{"id":702185,"date":"2023-12-12T14:16:46","date_gmt":"2023-12-12T14:16:46","guid":{"rendered":"https:\/\/www.capgemini.com\/ca-fr\/?post_type=research-and-insight&#038;p=702185"},"modified":"2025-03-30T07:35:52","modified_gmt":"2025-03-30T07:35:52","slug":"guide-ia-generative-responsables-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/ca-fr\/perspectives\/publications\/guide-ia-generative-responsables-marketing\/","title":{"rendered":"IA g\u00e9n\u00e9rative : Le guide d\u00e9di\u00e9 aux responsables marketing\u00a0"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-reusable header heroReusable  \"><div class=\"header-bgs\"><picture><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CMO-playbook-Gen-AI_2880X1800.jpg\" class=\"header-img header-img-d\" alt=\"\" style=\"object-fit:cover;object-position:50% 50%\" loading=\"eager\"\/><\/picture><\/div><div class=\"heroPictureCardHeaderShape\"><\/div><div class=\"container\"><div class=\"row\"><div class=\"col-md-12\"><div class=\"box\"><div class=\"boxTagWrapper\"><div class=\"tagInfo\"><div><span class=\"box-tag\">IA &amp; Data<\/span><\/div><\/div><div class=\"brandInfo\"><div class=\"brandLogo\"><img decoding=\"async\" loading=\"lazy\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\"\/><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">IA g\u00e9n\u00e9rative : Le guide d\u00e9di\u00e9 aux responsables marketing\u00a0<\/h1><\/div><h2 class=\"reasearchInsightTitle\">Rapport du Capgemini Research Institute<\/h2><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CRI_CMO_Playbook_Final-71223_WEB.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>T\u00e9l\u00e9chargez le rapport<\/span><span class=\"type\">6 MB  pdf<\/span><\/a><\/div><div class=\"col-md-4 downloadFiles \"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CRI_CMO-Playbook_3rd-draft_Infographic.jpg\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>T\u00e9l\u00e9chargez l&#8217;infographie <\/span><span class=\"type\">420 KB  jpeg<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=963025\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=963025&amp;text=Softwarization%20research\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=963025&amp;text=Softwarization%20research\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-\"><\/h3>\n\n\n\n<p>Apr\u00e8s&nbsp;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/un-nouveau-guide-pour-les-responsables-marketing\/\">notre premier rapport<\/a>&nbsp;de la s\u00e9rie <em>CMO playbook<\/em>, nous publions l\u2019\u00e9dition&nbsp;<strong><em>Generative AI and the evolving role of marketing<\/em><\/strong>. Cette \u00e9dition se penche sur la croissance sans pr\u00e9c\u00e9dent et les innombrables opportunit\u00e9s que l\u2019IA g\u00e9n\u00e9rative apporte au domaine du marketing.<\/p>\n\n\n\n<p>En une tr\u00e8s courte p\u00e9riode, l\u2019IA g\u00e9n\u00e9rative a gagn\u00e9 en popularit\u00e9, s\u2019imposant comme une force de transformation. Notre r\u00e9cente&nbsp;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/ia-generative-dans-les-organisations\/\">\u00e9tude sur les applications par les entreprises<\/a>&nbsp;a r\u00e9v\u00e9l\u00e9 que cette technologie offre un potentiel important dans les domaines de la vente, du service client et du marketing. En outre,&nbsp;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/ia-creative-et-generative\/\">notre \u00e9tude sur l\u2019impact de l\u2019IA g\u00e9n\u00e9rative sur les consommateurs<\/a>&nbsp;d\u00e9montre que ces derniers sont \u00e0 l\u2019aise avec sa mise en \u0153uvre dans le marketing et la publicit\u00e9, \u00e0 condition qu\u2019elle n\u2019ait pas d\u2019impact n\u00e9gatif sur leur exp\u00e9rience globale.<\/p>\n\n\n\n<p>Pr\u00e8s de 60% des organisations int\u00e8grent d\u00e9j\u00e0 l\u2019IA g\u00e9n\u00e9rative dans leurs efforts marketing, et 37% d\u2019entre elles la mettent activement en \u0153uvre dans le cadre de diverses initiatives. En outre, pr\u00e8s de 80% des organisations ont d\u00e9j\u00e0 allou\u00e9 un budget ou pr\u00e9voient de le faire au cours des six prochains mois pour l\u2019int\u00e9grer dans leurs initiatives marketing. Les sp\u00e9cialistes du marketing s\u2019accordent \u00e9galement \u00e0 dire que l\u2019IA ne diminuera pas la cr\u00e9ativit\u00e9 humaine, mais l\u2019augmentera plut\u00f4t \u00e0 long terme.<\/p>\n\n\n\n<p>Si l\u2019IA g\u00e9n\u00e9rative pr\u00e9sente des d\u00e9fis et des risques, pr\u00e8s de 60% des organisations interrog\u00e9es estiment que les avantages l\u2019emportent sur ces derniers. N\u00e9anmoins, il sera important de relever les d\u00e9fis existants en mati\u00e8re d\u2019\u00e9thique et de droits d\u2019auteur. Actuellement, 70% des organisations sont potentiellement expos\u00e9es \u00e0 des d\u00e9fis \u00e9thiques concernant leur utilisation et leur supervision de l\u2019IA, et seulement 42% abordent de mani\u00e8re ad\u00e9quate les questions de droits d\u2019auteur li\u00e9es \u00e0 l\u2019IA g\u00e9n\u00e9rative.<\/p>\n\n\n\n<p>Nous concluons ce rapport en d\u00e9crivant les meilleures pratiques permettant aux organisations d\u2019exploiter efficacement la technologie de l\u2019IA g\u00e9n\u00e9rative pour le marketing.<\/p>\n\n\n\n<p>T\u00e9l\u00e9chargez le rapport complet pour en savoir plus sur la fa\u00e7on dont l\u2019IA g\u00e9n\u00e9rative fait \u00e9voluer le marketing au sein des organisations.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/10\/CRI_CMO_Playbook_Final-71223_WEB.pdf\">T\u00e9l\u00e9chargez le rapport<\/a><\/div>\n\n\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\">Lire le communiqu\u00e9 de presse<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent \">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t<div class=\"heading col-12 col-md-8\">\n\t\t\t\t\t\t\t\t<h2>Pour aller plus loin<\/h2>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader 02ac606a-3a04-4442-9427-40b43cae6ade\">\n\t\t\t\t\t\t\t\t\t<div class=\"slider-nav-wrapper smallDevice\">\n\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 text-center\">\n\t\t\t\t\t\t\t\t<div class=\"slider-nav\">\n\t\t\t\t\t\t\t\t\t<button class=\"slider-prev inactive\"\n\t\t\t\t\t\t\t\t\t\taria-label=\"Curseur pr\u00e9c\u00e9dent\"><\/button>\n\t\t\t\t\t\t\t\t\t<ul class=\"slider-paginator\"><\/ul>\n\t\t\t\t\t\t\t\t\t<button class=\"slider-next \"\n\t\t\t\t\t\t\t\t\t\taria-label=\"Curseur suivant\"><\/button>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent is-style-blue-capgemini-theme\">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"IA g\u00e9n\u00e9rative\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tIA g\u00e9n\u00e9rative\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Les premi\u00e8res organisations \u00e0 l\u2019adopter sauront avant les autres r\u00e9inventer leur mod\u00e8le d\u2019affaires.\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tLes premi\u00e8res organisations \u00e0 l\u2019adopter sauront avant les autres r\u00e9inventer leur mod\u00e8le d\u2019affaires.\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"24\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\taria-label=\"En savoir plus A propos IA g\u00e9n\u00e9rative\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Opens in new window\" tabindex=\"0\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.capgemini.com\/ca-fr\/services\/data-intelligence-artificielle\/generative-ai\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tEn savoir plus\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-md-6 col-sm-12 text-right box-img-wrapper escaper escaper-right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/GEN-AI_Web-banner_Services-page-2.webp?w=1200&amp;quality=90 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/GEN-AI_Web-banner_Services-page-2.webp?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\" 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\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/GEN-AI_Web-banner_Services-page-2.webp?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/GEN-AI_Web-banner_Services-page-2.webp?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\" \/>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" class=\"box-img\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/GEN-AI_Web-banner_Services-page-2.webp\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"\" alt=\"\" \/>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n\t\t\t\t\t\t\t\t\t\t\t\t<!-- <img decoding=\"async\" class=\"box-img\" src=\"\"\n\t\t\t\t\t\t\t\t\t\t\tstyle=\"\" alt=\"\"\n\t\t\t\t\t\t\t\t\t\t\/> -->\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"slide-reveal\"><\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent is-style-blue-capgemini-theme\">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Data &amp; intelligence artificielle\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tData &amp; intelligence artificielle\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Ma\u00eetrisez vos donn\u00e9es et transformez votre organisation.\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tMa\u00eetrisez vos donn\u00e9es et transformez votre organisation.\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"24\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\taria-label=\"En savoir plus A propos Data &amp; intelligence artificielle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Opens in new window\" tabindex=\"-1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.capgemini.com\/ca-fr\/services\/data-intelligence-artificielle\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tEn savoir plus\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> 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https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/0_1_Header-banner_Eye-lady-e1649075744243.webp?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\" \/>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" class=\"box-img\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/0_1_Header-banner_Eye-lady-e1649075744243.webp\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"\" alt=\"\" \/>\n\n\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n\t\t\t\t\t\t\t\t\t\t\t\t<!-- <img decoding=\"async\" class=\"box-img\" src=\"\"\n\t\t\t\t\t\t\t\t\t\t\tstyle=\"\" alt=\"\"\n\t\t\t\t\t\t\t\t\t\t\/> -->\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div class=\"\">\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<div 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class=\"title\" data-maxlength=\"144\">Rest\u00e9s inform\u00e9s<\/h3><p class=\"description\" data-maxlength=\"210\">Abonnez-vous pour recevoir les derniers rapports du Capgemini Research Institute<\/p><\/div><div class=\"button-wrapper has-description\"><a class=\" cta-btn action-valid\" href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/guide-ia-generative-responsables-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\" aria-label=\"S'abonner A propos Rest\u00e9s inform\u00e9s\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" data-maxlength=\"24\" tabindex=\"0\"> S&#8217;abonner <\/a><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>Apr\u00e8s notre premier rapport de la s\u00e9rie CMO playbook, nous publions l\u2019\u00e9dition Generative AI and the evolving role of marketing<\/p>\n","protected":false},"author":287,"featured_media":702186,"template":"","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"801fa7b3-7760-4e8c-b87b-050882d04469\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":true,"cg_dt_link_disabled":false,"footnotes":"","related_resource_url":"","related_resource_id":0,"related_resource_size":"","related_resource_type":"","cg_author":0,"_yoast_wpseo_primary_theme":340,"primary_term":"IA &amp; 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