Inside VivaTech: AI Discovery, GEO and the New Attention Economy

VivaTech's discussion on the transition in search and marketing at their three-day conference highlights the shift towards audience ownership and engagement. This shift means that website owners in the fashion and beauty industries must adapt their strategies to focus on building direct relationships with their audience, rather than relying solely on large platforms. With the rise of AI discovery and GEO technologies, website owners can leverage these tools to create more personalized and engaging experiences for their users, ultimately driving greater ownership and loyalty. To capitalize on this trend, website owners can take several actionable steps: track AI bot traffic to their sites to understand how users are interacting with their content, update their llms.txt files to reflect changes in their audience engagement strategies, and utilize GEO technologies to create location-based experiences that foster deeper connections with their audience.