The FMCG Guys 253. Gael Peigné, VP Strategic Marketing at Shalion: From SEO to GEO. The New Visibility Paradigm for Brands
Jul 16, 2025
50:14
Watch this episode on YouTube: https://youtu.be/dS0N6LYRiMk
Gael Peigné, VP Strategic Marketing at Shalion, is back on the show to explore how AI—especially Large Language Models (LLMs)—is transforming the way consumers discover and buy products. We dive into the evolution of Food Service Aggregators (FSAs), the rise of autonomous agents in eCommerce, and how brands need to rethink digital visibility in a world where search is becoming conversational. From Generative Engine Optimization to the future of retail media, Gaël unpacks what brands must do to stay relevant as technology reshapes the path to purchase.
Tune in to learn about:
- How FSAs like Deliveroo and DoorDash are evolving into multi-service platforms
- Why LLMs and AI agents are disrupting the shopper journey
- The shift from keyword-based SEO to Generative Engine Optimization (GEO)
- How retailers and brands can prepare for agent-led commerce
- What structured data and AI-readability mean for product content strategy
- Why the future of retail media could be embedded in LLMs like ChatGPT and Amazon Rufus