{"id":37097,"date":"2025-03-24T07:53:50","date_gmt":"2025-03-24T06:53:50","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=232295"},"modified":"2025-03-24T07:41:01","modified_gmt":"2025-03-24T06:41:01","slug":"langzeit-studie-zu-ki-im-marketing-wachstum-ja-aber-potenzial-bleibt-liegen","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-03-24\/langzeit-studie-zu-ki-im-marketing-wachstum-ja-aber-potenzial-bleibt-liegen\/","title":{"rendered":"\u00c9tude \u00e0 long terme sur l'IA dans le marketing : oui \u00e0 la croissance, mais le potentiel reste inexploit\u00e9"},"content":{"rendered":"
\"\"<\/a>\r\n
(Graphiques : Claudia B\u00fcnte)<\/figcaption>\r\n<\/figure>\r\n

Claudia B\u00fcnte de la SRH Berlin University of Applied Sciences montre une \u00e9volution claire : 73 % des responsables marketing de la zone DACH utilisent l'IA, mais seule une fraction exploite tout son potentiel. Alors que certains leaders du march\u00e9 obtiennent des avantages concurrentiels gr\u00e2ce \u00e0 l'utilisation cibl\u00e9e de l'IA, environ 20 % des effets possibles restent inexploit\u00e9s dans de nombreuses entreprises. Dans la cinqui\u00e8me vague de l'\u00e9tude \u00e0 long terme, les responsables marketing ont \u00e9t\u00e9 interrog\u00e9s sur l'importance et l'utilisation actuelles et futures de l'IA dans le marketing ainsi que sur les effets de l'IA sur le succ\u00e8s de l'entreprise et la composition des \u00e9quipes dans le marketing.<\/p>\r\n

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

Manque de savoir-faire<\/h3>\r\n

Le plus grand d\u00e9fi est le manque de formation. 60 % des personnes interrog\u00e9es indiquent un manque de formation, 58 % se sentent d\u00e9pass\u00e9s par la multitude d'outils d'IA. On constate \u00e9galement un manque de connaissances au niveau de la direction : les managers ma\u00eetrisent 21 % moins d'outils d'IA que leurs \u00e9quipes et ont moins de vue d'ensemble sur le paysage informatique - ce qui freine la transformation potentielle. 79 % des entreprises confirment que leurs d\u00e9partements marketing ne sont pas suffisamment form\u00e9s \u00e0 l'utilisation de l'IA.<\/p>\r\n

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

L'IA comme facteur de r\u00e9ussite - mais seulement avec du savoir-faire<\/h3>\r\n

L'\u00e9tude montre \u00e9galement que les entreprises qui utilisent l'IA de mani\u00e8re syst\u00e9matique ont souvent plus de succ\u00e8s. Plus de deux tiers des personnes interrog\u00e9es consid\u00e8rent l'IA comme un facteur de r\u00e9ussite d\u00e9cisif. L'IA d\u00e9cidera en outre de l'avenir des entreprises, selon les personnes interrog\u00e9es.<\/p>\r\n

\"Mais sans formation continue cibl\u00e9e et sans int\u00e9gration strat\u00e9gique, le potentiel reste limit\u00e9\", estime la directrice de l'\u00e9tude, le professeur Claudia B\u00fcnte. \"Les entreprises doivent investir d\u00e8s maintenant dans les connaissances en IA pour rester comp\u00e9titives \u00e0 long terme\".<\/p>\r\n

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

\r\n

L'\u00e9tude se base sur un sondage r\u00e9alis\u00e9 aupr\u00e8s de 208 responsables marketing de la r\u00e9gion DACH et constitue la plus longue enqu\u00eate continue sur l'utilisation de l'IA dans le marketing dans les pays germanophones.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

La cinqui\u00e8me vague de l'\u00e9tude \u00e0 long terme \"IA - l'avenir du marketing\" montre que l'intelligence artificielle (IA) est bien \u00e9tablie dans le marketing. Depuis 2018, son utilisation a augment\u00e9 de 176 %, mais de nombreuses entreprises n'en exploitent pas toutes les possibilit\u00e9s, principalement en raison d'un manque de comp\u00e9tences et d'une formation insuffisante.<\/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":"KI-Nutzung im Marketing","_yoast_wpseo_metadesc":"Studie zeigt: KI ist im Marketing etabliert, doch fehlendes Know-how bremst das volle Potenzial in vielen Unternehmen.","articlekey":"","footnotes":""},"categories":[29],"tags":[4351,319,4343,459],"class_list":["post-37097","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-dexat","tag-kuenstliche-intelligenz","tag-markom","tag-studie"],"acf":[],"yoast_head":"\nLangzeit-Studie zu KI im Marketing: Wachstum ja, aber Potenzial bleibt liegen - Organisator<\/title>\n<meta name=\"description\" content=\"Studie zeigt: KI ist im Marketing etabliert, doch fehlendes Know-how bremst das volle Potenzial in vielen Unternehmen.\" \/>\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.organisator.ch\/fr\/marketing\/2025-03-24\/langzeit-studie-zu-ki-im-marketing-wachstum-ja-aber-potenzial-bleibt-liegen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Langzeit-Studie zu KI im Marketing: Wachstum ja, aber Potenzial bleibt liegen - 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