Measuring the state of the web in 2024 is akin to observing two tectonic plates moving simultaneously: on one side, European regulation governs the use of artificial intelligence; on the other, traffic sources are being redistributed between traditional search engines and conversational interfaces. These two movements are changing how companies build their digital strategy, produce content, and interact with their customers.
AI Act and web governance: what EU Regulation 2024/1689 changes for websites
EU Regulation 2024/1689, known as the AI Act, came into effect in 2024. Its full application is expected by 2026. It classifies artificial intelligence systems into four levels of risk, each accompanied by obligations for transparency, documentation, and human oversight.
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For companies operating a chatbot on their site, the most immediate rule is clear: the user must know they are interacting with AI. This obligation also applies to content recommendation systems, marketing scoring, and automated personalization.
Compliance involves drafting an internal AI charter (authorized tools, prohibited data, human validation, accountability, digital sobriety). Brands that integrate chatbots or advanced personalization without this governance expose themselves to graduated sanctions based on the risk level of the deployed system. Several recent analyses, including one from the Group GAC firm, highlight that this aspect remains largely underestimated by marketing and web development teams.
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To keep up with the evolution of these regulatory and technical topics, the content published on onlyinternet.net regularly covers these digital news.
Traffic from conversational AIs: a measurable redistribution of visits
The rise of LLMs (ChatGPT, Gemini, Claude, Perplexity) is not limited to text production. These interfaces are becoming entry points to the web, in direct competition with traditional Google search. According to data relayed by SE Ranking for the French market, traffic from conversational AIs has been measurably increasing since 2024.
The firm Eloq.io presents a figure that deserves attention: the conversion rate of traffic from LLMs ranges between 30 and 40 %, significantly higher than that of traditional organic traffic. The explanation lies in the nature of the query: a user querying an LLM often formulates a precise request, with a well-formed intent to purchase or decide.
| Traffic source | Dominant query type | Estimated conversion rate |
|---|---|---|
| Organic Google search | Informational / navigational | Variable, generally lower |
| LLM (ChatGPT, Gemini, Perplexity) | Decision-making / transactional | 30 to 40 % (source: Eloq.io) |
This redistribution raises a strategic question: should one optimize content to appear in LLM responses, and if so, based on what criteria? Visibility “within AIs” becomes a distinct challenge from traditional SEO, as LLMs select their sources based on relevance, freshness, and structuring logics that do not exactly overlap with Google ranking factors.
Content and digital communication: the concrete trade-offs for companies
Web content production in 2024 revolves around three trade-offs that marketing teams must resolve, rather than a checklist of trends to tick off.
Short video or long structured content
Platforms like Instagram and TikTok favor short formats. Brands are heavily investing in vertical video to capture attention on social media. Meanwhile, long and structured content remains the main entry point for organic search and visibility in AI responses. The trade-off is not about choosing one or the other, but about allocating resources according to the objective (awareness versus acquisition).
Influencers and brand authenticity
Influencer marketing is evolving towards longer partnerships with creators whose values align with those of the company. The rejection of greenwashing and opportunistic collaborations is pushing brands to document their commitments in a verifiable manner. Users quickly penalize inconsistencies between an influencer’s discourse and the reality of the product.
Personalization under regulatory constraints
Personalized customer experience remains a major conversion lever. However, the AI Act imposes new transparency rules on automated personalization mechanisms. Companies must document the data used, ensure human oversight, and inform customers. This regulatory framework transforms personalization from a technical advantage into a compliance exercise.
- Draft an AI charter covering each personalization or recommendation tool deployed on the site
- Audit traffic sources to measure the growing share of LLMs and adapt the content strategy
- Favor documented influencer partnerships aligned with brand values over one-off campaigns
SEO optimization and visibility in LLMs: two rankings to manage
Web ranking in 2024 is bifurcating. On one side, the fundamentals of SEO (technical structure, linking, content quality) remain valid for Google. On the other, appearing in the responses of conversational AIs requires specific structuring: verifiable factual data, clearly identified sources, regular updates.
LLMs tend to favor pages that directly answer a question, with clean markup and dated information. A site that publishes updated, well-sourced content structured into thematic sections is more likely to be cited by a conversational model than a site with static articles.
Joint management of these two channels requires an expanded dashboard: in addition to classic metrics (positions, CTR, organic traffic), tracking mentions in LLM responses and analyzing AI traffic with its superior conversion rates are now included.
The digital landscape of 2024 is characterized less by the emergence of spectacular tools than by a tightening of constraints. The AI Act redefines the rules of the game for any company using AI in its communication. The redistribution of traffic towards conversational interfaces alters SEO trade-offs. Teams that measure these two evolutions now have an operational advantage over those who will discover them in 2026.