{"id":85994,"date":"2026-11-04T16:38:25","date_gmt":"2026-11-04T15:38:25","guid":{"rendered":"https:\/\/www.iligo.fr\/?p=85994"},"modified":"2026-11-04T16:43:30","modified_gmt":"2026-11-04T15:43:30","slug":"iligo-irep-forum-gen-ia","status":"publish","type":"post","link":"https:\/\/www.iligo.fr\/en\/iligo-irep-forum-gen-ia\/","title":{"rendered":"IREP Forum \u00ab\u00a0GEO, le nouveau paradigme : quels enjeux, quelles mesures ?\u00a0\u00bb"},"content":{"rendered":"<h5 style=\"text-align: left;\">C\u00e9line Pasquier COO d&rsquo;iligo et Matthieu Quillet, Head of Digital Marketing de media FIGARO ont ouvert la matin\u00e9e de l\u2019IREP Forum consacr\u00e9e au GEO \u00ab GEO, le nouveau paradigme : quels enjeux, quelles mesures ? \u00bb<\/h5>\n<p>&nbsp;<\/p>\n<p>Le mardi 3 novembre, notre intervention croisait les enseignements du Barom\u00e8tre Gen-lA d\u2019iligo fait en collaboration avec <strong>Media FIGARO<\/strong> avec ceux d\u2019audits GEO pour comprendre comment les Fran\u00e7ais interrogent I&rsquo;IA&#8230; et comment celle-ci leur r\u00e9pond.<\/p>\n<p>&nbsp;<\/p>\n<p>En effet, on ne cherche plus avec des mots-cl\u00e9s standardis\u00e9s comme en SEO. On prompte, et la fa\u00e7on de formuler sa demande change la r\u00e9ponse que l&rsquo;IA donne et ses recommandations.<\/p>\n<p>&nbsp;<\/p>\n<p>The <strong>Barom\u00e8tre Gen-IA<\/strong> identifie <strong>3 grands types de prompteurs<\/strong> sur les outils d\u2019IA :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-85996 aligncenter\" title=\"Trois fa\u00e7ons d\u2019\u00e9changer avec l\u2019IA\" src=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA-300x165.png\" alt=\"Profils GEO\" width=\"687\" height=\"378\" srcset=\"https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA-300x165.png 300w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA-1024x564.png 1024w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA-768x423.png 768w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA-18x10.png 18w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA-700x386.png 700w, https:\/\/www.iligo.fr\/wp-content\/uploads\/2026\/11\/Trois-facons-dechanger-avec-lIA.png 1536w\" sizes=\"auto, (max-width: 687px) 100vw, 687px\" \/><\/p>\n<p><strong>Les audits GEO confirment que :\u00a0<\/strong><\/p>\n<p>\u2022 Pour un m\u00eame besoin, les trois formulations (M\u00e9thodiques, Curieux, Opportunistes) donnent trois r\u00e9ponses diff\u00e9rentes. Elles varient par les sources, les marques cit\u00e9es et la visibilit\u00e9 des marques.<br \/>\n\u2022 Un seul mot de diff\u00e9rence dans un prompt peut faire basculer la recommandation.<br \/>\n\u2022 Les IA s&rsquo;appuient davantage sur les sources des marques m\u00e9dias que sur les sites de marques. L&rsquo;impact des m\u00e9dias est donc r\u00e9el, mais il est interpr\u00e9t\u00e9 diff\u00e9remment selon le profil de prompteur. Les m\u00e9dias peuvent ainsi \u00eatre activ\u00e9s diff\u00e9remment selon les profils.<\/p>\n<p>&nbsp;<\/p>\n<p>Pour les marques\/institutions, les questions deviennent \u00abSur quelles formulations, pour quels profils, suis-je recommand\u00e9 ?\u00bb, \u00abQuels contenus proposer par types de prompteurs ?\u00bb.<\/p>\n<p>&nbsp;<\/p>\n<p><em>Pour rappel, le barom\u00e8tre Gen-IA d&rsquo;iligo en collaboration avec Media FIGARO questionne les fa\u00e7ons de prompter des Fran\u00e7ais. Il repose sur plus de 2170 interviews (novembre 2025 puis avril 2026), 20h d&rsquo;entretiens individuels, des observations passives de prompts, des tests de r\u00e9ponses IA via des personae synth\u00e9tiques\u2026 L\u2019approche est compl\u00e9t\u00e9e par une analyse de plus de 70 audits GEO r\u00e9alis\u00e9s par Media FIGARO qui montrent comment les diff\u00e9rents comportements de prompting se traduisent dans les r\u00e9ponses des IA g\u00e9n\u00e9ratives.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Pour en d\u00e9couvrir davantage le barom\u00e8tre Gen-IA : <a href=\"https:\/\/www.iligo.fr\/en\/barometre-gen-ia-2026-iligo-media-figaro\/\">Acheter sur les conseils de l&rsquo;IA, un r\u00e9flexe qui s&rsquo;installe\u00a0<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>C\u00e9line Pasquier COO d&rsquo;iligo et Matthieu Quillet, Head of Digital Marketing de media FIGARO ont ouvert la matin\u00e9e de l\u2019IREP Forum consacr\u00e9e au GEO \u00ab GEO, le nouveau paradigme : quels enjeux, quelles mesures ? [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":85995,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[201,316,663],"tags":[],"class_list":["post-85994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites","category-etudes","category-events"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>IREP Forum &quot;GEO, le nouveau paradigme : quels enjeux, quelles mesures ?&quot; | iligo - Research Agency<\/title>\n<meta name=\"description\" content=\"C\u00e9line Pasquier COO d&#039;iligo et Matthieu Quillet, Head of Digital Marketing de media FIGARO ont ouvert la matin\u00e9e de l\u2019IREP Forum consacr\u00e9e au GEO \u00ab GEO,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.iligo.fr\/en\/iligo-irep-forum-gen-ia\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IREP Forum &quot;GEO, le nouveau paradigme : quels enjeux, quelles mesures ?&quot; | iligo - 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