{"id":806687,"date":"2026-04-28T14:44:02","date_gmt":"2026-04-28T12:44:02","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?p=806687"},"modified":"2026-04-30T11:33:22","modified_gmt":"2026-04-30T09:33:22","slug":"le-commerce-agentique-exige-une-conception-guidee-par-lintention-voici-comment-reussir","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/le-commerce-agentique-conception-guidee-par-l-intention\/","title":{"rendered":"Le commerce agentique exige une conception guid\u00e9e par l\u2019intention : voici comment r\u00e9ussir"},"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>Le commerce\u00a0agentique\u00a0exige\u00a0une\u00a0conception\u00a0guid\u00e9e\u00a0par\u00a0l\u2019intention : voici\u00a0comment\u00a0r\u00e9ussir<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2025\/assets\/images\/cg-logo-white.svg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">28 avril 2026<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-2\"><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\/le-commerce-agentique-conception-guidee-par-l-intention\/\" 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\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/fr-fr\/perspectives\/blog\/le-commerce-agentique-conception-guidee-par-l-intention\/\" 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-8\"><h2 class=\"intro-para-title\">Le commerce, physique comme digital, entre dans une nouvelle \u00e8re : les interfaces ne se contentent plus de clics, elles comprennent d\u00e9sormais l\u2019intention.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"grid-container\"><div><div class=\"article-text article-quote-text\">\n<p>Dans cette nouvelle r\u00e9alit\u00e9, s\u2019appuyer sur une exp\u00e9rience utilisateur (UX) standard, o\u00f9 tout le monde suit les m\u00eames \u00e9tapes ou voit le m\u00eame design, n\u2019est plus suffisant.<\/p>\n\n\n\n<p>Les exp\u00e9riences doivent devenir uniques, proactives et invisibles : uniques pour chaque personne, proactives dans l\u2019anticipation de leurs besoins, et invisibles afin que l\u2019aide soit propos\u00e9e exactement au bon moment et au bon endroit, souvent sans m\u00eame que l\u2019utilisateur ait besoin de la demander. Cela implique d\u2019orchestrer les signaux de donn\u00e9es, les frameworks d\u2019agents et une conception pilot\u00e9e par l\u2019intention, afin que le front\u2011end de n\u2019importe quel canal puisse s\u2019adapter rapidement, en temps r\u00e9el.<\/p>\n\n\n\n<p>L\u2019urgence s\u2019est renforc\u00e9e avec l\u2019essor des agents d\u2019achat bas\u00e9s sur l\u2019IA. La d\u00e9couverte des produits commence d\u00e9sormais au sein des assistants IA et, dans de nombreux cas, l\u2019ensemble du parcours d\u2019achat s\u2019y conclut, via un paiement directement int\u00e9gr\u00e9 \u00e0 la conversation. Les donn\u00e9es d\u2019engagement montrent que les sessions provenant d\u2019agents IA arrivent beaucoup plus pr\u00e8s de la d\u00e9cision d\u2019achat et pr\u00e9sentent des comportements distincts par rapport au trafic traditionnel. Cette \u00e9volution rend les contenus optimis\u00e9s pour l\u2019IA et des donn\u00e9es produits bien structur\u00e9es non seulement importants, mais tout simplement critiques.<\/p>\n\n\n\n<p>Les organisations doivent donc se pr\u00e9parer sur deux fronts simultan\u00e9ment : 1) aller \u00e0 la rencontre des clients au sein des \u00e9cosyst\u00e8mes d\u2019agents tiers ; 2) lancer leurs propres agents, porteurs de l\u2019identit\u00e9 de marque et de l\u2019expertise m\u00e9tier.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-les-cinq-priorites-pour-concevoir-une-experience-de-commerce-agentique-reussie\">Les cinq priorit\u00e9s pour concevoir une exp\u00e9rience de commerce agentique r\u00e9ussie<\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-1-concevoir-une-experience-d-agent-qui-reflete-les-valeurs-de-votre-marque\">1. Concevoir une exp\u00e9rience d\u2019agent qui refl\u00e8te les valeurs de votre marque<\/h4>\n\n\n\n<p><strong>Pourquoi c\u2019est essentiel :<\/strong> dans le commerce agentique, l\u2019agent est l\u2019exp\u00e9rience. Il incarne votre marque, interpr\u00e8te l\u2019intention et d\u00e9cide de la mani\u00e8re de pr\u00e9senter les choix. Autant dire que cela compte. Si vous ne le concevez pas de mani\u00e8re intentionnelle, vous h\u00e9riterez d\u2019une pr\u00e9sence g\u00e9n\u00e9rique fa\u00e7onn\u00e9e par des plateformes externes.<\/p>\n\n\n\n<p><strong>Actions cl\u00e9s \u00e0 mener :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>D\u00e9finir l\u2019agent : <\/strong>choisir son apparence visuelle et son mode d\u2019interaction (chat, voix, multimodal). Aligner son ton et son vocabulaire avec la personnalit\u00e9 de votre marque (expert, accessible, concis, par exemple). <\/li>\n\n\n\n<li><strong>Formaliser le langage et les comportements :<\/strong> d\u00e9cider de la fa\u00e7on dont il explique ses recommandations, compare les alternatives et r\u00e9sume les arbitrages. Faire du \u00ab pourquoi cette recommandation ? \u00bb un \u00e9l\u00e9ment standard du dialogue afin d\u2019instaurer la confiance.<\/li>\n\n\n\n<li><strong>Ma\u00eetriser le catalogue :<\/strong> apprendre \u00e0 l\u2019agent votre taxonomie, vos attributs, vos bundles, vos stocks et vos promotions afin qu\u2019il propose les options les plus pertinentes au moment o\u00f9 l\u2019intention s\u2019exprime. <\/li>\n\n\n\n<li><strong>Favoriser l\u2019apprentissage continu :<\/strong> capter les signaux de pertinence, de confusion et de friction pour permettre \u00e0 l\u2019agent d\u2019affiner en permanence ses recommandations.<\/li>\n<\/ul>\n\n\n\n<p><strong>R\u00e9sultat&nbsp;:<\/strong>&nbsp;votre&nbsp;agent&nbsp;devient&nbsp;un concierge&nbsp;cr\u00e9dible&nbsp;et utile,&nbsp;plut\u00f4t&nbsp;qu\u2019un&nbsp;simple chatbot&nbsp;g\u00e9n\u00e9rique.&nbsp;<\/p>\n\n\n\n<p><strong>N\u2019oubliez&nbsp;pas :&nbsp;votre&nbsp;agent est&nbsp;d\u00e9sormais&nbsp;la nouvelle&nbsp;porte&nbsp;d\u2019entr\u00e9e&nbsp;de&nbsp;votre&nbsp;marque.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-2-transformer-les-donnees-en-contexte-temps-reel\">2. Transformer les donn\u00e9es en contexte temps r\u00e9el<\/h4>\n\n\n\n<p><strong>Pourquoi c\u2019est essentiel :<\/strong> les agents s\u2019appuient sur des signaux actuels \u2013 qui est l\u2019utilisateur, o\u00f9 il se trouve, quels sont les niveaux de stock et les prix, et comment son comportement \u00e9volue \u00e0 l\u2019instant T. Des donn\u00e9es statiques produisent des r\u00e9ponses g\u00e9n\u00e9riques ; des signaux activ\u00e9s cr\u00e9ent une exp\u00e9rience r\u00e9ellement contextuelle.<\/p>\n\n\n\n<p><strong>Actions cl\u00e9s \u00e0 mener :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mettre en place une couche unifi\u00e9e de signaux int\u00e9grant l\u2019identit\u00e9, les stocks, les prix et les donn\u00e9es comportementales dans une source de v\u00e9rit\u00e9 fiable. <\/li>\n\n\n\n<li>Passer du SEO au GEO (Generative Experience Optimization). Structurer les contenus produits et les m\u00e9dias pour que les syst\u00e8mes g\u00e9n\u00e9ratifs puissent ing\u00e9rer, citer et classer vos informations sur l\u2019ensemble des surfaces d\u2019assistants. <\/li>\n\n\n\n<li>Int\u00e9grer des signaux de confiance (avis, garanties, certifications) dans les recommandations. Les agents doivent mettre en avant la cr\u00e9dibilit\u00e9 autant que l\u2019utilit\u00e9.<\/li>\n<\/ul>\n\n\n\n<p><strong>R\u00e9sultat :<\/strong> les parcours s\u2019adaptent \u00e0 chaque instant, permettant des suggestions proactives (par exemple : \u00ab en stock pr\u00e8s de chez vous \u00bb, \u00ab ce bundle permet d\u2019\u00e9conomiser X \u20ac \u00bb, \u00ab livraison possible d\u00e8s demain \u00bb).<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-3-concevoir-une-ux-adaptative-et-multimodale-aucun-utilisateur-ni-agent-ne-voit-exactement-la-meme-chose\">3. Concevoir une UX adaptative et multimodale (aucun utilisateur ni agent ne voit exactement la m\u00eame chose)<\/h4>\n\n\n\n<p><strong>Pourquoi c\u2019est essentiel :<\/strong> les mod\u00e8les rigides supposent un parcours unique. Une UX adaptative assemble dynamiquement les composants en fonction de l\u2019\u00e9tat d\u2019intention, de l\u2019appareil et du contexte, tout en offrant une exp\u00e9rience coh\u00e9rente aux clients comme aux agents.<\/p>\n\n\n\n<p><strong>Actions cl\u00e9s \u00e0 mener :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cr\u00e9er des biblioth\u00e8ques de composants dynamiques pour les interfaces conversationnelles, vocales et visuelles, en les rendant sensibles \u00e0 l\u2019\u00e9tat (par exemple : pr\u00eat \u00e0 acheter vs encore en exploration). <\/li>\n\n\n\n<li>Synchroniser les donn\u00e9es produits et les m\u00e9dias sur l\u2019ensemble des canaux afin que les assistants et les interfaces humaines pr\u00e9sentent une information coh\u00e9rente. <\/li>\n\n\n\n<li>Exposer des m\u00e9tadonn\u00e9es lisibles par les machines (taxonomie, sp\u00e9cifications, disponibilit\u00e9, indices de prix) pour permettre aux assistants d\u2019assembler correctement l\u2019exp\u00e9rience.<\/li>\n<\/ul>\n\n\n\n<p><strong>R\u00e9sultat :<\/strong> moins d\u2019\u00e9tapes pour finaliser un achat, une meilleure captation de l\u2019intention et des r\u00e9sultats coh\u00e9rents, que le parcours d\u00e9bute sur votre site ou via un assistant tiers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-4-orchestrer-une-architecture-multi-agents-des-agents-specialises-coordonnes-par-un-chef-d-orchestre\">4. Orchestrer une architecture multi\u2011agents (des agents sp\u00e9cialis\u00e9s coordonn\u00e9s par un chef d\u2019orchestre)<\/h4>\n\n\n\n<p><strong>Pourquoi c\u2019est essentiel : <\/strong>le commerce moderne ne suit plus un flux lin\u00e9aire. Il repose sur un r\u00e9seau d\u2019agents sp\u00e9cialis\u00e9s (service, commerce, connaissance) op\u00e9rant \u00e0 travers votre \u00e9cosyst\u00e8me et celui de vos partenaires. Sans orchestration, les interactions se fragmentent et la valeur se dilue.<\/p>\n\n\n\n<p><strong>Actions cl\u00e9s \u00e0 mener :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mettre en place une couche d\u2019orchestration coordonnant les r\u00f4les des agents, les API, les workflows et les transferts. <\/li>\n\n\n\n<li>D\u00e9ployer des agents internes exploitant des donn\u00e9es propri\u00e9taires afin d\u2019offrir des recommandations diff\u00e9renciantes et de limiter la d\u00e9pendance totale aux \u00e9cosyst\u00e8mes externes. <\/li>\n\n\n\n<li>D\u00e9finir des protocoles d\u2019escalade et de transfert entre agents IA et agents humains pour les situations sensibles ou complexes.<\/li>\n<\/ul>\n\n\n\n<p><strong>R\u00e9sultat : <\/strong>une architecture r\u00e9siliente et scalable pour l\u2019interpr\u00e9tation de l\u2019intention, la prise de d\u00e9cision et l\u2019ex\u00e9cution, \u00e0 travers tous les canaux et partenaires.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-5-integrer-la-confiance-la-transparence-et-la-gouvernance-une-ia-invisible-necessite-des-garde-fous-visibles\">5. Int\u00e9grer la confiance, la transparence et la gouvernance (une IA invisible n\u00e9cessite des garde\u2011fous visibles)<\/h4>\n\n\n\n<p><strong>Pourquoi c\u2019est essentiel : <\/strong>lorsque les syst\u00e8mes agissent au nom des utilisateurs, la confiance devient le moteur de la performance. Les consommateurs acceptent une IA invisible tant que l\u2019usage des donn\u00e9es est clair, que les b\u00e9n\u00e9fices sont tangibles et que des humains restent disponibles lorsque les enjeux et les risques sont \u00e9lev\u00e9s.<\/p>\n\n\n\n<p><strong>Actions cl\u00e9s \u00e0 mener :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Rendre le consentement visible et simple. Expliquer quelles donn\u00e9es sont collect\u00e9es et pourquoi, et permettre aux utilisateurs de se d\u00e9sengager facilement.<\/li>\n\n\n\n<li>Standardiser l\u2019interpr\u00e9tabilit\u00e9 et la transparence : apprendre \u00e0 l\u2019agent \u00e0 expliquer pourquoi un produit est recommand\u00e9 et quels crit\u00e8res ont \u00e9t\u00e9 pris en compte. <\/li>\n\n\n\n<li>Concevoir le syst\u00e8me avec une approche \u00ab human\u2011in\u2011the\u2011loop \u00bb, en d\u00e9finissant clairement les chemins d\u2019escalade et les plages de disponibilit\u00e9.<\/li>\n\n\n\n<li>Auditer les biais, la s\u00e9curit\u00e9 et la conformit\u00e9, et int\u00e9grer des revues d\u2019IA responsable dans les cycles de mise en production. La confiance n\u2019est pas un slogan : c\u2019est une norme op\u00e9rationnelle int\u00e9gr\u00e9e au comportement des agents et au design des interfaces.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-mesurer-l-impact-et-le-succes-des-agents-ia\"><strong>Mesurer l\u2019impact et le succ\u00e8s des agents IA<\/strong><\/h3>\n\n\n\n<p>Continuez \u00e0 suivre les indicateurs classiques : augmentation du taux de conversion, paniers moyens plus \u00e9lev\u00e9s, baisse de l\u2019abandon, agents humains augment\u00e9s et canaux unifi\u00e9s. Mais ajoutez \u00e9galement des m\u00e9triques sp\u00e9cifiques aux agents : <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Part de la demande provenant des assistants (quelle proportion d\u00e9bute hors site ?) <\/li>\n\n\n\n<li>Vitesse entre l\u2019intention et le paiement pour les sessions issues d\u2019agents (les utilisateurs agentiques avancent\u2011ils plus vite ?) <\/li>\n\n\n\n<li>Visibilit\u00e9 GEO sur les principaux mod\u00e8les d\u2019IA (les assistants vous citent\u2011ils et vous recommandent\u2011ils ?)<\/li>\n<\/ul>\n\n\n\n<p>Le digital a toujours tenu sa promesse d\u2019un fort rendement pour un faible effort. Le commerce agentique amplifie cette promesse, \u00e0 condition de concevoir l\u2019agent, d\u2019activer les signaux, d\u2019adapter le front\u2011end, d\u2019orchestrer les sp\u00e9cialistes et de gouverner par la confiance.<\/p>\n\n\n\n<p>Les organisations qui consid\u00e8rent les assistants comme des surfaces de premier plan, tout en d\u00e9ployant leurs propres agents diff\u00e9renciants, gagneront en pertinence dans un march\u00e9 o\u00f9 l\u2019intention est interpr\u00e9t\u00e9e avant m\u00eame le premier clic.<\/p>\n\n\n\n<p><em><strong>Vos clients interagissent d\u00e9j\u00e0 avec des agents d\u2019achat IA : vos exp\u00e9riences sont\u2011elles con\u00e7ues pour les rencontrer l\u00e0 o\u00f9 ils se trouvent ?<\/strong><\/em><\/p>\n\n\n\n<p>Contactez\u2011nous pour commencer \u00e0 concevoir une UX adaptative, pr\u00eate pour les agents, au service de votre marque.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<section class=\"latest-insights layout-even layout-even-all-purple-cards \"><div class=\"container\"><div class=\"insight-title\"><h2 class=\"latest-insight-title\"><\/h2><\/div><div class=\"layout-two-card cards-normal\">\n                                <div class=\"row align-items-center\"><div class=\"card-image-wrapper\">\n                                <div class=\"card-image\" data-image-url=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/reinventer-l-experience-client-pilotee-par-l-humain-amplifiee-par-l-ia\/\">\n\t\t\t\t\t\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\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=800&#038;quality=70 2x\"\n\t\t\t\t\t\t\t\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\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=800&#038;quality=70 2x\"\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\tmedia=\"(min-width: 992px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=800&#038;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=800&#038;quality=70 2x\"\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\tmedia=\"(min-width: 768px)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=350&#038;quality=70 1x, https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg?w=700&#038;quality=70 2x\"\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\tmedia=\"(min-width: 0)\"\/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/Human-led-AI-powered_CRI-2880X1800.jpg\" alt=\"\" style=\"object-position: 50% 50%; object-fit: cover;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/picture>\n                                <\/div>\n                            <\/div><div class=\"col-12 col-lg-4 d-md-none d-lg-block\"><\/div><div class=\"col-12 col-md-6 col-lg-4\">\n                           <a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/reinventer-l-experience-client-pilotee-par-l-humain-amplifiee-par-l-ia\/\" aria-label=\"R\u00e9inventer l\u2019exp\u00e9rience client : pilot\u00e9e par l\u2019humain, amplifi\u00e9e par l\u2019IA\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-center\">\n                                <div class=\"card-tag\">Rapport<\/div>\n                                <h3 class=\"card-title\">R\u00e9inventer l\u2019exp\u00e9rience client : pilot\u00e9e par l\u2019humain, amplifi\u00e9e par l\u2019IA<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n\t\t\t\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <div class=\"col-12 col-md-6 col-lg-4\">\n                            <a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/cmo-playbook-2025\/\" aria-label=\"De la complexit\u00e9 \u00e0 la clart\u00e9 : comment les CMO peuvent r\u00e9inventer le r\u00f4le du marketing pour prendre l\u2019avantage\" class=\"card-link-holder\">\n                            <div class=\"insight-card insight-card-start\">\n                                <div class=\"card-tag\">Capgemini Research Institute<\/div>\n                                <h3 class=\"card-title\">De la complexit\u00e9 \u00e0 la clart\u00e9 : comment les CMO peuvent r\u00e9inventer le r\u00f4le du marketing pour prendre l\u2019avantage<\/h3>\n                                <div class=\"insight-card-footer\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"light\">\n                                    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/themes\/capgemini2025\/assets\/images\/capgemini-research-institute-white.svg\" alt=\"capgemini-research-institute\" class=\"dark\">\n                                <\/div>\n                            <\/div>\n                            <\/a>\n                        <\/div>\n                    <\/div>\n                    <\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"<p>Assistants IA, UX adaptative, donn\u00e9es contextuelles\u202f: le commerce agentique red\u00e9finit les parcours d\u2019achat. Voici comment s\u2019y pr\u00e9parer.<\/p>\n","protected":false},"author":12419,"featured_media":805726,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"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":false,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[193],"brand":[30],"service":[45,49],"industry":[],"partners":[],"blog-topic":[352],"content-group":[],"class_list":["post-806687","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-customer-experience","brand-capgemini","service-customer-experience-customer-first","service-ia-data","blog-topic-cprd"],"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>Commerce agentique : r\u00e9ussir une conception guid\u00e9e par l\u2019intention<\/title>\n<meta name=\"description\" content=\"Le commerce agentique impose une nouvelle UX guid\u00e9e par l\u2019intention. 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