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AI & digital news,
seen from Luxembourg.

The week's essentials, analysed by the AIxH team in Luxembourg. No noise, no hype.

30 August 2026 · SEO & GEO · Xavier Lesueur

How much does an SEO agency cost in Luxembourg? Quotes, pricing models and public grants

The cost of an SEO agency in Luxembourg is set after an audit, never from a price list: Google itself recommends asking a provider for a realistic estimate of the work, backed by an audit, and walking away from anyone who guarantees a ranking (official recommendations). A budget can still be prepared: here are the pricing models you will come across, the four factors that make an SEO quote in Luxembourg vary, and the public grants that can reimburse up to 70% of an SME's digital project, capped at €17,500 (guichet.lu).

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29 August 2026 · Content & Social media · Hugo Hamot

Fanta stops renting monsters from Hollywood and builds its own horror franchise with an AI studio

On 26 August 2026, Fanta launched “Fanta's Haunted Universe” in 50 markets, its first proprietary horror franchise, developed over a year and a half with the AI production studio GRAiL (official press release, Marketing Dive). After two years of Hollywood licences on its cans, the brand moves from collaborator to creator: a textbook case for any company considering generative AI for content production.

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29 August 2026 · SEO & GEO · Xavier Lesueur

Google suspends its parasite SEO penalties in Europe under pressure from the European Commission

On 28 August 2026, Google announced that manual actions under its anti-parasite SEO policy would stop taking effect for searches made from the European Economic Area, from 30 August (official announcement). Under pressure from a DMA proceeding opened by the European Commission, this is the first time Google has applied spam rules that vary with the user's location: your visibility comparisons by market now need to take this into account.

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29 August 2026 · Digital advertising · Grégory Camus

Google publishes its 2026 AI playbook and claims ChatGPT is losing ground in shopping

On 21 August 2026, Google sent advertisers its “AI-powered” holiday season guide (official Think with Google page), which claims more than 2.5 billion monthly users for AI Overviews and a drop in ChatGPT usage among shoppers who also use AI Mode (PPC Land). For retailers closing their Q4 budget, these figures weigh as heavily on the choice of platforms as on a less spectacular prerequisite: the state of their product feeds.

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28 August 2026 · SEO & GEO · Grégory Camus

With AI Mode, your website becomes a source for Google and stops being the destination for your customers

On 27 August 2026, Google started booking hotel rooms and tracking flight prices directly inside AI Mode (official announcement). For any company that sells online, the stakes go beyond travel: your website now serves as a source for a system that acts on the customer's behalf, which no longer guarantees it remains that customer's final destination.

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