{"id":37703,"date":"2025-04-15T16:45:20","date_gmt":"2025-04-15T14:45:20","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=233482"},"modified":"2025-04-16T08:50:47","modified_gmt":"2025-04-16T06:50:47","slug":"dentsu-unterzeichnet-als-erste-globale-agenturgruppe-den-eu-ki-pakt","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2025-04-15\/dentsu-unterzeichnet-als-erste-globale-agenturgruppe-den-eu-ki-pakt\/","title":{"rendered":"Dentsu est le premier groupe mondial d'agences \u00e0 signer le Pacte europ\u00e9en sur l'intelligence artificielle"},"content":{"rendered":"

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

Le groupe mondial d'agences Dentsu est la premi\u00e8re holding mondiale de marketing et de publicit\u00e9 \u00e0 avoir sign\u00e9 le Pacte IA de l'UE - une initiative volontaire de la Commission europ\u00e9enne visant \u00e0 promouvoir une utilisation responsable et transparente de l'intelligence artificielle. Par cette d\u00e9marche, l'entreprise se positionne non seulement en avance sur le plan r\u00e9glementaire, mais r\u00e9pond \u00e9galement aux pr\u00e9occupations croissantes des entreprises publicitaires, comme le montre une r\u00e9cente enqu\u00eate de l'Association mondiale des annonceurs : 80% des entreprises de marque interrog\u00e9es ont exprim\u00e9 des r\u00e9serves quant \u00e0 l'utilisation de l'IA g\u00e9n\u00e9rative par les agences.<\/p>\r\n

Le Pacte IA de l'UE s'adresse aux entreprises qui souhaitent s'aligner volontairement sur les principes fondamentaux de la prochaine loi europ\u00e9enne sur l'intelligence artificielle (AI-Act). L'accent est mis sur les structures de gouvernance, l'\u00e9valuation des risques des syst\u00e8mes d'IA et le renforcement des comp\u00e9tences au sein des organisations.<\/p>\r\n

Dans le cadre de ce pacte, Dentsu s'engage notamment \u00e0 introduire des formations \u00e0 l'\u00e9chelle de l'entreprise, \u00e0 mettre en \u0153uvre une cartographie des risques \u00e9lev\u00e9s et \u00e0 renforcer les mod\u00e8les de gouvernance de l'IA existants.<\/p>\r\n

La mise en \u0153uvre se fait sur la base de coop\u00e9rations existantes avec des partenaires technologiques tels que Microsoft, Adobe, AWS, Google et Salesforce. Dans le cadre d'initiatives de prototypage et de hackathons, Dentsu a d\u00e9j\u00e0 d\u00e9velopp\u00e9 plus de 80 solutions de produits bas\u00e9es sur l'IA. L'objectif est de cr\u00e9er des solutions commerciales qui soient \u00e0 la fois efficaces pour la marque et conformes \u00e0 la protection des donn\u00e9es et \u00e0 l'\u00e9thique.<\/p>\r\n

De plus, Dentsu fait avancer son propre \u00e9cosyst\u00e8me d'IA en soutenant des start-ups comme Inworld, Fidder et VidMob. Avec des projets tels que GenStudio dentsu+ - une solution de flux de travail de contenu avec Adobe - le groupe montre comment les processus cr\u00e9atifs peuvent \u00e9voluer efficacement gr\u00e2ce \u00e0 l'IA.<\/p>\r\n

Andr\u00e9 Andrade, CEO de Dentsu EMEA, souligne : \"La signature du Pacte IA de l'UE est pour nous une \u00e9vidence. Chez Dentsu, nous consid\u00e9rons l'IA comme un outil permettant d'accro\u00eetre la cr\u00e9ativit\u00e9 et l'efficacit\u00e9 et d'obtenir de meilleurs r\u00e9sultats pour nos clients. Notre engagement en faveur d'une utilisation responsable de l'IA nous permet non seulement d'avoir une longueur d'avance sur les exigences r\u00e9glementaires, mais aussi de tenir notre promesse de fournir des innovations qui ont un r\u00e9el impact\".<\/p>","protected":false},"excerpt":{"rendered":"

En adh\u00e9rant au pacte volontaire de l'UE sur l'intelligence artificielle, Dentsu est, selon ses propres dires, le premier groupe mondial d'agences \u00e0 s'engager pour une utilisation responsable de l'intelligence artificielle. Le groupe r\u00e9agit ainsi de mani\u00e8re proactive aux \u00e9volutions r\u00e9glementaires et aux pr\u00e9occupations croissantes des clients vis-\u00e0-vis de l'IA g\u00e9n\u00e9rative.<\/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":"EU-KI-Pakt","_yoast_wpseo_metadesc":"Als erste globale Agenturgruppe verpflichtet sich Dentsu mit dem Beitritt zum freiwilligen EU-KI-Pakt zu einem verantwortungsvollen Umgang mit KI.","articlekey":"","footnotes":""},"categories":[29],"tags":[4154,4345,3537,4351,319],"class_list":["post-37703","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-ai-act","tag-business","tag-dentsu","tag-dexat","tag-kuenstliche-intelligenz"],"acf":[],"yoast_head":"\nDentsu unterzeichnet als erste globale Agenturgruppe den EU-KI-Pakt - Organisator<\/title>\n<meta name=\"description\" content=\"Als erste globale Agenturgruppe verpflichtet sich Dentsu mit dem Beitritt zum freiwilligen EU-KI-Pakt zu einem verantwortungsvollen Umgang mit KI.\" \/>\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\/2025-04-15\/dentsu-unterzeichnet-als-erste-globale-agenturgruppe-den-eu-ki-pakt\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dentsu unterzeichnet als erste globale Agenturgruppe den EU-KI-Pakt - 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