The founder of Eskimoz, who has just launched the 199 fund, reveals to WAZUP IN TECH his vision of the future of marketing in the era of generative AI and his 199 fund.
It's a name that is increasingly circulating in the world of digital and innovation. Andrea Bensaid, 36, is at the head of several ambitious adventures: founder of the digital performance agency Eskimos, He has just launched 199, a new generation investment fund. Through these projects, He embodies a generation of entrepreneurs who see AI not as a threat, but as an accelerator of growth and marketing innovation.
We met him to talk growth marketing, future of SEO, and real impact of artificial intelligence on digital professions.
From the field to vision: a journey forged by action
Andrea Bensaid began his career in 2010 as a freelance SEO consultant. Five years later, he founded Eskimos, which he makes grow in one digital performance agency now with more than 250 employees in 5 countries. Its strength? Combining technical expertise, business vision and product culture.
"Today, everyone wants growth. But the real question is: what growth, and at what cost?"
199 Ventures: a new generation fund
In early 2025, Andrea launched 199 Ventures, a 30 million euro fund intended for early stage startups (seed and Series A). The goal is not to multiply deals, but to become deeply involved in a handful of high-potential projects.
"Marketing, if poorly managed, becomes a bottomless pit. If used well, it's an ROI machine."
What makes 199 unique:
- Complete transparency on investments via 199.vc
- Marketing coaching from day one
- Strategic partnerships with benchmark funds
- Concrete support (tracking, data, attribution, growth)
Andrea is accompanied in this adventure by Gaultier Brun, a specialist in private equity and supporting founders.
AI: more than a tool, an accelerator of change
At Eskimoz, AI is integrated into the heart of the strategy. Not only to optimize internal processes, but also to help customers emerge on new conversational search engines like ChatGPT, Claude, Perplexity, etc.
"What AI is transforming are the fundamentals of search. We're moving from SEO to GEO – Generative Engine Optimization."
Eskimoz now publishes a monthly barometer of voice shares on these platforms, an indicator that is still weak but growing rapidly, particularly in sectors such as tourism and DIY.
GEO, GEA: the new territories of generative marketing
Generative AI is redefining how people discover brands. Two disciplines are emerging:
GEO – Generative Engine Optimization
GEO is SEO adapted to AI. This involves making a mark appear in the answers of an LLM like ChatGPT or Perplexity.
This involves:
- Structuring “AI-friendly” content
- Monitor your AI share of voice
- Understanding how AIs select and cite their sources
GEA – Generative Engine Advertising
GEA is conversational advertising on generative AI. OpenAI and Perplexity are already testing sponsored formats.
"Tomorrow, you'll type a question into ChatGPT, and a brand will pay to be included in the answer. It will be a new agency. And a new profession."
| Job | Role |
| GEO Consultant | Optimizing visibility in AI responses |
| GEA Strategist | Manage sponsored campaigns on ChatGPT, etc. |
| Prompt Architect | Design queries to maximize exposure |
| LLM Analyst | Analyzing the behavior of generative AIs |
| Search Planner | Orchestrate presence on Google, TikTok, GPT, Amazon… |
»Marketing is becoming conversational, AI-driven, and cross-platform.
A post-Google world: thinking multi-channel, multi-search
Andrea insists on one point: Google isn't going away, but it's ceasing to be uniqueNew generations use TikTok, Perplexity, Amazon, and AI assistants as their primary source of information.
"Before, we searched on Google. Today, we ask ChatGPT a question, we scroll through TikTok, we buy directly on Instagram."
In this new world, brands must think about multi-platform acquisition strategy, from their launch.
