From SEO to GEO: How L’Oréal Is Rewriting the Rules for AI‑First Discovery

From SEO to GEO: How L’Oréal Is Rewriting the Rules for AI‑First Discovery

AI agents aren’t a future “what if” – they’re already reshaping how consumers find and choose products. Hannah Bowler dives into L’Oréal’s shift to Generative Engine Optimization and what it means for search, content, and the in‑store experience.

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AI agents are changing the way consumers discover, research and make purchasing decisions, the result is that brands are being forced to rethink their entire digital presence. For L’Oréal, that shift is already underway. 

The beauty company’s chief digital marketing officer for UK and Ireland, Laetitia Raoust, says AI agents are no longer a future consideration but an active part of today’s consumer journey.