{"id":35586,"date":"2025-01-28T07:40:39","date_gmt":"2025-01-28T06:40:39","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=229470"},"modified":"2025-01-28T07:25:23","modified_gmt":"2025-01-28T06:25:23","slug":"wir-muessen-ki-jetzt-operationalisieren","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-01-28\/wir-muessen-ki-jetzt-operationalisieren\/","title":{"rendered":"\"Nous devons maintenant rendre l'IA op\u00e9rationnelle\""},"content":{"rendered":"<p><iframe title=\"Publicis Marketing Predictions 2025 - Maks Giordano et Pascal Winkler interview\u00e9s par m&amp;k\" src=\"https:\/\/www.youtube.com\/embed\/N49TmmFh_uE?feature=oembed\" width=\"768\" height=\"432\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\r\n<h3><strong>Maks Giordano : L'IA comme technologie de transformation et sparring-partner<\/strong><\/h3>\r\n<p>Maks Giordano, fondateur du studio d'innovation juuman'okudo, r\u00e9fl\u00e9chit dans son interview \u00e0 l'extraordinaire dynamique que d\u00e9ploie actuellement l'intelligence artificielle. Il attribue cette \u00e9volution acc\u00e9l\u00e9r\u00e9e \u00e0 l'action conjugu\u00e9e d'ordinateurs puissants, d'\u00e9normes quantit\u00e9s de donn\u00e9es et d'investissements se chiffrant en milliards. Des technologies comme ChatGPT ont montr\u00e9 \u00e0 quelle vitesse l'IA peut \u00e9tablir de nouveaux standards. En l'espace de deux ans seulement, l'IA est pass\u00e9e du statut de domaine \u00e9mergent \u00e0 celui d'\u00e9l\u00e9ment incontournable dans de nombreux secteurs.<\/p>\r\n<p>Giordano explique ce que l'on appelle le \"hype-cycle\" : les technologies sont d'abord massivement surestim\u00e9es avant qu'une phase de d\u00e9senchantement n'intervienne. Mais \u00e0 long terme, un niveau d'utilisation r\u00e9aliste et durable se stabilise. Il met en garde contre le fait de consid\u00e9rer l'IA comme une solution universelle aux probl\u00e8mes, qui remplacerait compl\u00e8tement l'expertise humaine. Il illustre son propos par des exemples tels que les outils d'IA qui peuvent certes cr\u00e9er des pr\u00e9sentations PowerPoint ou des textes juridiques, mais qui, dans de nombreux cas, n'atteignent pas la pr\u00e9cision et l'intuition humaines.<\/p>\r\n<p>N\u00e9anmoins, il voit dans l'IA un \u00e9norme enrichissement en termes de cr\u00e9ativit\u00e9 et d'efficacit\u00e9. Elle permet de concevoir des campagnes multilingues et de cr\u00e9er rapidement de grandes quantit\u00e9s de contenus - une dimension qui \u00e9tait impensable auparavant. Mais il reste clair pour lui que le r\u00f4le de l'homme est d\u00e9cisif. Les processus cr\u00e9atifs, les d\u00e9cisions strat\u00e9giques et le storytelling \u00e9motionnel ne peuvent pas r\u00e9ussir sans la sensibilit\u00e9 humaine.<\/p>\r\n<p>Un exemple est le spot publicitaire de Coca-Cola, qui a \u00e9t\u00e9 produit \u00e0 l'aide de l'IA. Bien que techniquement de haut niveau, le spot manquait de profondeur et de connexion \u00e9motionnelle que seule la cr\u00e9ativit\u00e9 humaine peut atteindre. Giordano voit donc l'IA plut\u00f4t comme un sparring-partner qui soutient plut\u00f4t que de remplacer.<\/p>\r\n<p>En conclusion, il appelle le secteur cr\u00e9atif \u00e0 consid\u00e9rer l'IA comme une chance, \u00e0 se familiariser avec les outils et \u00e0 les int\u00e9grer activement dans le travail quotidien. Ce n'est qu'en essayant les possibilit\u00e9s que l'on peut vraiment \u00e9valuer l'utilit\u00e9 de la technologie et l'utiliser avec succ\u00e8s.<\/p>\r\n<p><a href=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano.png\"><img class=\"alignnone size-full wp-image-229478\" src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano.png\" sizes=\"(max-width: 1280px) 100vw, 1280px\" srcset=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano.png 1280w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-600x338.png 600w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-1024x576.png 1024w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-768x432.png 768w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-18x10.png 18w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-311x175.png 311w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-622x350.png 622w, https:\/\/www.markt-kom.com\/wp-content\/uploads\/2025\/01\/Publicis-Marketing-Predictions-2025-Maks-Giordano-1000x563.png 1000w\" alt=\"\" width=\"1280\" height=\"720\" \/><\/a><\/p>\r\n<h3><strong>Pascal Winkler : L'op\u00e9rationnalisation de l'IA comme objectif pour 2025<\/strong><\/h3>\r\n<p>Pascal Winkler, Chief Strategy Officer de Publicis Groupe, se concentre dans son interview sur la mise en \u0153uvre pratique des technologies d'IA dans le secteur publicitaire. Pour lui, 2025 est plac\u00e9 sous le signe de l'op\u00e9rationnalisation : les exp\u00e9riences men\u00e9es jusqu'\u00e0 pr\u00e9sent avec l'IA doivent \u00eatre transform\u00e9es en applications concr\u00e8tes qui cr\u00e9ent une valeur ajout\u00e9e mesurable, tant pour les clients que pour les processus internes.<\/p>\r\n<p>Winkler souligne qu'\u00e0 Zurich, Publicis Groupe b\u00e9n\u00e9ficie de son r\u00e9seau mondial qui donne acc\u00e8s \u00e0 des outils d'IA \u00e9prouv\u00e9s. Ces outils permettent \u00e0 l'agence de d\u00e9velopper des solutions sur mesure pour ses clients. L'accent est mis sur l'identification de cas d'utilisation sp\u00e9cifiques qui permettent d'exploiter le potentiel de la technologie pour diff\u00e9rents secteurs.<\/p>\r\n<p>Un aspect important est la collaboration avec les clients. Winkler d\u00e9crit le fait que ceux-ci se trouvent \u00e0 diff\u00e9rents points dans leur approche de l'IA. Alors que certaines entreprises sont d\u00e9j\u00e0 en train d'exp\u00e9rimenter activement, d'autres en sont encore aux premiers stades de la r\u00e9flexion. Pour les deux groupes, il est essentiel de cr\u00e9er des exemples d'application concrets qui montrent comment l'IA peut augmenter l'efficacit\u00e9, soutenir les processus cr\u00e9atifs et permettre de nouveaux mod\u00e8les commerciaux.<\/p>\r\n<p>Le d\u00e9veloppement de normes communes et de cadres juridiques pour l'utilisation de l'IA est \u00e9galement un th\u00e8me central. Les questions relatives aux droits d'auteur et \u00e0 la protection des donn\u00e9es jouent ici un r\u00f4le d\u00e9cisif. Winkler souligne que la branche a encore beaucoup \u00e0 apprendre dans ce domaine, mais que de grands progr\u00e8s sont possibles gr\u00e2ce \u00e0 des efforts communs.<\/p>\r\n<p>Sa conclusion : le secteur de la publicit\u00e9 se trouve \u00e0 un tournant. La technologie est pr\u00eate \u00e0 \u00eatre utilis\u00e9e de mani\u00e8re productive et c'est aux agences de d\u00e9velopper les bonnes strat\u00e9gies. Cela exige de l'ouverture, du pragmatisme et la volont\u00e9 d'apprendre en permanence. Winkler consid\u00e8re l'industrie cr\u00e9ative comme le moteur central de l'int\u00e9gration r\u00e9ussie de l'IA dans la vie quotidienne.<\/p>","protected":false},"excerpt":{"rendered":"<p>Les Marketing Predictions 2025 chez Publicis \u00e0 Zurich \u00e9taient plac\u00e9es sous le signe de l'intelligence artificielle. L'expert en innovation Maks Giordano a tenu un discours impressionnant sur le d\u00e9veloppement et les possibilit\u00e9s de l'IA. m&amp;k a ensuite invit\u00e9 Giordano et Pascal Winkler, Chief Strategy Officer chez Publicis, \u00e0 une interview vid\u00e9o exclusive.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"K\u00fcnstliche Intelligenz in der Werbebranche 2025","_yoast_wpseo_metadesc":"Marketing Predictions 2025 bei Publicis: Maks Giordano und Pascal Winkler \u00fcber KI als Chance f\u00fcr Kreativit\u00e4t und Effizienz.","articlekey":"","footnotes":""},"categories":[29],"tags":[4348,4343],"class_list":["post-35586","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-mk-format","tag-markom"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00abWir m\u00fcssen KI jetzt operationalisieren\u00bb - 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