Our AI field notes from daily use of AI in marketing
The question is no longer whether to use Gemini or ChatGPT...
Choosing between Gemini and ChatGPT has become secondary for business performance. The real value now lies in integrating business data, structuring processes, and governing usage to transform AI into a genuine productivity lever.
Your Brand's Presence in LLMs No Longer Depends (Only) on Content Quality
Visibility on LLMs like ChatGPT goes beyond traditional SEO. To stand out, brands must now manage their reputation across the entire web ecosystem and bridge the semantic gaps separating them from their preferred topics.
Can AI-Generated Text Be Identified?
Discover why simple AI content generation is no longer enough at an industrial scale. This article analyzes the visible and invisible traces left by LLMs and proposes a rigorous post-production method to guarantee the technical and editorial quality of your publications.
SaaS is dead, long live SaaS!
The SaaS model is not dead; it is undergoing a profound structural mutation where value is shifting from the interface to the result. Discover how AI is redefining barriers to entry and how to arbitrate your software portfolio between proprietary solutions, in-house developments, and AI agents.
Hire Web Seniors: They Are Best Equipped to Leverage AI
AI turns technical execution into a commodity, but it does not replace experience. Web seniors, with twenty years of practice, possess the mental models needed to pilot these tools with surgical precision and avoid costly structural errors.
Watch Your Stats, Your Audience Will Grow: 2000s SEO Advice That Withstands AI
In the age of generative AI, the discipline of audience data analysis remains the most powerful growth lever. A look back at a rigorous method of monitoring statistics to transform Search Console signals into concrete, sustainable action plans.
Managing a Longtail SEO Strategy with AI: Optimizing Your Keyword Clustering
Manually processing thousands of keywords hinders SEO performance. Discover how combining clustering algorithms and generative AI transforms a raw list of over 10,000 queries into a coherent, structured content strategy ready for editorial production.
You Post, Publish, Sponsor... and Nothing Moves: Time to Rebuild Your Organization!
Increasing LinkedIn posts and ad budgets no longer guarantees growth. Lack of results stems from a missing link between offer and conversion. Discover how to structure your business applications with AI to transform your marketing into a predictable revenue engine.
Never Entrust to AI What Can Be Done by Mathematical Calculation!
Generative AI is not a calculator. For your SEO strategies or business tools, hybridizing linguistic probability with mathematical rigor is the key to avoiding numerical hallucinations and reducing your operational costs.
WebMCP: What if your website became nothing more than a simple dialogue interface?
The Web Model Context Protocol could transform websites into dialogue interfaces between customers, brands, and AI. Here is what this changes in practice and how to prepare for it.
My plumber taught me a valuable lesson
A leak fixed in 15 minutes by a plumber after 2 hours of fruitless effort. This is exactly how AI changes things in the hands of an operational expert: no magic, just time saved and more reliable results.
Agentic AI is for experts. For everyone else (including myself), we need interfaces!
Everyone is talking about AI agents, but few are actually using them. Agentic AI remains complex and abstract. The real challenge isn't getting everyone to use agents, but making them accessible through business interfaces and back-offices.
Our advice for working effectively with AI
AI transforms production capacity but shifts the bottleneck to project management. Discover how to organize your workflow, prioritize tasks using agile methods, and turn your strategic monitoring into concrete actions to maximize your return on investment.