Told by Emmanuel Dollé, founder and CEO. 25 years understanding how decisions are made — and why generative AI demands a new discipline today: GEO.
« The decision is now made inside the answer. Before any click, before any site visit, before any interaction with the brand. »
I spent over 25 years working on a single question: how decisions are made — and when influence actually happens. I started in a major French automotive group, then spent 17 years at Google and Meta across France, EMEA and the US, before joining a French AI scale-up. At every stage, I watched the rules being rewritten — the rules that determine what a brand becomes in the minds of its customers.
Throughout that journey I witnessed two major shifts: the collapse of traditional purchase funnels and the rise of digital platforms shaping discovery. But what is happening today with AI is different. It's not an evolution. It's a rupture. Language models are not just one more channel to optimize — they are the new decision layer.
When large language models emerged, I noticed something simple: people stopped searching, they started asking. The decision was already made inside the answer — before any click, any site visit, any interaction with a brand. The funnel collapses into a single generated sentence. And most brands have no visibility into it.
I looked for tools to understand this new reality. Most replicated the old '1 prompt = 1 answer' logic. But people use AI through entire conversations: they question, refine, compare, push back. That gap is exactly what Bubbling closes.
First years studying the real mechanics of purchase decisions — how a customer moves from interest to choice.
Leadership roles across France, EMEA and the US, at the heart of the platforms that rewired discovery, search and digital advertising.
First-hand exposure to the rupture caused by LLMs: the decision is no longer made inside the search result, but inside the generated answer.
Launch of the GEO platform to measure and influence brand selection inside AI conversations — the new decision layer.
