Skip to main content

training

Understand, embody, activate

A triptych of three short courses on brand visibility in generative answer engines, taught by Antoine Heftler and delivered through Gloria for Business. Each module can be taken on its own.

A growing share of searches no longer ends in a list of links but in a written answer. The assistant picks a few sources, produces a synthesis, cites some brands and ignores others. A digital channel has opened, with its own rules and its own metrics — most organisations have not yet opened it on their side.

Three modules, one progression

Diagnose, hold your voice, move to action.

Module 01

GEO primer

Understanding the new visibility engines in the generative AI era

2h

What actually determines whether an organisation is cited in a generated answer — how the tool searches its sources, what it keeps from a piece of content, why it favours one actor over another, and why it sometimes attributes information to the wrong brand.

By the end, you will

  • Understand how an answer engine searches, selects and returns information
  • Place GEO next to SEO: differences and complementarities
  • Spot the factors that favour citation of a piece of content
  • Assess for yourself your organisation's presence in the main AI tools

The course gives a central place to direct observation, with an exercise run on participants' own organisations.

See the course on Gloria
Module 02

AI and brand identity

Keep a singular, identifiable voice in an ocean of automated content

2 to 3h

Trained on very large volumes of content, AI spontaneously produces an average language — stock phrasing, even rhythm, visual worlds that look alike. The issue is no longer to produce more, but to stay identifiable as volume grows.

By the end, you will

  • Tell a brand's language apart from what an AI tool offers unprompted
  • Formalise a recognisable voice: tone, vocabulary, rhythm, stances
  • Build a reusable brand prompt and adjudicate generated content
  • Understand how answer engines return your voice, and what widens the gap

Also covers text-image coherence and how personas evolve.

See the course on Gloria
Module 03

AI as a new digital channel

Influence, acquisition and conversion

3h

Assistants describe a company, compare it with competitors, point to a provider, and start triggering actions in the user's place. A channel has opened, with its own rules — it is steered like the others.

By the end, you will

  • Distinguish the three layers of the channel — influence, acquisition, conversion
  • Understand the shift from keyword to intention expressed in context
  • Assess what makes an offer readable and selectable by an agent
  • Build an action plan on four dimensions: strategic, operational, human and technical

Full diagnostic on a sector red-thread case, then transposition onto participants' organisations.

See the course on Gloria

The sequence

  1. 01Diagnose
  2. 02Hold your voice
  3. 03Move to action

Each module can be taken on its own, but the full sequence is seven to eight hours of training.

Antoine Heftler, co-founder of ResonanceMetrics

the trainer

Antoine Heftler

Antoine Heftler has spent more than twenty years helping companies with marketing strategy, digital transformation and artificial intelligence. A GEO expert and co-founder of ResonanceMetrics, he works on how brands can strengthen their visibility, distinctiveness and influence inside generative answer engines.

LinkedIn profile

The three courses are delivered through Gloria for Business. Registration, logistics and invoicing sit with them. Each link on this page opens the matching course page.

Gloria for Businessgloriaforbusiness.com

For a tailored format or an in-house session, contact ResonanceMetrics directly.

Contact us