Interview with Claude Zdanow, CEO of ONAR: The impact of OVM on SEO and the benefits for pioneers

In 2025, the technological revolution shaped by artificial intelligence is profoundly redefining the digital scraping/la-polyvalence-du-scraping-un-outil-mille-possibilites/">marketing landscape. At the heart of this transformation, the Marketing Intelligence Office (MIO) is establishing itself as an essential lever for those who want to stay ahead. In a context where the understanding of traditional SEO is mixed with that of new optimization strategies focused on language models, pioneering companies are facing a unique opportunity. Claude Zdanow, CEO of ONAR, reveals how MIO is disrupting the way brands develop their online presence, offering considerable advantages to the first to adapt. This change, which he calls “a shift from keyword-based search to AI-powered conversation,” encourages deep reflection on the new strategies to adopt. Using concrete examples, such as Nike and Sephora, and discussing their innovative use of AI, this interview opens a window on the future of SEO and digital marketing. Digital pioneers, those who take the risk of exploring this new frontier, may well hold the keys to long-term success in a world where technological innovation is becoming the norm.

The Rise of OVM: Transforming SEO in the Age of Artificial Intelligence

For several years, the adoption of artificial intelligence in the digital scraping/la-polyvalence-du-scraping-un-outil-mille-possibilites/">marketing sector has continued to grow. By 2025, according to a Forrester report, more than 90% of US advertising agencies will be using or actively exploring generative AI. This trend is accelerating with the rise of the Marketing Intelligence Office (MIO), which represents a new stage in the evolution of natural SEO. MIO functions as a nerve center, allowing companies to optimize their content and strategies based on advanced language models. The major difference with traditional SEO lies in the ability to answer questions directly via AI-powered assistants, rather than attracting attention through keywords. Instead of simple positioning, it is becoming crucial for brands to understand how to trust these models to provide tailored and contextual recommendations. The impact of this transformation means companies need to review their strategic approach, with a greater focus on relevance, value, and the ability to anticipate audience intent.

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Digital Pioneers and the Strategic Use of OVM: Examples and Case Studies

Companies that have successfully anticipated the AI ​​wave in 2025 are transforming themselves into true digital pioneers. Nike, Sephora, and Coca-Cola perfectly illustrate this dynamic by using artificial intelligence to transform their digital marketing. Nike, for example, integrated an AI solution to offer ultra-personalized shoe recommendations, thus increasing conversion and customer satisfaction. Sephora has focused on AI-powered virtual try-on experiences, offering unprecedented customer immersion. Coca-Cola, for its part, has not hesitated to launch AI-assisted campaigns, reaching specific segments with hyper-targeted and innovative messages. These innovative strategies, initially explored as experiments, are now resulting in quantitative and qualitative successes. The common thread? The ability to leverage the possibilities offered by OVM to deliver more precise, relevant content tailored to each stage of the customer journey. By adopting these new methods, these digital pioneers are gaining a head start over their competitors, consolidating their position in a constantly changing environment.

The strategies mentioned demonstrate that AI is not limited to simple automation, but is becoming a lever for innovation. The key lies in the ability to incorporate these technologies into the core of the overall strategy, by investing in tools capable of continuous analysis, prediction, and optimization. The question remains: how can we harness this new landscape to turn it into a sustainable advantage?

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Revolutionizing SEO: The Impact of the Shift from SEO to OVM for Digital Businesses

The advent of OVM is fundamentally disrupting the principles of traditional natural SEO. Keyword-based search is gradually giving way to a conversational logic powered by AI. For digital businesses, this means a complete overhaul of their content strategy, with their production now geared more towards creating recommendations, immersive experiences, and contextual content than simple optimization for search engines. The essential difference lies in understanding the user journey and the ability to anticipate their needs even before they formulate their queries. The rise of AI and OVM, illustrated by the evolution of algorithms like Gemini or Claude, requires every brand to question its ability to adapt quickly. While some companies are still struggling to grasp this transition, others have already begun to successfully rethink their strategies, transforming their online presence into a true conversational platform. The challenge? Combining technological innovation and ethics to master this new era of SEO, without falling into manipulation or misinformation.

The future of marketing: the strategic role of the OVM in the growth of innovative companies

In a world where digital marketing must evolve rapidly to keep pace with technological innovation, OVM is emerging as a key strategic tool. Its role is not limited to simplifying analysis or automating content. It allows companies to integrate a proactive approach, geared toward long-term value creation. By using OVM, digital pioneers can anticipate trends, optimize their SEO, and personalize their communications with newfound precision. The ability to leverage these tools across all sectors, particularly e-commerce, healthcare, and consumer goods, paves the way for rapid and sustainable growth. Let’s hear from Claude Zdanow, who emphasizes the importance of “working with systems that respect ethics and transparency.” True strength lies in the ability to combine innovation, expertise, and strategic vision to create a sustainable competitive advantage. https://www.youtube.com/watch?v=3aWHY5jWDJ8

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How is OVM changing the way businesses approach their SEO?

OVM promotes a conversational and contextual approach, prioritizing relevance and personalization, rather than solely keyword ranking. It also requires continuous adaptation to new AI algorithms to remain competitive.
What are the main opportunities offered by OVM for digital early adopters?

Early adopters can leverage OVM to anticipate trends, optimize their content in real time, and strengthen customer engagement through hyper-personalized campaigns. This allows them to stay ahead of the competition in rapidly changing markets.
Are there any risks or limitations to using LMO in digital marketing?

Yes, particularly in terms of transparency, ethics and data manipulation. Companies must ensure that they respect these issues to preserve trust with their audience and avoid any deviation.
Source:

fr.tradingview.com

Écrit par

Kevin Grillot

Consultant Webmarketing & Expert SEO.

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