{"id":784870,"date":"2025-05-22T16:03:32","date_gmt":"2025-05-22T14:03:32","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?p=784870"},"modified":"2025-12-09T09:12:25","modified_gmt":"2025-12-09T08:12:25","slug":"la-double-audience-digitale-quand-les-sites-web-doivent-seduire-humains-et-ia","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/double-audience-digitale-sites-web-humains-ia\/","title":{"rendered":"La double audience digitale\u00a0: quand les sites web doivent s\u00e9duire humains et IA"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>La double audience digitale\u00a0: quand les sites web doivent s\u00e9duire humains et IA<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2024\/08\/Maxime-Girardeau-PC.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Maxime Girardeau<\/h5><h5 class=\"blog-date\">22 mai 2025<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><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\/fr-fr\/perspectives\/blog\/double-audience-digitale-sites-web-humains-ia\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><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\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/double-audience-digitale-sites-web-humains-ia\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><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\"><h2 class=\"intro-para-title\">Le bouleversement des usages du web par les interfaces d&#8217;IA g\u00e9n\u00e9ratives entra\u00eene une transformation radicale et globale pour les marques.<\/h2><p class=\"intro-para-content\">Apr\u00e8s avoir explor\u00e9 l&#8217;\u00e9mergence du GEO (Generative Engine Optimization) et la m\u00e9tamorphose du e-commerce par les Agent Commerce dans nos pr\u00e9c\u00e9dentes analyses, nous abordons aujourd&#8217;hui un ph\u00e9nom\u00e8ne d\u00e9terminant : la transformation des sites web traditionnels en AI Websites, orchestr\u00e9e par une nouvelle approche strat\u00e9gique que l\u2019on pourrait qualifier de cha\u00eene logistique du contenu pour l\u2019IA (Content for AI Supply Chain), visant \u00e0 structurer et distribuer le contenu de mani\u00e8re optimale pour les intelligences artificielles. Cette r\u00e9volution red\u00e9finit la conception du contenu et son \u00e9cosyst\u00e8me de production pour r\u00e9pondre simultan\u00e9ment aux exigences des IA interm\u00e9diaires et aux attentes des consommateurs.<\/p><\/div><\/div><\/div><\/div><\/section>\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-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-s-adapter-a-une-double-audience\">S\u2019adapter \u00e0 une double audience<\/h3>\n\n\n\n<p>Les interfaces conversationnelles comme ChatGPT, Gemini ou Perplexity deviennent d\u00e9sormais des interm\u00e9diaires d\u00e9cisifs dans la relation entre marques et consommateurs. Ce changement de paradigme impose une \u00e9volution majeure : les sites web doivent non seulement captiver l&#8217;attention humaine, mais \u00e9galement se rendre parfaitement intelligibles pour ces intelligences artificielles qui filtrent et recommandent l&#8217;information.<br><br>Pour r\u00e9ussir cette adaptation critique, les contenus n\u00e9cessitent une architecture rigoureuse, enrichie d&#8217;attributs s\u00e9mantiques pr\u00e9cis et d&#8217;informations contextuelles explicites. Cette nouvelle r\u00e9alit\u00e9 exige la mise en place d&#8217;une infrastructure \u00e9ditoriale enti\u00e8rement repens\u00e9e : la Content for AI Supply Chain.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-concevoir-l-architecture-agentique-de-facon-dynamique\">Concevoir l&#8217;architecture agentique de fa\u00e7on dynamique<\/h3>\n\n\n\n<p>Face \u00e0 cette nouvelle donne, l&#8217;architecture agentique s&#8217;impose comme la solution incontournable. L&#8217;\u00e8re du contenu statique et ponctuel est r\u00e9volue, place d\u00e9sormais \u00e0 un syst\u00e8me fluide et r\u00e9actif o\u00f9 des agents IA orchestrent une production de contenu adaptative en temps r\u00e9el.<br><br>Prenons l&#8217;exemple concret d&#8217;une marque cosm\u00e9tique. Lorsqu&#8217;un consommateur interroge son assistant conversationnel pour d\u00e9couvrir un soin parfaitement adapt\u00e9 \u00e0 son type de peau, son \u00e2ge et ses pr\u00e9f\u00e9rences sensorielles, l&#8217;IA parcourt instantan\u00e9ment l&#8217;\u00e9cosyst\u00e8me informationnel disponible. Elle analyse les contenus selon ces crit\u00e8res sp\u00e9cifiques, puis les associe aux donn\u00e9es objectives sur les ingr\u00e9dients actifs, l&#8217;efficacit\u00e9 cliniquement d\u00e9montr\u00e9e et les avis v\u00e9rifi\u00e9s.<br><br>Pour \u00e9merger comme la r\u00e9ponse pertinente dans ce processus de s\u00e9lection algorithmique, la marque doit avoir pr\u00e9alablement structur\u00e9 et distribu\u00e9 des contenus qui int\u00e8grent tant les dimensions objectives du produit (composition, mode d&#8217;emploi, r\u00e9sultats scientifiques) que les crit\u00e8res subjectifs et contextuels propres \u00e0 chaque utilisateur potentiel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-integrer-la-predictivite-aux-strategies-marketing\">Int\u00e9grer la pr\u00e9dictivit\u00e9 aux strat\u00e9gies marketing<\/h3>\n\n\n\n<p>La Content for AI Supply Chain repose sur une automatisation sophistiqu\u00e9e : des agents s\u00e9mantiques g\u00e9n\u00e8rent de fa\u00e7on proactive des milliers de variantes de contenus calibr\u00e9s pour r\u00e9pondre aux requ\u00eates potentielles des IA. Cette production \u00e9volue continuellement gr\u00e2ce aux donn\u00e9es issues des interactions avec les agents conversationnels, identifi\u00e9es et analys\u00e9es via les outils sp\u00e9cialis\u00e9s de visibilit\u00e9 GEO.<br><br>Cette r\u00e9volution technologique ne rend pas le facteur humain obsol\u00e8te, elle le r\u00e9invente. Les \u00e9quipes marketing \u00e9voluent vers des fonctions strat\u00e9giques \u00e0 plus forte valeur ajout\u00e9e : d\u00e9finition de la vision \u00e9ditoriale globale, analyse critique des insights fournis par les outils de visibilit\u00e9 au sein des LLMs, et supervision \u00e9thique des processus automatis\u00e9s pour garantir l&#8217;alignement avec les valeurs de la marque.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-l-avenir-du-contenu-au-carrefour-de-l-intelligible-et-du-contextuel\">L&#8217;avenir du contenu : au carrefour de l&#8217;intelligible et du contextuel<\/h3>\n\n\n\n<p>La Content for AI Supply Chain marque un tournant fondamental dans la strat\u00e9gie digitale des marques. L&#8217;enjeu crucial consiste d\u00e9sormais \u00e0 s&#8217;int\u00e9grer harmonieusement dans la conversation fluide et permanente entre IA et consommateurs. Les marques doivent adopter une posture proactive et visionnaire pour devenir des r\u00e9f\u00e9rences incontournables dans l&#8217;univers des intelligences artificielles qui agissent comme prescripteurs et filtres informationnels.<br><br>Dans ce paradigme \u00e9mergent, les marques qui s&#8217;imposeront seront celles capables non seulement de ma\u00eetriser techniquement cette nouvelle logistique digitale du contenu, mais \u00e9galement d&#8217;y insuffler leur essence et leur r\u00e9cit avec pr\u00e9cision, avec authenticit\u00e9 et pertinence contextuelle. Le contenu demeure le pilier central de la strat\u00e9gie digitale, mais sa souverainet\u00e9 s&#8217;exerce d\u00e9sormais dans un \u00e9cosyst\u00e8me o\u00f9 les algorithmes deviennent les gardiens et les interpr\u00e8tes privil\u00e9gi\u00e9s de la relation client.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><h2 data-maxlength=\"34\" class=\"people-heading-title\">Auteur<\/h2><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2025\/11\/Maxime-Girardeau-PC-2025.png\" alt=\"Maxime Girardeau\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\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\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" href=\"https:\/\/www.linkedin.com\/in\/maximegirardeau\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Maxime Girardeau<\/h3>\n\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<span>VP | Head of AI Strategy &amp; Transformation for Southern Central Europe, Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\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\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li><a aria-label=\"Linkedin\" target=\"_blank\" title=\"Ouvrir dans une nouvelle fen\u00eatre\" href=\"https:\/\/www.linkedin.com\/in\/maximegirardeau\/\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><\/a><\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\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<div class=\"people-info\">Maxime est VP, Head of AI Strategy &#038; Transformation chez Capgemini, o\u00f9 il pilote l\u2019innovation pour le secteur du luxe. Ancien de Microsoft et fondateur de l\u2019acc\u00e9l\u00e9rateur de start-up de Contentsquare, il est \u00e9galement romancier publi\u00e9 chez Fayard. Il explore les liens entre technologie, narration et sensibilit\u00e9 humaine, notamment \u00e0 travers des projets m\u00ealant IA et cr\u00e9ation litt\u00e9raire.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/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 7c63e7d6-754e-4d8e-a235-47c54df4f0e3\">\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 \">\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 agentique pour les organisations\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tIA agentique pour les organisations\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=\"Transformez votre entreprise avec l\u2019IA agentique.\"\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\tTransformez votre entreprise avec l\u2019IA agentique.\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 agentique pour les organisations\"\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\/fr-fr\/solutions-ia-agentique\/\"\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\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?w=1200&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?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\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?w=600&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?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\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?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\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg?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\/wp-content\/uploads\/2025\/04\/Agentic_AI_Main-VI-1-1.jpg\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"object-position: 50% 50%; object-fit: cover;\" 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 \">\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 organisations qui l\u2019adoptent sauront avant les autres r\u00e9inventer leur mod\u00e8le d\u2019affaire et leur processus.\"\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 organisations qui l\u2019adoptent sauront avant les autres r\u00e9inventer leur mod\u00e8le d\u2019affaire et leur processus.\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=\"-1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/www.capgemini.com\/fr-fr\/services\/data-intelligence-artificielle\/ia-generative\/\"\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\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?w=1200&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?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\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?w=600&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?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\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?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\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg?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\/wp-content\/uploads\/2023\/08\/GEN-AI_Web-banner_Solutions-page.jpg\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"object-position: 50% 50%; object-fit: cover;\" 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\n\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t<div class=\"slider-nav-wrapper largeDevice\">\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\n\t\t\t<\/div>\n\n\t\t<\/section>\n\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le bouleversement des usages du web par les interfaces d&#8217;IA g\u00e9n\u00e9ratives entra\u00eene une transformation radicale et globale pour les marques. <\/p>\n","protected":false},"author":157,"featured_media":784893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[21,46,41],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":true,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[138],"tags":[174],"brand":[30],"service":[49],"industry":[],"partners":[],"blog-topic":[359],"content-group":[],"class_list":["post-784870","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transformation","tag-ia-et-data","brand-capgemini","service-ia-data","blog-topic-ia-data"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La double audience digitale\u00a0: quand les sites web doivent s\u00e9duire humains et IA - Capgemini France<\/title>\n<meta name=\"description\" content=\"Le bouleversement des usages du web par les interfaces d&#039;IA g\u00e9n\u00e9ratives entra\u00eene une transformation radicale et globale pour les marques.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/double-audience-digitale-sites-web-humains-ia\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La double audience digitale\u00a0: quand les sites web doivent s\u00e9duire humains et IA\" \/>\n<meta property=\"og:description\" content=\"Le bouleversement des usages du web par les interfaces d&#039;IA g\u00e9n\u00e9ratives entra\u00eene une transformation radicale et globale pour les marques.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/double-audience-digitale-sites-web-humains-ia\/\" \/>\n<meta property=\"og:site_name\" content=\"Capgemini France\" \/>\n<meta property=\"article:published_time\" content=\"2025-05-22T14:03:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-09T08:12:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2025\/05\/2025-FR-WP-Blog-site-web-humain-IA.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"360\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Maxime Girardeau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" 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