L'impact des assistants IA conversationnels dans les décisions d'achat : résultat d'étude et benchmark des solutions GEO du marché

Presentation of the results of a Toluna x STLAR study on the impact of conversational AI assistants in purchase decisions: usage, profiles, influence. Understanding the reasons and issues behind the adoption of these technologies. Optional exploration of SEO versus GEO: practices to keep, and those to change in the new AI-powered search landscape. Complete benchmark of current GEO (Generative Engine Optimization) market solutions. The talk is in "masterclass" format with a presentation of study results and a benchmark, in slide format. The study is recent (June 2025) and the benchmark is regularly updated, offering current insights on the evolution of consumer behavior towards AI assistants and their impact on marketing and commercial strategies.