My second book (sort of)

Luxury & AI

My take on the specific topic of GEO — or Generative Engine Optimization

This book is not my book per se: I contributed a few pages to it. Still, the point is I was involved.

Paris School of Luxury co-founder and Journal du Luxe Managing Director Eric Briones actually wrote the book, along with fellow writer Anaïs Duquesne. As a Paris School of Luxury teacher & Master program head, as well as contributing writer to Journal du Luxe, it was not entirely absurd that I should be part of it, but I was not exactly the only one on the list either.

Stars of the luxury world wrote in the book, including LVMH CIO Franck Le Moal as well as people from L’Oréal, Kering, Clinique, Gemmyo… and me. The book is structured around key disruptive forces in today’s luxury, including the technological one spearheaded by AI. In that context, I wrote a piece about a rather exciting topic — because no one truly knows what it will eventually look like: GEO, or SEO in AI.

In other words, how can a brand ensure that it will be mentioned in answers to user prompts on ChatGPT or Claude? Elements of the formula, in line with traditional SEO best practices, can be somewhat surmised. But a lot of it is still guesswork, because a) Generative AI is still in its infancy and it will no doubt evolve drastically in years to come; b) no matter how sophisticated we get, there will always remain a black-box aspect to the way AI works — that is its whole point.

So there you have it. Enjoy — my piece and the rest of the book!