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The week's essentials, analysed by the AIxH team in Luxembourg. No noise, no hype.
From 2 August 2026, the AI Act requires all AI-generated content, deepfakes included, to be marked and labelled. Every company that publishes a text, an image or a video produced by AI is affected, whatever its size.
Read the article →ChatGPT keeps first place among digital professionals, with 64.7% usage for text, but loses 17 points in a year while Claude climbs from 17% to 48.8%. After two years of OpenAI dominance, choosing an AI tool is no longer a matter of reflex.
Read the article →Advertising in AI search engines will be the fastest-growing advertising segment of the coming years. In the meantime, brands prefer to redirect their existing content towards AI engines rather than open new media budgets, because they cannot yet measure the return on investment.
Read the article →Across 400,000 Claude Code sessions analysed, non-developers complete their tasks successfully 89% of the time, against 91% for software engineers. The gap that matters separates people who know their field from people who do not, far more than it separates technical from non-technical profiles.
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