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