{"id":737482,"date":"2023-12-11T12:01:54","date_gmt":"2023-12-11T11:01:54","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=press-release&#038;p=737482"},"modified":"2025-03-04T08:48:31","modified_gmt":"2025-03-04T07:48:31","slug":"ia-generative-organisations-marketing","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","title":{"rendered":"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#8217;IA g\u00e9n\u00e9rative dans le domaine du marketing"},"content":{"rendered":"\t\t<div class=\"wp-block-cg-blocks-hero-press-release\">\n\t\t\t<header class=\"header-hero-press-release\" role=\"main\" id=\"main-content-press-release\">\n\t\t\t\t<div class=\"container\">\n\t\t\t\t\t<div class=\"hero-press-release\">\n\t\t\t\t\t\t<div class=\"hero-press-release-content-wrapper\">\n\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t<div class=\"col-12\">\n\t\t\t\t\t\t\t\t\t<div class=\"header-title\">\n\t\t\t\t\t\t\t\t\t\t<h1>\n\t\t\t\t\t\t\t\t\t\t\tPr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#8217;IA g\u00e9n\u00e9rative dans le domaine du marketing\t\t\t\t\t\t\t\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"header-description\">\n\t\t\t\t\t\t\t\t\t\t<p>Les trois quarts des organisations ont d\u00e9j\u00e0 allou\u00e9 un budget pour int\u00e9grer l&#8217;IA g\u00e9n\u00e9rative dans le marketing, ou pr\u00e9voient de le faire dans les six prochains mois<\/p>\n\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<div class=\"header-date\">\n\t\t\t\t\t\t\t\t\t\t<span>d\u00e9c. 11, 2023<\/span>\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<\/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=\"hero-press-release-downloads\">\n\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/12\/12_11_Generative-AI-for-Marketing_press-release-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">Lire l&#039;alerte m\u00e9dia en anglais<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">220 KB  pdf<\/div>\n\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<\/a>\n\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<div class=\"col-12 col-md-6 col-lg-3\">\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"download-item\" type=\"download\" href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/12\/Final-Infographic-CMO-Playbook.pdf\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Ouvrir dans une nouvelle fen\u00eatre\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-icon\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-details\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-title\">T\u00e9l\u00e9charger l&#039;infographie<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">775 KB  pdf<\/div>\n\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<\/a>\n\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<\/div>\n\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<div class=\"hero-press-release-brand-image\">\n\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=\"Logo de la marque\" \/>\n\t\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<\/div>\n\t\t\t<\/header>\n\t\t<\/div>\n\t\t\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?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" 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?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" 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?=http:\/\/capgeminiucwe.develop\/?post_type=press-release&amp;p=179\" 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<p><strong>Paris, le 11 d\u00e9cembre 2023 &#8211; Une majorit\u00e9 de marketeurs (62%) pense que l&#8217;IA g\u00e9n\u00e9rative augmentera la cr\u00e9ativit\u00e9, en renfor\u00e7ant des qualit\u00e9s humaines uniques telles que l&#8217;intuition, l&#8217;\u00e9motion et la compr\u00e9hension du contexte. Les organisations qui investissent d\u00e9j\u00e0 dans l&#8217;IA g\u00e9n\u00e9rative pour le marketing y consacrent 62% de leur budget IT marketing total, consid\u00e9rant cette technologie de rupture comme un catalyseur de la cr\u00e9ativit\u00e9 et de l&#8217;innovation pour leur m\u00e9tier. C&#8217;est ce qui ressort du dernier rapport du Capgemini Research Institute intitul\u00e9 &#8220;<a href=\"https:\/\/www.capgemini.com\/fr-fr\/perspectives\/publications\/guide-ia-generative-responsables-marketing\/\">Generative AI and the evolving role of marketing : A CMO&#8217;s Playbook<\/a>&#8220;, qui r\u00e9v\u00e8le que la moiti\u00e9 des organisations ont d\u00e9j\u00e0 pr\u00e9vu des budgets sp\u00e9cifiques et que pr\u00e8s de la moiti\u00e9 (47 %) ont affect\u00e9 des \u00e9quipes \u00e0 la mise en \u0153uvre de l&#8217;IA g\u00e9n\u00e9rative dans l&#8217;activit\u00e9 marketing.<\/strong><\/p>\n\n\n\n<p>Selon le rapport, 57 % des sp\u00e9cialistes du marketing s&#8217;attendent \u00e0 ce que l&#8217;IA g\u00e9n\u00e9rative agisse comme un catalyseur pour d\u00e9bloquer de nouvelles possibilit\u00e9s cr\u00e9atives, en particulier lors de la collaboration entre l&#8217;innovation pilot\u00e9e par l&#8217;humain et l&#8217;innovation g\u00e9n\u00e9r\u00e9e par l&#8217;IA ; 55 % pr\u00e9voient que cela motivera les \u00e9quipes \u00e0 penser au-del\u00e0 des limites habituelles. Au cours des deux ou trois prochaines ann\u00e9es, les sp\u00e9cialistes du marketing qui utilisent d\u00e9j\u00e0 l&#8217;IA g\u00e9n\u00e9rative s&#8217;attendent \u00e0 ce qu&#8217;elle soit appliqu\u00e9e \u00e0 l&#8217;analyse des donn\u00e9es (90 %), \u00e0 l&#8217;optimisation du SEO (89 %), au service client (89 %), \u00e0 la cr\u00e9ation de contenu (88 %) et \u00e0 la g\u00e9n\u00e9ration d&#8217;images et de vid\u00e9os (86 %). Par cons\u00e9quent, ces sp\u00e9cialistes mettent activement en place des pratiques visant \u00e0 utiliser l&#8217;IA g\u00e9n\u00e9rative dans tous les domaines du marketing.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n<div class=\"wp-block-cg-blocks-cg-block-related-content\"><section class=\"relatedContentBlock\"><div class=\"container\"><div class=\"row\"><div class=\"content-title col-12 col-md-8\"><h2 class=\"related-content-heading\">Autres publications<\/h2><\/div><\/div><div class=\"row relatedContent\"><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Lire la suite La r\u00e9industrialisation entre dans une phase plus s\u00e9lective et strat\u00e9gique en Europe et aux \u00c9tats Unis\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/la-reindustrialisation-entre-dans-une-phase-plus-selective-et-strategique-en-europe-et-aux-etats-unis\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Publications<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">La r\u00e9industrialisation entre dans une phase plus s\u00e9lective et strat\u00e9gique en Europe et aux \u00c9tats Unis<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Apr 20, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; href=&quot;https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/2026_04_20_Capgemini_Reindustrialisation-of-Europe-and-the-US-report_3rd-edition_press-release_FR.pdf&quot; aria-label=&quot;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;163 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite La r\u00e9industrialisation entre dans une phase plus s\u00e9lective et strat\u00e9gique en Europe et aux \u00c9tats Unis\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/la-reindustrialisation-entre-dans-une-phase-plus-selective-et-strategique-en-europe-et-aux-etats-unis\/\">Lire la suite<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Lire la suite Deux tiers des organisations consid\u00e8rent l\u2019IA physique comme une priorit\u00e9 majeure pour les trois \u00e0 cinq prochaines ann\u00e9es\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/deux-tiers-des-organisations-considerent-lia-physique-comme-une-priorite-majeure-pour-les-trois-a-cinq-prochaines-annees\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Publications<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">Deux tiers des organisations consid\u00e8rent l\u2019IA physique comme une priorit\u00e9 majeure pour les trois \u00e0 cinq prochaines ann\u00e9es<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Apr 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; href=&quot;https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/04\/04_16_Physical-AI-CRI-report-press-release-FR.pdf&quot; aria-label=&quot;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;196 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite Deux tiers des organisations consid\u00e8rent l\u2019IA physique comme une priorit\u00e9 majeure pour les trois \u00e0 cinq prochaines ann\u00e9es\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/deux-tiers-des-organisations-considerent-lia-physique-comme-une-priorite-majeure-pour-les-trois-a-cinq-prochaines-annees\/\">Lire la suite<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><div class=\"col-lg-4 col-md-6 col-xs-12\">\n\t\t\t\t\t\t\t<div class=\"box\">\n\t\t\t\t\t\t\t\t<a aria-label=\"Lire la suite 85 % des entreprises clientes de banques pr\u00e9voient de faire appel \u00e0 une institution financi\u00e8re non bancaire dans l\u2019ann\u00e9e \u00e0 venir, alors que la concurrence avec les capitaux priv\u00e9s s\u2019intensifie\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/85-des-entreprises-clientes-de-banques-prevoient-de-faire-appel-a-une-institution-financiere-non-bancaire-dans-lannee-a-venir-alors-que-la-concurrence-avec-les-capitaux-prives-sint\/\" class=\"anchorWrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"box-tag\"><span>Publications<\/span><\/span>\n\t\t\t\t\t\t\t\t\t<div class=\"box-title\"><h3 class=\"box-subtitle\">85 % des entreprises clientes de banques pr\u00e9voient de faire appel \u00e0 une institution financi\u00e8re non bancaire dans l\u2019ann\u00e9e \u00e0 venir, alors que la concurrence avec les capitaux priv\u00e9s s\u2019intensifie<\/h3><\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-date\">\n\t\t\t\t\t\t\t\t\t\t<span>Mar 16, 2026<\/span>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t\t&lt;a class=&quot;link-download&quot; href=&quot;https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/03\/03_16_WCIBR-Press-Release_FR.pdf&quot; aria-label=&quot;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&quot; target=&quot;_blank&quot;  type=&quot;download&quot; title=&quot;Opens in a new window&quot;&gt;\n\t\t\t\t\t\t\t&lt;span&gt;T\u00e9l\u00e9charger le communiqu\u00e9 de presse&lt;\/span&gt;\n\t\t\t\t\t\t\t&lt;span&gt;142 KB PDF&lt;\/span&gt;\n\t\t\t\t\t\t&lt;\/a&gt;\n\t\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite 85 % des entreprises clientes de banques pr\u00e9voient de faire appel \u00e0 une institution financi\u00e8re non bancaire dans l\u2019ann\u00e9e \u00e0 venir, alors que la concurrence avec les capitaux priv\u00e9s s\u2019intensifie\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/85-des-entreprises-clientes-de-banques-prevoient-de-faire-appel-a-une-institution-financiere-non-bancaire-dans-lannee-a-venir-alors-que-la-concurrence-avec-les-capitaux-prives-sint\/\">Lire la suite<\/a>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div><\/div><\/div><\/section><\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La majorit\u00e9 des sp\u00e9cialistes du marketing (62 %) pensent que l&#8217;IA g\u00e9n\u00e9rative augmentera la cr\u00e9ativit\u00e9 humaine, en renfor\u00e7ant des qualit\u00e9s humaines uniques telles que l&#8217;intuition, l&#8217;\u00e9motion et la compr\u00e9hension du contexte. Les organisations qui investissent d\u00e9j\u00e0 dans l&#8217;IA g\u00e9n\u00e9rative pour le marketing y consacrent 62 % de leur budget total de technologie marketing, consid\u00e9rant cette technologie r\u00e9volutionnaire comme un catalyseur de la cr\u00e9ativit\u00e9 et de l&#8217;innovation dans le domaine du marketing. C&#8217;est ce qui ressort du dernier rapport du Capgemini Research Institute.<\/p>\n","protected":false},"author":387,"featured_media":737447,"template":"","meta":{"cg_dt_proposed_to":[21,41],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"{\"uuid\":\"593628a3-f0ac-4dcc-8c62-b99ca0f943a2\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"e9325bba-9b38-41a4-8fd1-7e8ebbe5cb1d\",\"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":true,"footnotes":"","related_resource_url":"https:\/\/www.capgemini.com\/wp-content\/uploads\/2023\/12\/12_11_Generative-AI-for-Marketing_press-release-1.pdf","related_resource_id":978474,"related_resource_size":"220 KB","related_resource_type":"pdf","cg_author":0,"featured_focal_points":""},"tags":[174],"press-release-type":[87],"brand":[368],"class_list":["post-737482","press-release","type-press-release","status-publish","has-post-thumbnail","hentry","tag-ia-et-data","press-release-type-publications","brand-capgemini-research-institute"],"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>Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#039;IA g\u00e9n\u00e9rative dans le domaine du marketing - Capgemini France<\/title>\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\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#039;IA g\u00e9n\u00e9rative dans le domaine du marketing\" \/>\n<meta property=\"og:description\" content=\"La majorit\u00e9 des sp\u00e9cialistes du marketing (62 %) pensent que l&#039;IA g\u00e9n\u00e9rative augmentera la cr\u00e9ativit\u00e9 humaine, en renfor\u00e7ant des qualit\u00e9s humaines uniques telles que l&#039;intuition, l&#039;\u00e9motion et la compr\u00e9hension du contexte. Les organisations qui investissent d\u00e9j\u00e0 dans l&#039;IA g\u00e9n\u00e9rative pour le marketing y consacrent 62 % de leur budget total de technologie marketing, consid\u00e9rant cette technologie r\u00e9volutionnaire comme un catalyseur de la cr\u00e9ativit\u00e9 et de l&#039;innovation dans le domaine du marketing. C&#039;est ce qui ressort du dernier rapport du Capgemini Research Institute.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Capgemini France\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-04T07:48:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/CMO-Playbook.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/\",\"url\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/\",\"name\":\"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l'IA g\u00e9n\u00e9rative dans le domaine du marketing - Capgemini France\",\"isPartOf\":{\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg\",\"datePublished\":\"2023-12-11T11:01:54+00:00\",\"dateModified\":\"2025-03-04T07:48:31+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#primaryimage\",\"url\":\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg\",\"contentUrl\":\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg\",\"width\":2880,\"height\":1800},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Press Releases\",\"item\":\"https:\/\/www.capgemini.com\/fr-fr\/news\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#8217;IA g\u00e9n\u00e9rative dans le domaine du marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/#website\",\"url\":\"https:\/\/www.capgemini.com\/fr-fr\/\",\"name\":\"Capgemini France\",\"description\":\"Just another www.capgemini.com site\",\"publisher\":{\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.capgemini.com\/fr-fr\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-FR\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/#organization\",\"name\":\"Capgemini France\",\"url\":\"https:\/\/www.capgemini.com\/fr-fr\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/Logo-Capgemini.png\",\"contentUrl\":\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/Logo-Capgemini.png\",\"width\":202,\"height\":60,\"caption\":\"Capgemini France\"},\"image\":{\"@id\":\"https:\/\/www.capgemini.com\/fr-fr\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l'IA g\u00e9n\u00e9rative dans le domaine du marketing - Capgemini France","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","og_locale":"fr_FR","og_type":"article","og_title":"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l'IA g\u00e9n\u00e9rative dans le domaine du marketing","og_description":"La majorit\u00e9 des sp\u00e9cialistes du marketing (62 %) pensent que l'IA g\u00e9n\u00e9rative augmentera la cr\u00e9ativit\u00e9 humaine, en renfor\u00e7ant des qualit\u00e9s humaines uniques telles que l'intuition, l'\u00e9motion et la compr\u00e9hension du contexte. Les organisations qui investissent d\u00e9j\u00e0 dans l'IA g\u00e9n\u00e9rative pour le marketing y consacrent 62 % de leur budget total de technologie marketing, consid\u00e9rant cette technologie r\u00e9volutionnaire comme un catalyseur de la cr\u00e9ativit\u00e9 et de l'innovation dans le domaine du marketing. C'est ce qui ressort du dernier rapport du Capgemini Research Institute.","og_url":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","og_site_name":"Capgemini France","article_modified_time":"2025-03-04T07:48:31+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/10\/CMO-Playbook.jpg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","url":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","name":"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l'IA g\u00e9n\u00e9rative dans le domaine du marketing - Capgemini France","isPartOf":{"@id":"https:\/\/www.capgemini.com\/fr-fr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#primaryimage"},"image":{"@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg","datePublished":"2023-12-11T11:01:54+00:00","dateModified":"2025-03-04T07:48:31+00:00","breadcrumb":{"@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#primaryimage","url":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg","contentUrl":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg","width":2880,"height":1800},{"@type":"BreadcrumbList","@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Press Releases","item":"https:\/\/www.capgemini.com\/fr-fr\/news\/"},{"@type":"ListItem","position":2,"name":"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#8217;IA g\u00e9n\u00e9rative dans le domaine du marketing"}]},{"@type":"WebSite","@id":"https:\/\/www.capgemini.com\/fr-fr\/#website","url":"https:\/\/www.capgemini.com\/fr-fr\/","name":"Capgemini France","description":"Just another www.capgemini.com site","publisher":{"@id":"https:\/\/www.capgemini.com\/fr-fr\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.capgemini.com\/fr-fr\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-FR"},{"@type":"Organization","@id":"https:\/\/www.capgemini.com\/fr-fr\/#organization","name":"Capgemini France","url":"https:\/\/www.capgemini.com\/fr-fr\/","logo":{"@type":"ImageObject","inLanguage":"fr-FR","@id":"https:\/\/www.capgemini.com\/fr-fr\/#\/schema\/logo\/image\/","url":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/Logo-Capgemini.png","contentUrl":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2022\/08\/Logo-Capgemini.png","width":202,"height":60,"caption":"Capgemini France"},"image":{"@id":"https:\/\/www.capgemini.com\/fr-fr\/#\/schema\/logo\/image\/"}}]}},"parsely":{"version":"1.1.0","canonical_url":"https:\/\/capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","smart_links":{"inbound":0,"outbound":0},"traffic_boost_suggestions_count":0,"meta":{"@context":"https:\/\/schema.org","@type":"NewsArticle","headline":"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#8217;IA g\u00e9n\u00e9rative dans le domaine du marketing","url":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/","mainEntityOfPage":{"@type":"WebPage","@id":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/"},"thumbnailUrl":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=150&h=150&crop=1","image":{"@type":"ImageObject","url":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg"},"articleSection":"Uncategorized","author":[],"creator":[],"publisher":{"@type":"Organization","name":"Capgemini France","logo":""},"keywords":["ia &amp; data"],"dateCreated":"2023-12-11T11:01:54Z","datePublished":"2023-12-11T11:01:54Z","dateModified":"2025-03-04T07:48:31Z"},"rendered":"<meta name=\"parsely-title\" content=\"Pr\u00e8s de 60 % des organisations mettent en \u0153uvre ou explorent l&#8217;IA g\u00e9n\u00e9rative dans le domaine du marketing\" \/>\n<meta name=\"parsely-link\" content=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/ia-generative-organisations-marketing\/\" \/>\n<meta name=\"parsely-type\" content=\"post\" \/>\n<meta name=\"parsely-image-url\" content=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg?w=150&amp;h=150&amp;crop=1\" \/>\n<meta name=\"parsely-pub-date\" content=\"2023-12-11T11:01:54Z\" \/>\n<meta name=\"parsely-section\" content=\"Uncategorized\" \/>\n<meta name=\"parsely-tags\" content=\"ia &amp; data\" \/>","tracker_url":"https:\/\/cdn.parsely.com\/keys\/capgemini.com\/p.js"},"archive_status":false,"featured_image_src":"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2023\/12\/CMO-playbook-Gen-AI_2880X1800.jpg","featured_image_alt":"","jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Capgemini France","distributor_original_site_url":"https:\/\/www.capgemini.com\/fr-fr","push-errors":false,"tag_names":["IA &amp; Data"],"_links":{"self":[{"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/press-release\/737482","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/press-release"}],"about":[{"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/types\/press-release"}],"author":[{"embeddable":true,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/users\/387"}],"version-history":[{"count":11,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/press-release\/737482\/revisions"}],"predecessor-version":[{"id":777148,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/press-release\/737482\/revisions\/777148"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/media\/737447"}],"wp:attachment":[{"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/media?parent=737482"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/tags?post=737482"},{"taxonomy":"press-release-type","embeddable":true,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/press-release-type?post=737482"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/www.capgemini.com\/fr-fr\/wp-json\/wp\/v2\/brand?post=737482"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}