineering, Ecole Centrale Paris

Publications and Videos

" "

Achieving Cost Excellence in Europe, the Middle East, and South Africa

BCG research reveals what sets a select group of leaders apart. Here's how to join them.
" "

Where’s the Value in AI?

Only 22% of companies have advanced beyond the proof-of-concept stage with AI, and only 4% are creating substantial value. Our new research reveals important insights about what leaders are doing right.

How Heineken Is Using AI to Redefine Its Growth Strategy

Heineken’s data and AI makeover has led to transformative growth. Partnering with BCG, the company developed cutting-edge promotion methodologies and AI-powered solutions. Heineken’s Ronald den Elzen shares his insights on the company’s wide-ranging AI strategy.

Companies’ GenAI Maturity Is Evolving

BCG’s Nicolas de Bellefonds says 2023 was the year of experimentation and 2024 is the year of transformation.

" "

AI at Work 2024: Friend and Foe

In the past year, workers’ confidence in GenAI has grown. So has their fear of job loss. Companies can address these dueling perspectives through deliberate thought and strategic action.
" "

What GenAI’s Top Performers Do Differently

Generative AI has vast potential, yet only about 10% of companies apply it at scale. We explain how those leaders succeed—and how other companies can catch up.
" "

BCG AI Radar: From Potential to Profit with GenAI

BCG’s survey of 1,400+ C-suite executives reveals that GenAI is quickly changing the way companies do business—and big gaps are emerging between the winners and the observers.
" "

Turning GenAI Magic into Business Impact

The technology is a marvel, but leaders are ready to see results. Here are three value plays organizations should make now.

Celebrating One Year of BCG X

BCG X is a real tech company within BCG—and much more. Join us as we continue to broaden the solutions we deliver to clients and revolutionize entire industries.

" "

What’s Dividing the C-Suite on Generative AI?

Despite the Generative AI hype, more than 50% of executives are deeply worried about incorporating it into their operations and so discourage its adoption.
" "

How CIOs Can Create Value with Generative AI

Big tech companies have long deployed their innovations internally first. Others should follow suit to seize on GenAI’s potential.

What’s Possible: GenAI and Consumer Packaged Goods

Nicolas de Bellefonds explains how generative AI will transform the consumer goods industry, bringing changes across personalization, innovation, and deeper customer relationships.