{"id":36703,"date":"2025-03-07T11:14:53","date_gmt":"2025-03-07T10:14:53","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=231533"},"modified":"2025-03-07T07:46:17","modified_gmt":"2025-03-07T06:46:17","slug":"gwa-veroeffentlicht-ki-whitepaper-2025","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-03-07\/gwa-veroeffentlicht-ki-whitepaper-2025\/","title":{"rendered":"GWA publie un livre blanc sur l'IA en 2025"},"content":{"rendered":"

\"\"<\/a><\/p>\r\n

Le site Livre blanc de 100 pages<\/a> d\u00e9crit les mod\u00e8les d'entreprise et les cha\u00eenes de cr\u00e9ation de valeur qui seront cr\u00e9\u00e9s par l'IA et se penche sur la promesse d'efficacit\u00e9 souvent discut\u00e9e. Les auteurs pr\u00e9cisent que l'IA ne conduit ni \u00e0 la suppression des prestataires de services ni \u00e0 l'uniformit\u00e9 cr\u00e9ative. Des th\u00e8mes tels que la \"twin transformation\" - la transformation num\u00e9rique et durable des entreprises en parall\u00e8le - ainsi que des questions juridiques et \u00e9thiques sont \u00e9galement abord\u00e9s.<\/p>\r\n

\"Nos principaux groupes cibles sont les cadres et les d\u00e9cideurs des agences et des d\u00e9partements marketing qui doivent relever le d\u00e9fi de l'int\u00e9gration strat\u00e9gique de l'IA dans leurs processus\", explique Nina Haller, directrice de GWA et co-auteur du livre blanc. \"Notre objectif est de fournir \u00e0 tous les acteurs du secteur de la communication une boussole pour naviguer dans cette phase de transformation\".<\/p>\r\n

D\u00e9calage entre l'ambition et la r\u00e9alit\u00e9<\/h3>\r\n

L'enqu\u00eate men\u00e9e aupr\u00e8s des membres de la GWA r\u00e9v\u00e8le une nette divergence dans l'image que les agences ont d'elles-m\u00eames : 79 % d'entre elles se consid\u00e8rent comme avanc\u00e9es dans l'utilisation de l'IA, mais seulement 17 % utilisent effectivement des applications complexes. Haller y voit une \"dangereuse surestimation de soi\" et demande plus de courage pour le changement.<\/p>\r\n

La transformation est entra\u00een\u00e9e par quatre forces centrales : des gains d'efficacit\u00e9 r\u00e9volutionnaires, des besoins du march\u00e9 radicalement modifi\u00e9s, une r\u00e9organisation disruptive des cha\u00eenes de cr\u00e9ation de valeur et une d\u00e9centralisation d\u00e9mocratisante, poursuit Haller. Celui qui fa\u00e7onne activement la transformation de l'IA et se positionne comme orchestrateur de solutions de communication complexes peut d\u00e9velopper une \"proposition de valeur enti\u00e8rement nouvelle\".<\/p>\r\n

Le livre blanc sur l'IA de GWA 2025 est disponible depuis jeudi gratuit \u00e0 t\u00e9l\u00e9charger<\/a> pr\u00eat.<\/p>","protected":false},"excerpt":{"rendered":"

Avec son nouveau livre blanc sur l'intelligence artificielle 2025, l'association allemande des agences de communication GWA pr\u00e9sente une analyse compl\u00e8te des chances et des d\u00e9fis de l'intelligence artificielle dans le secteur de la communication. Bas\u00e9 sur une enqu\u00eate aupr\u00e8s des membres, des interviews d'experts et des \u00e9tudes sectorielles, le document montre comment les agences et les annonceurs peuvent se pr\u00e9parer strat\u00e9giquement \u00e0 cette transformation.<\/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":"GWA KI-Whitepaper","_yoast_wpseo_metadesc":"Das GWA KI-Whitepaper 2025 analysiert Chancen und Herausforderungen von KI in der Kommunikation. Jetzt kostenlos downloaden.","articlekey":"","footnotes":""},"categories":[29],"tags":[4351,5158,4343],"class_list":["post-36703","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-dexat","tag-gwa","tag-markom"],"acf":[],"yoast_head":"\nGWA ver\u00f6ffentlicht KI-Whitepaper 2025 - Organisator<\/title>\n<meta name=\"description\" content=\"Das GWA KI-Whitepaper 2025 analysiert Chancen und Herausforderungen von KI in der Kommunikation. 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