{"id":703926,"date":"2024-03-18T14:51:21","date_gmt":"2024-03-18T14:51:21","guid":{"rendered":"https:\/\/www.capgemini.com\/ca-fr\/?post_type=research-and-insight&#038;p=703926"},"modified":"2025-03-30T07:29:45","modified_gmt":"2025-03-30T07:29:45","slug":"investissements-efficaces-ia-generative-marketing","status":"publish","type":"research-and-insight","link":"https:\/\/www.capgemini.com\/ca-fr\/perspectives\/publications\/investissements-efficaces-ia-generative-marketing\/","title":{"rendered":"Investissements efficaces dans l\u2019IA g\u00e9n\u00e9rative pour le marketing"},"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\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 1500px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1440&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=2880&amp;quality=70 2x\" media=\"(min-width: 992px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1024&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=1024&amp;quality=70 2x\" media=\"(min-width: 768px)\"\/><source srcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=768&amp;quality=70 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_2880X1800.jpg?w=768&amp;quality=70 2x\" media=\"(min-width: 0)\"\/><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/GenAI-for-Marketing_Banner_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\">Customer first<\/span><\/div><\/div><\/div><div class=\"box-title\"><h1 data-maxlength=\"34\">Investissements efficaces dans l&#8217;IA g\u00e9n\u00e9rative pour le marketing<\/h1><\/div><div class=\"inner-row-insight download-btn\"><div class=\"col-md-4 downloadFiles addPadding\"><a class=\"button-download--small\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/POV_Effective-investment-in-generative-AI-for-marketing_VF-Light.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\"><span>T\u00e9l\u00e9chargez le Point de Vue<\/span><span class=\"type\">2 MB  pdf<\/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=1006915\" 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-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/?post_type=research-and-insight&amp;p=1006915\" 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-alors-qu-en-octobre-2023-60-des-organisations-ont-declare-mettre-en-oeuvre-ou-explorer-activement-l-ia-generative-dans-le-marketing-pres-de-80-ont-alloue-un-budget-pour-l-integrer-dans-leurs-initiatives-en-2024-ou-ont-exprime-des-plans-pour-le-faire-votre-departement-est-il-pret-a-tirer-parti-de-cette-technologie\">Alors qu\u2019en octobre 2023, 60% des organisations ont d\u00e9clar\u00e9 mettre en \u0153uvre ou explorer activement l\u2019IA g\u00e9n\u00e9rative dans le marketing, pr\u00e8s de 80% ont allou\u00e9 un budget pour l\u2019int\u00e9grer dans leurs initiatives en 2024, ou ont exprim\u00e9 des plans pour le faire. Votre d\u00e9partement est-il pr\u00eat \u00e0 tirer parti de cette technologie ?<\/h3>\n\n\n\n<p>L\u2019IA g\u00e9n\u00e9rative est en train de changer le visage du marketing. De la cr\u00e9ation de contenus ultra-personnalis\u00e9s \u00e0 l\u2019identification des points de connexion optimaux avec les clients, en passant par la g\u00e9n\u00e9ration d\u2019id\u00e9es cr\u00e9atives, cette technologie modifie fondamentalement la fa\u00e7on dont le contenu est cr\u00e9\u00e9 et distribu\u00e9.<\/p>\n\n\n\n<p>Dans notre <strong><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/03\/POV_Effective-investment-in-generative-AI-for-marketing_VF-Light.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Point de Vue<\/a><\/strong>, nous explorons ce ph\u00e9nom\u00e8ne plus en d\u00e9tail et examinons les mesures prises par les d\u00e9partements marketing pour profiter des avantages offerts par cette technologie.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-point-cles\"><strong>Point cl\u00e9s :<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Combler l&#8217;\u00e9cart en termes de contenu<\/strong> : d\u00e9couvrez comment les d\u00e9partements marketing peuvent tirer parti de la GenAI pour soutenir l\u2019augmentation exponentielle de la cr\u00e9ation de contenu sans compromettre la qualit\u00e9 ou augmenter les co\u00fbts.<\/li>\n\n\n\n<li><strong><strong>Permettre une strat\u00e9gie de contenu v\u00e9ritablement personnalis\u00e9e<\/strong><\/strong> : d\u00e9couvrez comment l\u2019int\u00e9gration de la GenAI dans le cycle de vie du contenu peut non seulement contribuer \u00e0 cr\u00e9er des interactions pertinentes et significatives, mais aussi garantir que les messages sont d\u00e9livr\u00e9s \u00e0 la bonne personne, au bon moment et via le meilleur canal.<\/li>\n\n\n\n<li><strong>Exploiter les donn\u00e9es pour amplifier les r\u00e9sultats<\/strong> : en s\u2019appuyant \u00e0 la fois sur des informations en temps r\u00e9el et sur les donn\u00e9es historiques des clients, d\u00e9couvrez comment les organisations peuvent utiliser l\u2019IA traditionnelle et l\u2019IA g\u00e9n\u00e9rative afin de concevoir une strat\u00e9gie de contenu individualis\u00e9e.<\/li>\n\n\n\n<li><strong>Poser les fondations digitales pour cr\u00e9er de la valeur <\/strong>: examinez comment \u00e9tablir une base solide propice \u00e0 l\u2019int\u00e9gration de l\u2019IA, en tenant compte de facteurs tels que la gestion du changement, les droits d\u2019auteur et l\u2019int\u00e9grit\u00e9 de la marque, la gestion des donn\u00e9es et la durabilit\u00e9 des logiciels, afin de capitaliser efficacement sur la valeur de cette technologie.<\/li>\n<\/ul>\n\n\n\n<p>S\u2019il est clair que la GenAI va changer le visage du marketing, la plupart des organisations comprennent que cette transformation ne se fera pas sans difficult\u00e9s. Pour les aider \u00e0 comprendre comment int\u00e9grer strat\u00e9giquement cette technologie tout en g\u00e9rant les risques d\u2019adoption, nous avons inclus dans notre Point de Vue une bo\u00eete \u00e0 outils qui offre des conseils pratiques pour s\u00e9lectionner les outils, cr\u00e9er un pilote, g\u00e9rer les questions juridiques, et plus encore.<\/p>\n\n\n\n<p>T\u00e9l\u00e9chargez notre Point de Vue d\u00e8s maintenant pour en savoir plus sur la fa\u00e7on dont la GenAI r\u00e9volutionne ce m\u00e9tier et sur la mani\u00e8re dont votre organisation peut tirer parti de cette technologie \u00e9mergente aujourd\u2019hui et \u00e0 l\u2019avenir.<\/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\/2024\/03\/POV_Effective-investment-in-generative-AI-for-marketing_VF-Light.pdf\">T\u00e9l\u00e9chargez le Point de Vue<\/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 637c71ba-9212-4fe5-b13d-c5964f0a3f69\">\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 \">\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=\"Alors que l\u2019IA g\u00e9n\u00e9rative continue de progresser, les premi\u00e8res organisations \u00e0 l\u2019adopter sauront avant les autres r\u00e9inventer leur mod\u00e8le d\u2019affa\"\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\tAlors que l\u2019IA g\u00e9n\u00e9rative continue de progresser, les premi\u00e8res organisations \u00e0 l\u2019adopter sauront avant les autres r\u00e9inventer leur mod\u00e8le d\u2019affa\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<div class=\"btnDiv\"> <a class=\"more2\" data-maxlength=\"24\" aria-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 tabindex=\"0\" href=\"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\ttarget=\"\">\n\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<\/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.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.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)\" \/>\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.webp?w=600&amp;quality=90 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/GEN-AI_Web-banner_Services-page.webp?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\" \/>\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.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.webp?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\" \/>\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.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.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.webp\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"\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\" 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\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\tstyle=\"\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\" 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\n\t\t\t\t<\/div>\n\n\t\t\t\t\n\t\t\t<\/div>\n\n\t\t<\/section>\n\n\t\t","protected":false},"excerpt":{"rendered":"<p>Alors qu&#8217;en octobre 2023, 60% des organisations ont d\u00e9clar\u00e9 mettre en \u0153uvre ou explorer activement l&#8217;IA g\u00e9n\u00e9rative dans le marketing, pr\u00e8s de 80% ont allou\u00e9 un budget pour l&#8217;int\u00e9grer dans leurs initiatives marketing en 2024 ou ont exprim\u00e9 des plans pour le faire. 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