A partnership that evolves towards an integrated ecosystem of Search Intelligence and Digital Intelligence, with a focus on generative AI, LLMs, and GEO to guide the Group’s digital competitiveness
Milan, April 8, 2026
L’Oréal Italia chooses to evolve the Search and Digital Intelligence model with Navla for the next three years. The decision consolidates a relationship that has grown over time, starting in 2019, which has allowed the Group to structure a mature working model capable of integrating technical skills, data analysis, and a strategic approach oriented towards innovation. Navla is part of the Datrix Group, the
first international ecosystem of vertical Artificial Intelligence software companies.
Today the partnership enters a subsequent phase, with a vision that goes beyond the traditional scope of Search to embrace all forms of digital searching and consultation.
In recent years, people’s online behavior has transformed profoundly. Decisions no longer arise from a single platform, but from a path of discovery, evaluation, and comparison that occurs among search engines, video content, reviews, social networks, and answers generated by artificial intelligence. In this context, search becomes a complex ecosystem where visibility is built through the ability to preside not only over queries, but also over conversations, syntheses, and narratives produced by algorithms.
The new mandate entrusts Navla with the task of supporting L’Oréal Italia in interpreting this scenario, reading market signals and supporting brand positioning in an increasingly distributed, multimodal, and generative AI-driven search environment. In parallel, work in the field of Digital Intelligence is also being renewed, which in recent years has made it possible to improve data quality, consolidate tracking infrastructures, and transform collected information into insights useful for marketing and business decisions.
The collaboration of recent years has made it possible to harmonize strategies, processes, and priorities among the Group’s various divisions, facilitating the construction of common methodologies and the use of shared tools. Thanks to continuous work on governance, data quality, and the ability to convert insights into actions, L’Oréal Italia has developed a vision of search as a strategic, not just operational, lever.
The renewal of the collaboration with Navla confirms this direction and introduces an even stronger focus on the integration of content, technology, and data, with an approach that includes optimization for generative engines, the evaluation of responses produced by LLMs, semantic consistency across different touchpoints, and the ability to be present in the digital places where decisions come to life.
Renewing our confidence in Navla means choosing a partner capable of evolving with us. We face the
integration of LLMs and the transition to GEO with the certainty that, by uniting technological innovation
and consumer centrality, we will know how to transform these unprecedented complexities into growth
opportunities, continuing to offer authentic responses and real value.— Elisabetta Debole, CDO Italy, L’Oreal
Since 2019, we have accompanied L’Oréal Italia on a path that considers search as a central element for brand visibility and relevance. Today the challenge is even more stimulating: interpreting an ecosystem where people find information through multiple modalities and where generative algorithms are becoming increasingly influential. We are proud of the renewed confidence and ready to support this new phase, uniting data, technology, and human expertise to build solid, authoritative, and useful answers for consumers.
— Natalia Palmisano, Managing Director, Navla
About Navla
Navlawas born as the natural evolution of over ten years of innovation matured by Bytek, a Datrix Group company, with the aim of helping companies fully leverage their information assets, simplifying complexity with strategic vision, precision, speed, and impact. From the structuring of raw data to its activation in marketing and communication processes, Navla’s mission is clear: simplify, innovate, and create trust in data-driven decisions.
About Datrix Group
Datrix is a Group listed on Euronext Growth Milan that heads the first international ecosystem of vertical Artificial Intelligence software companies. The Group is active in 2 business areas: AI for Data Monetization (to maximize growth opportunities in the Martech, AdTech, and FinTech sectors by transforming data into tangible value) and AI for Industrial & Business Processes (to optimize the efficiency of industrial and business processes in key sectors such as energy, manufacturing, finance, logistics, and transport). The Datrix Group currently includes the brands: Adapex, Aramix, ByTek, and Navla.
Datrix is also a technological partner of over 20 international universities and research centers for important Research & Development projects (funded by the European Union and Italy) based on Artificial Intelligence algorithms in the areas of LifeScience/Health, Social Well Being, and Cybersecurity.
Datrix has its Headquarters in Italy and operates in Europe, the United States, and the United Arab Emirates.
