{"id":797241,"date":"2025-11-19T09:41:00","date_gmt":"2025-11-19T08:41:00","guid":{"rendered":"https:\/\/www.capgemini.com\/fr-fr\/?post_type=press-release&#038;p=797241"},"modified":"2025-11-21T10:37:38","modified_gmt":"2025-11-21T09:37:38","slug":"pres-de-70-des-responsables-marketing-estiment-que-l-ia-agentique-sera-source-de-transformation-mais-son-efficacite-reste-difficile-a-atteindre","status":"publish","type":"press-release","link":"https:\/\/www.capgemini.com\/fr-fr\/actualites\/communiques-de-presse\/pres-de-70-des-responsables-marketing-estiment-que-l-ia-agentique-sera-source-de-transformation-mais-son-efficacite-reste-difficile-a-atteindre\/","title":{"rendered":"Pr\u00e8s de 70 % des responsables marketing estiment que l&#8217;IA agentique sera source de transformation, mais son efficacit\u00e9 reste difficile \u00e0 atteindre"},"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 70 % des responsables marketing estiment que l&#8217;IA agentique sera source de transformation, mais son efficacit\u00e9 reste difficile \u00e0 atteindre\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\t\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>nov. 19, 2025<\/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\/2025\/11\/11_19_Capgemini-news-alert_CMO-Playbook-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\">T\u00e9l\u00e9charger la news alert<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"download-props\">171 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\/2025\/11\/Final-Infographic-CMO-Playbook_725d4a.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\">805 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<\/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\">Les directeurs marketing (CMOs) font face \u00e0 des attentes croissantes mais \u00e0 une influence strat\u00e9gique en d\u00e9clin. Les budgets marketing se sont resserr\u00e9s \u00e0 environ 5 % des revenus, tandis que la participation des CMOs aux d\u00e9cisions critiques est pass\u00e9e de 70 % \u00e0 55 % en deux ans. Bien que 70 % des organisations utilisent d\u00e9sormais l\u2019IA g\u00e9n\u00e9rative pour la cr\u00e9ation de contenu, la segmentation et les campagnes digitales, son impact reste limit\u00e9 : seulement 7 % des marketeurs estiment que l\u2019IA a r\u00e9ellement am\u00e9lior\u00e9 l\u2019efficacit\u00e9 marketing, et \u00e0 peine 15 % d\u00e9clarent que leur configuration actuelle leur permet de se concentrer sur des t\u00e2ches \u00e0 forte valeur ajout\u00e9e. La personnalisation des interactions clients reste \u00e9galement faible, avec seulement 18 % des leaders marketing convaincus de r\u00e9ussir dans ce domaine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pour tirer parti de l\u2019IA et regagner en influence, les CMOs doivent repenser leur mod\u00e8le op\u00e9rationnel. Le rapport du Capgemini Research Institute souligne que moins de 40 % des CMOs contr\u00f4lent les budgets martech, rendant la collaboration avec les CIOs essentielle pour aligner technologie, donn\u00e9es et strat\u00e9gie. L\u2019optimisme autour de l\u2019IA agentique est fort (70 % y voient un potentiel transformateur), mais son adoption reste embryonnaire en raison de d\u00e9fis li\u00e9s aux comp\u00e9tences, \u00e0 la s\u00e9curit\u00e9 et \u00e0 la confiance. Pour cr\u00e9er une valeur tangible, les CMOs doivent int\u00e9grer l\u2019IA sur toute la cha\u00eene marketing, renforcer les synergies entre \u00e9quipes, investir dans les comp\u00e9tences IA et \u00e9thique, et repositionner le marketing comme moteur de l\u2019exp\u00e9rience client et de la croissance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><br><\/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>","protected":false},"excerpt":{"rendered":"<p>Les CMOs font face \u00e0 des budgets serr\u00e9s et \u00e0 une faible efficacit\u00e9 de l\u2019IA \u2013 seulement 7 % constatent un impact r\u00e9el \u2013, ce qui rend la collaboration CIO-CMO et l\u2019int\u00e9gration de l\u2019IA essentielles pour regagner en influence.<\/p>\n","protected":false},"author":208,"featured_media":0,"template":"","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":true,"cg_dt_link_disabled":true,"footnotes":"","related_resource_url":"https:\/\/www.capgemini.com\/wp-content\/uploads\/2025\/11\/11_19_Capgemini-news-alert_CMO-Playbook-1.pdf","related_resource_id":1175582,"related_resource_size":"171 KB","related_resource_type":"pdf","cg_author":0,"featured_focal_points":""},"tags":[174],"press-release-type":[87],"brand":[],"class_list":["post-797241","press-release","type-press-release","status-publish","hentry","tag-ia-et-data","press-release-type-publications"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO 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