{"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>\n\t\t\t\t\t\t\t\t\t\tLes 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\t\t\t\t\t\t\t\t\t\t\t<\/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 class=\"wp-block-paragraph\"><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 class=\"wp-block-paragraph\">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 Les assureurs-vie sous pression : 42 % des consommateurs sont perplexes et peu convaincus par les offres propos\u00e9es\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/les-assureurs-vie-sous-pression-42-des-consommateurs-sont-perplexes-et-peu-convaincus-par-les-offres-proposees\/\" 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\">Les assureurs-vie sous pression : 42 % des consommateurs sont perplexes et peu convaincus par les offres propos\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>sept. 10, 2026<\/span>\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\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t<a class=\"link-download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/09\/09_10_Capgemini-Press-Release_World-Life-Insurance-Report-2027_FR.pdf\" aria-label=\"T\u00e9l\u00e9charger le communiqu\u00e9 de presse\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t<span>T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/span>\n\t\t\t\t\t\t\t<span>208 KB PDF<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite Les assureurs-vie sous pression : 42 % des consommateurs sont perplexes et peu convaincus par les offres propos\u00e9es\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/les-assureurs-vie-sous-pression-42-des-consommateurs-sont-perplexes-et-peu-convaincus-par-les-offres-proposees\/\">Lire la suite<\/a>\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><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 91 % des entreprises fran\u00e7aises d\u00e9clarent subir des pertes financi\u00e8res li\u00e9es aux effets du changement climatique sur leur cha\u00eene d&#8217;approvisionnement li\u00e9es \u00e0 des \u00e9v\u00e9nements climatiques, mais 67 % manquent de donn\u00e9es fiables pour orienter leur strat\u00e9gie\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/91-des-entreprises-francaises-declarent-subir-des-pertes-financieres-liees-aux-effets-du-changement-climatique-sur-leur-chaine-dapprovisionnement-liees-a-des-evenements-climatiques-mais-67-manque\/\" 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\">91 % des entreprises fran\u00e7aises d\u00e9clarent subir des pertes financi\u00e8res li\u00e9es aux effets du changement climatique sur leur cha\u00eene d&#8217;approvisionnement li\u00e9es \u00e0 des \u00e9v\u00e9nements climatiques, mais 67 % manquent de donn\u00e9es fiables pour orienter leur strat\u00e9gie<\/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>sept. 9, 2026<\/span>\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\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t<a class=\"link-download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/09\/09_09_FR_Sweep-x-Capgemini_Sustainability-Report_Final.pdf\" aria-label=\"T\u00e9l\u00e9charger le communiqu\u00e9 de presse\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t<span>T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/span>\n\t\t\t\t\t\t\t<span>146 KB PDF<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite 91 % des entreprises fran\u00e7aises d\u00e9clarent subir des pertes financi\u00e8res li\u00e9es aux effets du changement climatique sur leur cha\u00eene d&#8217;approvisionnement li\u00e9es \u00e0 des \u00e9v\u00e9nements climatiques, mais 67 % manquent de donn\u00e9es fiables pour orienter leur strat\u00e9gie\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/91-des-entreprises-francaises-declarent-subir-des-pertes-financieres-liees-aux-effets-du-changement-climatique-sur-leur-chaine-dapprovisionnement-liees-a-des-evenements-climatiques-mais-67-manque\/\">Lire la suite<\/a>\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><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 majorit\u00e9 des organisations estiment qu\u2019une souverainet\u00e9 num\u00e9rique totale est un objectif irr\u00e9aliste, les entreprises privil\u00e9giant la r\u00e9silience \u00e0 l\u2019ind\u00e9pendance compl\u00e8te\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/la-majorite-des-organisations-estiment-quune-souverainete-numerique-totale-est-un-objectif-irrealiste-les-entreprises-privilegiant-la-resilience-a-lindependance-complete\/\" 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 majorit\u00e9 des organisations estiment qu\u2019une souverainet\u00e9 num\u00e9rique totale est un objectif irr\u00e9aliste, les entreprises privil\u00e9giant la r\u00e9silience \u00e0 l\u2019ind\u00e9pendance compl\u00e8te<\/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>sept. 8, 2026<\/span>\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\t<div class=\"box-bottom\">\n\t\t\t\t\t\t\t\t\t<a class=\"link-download\" href=\"https:\/\/www.capgemini.com\/fr-fr\/wp-content\/uploads\/sites\/6\/2026\/09\/FR_09_08_Digital-Sovereignty-CRI-Report_final.pdf\" aria-label=\"T\u00e9l\u00e9charger le communiqu\u00e9 de presse\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"Opens in a new window\">\n\t\t\t\t\t\t\t<span>T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/span>\n\t\t\t\t\t\t\t<span>146 KB PDF<\/span>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t<a class=\"more\" aria-label=\"Lire la suite La majorit\u00e9 des organisations estiment qu\u2019une souverainet\u00e9 num\u00e9rique totale est un objectif irr\u00e9aliste, les entreprises privil\u00e9giant la r\u00e9silience \u00e0 l\u2019ind\u00e9pendance compl\u00e8te\" href=\"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/la-majorite-des-organisations-estiment-quune-souverainete-numerique-totale-est-un-objectif-irrealiste-les-entreprises-privilegiant-la-resilience-a-lindependance-complete\/\">Lire la suite<\/a>\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><\/div><\/div><\/section><\/div>\n\n\n<p class=\"wp-block-paragraph\"><\/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. 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