Artificial Intelligence

False AI claims: protect your B2B brand

Have you ever asked a conversational agent or chatbot a question about a company… only to get an answer that was completely off track? You’re not alone. These errors are far from trivial. They can seriously damage a brand, especially in B2B, where trust takes…. Read More

Published by : Claude Malaison, on October 20th, 2025.

Categories : Artificial Intelligence, Branding

B2B online search: from attention to intent in the age of AI

Just a few years ago, B2B online search was like a well-organized catalog: you entered a keyword and Google presented the options. Today, that catalog no longer exists. Instead, artificial intelligence synthesizes, reformulates, and chooses for you. And if you want your customers to still…. Read More

Published by : Claude Malaison, on September 19th, 2025.

Categories : Artificial Intelligence, B2B Marketing, B2B online search, Intent Marketing, SEO

Agentic AI and B2B search behavior: are you ready for the shock?

You've probably already asked a generative AI to write an email, summarize an article, or generate a B2B marketing idea. But now imagine an AI that does more than just respond. An AI that acts on your behalf. That's agentic AI. And it's about to…. Read More

Published by : Claude Malaison, on June 25th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Customer Experience (Cx), Intelligence artificielle, Marketing B2B, Marketing Research, Martech

Language model optimization: your content strategy must go beyond SEO

Do you still believe that Google is the only way to access your content? What if a growing portion of your audience no longer uses traditional search engines, but instead relies on artificial intelligence such as ChatGPT, Perplexity, or Claude? This is precisely what language…. Read More

Published by : Claude Malaison, on June 18th, 2025.

Categories : Artificial Intelligence, Content Marketing, Intelligence artificielle, Marketing de contenu, Référencement – SEO, SEO

B2B focus group: when AI joins the table (and doesn’t even drink coffee)

How many artificial intelligences does it take to run a B2B focus group? Just one! It creates the group. Then it plays the participants and finally moderates the discussions. And it does so without ever asking for a coffee break. Or blueberry muffins. Joking aside,…. Read More

Published by : Lynda St-Arneault, on June 16th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Marketing Research

An unverified B2B statistic is a myth disguised as truth

The illusion of instantaneous credibility Do you really validate every B2B statistic you share, which increasingly comes from generative artificial intelligence? It's tempting, we know. In a matter of seconds, a text is written, structured and supported by figures that give a rigorous look to…. Read More

Published by : Claude Malaison, on May 26th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Blogging, Content Marketing

GEO: Generative Engine Optimization, the new frontier of SEO

With the rise of artificial intelligence, search engine optimisation is no longer limited to traditional search engines such as Google and Bing. Now, generative engines such as ChatGPT, Claude, SGE, Gemini and Perplexity are shaping the way information is found and consumed. GEO (Generative Engine…. Read More

Published by : Claude Malaison, on March 12th, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Marketing B2B, Référencement – SEO, SEO

How voice search is transforming B2B marketing

B2B marketing goes voice: are you ready? A few years ago, talking to a machine was science fiction. Today, many search engines such as Google and Bing answer our questions by voice, even in a professional context. In B2B, the voice search revolution is underway,…. Read More

Published by : Lynda St-Arneault, on February 11th, 2025.

Categories : Artificial Intelligence, Automation, B2B Marketing, Martech, SEO

B2B branding: take a leading position in your markets!

In the complex world of B2B business, the power of a strong brand is often underestimated. Yet B2B branding plays a crucial role in companies' long-term success. This post explores the importance of branding in the B2B sector. But also its essential components and strategies…. Read More

Published by : Claude Malaison, on July 3rd, 2024.

Categories : Artificial Intelligence, B2B Marketing, Branding B2B, Marketing automation, Marketing B2B, Marque en B2B, Marque et image

B2B digital marketing: AI and the decline in quality of Google services

These are the two topics I'm going to cover in this post on B2B digital marketing. Have you noticed? Is the quality of services offered by Google and many other GAFAMs increasingly declining? On the digital marketing planet, we talk about "enshittification". It's a term…. Read More

Published by : Vincent Cloutier-Naud, on June 4th, 2024.

Categories : Artificial Intelligence, B2B Marketing, Digital marketing, SEO