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From rankings to recommendations: why traditional SEO won't be enough in 2026

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From rankings to recommendations: why traditional SEO won't be enough in 2026
- December 23, 2025
From rankings to recommendations: why traditional SEO won't be enough in 2026

A CEO is looking for a new financial partner. Three years ago, he would have opened Google, typed in “fiduciaire Genève” and clicked on the first blue link. Today? He opens ChatGPT or Perplexity and asks: “What's the best fiduciary in Geneva for a growing SME with sales of CHF 5 million?”. La.. Read more

15 key AI figures for B2B marketing in Switzerland
- December 12, 2025
15 key AI figures for B2B marketing in Switzerland

B2B marketing in Switzerland has traditionally rested on solid pillars: expertise, trust and the quality of human relationships. Yet the age of Artificial Intelligence (AI) is redefining the way these relationships are initiated and nurtured. Far from being a gadget or a threat, AI is now seen as an indispensable lever for moving from a marketing... Read more

Leader's guide: 3 steps to transform technological fear into mass adoption
- November 18, 2025
Leader's guide: 3 steps to transform technological fear into mass adoption

The acquisition of a new technology (software, AI, collaborative tool) represents a crucial strategic decision. However, a brilliant technology that is poorly received by teams quickly turns into a wasted investment. The leader's role doesn't stop when the cheque is signed; it starts right from the announcement. Successful deployment of a new system is not technical, it's... Read more

Invisible emotions in AI adoption
- November 7, 2025
Invisible emotions in AI adoption

Artificial Intelligence (AI) has become the strategic imperative of this decade. As an executive, you invest in sophisticated algorithms, massive data platforms and technical training, because you know that AI represents the key to optimizing costs, personalizing the customer experience and staying competitive. Yet we see a frequent paradox at Smart Impact: projects that are technically... Read more

Employee resistance to new digital tools: how can we support them?
- October 17, 2025
Employee resistance to new digital tools: how can we support them?

There's a paradox we regularly observe: the arrival of a new tool, even the most ergonomic, often generates not enthusiasm, but a subtle form of anxiety or resistance among teams.

What ChatGPT will never tell you....and what we think about it
- June 17, 2025
What ChatGPT will never tell you....and what we think about it

More and more customers think they know better than their agency thanks to ChatGPT. Here's why this delusion can be costly.

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