B2B messaging, go-to-market, and AI marketing: articles & insights.
Frameworks, case studies, and practical analysis. No filler content.
The AI engine doesn’t search for your question. It writes its own.
An AI engine doesn’t search the buyer’s question. It rewrites it, often into English, sometimes doesn’t search at all. What the logs show.
AI Overviews: 23.1% Fewer Clicks in France, and a Blind Spot No One Measures
Google’s AI Overviews are cutting B2B clicks in France (−23.1%). Why the click is no longer the unit, and how to become the source AI...
Your site isn’t invisible to AI. It’s unreadable.
An AI engine can say what your company does, not what sets it apart. The three stages where your positioning vanishes, and the thirty-second test.
876 impostors: what your AI traffic really hides
Over thirteen days, 876 of 1,129 visitors claiming to be AI were lying. What identity verification changes about your error rate and your referrals.
12 February 2026: twenty-four LinkedIn engineers publish the model that ranks the feed. LinkedIn conversations have been discussing something else ever since.
That document has been freely available for five months. What the market discusses is a different text: an engineering blog article published a month later,...
Your prospect asks Gartner and ChatGPT the same question. Are you in both answers?
This image came to me mid-conversation, during an interview with Thomas Pontiroli, a journalist at Les Échos, about our Observatory. I was trying to explain...
No, Your AI Costs Aren’t Exploding. You Just Aren’t Steering Them.
A runaway AI bill isn’t a fact of the market, it’s the absence of routing. What Anthropic documents, and what 13 agents in production actually...
GEO in 2026: Is Your Website Citable by AI?
GEO (Generative Engine Optimization) is changing the game in marketing. If your site isn't citable by AI, it's invisible.
Generative AI and Messaging: Automate Without Losing Your Voice
AI speeds up B2B content production, but it destroys what makes you recognisable. Where to draw the line between efficiency and erasure.
Is your messaging holding you back?
Take the Messaging Health Check: 5 questions, 2 minutes, an instant diagnostic.
Take the test →