Podcast: how brands should speak to AI in order to exist in its answers

I had the pleasure of catching up with my old Ogilvy colleague, Cyril Attias, to talk with him about AI, GEO, and brand presence on conversational engines.

An hour exploring what AI really means for marketing, communications, and influence teams. You will find the list below the video.

A huge thank-you to Cyril for this conversation.

Listen on Deezer (link), Apple Podcasts (link), or Spotify (link). Watch it here:

▶ YouTube video: https://www.youtube.com/watch?v=FjLgmtH7lSc

In this episode, you will find:

→ Zero Click Search: why 60% of internet users (and 80% of 18-to-25-year-olds) no longer click search links → GEO vs SEO: break or complement? What brands really need to understand → AI as a meta-persona: how ChatGPT, Gemini, and Claude interpret your brand before your audiences do → The 3 levers of GEO: sources, brand message, AI-optimized owned media → Why testing your own AI visibility is a mistake (and what to do instead) → Influencers and GEO: intent and context as the new currencies of influence → How companies organize around AI: roles, processes, culture → APO (Agentic Product Optimization): optimizing product pages and job offers for AI → AI paid search is coming: why being present organically now is a unique opportunity → Closing advice for CMOs: curiosity, experimentation, and the ResonanceMetrics platform

Chapters: 00:00 - Introduction and podcast presentation 01:30 - Who is Antoine Heftler? 25 years of digital marketing 04:00 - How GEO was born: the spark 07:30 - 800 million ChatGPT users: the break, in numbers 10:00 - Zero Click Search: 60% of searches with no click 13:30 - AI as the brand's meta-persona 17:00 - GEO vs SEO: complementarity and key differences 21:00 - How to test your AI visibility (without trapping yourself) 25:00 - The 3 levers of GEO: sources, message, owned media 29:30 - Social platforms and indexability by AI 33:00 - Influencers and GEO: intent as the new currency 37:00 - How brands organize around AI 41:30 - Beyond prompting: real AI training 46:00 - ResonanceMetrics: the GEO management platform 50:00 - Sensitive data, shadow IT, and digital sovereignty 53:30 - AI paid search is coming: why act now 56:00 - AI influence: opportunity or threat? 58:30 - Key advice for CMOs over the next 3 years 60:30 - Bedside book and recommended guest: Benoît Sagot (Inria) 62:00 - Conclusion and thanks

All of Cyril's podcasts: https://marketinginfluence.fr

---