Coffee N° 5 with Lara Schmoisman

Episode: The Future of Creativity: Building Emotionally Intelligent AI with Lalla Asmaa Alaoui

Date: October 14, 2025
Guest: Lalla Asmaa Alaoui
Host: Lara Schmoisman

Overview

This episode dives deep into how SEO and AI intersect to create emotionally intelligent, future-forward brand strategies. Lara Schmoisman, joined by agency leader Lalla Asmaa Alaoui, explores the essentials of building solid SEO foundations, adapting marketing for AI-driven search, and the human factor behind brand storytelling in the digital age. The episode wraps up with a discussion of Lalla’s new AI tool designed for creators and agencies.

Key Topics & Insights

1. The Misconceptions and Importance of SEO

• Lara emphasizes SEO as a foundational digital strategy, not just “putting keywords” (02:05).
• Lalla highlights that SEO is often underestimated; businesses expect instant results, but SEO builds lasting digital value (01:40).
• Importance of agencies offering strategic, long-term SEO, not just a website:

  "If they're not good, they will just sell you a website. But if they're good, they will say, we need to work your business plan and your SEO strategy." – Lalla (01:20)

• Paid ads are like “gambling”—results stop when spending stops, while SEO builds sustainable growth (02:22).

2. Breaking Down SEO Components

• Technical SEO: Website speed, mobile optimization, ADA compliance, resolving broken/duplicate links (03:30 – 05:14)
• On-Page SEO: Meta descriptions for every picture and page, relevant and intentional keyword usage (03:50)
• Backlink Authority: Aim for an authority score of 33+; it takes time and expertise (05:25)
• Ongoing Maintenance: SEO isn’t a one-and-done setup; requires regular audits and updates (05:50)

3. Keywords: DNA, Competitive, and Trending

• Lara identifies three keyword strategies:
  1. DNA Keywords: Identify core brand essence
  2. Competitor Keywords: Ensure visibility where competitors are present
  3. Trending Keywords: Leverage cultural shifts and new interests, integrated into a brand’s story (07:31)
• Importance of connecting storytelling with keyword strategy:

  "It's not about the product, it's how people feel about it... what story you're giving to people." – Lalla (08:37)

• SEO must reflect intention: Think like a user searching for a solution, not just as a content creator (06:05 – 06:58)

4. SEO Beyond Websites: Social Media & Omnichannel

• Social platforms are now search engines; ensure cohesive keyword presence across web and social (09:18)
• Use trending topics on social to reinforce SEO; awareness > consideration > conversion funnel (09:47)
• Lara warns: “You cannot control completely your Facebook, your TikTok... The only narrative that is really yours is your website.” (10:46)

5. The Rise of AI & Generative Engine Optimization

• New AI-driven search funnels: One question, one answer (11:14)
• Generative Engine Optimization: Structure digital content to be AI-search friendly across multiple LLMs (ChatGPT, Perplexity, Gemini) (11:41)
• Structured data and storytelling are key to being surfaced by AI systems:

  "AI is a co-creator, a co-pilot. It won’t take your place, but will execute faster if you know how to ask." – Lalla (12:19)

• Human skill in prompting and strategy is essential; AI is a tool, not a full replacement (12:46 – 13:09)

6. Brand DNA, Storytelling & Strategy in an AI World

• Understand brand DNA – Who is your customer? What’s the brand’s mission?
• Rigorous onboarding, SWOT analysis, competitive landscape, and detailed planning are critical (14:44 – 15:38)
• Consistency and adaptability are needed in a fast-evolving AI era:

  "Consistency is key. And repositioning also. And always changing if you need to change the narrative as you grow..." – Lalla (16:59)

7. Data, Customer Feedback, and Retention

• Lara stresses the value of data analysis, social listening, and responding to customer feedback (17:47 – 18:32)
• Lalla advocates for prioritizing customer retention over acquisition

8. The Role of Experts vs. “DIY” Marketing

• Both agree: Professional expertise is essential; marketing is a skill honed over years (17:32 – 20:21)
• Notable metaphor:

  "I would never even think of going and buying surgical kit... But so many people say, 'Oh, I can do marketing.'" – Lara (19:46)

Lalla Asmaa Alaoui’s New AI Platform: “All My AI”

[21:27 – 23:56]

• All My AI: An integrated, multi-agent AI platform designed to streamline digital branding and workflow for agencies and creators.

• Suite of vertical agents: From onboarding and brand DNA, through UX/UI, SEO, marketing, sales, and even AI fashion/product design.

• Leverages multiple LLMs: ChatGPT, Gemini, Claude, Llama, Grok, and more.

• “Brand memory” feature: Each project saves its data, so you never have to re-prompt when switching tasks—solving a common AI platform frustration (22:52):

  "Automatically, once I click on the file, all your memory is saved. If you go between agents, [it] remembers exactly who you are." – Lalla

• It’s a creative enabler, not a creative replacement:

  "We're not removing the creative agency behind it... You really need a professional. This is to expedite processes." – Lalla (23:26)

Notable Quotes & Memorable Moments

• “SEO is not just putting keywords. SEO has a lot of parts.” – Lara (02:45)
• “Ad spending is like gambling. Once you stop, there’s no more result. While SEO takes longer...once it’s kicked in, you’re there.” – Lalla (02:31)
• “You need to understand the culture and market...AI and search engines crawl by intention.” – Lara (06:05)
• “Data is very important. Any data you have, assimilate it in the onboarding session... Missing a step is missing a part of the story.” – Lalla (15:53)
• “Being omnichannel doesn't mean that you need to be everywhere... choose your channels and be consistent.” – Lara (16:39)
• “AI is a co-creator, a co-pilot, not the one who’s going to take your place.” – Lalla (12:19)

Fun Closing: The Coffee Question

• Lara: "How do you drink your coffee?" (24:05)
• Lalla: "Latte, no sugar, milk, 2% is good. Or almond milk." (24:09)

Episode Timestamps

• 00:12 – Introduction & episode setup
• 01:11 – Guest intro and bonding over SEO & AI
• 01:40 – What SEO means today
• 03:30 – SEO foundations: technical, on-page, and beyond
• 07:31 – DNA, competitive, and trending keywords
• 09:18 – SEO for social media and omnichannel
• 11:14 – The AI search funnel and future of SEO
• 14:44 – Onboarding, strategy, and brand DNA
• 16:39 – Consistency and adapting brand strategies
• 17:47 – The value of reporting, feedback, and customer retention
• 21:27 – Lalla’s new AI platform: All My AI
• 22:52 – Solving AI tool “memory” issues
• 24:05 – The coffee question & episode wrap-up

Tone & Style

Friendly, geeky, strategic, and empowering—a practical blend of expert advice and real-world insight, with a mutual passion for creativity and technology.