During this plenary session, we'll illustrate how generative AI is transforming the daily lives of digital professionals, illustrated by a concrete case in the SEO field. We'll present an overview of the current state of generative AI, then David Sérandour, Digital Director of Maison Berger Paris, will share his feedback. This session will be followed by a masterclass at 2:45 p.m. to present the concepts presented in a very concrete way.