Customer & Marketing
In 2026, digital transformation reaches an unprecedented turning point. Traditional search engines are no longer the sole gateway to websites. Users consult, compare and decide via AI engines such as ChatGPT, Perplexity, Copilot or Gemini. ELLEVATE observes that, in this new journey, the user discovers the offer in a ChatGPT response, compares prices in Perplexity, returns via a shared link, then only clicks on the site at the last moment. As a result, organic traffic seems to decrease, but the conversion rate increases because visitors are better qualified. Generative search engine optimization (GEO) becomes an imperative.
To integrate AI into your digital strategy, you need to adopt a structured approach that combines strategic vision, technological choices and human support. This second part details the steps involved, based on expert testimonials and recent research.
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Traditional KPIs (sessions, average time, page views) no longer measure the same thing. ELLEVATE emphasizes that in 2026, the web is not disappearing, it’s transforming: users no longer systematically go through Google. AI engines summarize and filter information, redirecting a minority of users to relevant sites and increasing the quality of visits. Leads and sales become the key indicators, while traffic is just background noise. Companies therefore need to update their reading grid, prioritize intent and conversion KPIs, and monitor emerging sources of “AI search” or “LLM referral”.
AI revolutionizes search. According to Evergreen Media, AI systems like ChatGPT, Bing Copilot and Perplexity are taking market share from Google and providing conversational answers. A SparkToro survey indicates that Google still processes 14 billion queries a day, compared with 37.5 million for ChatGPT – a ratio of 373 to 1 – but the use of AI engines is growing rapidly. Google’s AI Overviews (SGE) appear in 4.5% to 12.5% of queries, and reduce organic click-through rates by an average of 34.5%. Content must therefore be optimized to be cited by these engines and by AI assistants (Generative Engine Optimization). GEO consists of :
formulate clear, structured and complete content that can be quoted by language models ;
emphasize experience, expertise, authority and trust (E-E-A-T) to become a source of reference;
use structured data (schema.org) to help algorithms extract information;
build a strong brand present on several platforms (website, social media, podcasts): strong brands are more resistant to engine updates;
produce multimodal content (text, images, video) and respond to conversational intentions.
According to the JUPDLC interview, AI integration relies on identifying the areas where it adds value: data analysis, message personalization and automation of recurring tasks. Pierre Seillier proposes four levers for integrating AI:
Content production: generative AI can be used to create articles, video scripts, visuals or social posts. It increases productivity, provides content ideas and facilitates localization. However, editorial control is needed to maintain authenticity and avoid bias.
Ads management: predictive algorithms optimize bids, target audiences likely to convert and automatically generate creative variations. It’s faster to move from iteration to performance.
Analysis of large volumes of data: AI processes large volumes of data (big data), identifies trends and feeds segmentations. It reveals insights that human teams would not be able to detect.
Marketing automation: AIs automate e-mailing, content planning, publication schedule optimization and performance analysis.
To prioritize use cases, it’s a good idea to combine business value and technical feasibility. Here are some common scenarios:
| Domain | IA use cases | Benefits |
|---|---|---|
| Acquisition | GEO-optimized content generation, intelligent ads, hot lead prediction | Increased reach and conversion rate |
| Nurturing and loyalty | Newsletter personalization, conversational chatbots, predictive scoring | Improving engagement and CLV |
| Products & Services | Personalized recommendations, dynamic pricing, virtual assistance | Creating value and customer experience |
| Analysis and reporting | Automated dashboards, anomaly detection, competitive intelligence | Time-saving and rapid decision-making |
| Omnichannel experience | Omnichannel AI agents synchronizing web, social and stores | Consistency and fluidity of the customer journey |
An initial diagnosis enables us to assess available data, skills, organization and technology. Afges insists that digital transformation must be driven by governance and aligned with overall strategy. Involve marketing, IT, data and general management from the outset to define a shared vision.
Make sure your databases are clean, complete and accessible. Establish rules for data quality, security and confidentiality. Invest in an infrastructure capable of storing and processing large quantities of data (cloud, data lake). Adopt governance frameworks (committees, ownership, processes) to prevent the risk of bias or leaks.
Select AI tools tailored to your needs:
General and specialized LLMs: ChatGPT, Claude, Gemini, Mistral ;
Marketing automation platforms: HubSpot, Salesforce Marketing Cloud, Adobe Marketo, offering pre-integrated AI functionality;
Agent orchestration solutions: agent frameworks (AutoGen, LangChain) for composing complex tasks;
Analytical tools: BI and predictive AI platforms for detecting weak signals.
Compatibility and integration with existing tools are essential.
Test your hypotheses on a reduced scope (a campaign, a product line). Define clear KPIs (leads, conversions, cost of acquisition, customer satisfaction) and compare performance with and without AI. For example, if you launch a generative chatbot, measure the reduction in processing time and the increase in cross-selling.
Team acceptance is crucial. According to JUPDLC, it’s essential to understand your audience and maintain the alliance between technology and human expertise. Train marketing teams in AI tools, develop data and prompt engineering skills, and value human creativity. The human aspect should not be neglected: empathy and originality remain differentiators.
Once the pilots have been validated, move on to industrialization: create automated workflows (LLMOps), deploy models on secure environments and ensure maintenance. Monitor performance and adjust models. Anticipate future developments: adoption of autonomous agents (17% of AI value in 2025), integration of multimodality and new regulations (AI Act). Finally, adapt your content to generative engines: structure your articles, add optimized FAQs and strengthen your brand to withstand algorithm changes.
GEO is the art of optimizing content so that it is well interpreted and cited by AI engines. Here are a few best practices:
Cover the search intention in an exhaustive and structured way: a language model looks for complete answers; an anchor article of the “complete guide” type will better answer the query and be cited more often.
Use natural, conversational language: AI models are optimized for human language; avoid unnecessary jargon.
Structure data: Hn tags, short paragraphs, tables for key figures, FAQ at the end of the article; use schema (schema.org).
Reinforcing credibility: social proof, citing reliable sources, highlighting in-house expertise. Content citing studies (e.g. BearingPoint, Microsoft) inspires confidence.
Diversify formats: produce infographics, explanatory videos and podcasts. Multi-modal AIs rely on this content to enrich their responses.
Be present on multiple platforms: social networks, newsletters, podcasts. Brands with a strong presence are more resistant to updates.
Monitor “AI search” traffic sources in your analytics tools: direct access peaks, conversions without an identified channel or mentions of AI in customer feedback. Set up reporting including :
Inbound leads and sales influenced by the site;
Intent KPIs (number of quote requests, registrations, downloads) ;
AI citation tracking: monitor excerpts picked up by ChatGPT or Gemini and optimize content accordingly.
The use of AI must be transparent to users. Explain how you use AI (e.g. to personalize recommendations), obtain RGPD-compliant consents and offer the option to opt out of certain processing. Transparent communication builds trust and acceptance.
Integrating AI into your digital strategy in 2026 is both a necessity and an opportunity. The transformation of customer journeys and search engines means that we need to rethink our approach and our KPIs. Organizations that identify relevant use cases, invest in data governance, train their teams and optimize their content for generative engines will enjoy a sustainable competitive advantage. Finally, the alliance between human expertise and technology remains the key factor: AI must be a creativity amplifier, not a substitute.