It’s already happening. With the arrival of Google’s AI Overviews and responses generated by ChatGPT, we’re entering a world where information—and tomorrow, action—is disintermediated. We no longer search. We get a direct answer. And soon… we’ll delegate the action to an AI agent.
At our clients, we’re already observing very clear signals:
- 🔎 Their content (blogs, guides…) are exploding in impressions on Google
- 🚫 But clicks to their site are dropping
- ➡️ AI extracts informational content, reformulates it, and provides a direct answer.
SEO still gives you great visibility and GEO (AI search/Generative Engine Optimization) is increasingly taking up space in the customer journey.
Tomorrow, we’ll ask an AI agent:
- 📦 “Find me a hotel with a spa for this weekend in the Ardennes”
- 📦 “Buy me a pair of white sneakers size 43 for less than €100”
- 📦 “Compare GEO agencies in Belgium and contact the most relevant one”
And it will execute by suggesting options directly to the user without them having to visit your site. We’re moving from a search engine to a solutions engine.
Recommendation, The New Key to Performance
And those who stand out won’t just be the best referenced… But also the best recommended.
🎯 In this world, the difference is no longer just about keywords. It’s about:
- ✅ The strength of your brand (presence, e-reputation, external signals)
- ✅ Your ability to appear in AI answers, not just in search results
- ✅ A combined SEO + GEO strategy to address both humans and agents
👀 So yes, only 23.8% of Belgians currently use ChatGPT (source: MeltWater / We Are Social – July 2025).
But like social media in 2008, the shift has begun.
It’s better to be ready now than visible too late.
What about you, does your digital strategy also address the engines / AIs… that no longer click?