AI and E-commerce: Essential White Papers for 2026

Digital Strategy and Visibility

The impact of generative AI on online visibility is undeniable. Search engines that integrate these technologies are capturing an increasing share of web traffic, thereby influencing consumers' purchasing decisions. Google reviews continue to play a crucial role in this process, and written communication within companies is undergoing a radical transformation. Three white papers offer valuable insights for adapting strategies to this new digital environment.

GEO: The Expert Guide to Being Cited, Understood, and Preferred by AIs, by AWi

The agency AWi offers a comprehensive guide to adjusting visibility strategies in the era of generative search engines. The primary goal is no longer simply to achieve a good ranking on Google, but to become a reliable source for AIs like ChatGPT, Perplexity, Claude, or Gemini. The guide explores how these engines work, provides methods for assessing visibility in AI-generated responses, and proposes strategies to optimize E-E-A-T signals. It also includes a checklist of 10 quick actions, a 30-day action plan, and the GEO KPIs to monitor monthly.

How Generative AI is Transforming Professional Written Communication, by Lefebvre Dalloz Compétences

The white paper from Lefebvre Dalloz Compétences examines how generative AI is changing writing practices within companies. The document explores concrete applications of AI across various services, presents the main tools available on the market, and addresses essential ethical questions such as algorithmic bias, editorial responsibility, and data privacy. It also proposes a methodology to frame these uses internally through charters and validation protocols.

The State of Google Reviews in France in 2026, by Geolid

To understand the motivations behind positive or negative reviews left on Google, Geolid analyzed 689,000 reviews over a 90-day period, covering more than 144,000 business listings from 227 brands across 18 sectors. The study employs semantic analysis to identify recurring expressions and link them to the ratings given. It provides a sectoral overview with concrete recommendations for improving online reputation.

Trends: Influence, Social Media, and E-Commerce

The sectors of influencer marketing, social media, and e-commerce are experiencing rapid changes, driven by social commerce, generative AI, and new shopping behaviors. These white papers provide a detailed overview to anticipate developments and adjust strategies ahead of the new season.

Influencer Marketing Trends 2026, by Stellar Tech

For the past four years, Stellar Tech has been analyzing influencer marketing. In its 2026 edition, the platform identifies major trends redefining the sector: the rise of social commerce, the gradual integration of AI, the increasing power of co-creation, and the diversification of influencer profiles. This overview is enriched by quantitative data and contributions from over 20 international experts from major brands such as L’Oréal, Coca-Cola, and Omnicom. A comprehensive guide to anticipate changes and adapt influencer strategies in a full-funnel approach.

The 8 Social Media Trends to Watch in 2026, by Swello

In 2026, the rules of the game on social media are evolving: algorithms now prioritize invisible engagement (shares and saves rather than likes), platforms are transforming into full-fledged search engines, and social commerce is accelerating. Swello presents in an infographic the 8 major trends that will shape the social media landscape this year, from the return of long formats to the reasoned use of AI, including the rise of conversational networks and co-creation as a community lever. A condensed and actionable format to adjust strategies without delay.

The Spontaneous Change: E-Commerce Trends 2026, by AB Tasty

In just one year, the use of generative AI as a product discovery channel has increased by 75%, and impulsive buying behaviors have tripled among online shoppers. To analyze these transformations, AB Tasty surveyed 6,000 consumers across 5 countries (United States, United Kingdom, France, Italy, and Australia). This ebook deciphers new discovery journeys, triggers for purchase, and major sources of frustration. A complete section is dedicated to generative AI, addressing adoption by generation, the level of trust in recommendations, and optimization challenges to make brands visible in LLM responses.

Video Advertising and Moderation

As video becomes the central format of brand strategies, the issue of online content moderation is also becoming an increasing concern for social media teams. Here are two data-driven studies to understand the current practices and what is happening on the platforms.

The Great Video Advertising Benchmark, by Orixa

From Netflix to TikTok, how have brands repositioned their video advertising investments over the past three years? Origine by ORIXA answers this question with a benchmark based on 100 real campaigns conducted between 2023 and 2025. The study maps out the four major investment territories (AVOD, BVOD, SVOD, and Social Video), analyzes the new KPIs that structure performance measurement, and documents the rise of non-traditional formats. Quantitative data allows each brand to position itself relative to the market.

Online Interaction Observatory, by Bodyguard

Bodyguard publishes the second edition of its Online Interaction Observatory, based on the analysis of 14.3 billion comments collected across 8 social platforms (Facebook, Instagram, TikTok, X, YouTube, Twitch, LinkedIn, and Discord) between January and December 2025. The report breaks down, category by category, the hate speech recorded, distinguishing insults, racism, LGBTQIAphobia, and body shaming, with data on volume, platform distribution, and temporal peaks correlated with current events. It also introduces two new indicators to measure the risk of a post generating hateful comments and the average time before the first toxic message appears.

Regulation and Cybersecurity

With the reform of electronic invoicing, the first obligations of which come into effect as early as September 2026, and the rise of cyber threats increasingly targeting SMEs, the upcoming season promises to be busy on the compliance and security front. Below are two white papers to help you prepare.

Reform of Electronic Invoicing: Everything You Need to Know About the Approved Platform, by Open Bee

The reform of electronic invoicing imposes a new regulatory framework on all French companies subject to VAT, with a first deadline set for September 1, 2026. In this guide, Open Bee deciphers the mechanisms of the new system: the mandatory electronic formats, the abandonment of the Public Invoicing Portal as an exchange platform, and the central role of Approved Platforms, the only exchange actors.