Online search is undergoing a major transformation. Between the rise of generative AI, the growing influence of platforms like ChatGPT and Perplexity, and Google’s “AI Overviews,” the gateways to information and to purchase are multiplying.

But what does this fragmentation really mean for retailers? And how can they adapt their SEO and content strategies today to stay visible in a world where consumers don’t always “Google” their answers anymore?

In this conference, Gabriel Tassé demystifies the concrete impacts of AI on search, explores the innovations reshaping purchase journeys, and shares his vision of the SEO of tomorrow: an approach designed to be found, understood, and chosen, no matter where the search begins.