{"id":14717,"date":"2023-10-26T09:10:13","date_gmt":"2023-10-26T07:10:13","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14717"},"modified":"2023-10-26T10:37:48","modified_gmt":"2023-10-26T08:37:48","slug":"google-partner-summit-2023-ia-agences","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/google-partner-summit-2023-ia-agences\/","title":{"rendered":"Google\u00a0Partner Summit 2023\u00a0: de l\u2019IA, de l\u2019humain\u2026 et des agences\u00a0!"},"content":{"rendered":"\n

Une fois par an, Google r\u00e9unit \u00e0 Dublin ses partenaires EMEA lors d\u2019un \u00e9v\u00e9nement riche en contenus et en \u00e9changes : le Partner Summit. Et bien s\u00fbr, Keyade a r\u00e9pondu pr\u00e9sent \u00e0 l\u2019\u00e9dition 2023. Passionnant. D\u00e9briefing.<\/strong><\/p>\n\n\n\n

\"Photo<\/figure>\n\n\n\n

IA matin, midi et soir<\/h2>\n\n\n\n

Cela ne vous \u00e9tonnera pas, mais durant l\u2019\u00e9v\u00e9nement il a \u00e9t\u00e9 question d\u2019IA. Beaucoup. Et il ne s\u2019agissait plus d\u2019IA-Washing\u00a0! Un sondage pr\u00e9alable \u00e0 l\u2019\u00e9v\u00e9nement a r\u00e9v\u00e9l\u00e9 que la premi\u00e8re chose qu\u2019attendaient les participants de l\u2019\u00e9v\u00e9nement \u00e9taient des informations sur l\u2019IA. Eh oui, nous le savons depuis le premier Terminator, mais nous le ressentons vivement aujourd\u2019hui\u00a0: nous avons peur d\u2019\u00eatre remplac\u00e9s par des robots plus performants que nous. Alors, Google a tenu a insist\u00e9 sur deux points\u00a0:<\/p>\n\n\n\n

    \n
  • la transition vers l\u2019IA ne se fera pas en une nuit, mais sur une demi-d\u00e9cennie (voil\u00e0 de quoi nous laisser le temps de nous retourner) ;<\/li>\n\n\n\n
  • les marketeurs ne sont pas en concurrence avec l\u2019IA, mais avec les marketeurs qui utilisent l\u2019IA.<\/li>\n<\/ul>\n\n\n\n

    Ouf, nous voil\u00e0 rassur\u00e9s ! Mais une fois qu\u2019on a dit \u00e7a, que va changer l\u2019IA pour nous dans le marketing digital ? Selon les chiffres pr\u00e9sent\u00e9s par Google, un humain qui fonctionne avec l\u2019IA obtient un taux de r\u00e9ussite sup\u00e9rieur de 35 % \u00e0 un humain qui fonctionne tout seul. Avec l\u2019IA, on atteint de meilleures performances et une meilleure productivit\u00e9. D\u2019ailleurs, nous le voyons d\u00e9j\u00e0 avec les formats publicitaires reposant enti\u00e8rement sur l\u2019IA, comme Performance Max pour Google.<\/p>\n\n\n\n

    Mais si l\u2019IA est autonome, pourquoi continuer de travailler avec des humains ?<\/strong> Parce que l\u2019IA n\u2019est pas bonne partout, et encore moins autonome. Elle est une bonne copilote, elle permet de ne pas partir de z\u00e9ro, mais la strat\u00e9gie et la cr\u00e9ativit\u00e9, entre autres, proviennent de l\u2019humain. L\u2019IA permet de simplifier le travail du marketeur qui se retrouve \u00e0 devoir g\u00e9rer de plus en plus de choses (54 % des marketeurs admettent \u00eatre submerg\u00e9s par le nombre d’options disponibles sur les diff\u00e9rentes plateformes).<\/p>\n\n\n\n

    Aujourd’hui, 85 % des annonceurs ont d\u00e9j\u00e0 adopt\u00e9 au moins un produit boost\u00e9 \u00e0 l\u2019IA. D\u2019ici 2030, 80 % du marketing sera augment\u00e9 par l\u2019IA.<\/p>\n\n\n\n

    L\u2019IA chez Google<\/h2>\n\n\n\n

    Aujourd’hui, vous connaissez d\u00e9j\u00e0 l\u2019IA chez Google. Il y a bien s\u00fbr celles qui organisent les r\u00e9sultats de recherche, mettent en avant en t\u00eate de page de r\u00e9sultats les informations les plus susceptibles de vous int\u00e9resser, comme la m\u00e9t\u00e9o, les r\u00e9sultats d\u2019un match\u2026 mais \u00e9galement, du c\u00f4t\u00e9 de la publicit\u00e9 il y a celles qui g\u00e8rent les ench\u00e8res automatiques, les contenus dynamiques ou encore l\u2019int\u00e9gralit\u00e9 des emplacements dans Performance Max.<\/p>\n\n\n\n

    Demain, l\u2019intelligence artificielle ira beaucoup plus loin\u00a0! Elle sera capable de cr\u00e9er les visuels g\u00e9n\u00e9riques, de cr\u00e9er une annonce \u00e0 partir de plusieurs sources\u00a0: landing pages, flux shopping\u2026 L\u2019objectif reste toujours le m\u00eame\u00a0: apporter la performance la plus optimale possible\u00a0!<\/p>\n\n\n\n

    Et l\u2019agence dans tout \u00e7a ? Chronique d\u2019une mort annonc\u00e9e ?<\/h2>\n\n\n\n

    Non, l\u2019agence ne va pas dispara\u00eetre avec l\u2019IA. Une bonne partie de ses t\u00e2ches \u00e9tant vou\u00e9es \u00e0 \u00eatre g\u00e9r\u00e9es de mani\u00e8re automatique par l\u2019IA, l\u2019agence et ceux qui la composent vont devoir muter.<\/p>\n\n\n\n

    M\u00eame si les consultants sont d\u00e9charg\u00e9s d\u2019une partie de leurs t\u00e2ches de gestion et d\u2019optimisation, il restera n\u00e9cessaire d\u2019accompagner l\u2019intelligence artificielle. Celle-ci n\u2019est pas cr\u00e9ative et pourrait proposer le m\u00eame contenu pour deux produits similaires. Il reviendra alors au marketeur de s\u2019assurer que l\u2019authenticit\u00e9 d\u2019une marque est bien respect\u00e9e<\/strong>. La cr\u00e9ativit\u00e9 de l\u2019agence, loin d\u2019\u00eatre confi\u00e9e \u00e0 l\u2019IA, sera d\u00e9cupl\u00e9e avec cette derni\u00e8re.<\/p>\n\n\n\n

    Par ailleurs, rien ne se cr\u00e9ant, tout se transformant, il faut nourrir l\u2019IA de donn\u00e9es de qualit\u00e9 pour obtenir de bonnes performances<\/strong>. C\u2019est pourquoi les agences devront \u00e9voluer pour accompagner les annonceurs dans l\u2019int\u00e9gration et la valorisation de leurs donn\u00e9es.<\/p>\n\n\n\n

    Enfin, lib\u00e9r\u00e9es d\u2019une partie de leur activit\u00e9 de haut de funnel, elles vont pouvoir se focaliser enti\u00e8rement sur l\u2019accroissement du business<\/strong>, en analysant plus finement les conversions et les optimisations \u00e0 d\u00e9ployer, en d\u00e9veloppant de nouvelles strat\u00e9gies, testant de nouveaux mod\u00e8les\u2026<\/p>\n\n\n\n

    On a encore le temps\u2026 ou pas vraiment<\/h2>\n\n\n\n

    L\u2019intelligence artificielle progresse vite. Tr\u00e8s vite. Il y a moins d\u2019un an, l\u2019IA g\u00e9n\u00e9rative entrait dans nos vies et elle s\u2019est d\u00e9velopp\u00e9e \u00e0 un rythme fou. Bien s\u00fbr, elle n\u2019est pas parfaite, mais en tant que marketeur et agence, il est essentiel de suivre sa progression et de l\u2019int\u00e9grer rapidement \u00e0 sa strat\u00e9gie. \u00c0 ne pas prendre le virage de l\u2019IA, on risque bien s\u00fbr de se faire d\u00e9passer, mais surtout de rester sur le bord de la route\u00a0!<\/p>\n","protected":false},"excerpt":{"rendered":"

    Explorez les derni\u00e8res tendances en mati\u00e8re d’IA pr\u00e9sent\u00e9es au Google Partner Summit 2023 et d\u00e9couvrez comment elles red\u00e9finissent le marketing digital et le futur des agences.<\/p>\n","protected":false},"author":1,"featured_media":14721,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14717","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nGoogle Partner Summit 2023 : L'IA et l'avenir des agences marketing - Keyade<\/title>\n<meta name=\"description\" content=\"Plongez dans les tendances et innovations en IA pr\u00e9sent\u00e9es au Google Partner Summit 2023, et explorez l'avenir du marketing digital et des agences.\" \/>\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.keyade.com\/fr\/blog\/google-partner-summit-2023-ia-agences\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google Partner Summit 2023 : L'IA et l'avenir des agences marketing - Keyade\" \/>\n<meta property=\"og:description\" content=\"Plongez dans les tendances et innovations en IA pr\u00e9sent\u00e9es au Google Partner Summit 2023, et explorez l'avenir du marketing digital et des agences.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.keyade.com\/fr\/blog\/google-partner-summit-2023-ia-agences\/\" \/>\n<meta property=\"og:site_name\" content=\"Keyade\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/keyade\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-26T07:10:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-26T08:37:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/10\/google-partner-summit-2023-une.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"899\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Keyade\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Keyade\" \/>\n<meta name=\"twitter:site\" content=\"@Keyade\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Keyade\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/google-partner-summit-2023-ia-agences\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/google-partner-summit-2023-ia-agences\\\/\"},\"author\":{\"name\":\"Keyade\",\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/#\\\/schema\\\/person\\\/f12e17c1c1788c9d20cc6fb06f342b6e\"},\"headline\":\"Google\u00a0Partner Summit 2023\u00a0: de l\u2019IA, de l\u2019humain\u2026 et des agences\u00a0!\",\"datePublished\":\"2023-10-26T07:10:13+00:00\",\"dateModified\":\"2023-10-26T08:37:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/google-partner-summit-2023-ia-agences\\\/\"},\"wordCount\":882,\"publisher\":{\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/google-partner-summit-2023-ia-agences\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/google-partner-summit-2023-une.jpg\",\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/google-partner-summit-2023-ia-agences\\\/\",\"url\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/google-partner-summit-2023-ia-agences\\\/\",\"name\":\"Google Partner Summit 2023 : L'IA et l'avenir des agences marketing - 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