What’s new in Tech PR

Generative engines no longer just rank pages. They interpret brand identities. Understanding this shift is essential to build a narrative that can be cited and recommended by AI.

In B2C, AI helps users shortlist before buying. In B2B, it helps structure selection criteria and prepare RFPs. This shift changes what content you must publish, what proof you must show, and why PR becomes a key GEO visibility driver.

With AI search, visibility is no longer driven by clicks—it’s driven by recommendation. More decision-ready intent, sometimes higher-quality traffic, and amplified zero-click journeys: here’s what GEO changes for lead generation and conversions.

This is the question of the hour: SEO or GEO? In 2026, a growing share of online searches no longer happens “inside Google”, but through AI-powered conversational interfaces such as ChatGPT, Gemini, Perplexity or Copilot. As a result, brands must no longer “just” be...

Less grading, more teaching. Ed.ai is making waves with its AI-powered tool for educators — and now, it’s caught the eye of France Info.

What happens when a single article sparks an unexpected wave of media coverage? This behind-the-scenes case study follows how a Figaro feature led to a national radio interview — and unpacks the hidden dynamics that turn one PR success into a chain reaction.

We never expected to assist the General Manager of a client company in such a situation. Michèle Hallak, General Manager France of Feedzai, was the target of an online scam attempt using AI technologies, specifically one called deepfake. What happened? How did we turn...

Unsurprisingly, the democratization of access to and use of conversational AIs such as ChatGPT, Mistral, DeepSeek, Claude, or Microsoft Copilot is reshaping the press relations (PR) sector. At the intersection of multiple corporate functions (communications,...

The evolution of the press release (PR), the central tool of press relations, over time bears witness to its adaptation to changes in the media, technologies and journalists' expectations. Here are just a few of the milestones in its evolution 1. The origins of the...