The fact: on 31 August 2026, the European Commission designated ChatGPT as a “very large online search engine” under the Digital Services Act. It is the first conversational agent to receive this status, in the same legal category as Google and Bing, with 159.1 million average monthly users in the Union over the six months to 31 March 2026, against a trigger threshold of 45 million.

The Codito take: a regulator does not create a behaviour, it observes it. And what it observes is that a growing share of your clients no longer search, they ask. 68.01% of Google searches now end without a single click to a website (SparkToro, Similarweb panel data, January to April 2026), while the rate at which websites are cited in AI answers has gone from 1.6% to 6.8% in one year (Similarweb). Click volume is falling, but click value is rising. Ahrefs measured on its own website that visitors coming from an AI made up 0.5% of traffic and 12.1% of sign-ups, i.e. 23 times the conversion rate of classic search (Ahrefs, June 2025, updated August 2026, on a single website). It makes sense: the machine has done the sorting and the recommending before the person reaches you. SEO aims to be clicked; GEO, for generative engine optimization, aims to be cited. And the space is wide open: professional services are capped below 4% of citations while travel is already at 23% (Similarweb).

What it means for you: your visibility is no longer measured only by your position on Google, but by your presence in the answers. Open ChatGPT, Gemini and Claude tonight, ask the five questions a client would ask to find your line of business in your region, and note the names that come up each time. If yours is not there, you have just found your project for the quarter.

The figure of the week 159.1 M Average monthly ChatGPT users in the European Union, 3.5 times the 45 million threshold above which Brussels regulates a search engine. European Commission, designation of 31 August 2026.

Les Pointures is a Paris-based consultancy in sustainable transformation, mobilising a network of around a hundred experts for leaders going through restructuring. A firm whose raw material is its point of view. And a website that, like almost every consultancy website, said nothing new between two redesigns.

We delivered a fully bespoke website, written in code, with no page builder, and run by an agentic system. That is what I call an agentic website, and the difference is not cosmetic.

THE OFF-THE-SHELF WEBSITE ✖  The template decides what is possible. ✖  Content changes when someone finds the time. ✖  A new page means a quote and three weeks.

THE AGENTIC WEBSITE ✓  The code decides, so anything is possible. ✓  Content updates itself, every week. ✓  A new page is requested in one sentence, and it is done.

Bespoke is not an aesthete's luxury; it is what unlocks search visibility. A coded website is structured the way search engines require, so it ranks on Google. And it is structured the way models read, so it becomes citable by AI. That is the GEO from Part 1, applied to a real firm.

The next step is already scoped with them: every LinkedIn post from the firm will flow automatically onto the website, filed under its four editorial sections and kept permanently, with zero manual entry. A firm that posts twice a week on LinkedIn then produces, without thinking about it, around a hundred pages a year. Google sees a living website. Models find material to cite. The same effort, two visibility channels.

⏱  Self-assessment, 30 seconds ☐  The latest post on your website is more than three months old. ☐  Changing a page requires a contractor and a wait. ☐  You post on LinkedIn and nothing of it stays on your website.

Two boxes ticked or more? Your website is working against your visibility, not for it.

That is what our custom development offer does: solutions built for your context, where you keep the code, the infrastructure and the access. Designed and operated by an Anthropic-certified agency.

See the Les Pointures website

The most interesting part of this project is not the delivery, it is what comes after. A change request is phrased in plain language: “add a page for the new offer, with the same template as the others”. The system opens the code, writes the page and puts it online. What used to take three weeks of back-and-forth takes an afternoon.

And because models improve quarter after quarter, the website inherits that progress without a redesign. It is the first time we have delivered a digital asset that does not degrade over time.

The step to take tonight, free and within reach: add a frequently asked questions page to your website, written with your clients' exact words. The question as a heading, the answer in three to five lines just below, one question per block. It is the format models pick up most readily, because it spares them from interpreting. Ten questions, one hour of work, and you exist in a conversation you were absent from.

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