{"id":2505,"date":"2025-09-18T16:53:00","date_gmt":"2025-09-18T14:53:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=2505"},"modified":"2025-10-09T16:53:27","modified_gmt":"2025-10-09T14:53:27","slug":"biens-de-consommation-lia-devient-la-priorite-des-dirigeants-face-a-linstabilite-economique-selon-une-etude-de-salesforce","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/news\/biens-de-consommation-lia-devient-la-priorite-des-dirigeants-face-a-linstabilite-economique-selon-une-etude-de-salesforce\/","title":{"rendered":"Biens de consommation: l\u2019IA devient la priorit\u00e9 des dirigeants face \u00e0 l\u2019instabilit\u00e9 \u00e9conomique, selon une \u00e9tude de Salesforce"},"content":{"rendered":"\n<p><strong>Paris, le 18 septembre 2025 &#8211;<\/strong> Salesforce, le leader mondial des solutions de gestion de la relation client int\u00e9gr\u00e9es \u00e0 l\u2019IA, d\u00e9voile les r\u00e9sultats de sa nouvelle \u00e9tude <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/consumer-goods-insights-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">Consumer Goods Industry Insights Report<\/a> (Analyse du Secteur des Biens de Consommation).<\/p>\n\n\n\n<p>2025 s\u2019annonce comme un d\u00e9fi majeur pour le secteur des biens de consommation. Cette ann\u00e9e est marqu\u00e9e par : une confiance des consommateurs en berne, des canaux de distribution de plus en plus complexes et un essoufflement des leviers traditionnels de croissance. Pr\u00e8s de la moiti\u00e9 des dirigeants (49 %) anticipent une instabilit\u00e9 \u00e9conomique accrue et 45 % des dirigeants fran\u00e7ais jugent une croissance rentable plus difficile \u00e0 atteindre cette ann\u00e9e.<\/p>\n\n\n\n<p>Dans ce contexte, <strong>l\u2019IA \u00e9merge comme une priorit\u00e9 strat\u00e9gique<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>95 % des d\u00e9cideurs estiment que les <strong>agents IA<\/strong> \u2014 des solutions capables d\u2019agir de fa\u00e7on autonome sans supervision humaine \u2014 seront indispensables pour rester comp\u00e9titifs d\u2019ici deux ans.<\/li>\n\n\n\n<li>95 % pr\u00e9voient qu\u2019ils contribueront directement \u00e0 l\u2019augmentation des ventes.<\/li>\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u00ab\u00a0Les consommateurs subissent aujourd\u2019hui de fortes pressions financi\u00e8res. Cela nous oblige \u00e0 \u00eatre plus efficaces dans nos op\u00e9rations.\u00a0\u00bb<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Dave Dohnalik, SVP Technology Strategy &amp; Enterprise Solutions chez PepsiCo<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p><em>\u00ab\u00a0Les consommateurs subissent aujourd\u2019hui de fortes pressions financi\u00e8res. Cela nous oblige \u00e0 \u00eatre plus efficaces dans nos op\u00e9rations<\/em>,\u00a0\u00bb d\u00e9clare <strong>Dave Dohnalik, SVP Technology Strategy &amp; Enterprise Solutions chez PepsiCo<\/strong>. \u00ab\u00a0<em>Quelle que soit la complexit\u00e9 de nos circuits de distribution, nous cherchons avant tout \u00e0 activer les canaux digitaux et \u00e0 am\u00e9liorer l\u2019exp\u00e9rience des distributeurs \u2014 et c\u2019est ce que nous faison gr\u00e2ce \u00e0 notre collaboration avec Salesforce.<\/em>\u00ab\u00a0<\/p>\n\n\n\n<p><strong>Les \u00e9volutions de politique \u00e9conomique p\u00e8sent sur les dirigeants du secteur des biens de consommation<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Parmi les nombreux facteurs qui affectent les marges, 98 % des dirigeants du secteur citent l\u2019\u00e9volution des politiques \u00e9conomiques et du contexte g\u00e9opolitique, comme les droits de douane, qui perturbent l\u2019approvisionnement, les op\u00e9rations et la rentabilit\u00e9.<\/li>\n\n\n\n<li>Pour y r\u00e9pondre, les entreprises adaptent leurs strat\u00e9gies d\u2019approvisionnement, le packaging de certains produits ou la relocalisation d\u2019une partie de leurs activit\u00e9s.<\/li>\n\n\n\n<li><em>\u00ab\u00a0La capacit\u00e9 de l\u2019IA \u00e0 acc\u00e9l\u00e9rer et renforcer nos efforts est cruciale dans un contexte de changement,<\/em>\u00a0\u00bb explique <strong>Michelle Grant, Director Consumer Goods Insights chez Salesforce<\/strong>. \u00ab\u00a0<em>Qu\u2019il s\u2019agisse d\u2019adapter les strat\u00e9gies d\u2019approvisionnement, de n\u00e9gocier avec les fournisseurs ou d\u2019absorber des co\u00fbts suppl\u00e9mentaires, l\u2019IA peut analyser les tendances de la demande pour aider \u00e0 prioriser les bons produits, guider les \u00e9quipes sur le terrain, dans leurs strat\u00e9gies commerciales et pr\u00e9voir la demande avec plus de pr\u00e9cision afin d\u2019\u00e9clairer chaque d\u00e9cision.<\/em>\u00ab\u00a0<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-full\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"2507-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"472\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2507\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png 763w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=300&amp;h=186 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=264&amp;h=163 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=500&amp;h=309 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=678&amp;h=419 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=150&amp;h=93 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=312&amp;h=193 312w\" sizes=\"auto, (max-width: 763px) 100vw, 763px\" \/><\/a><\/figure>\n<div id=\"2507-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Fermer cette fen\u00eatre de dialogue\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"763\" height=\"472\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2507\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png 763w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=300&amp;h=186 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=264&amp;h=163 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=500&amp;h=309 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=678&amp;h=419 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=150&amp;h=93 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_947b94.png?w=312&amp;h=193 312w\" sizes=\"auto, (max-width: 763px) 100vw, 763px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"2509-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1024\" alt=\"\" class=\"wp-image-2509\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"2509-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Fermer cette fen\u00eatre de dialogue\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1024\" alt=\"\" class=\"wp-image-2509\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_7f84f2.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p><strong>Les dirigeants des biens de consommation misent sur l\u2019IA \u2014 et les agents IA \u2014 pour stimuler la croissance, l\u2019efficacit\u00e9 et l\u2019innovation<\/strong><\/p>\n\n\n\n<p>Malgr\u00e9 les pressions externes, les dirigeants du secteur placent l\u2019IA au premier rang de leurs priorit\u00e9s, la consid\u00e9rant \u00e0 la fois comme leur d\u00e9fi n\u00b01 et leur principale opportunit\u00e9 en 2025.<\/p>\n\n\n\n<p>L\u2019essor des <a href=\"https:\/\/www.salesforce.com\/agentforce\/autonomous-agents\/\" target=\"_blank\" rel=\"noreferrer noopener\">agents IA<\/a> appara\u00eet incontournable d\u2019ici 2027 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>95 % des dirigeants estiment que les agents IA seront indispensables pour rester comp\u00e9titifs dans les deux prochaines ann\u00e9es.<\/li>\n\n\n\n<li>96 % pr\u00e9voient d\u2019augmenter leurs investissements dans ce domaine.<\/li>\n\n\n\n<li>95 % pensent que les agents IA permettront \u00e0 leur entreprise d\u2019accro\u00eetre ses ventes.<\/li>\n<\/ul>\n\n\n\n<p>Au-del\u00e0 de la croissance du chiffre d\u2019affaires, les dirigeants attendent \u00e9galement des agents IA qu\u2019ils les aident dans des t\u00e2ches cr\u00e9atives, comme <a href=\"https:\/\/www.salesforce.com\/consumer-goods\/trade-promotion-management-software\/trade-promotion-optimization\/\" target=\"_blank\" rel=\"noreferrer noopener\">la conception et l\u2019optimisation de promotions commerciales<\/a> ou encore le d\u00e9veloppement de nouveaux produits. L\u2019IA s\u2019impose ainsi comme un moteur de rentabilit\u00e9 et d\u2019innovation.<\/p>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"2510-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1024\" alt=\"\" class=\"wp-image-2510\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"2510-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Fermer cette fen\u00eatre de dialogue\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1024\" alt=\"\" class=\"wp-image-2510\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_051ac0.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p><strong>La rentabilit\u00e9 des promotions commerciales traditionnelles plafonne, mais la personnalisation pilot\u00e9e par l\u2019IA ouvre de nouvelles perspectives<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les promotions commerciales repr\u00e9sentent l\u2019un des plus gros postes de d\u00e9penses pour les entreprises de biens de consommation, mais seules 45 % g\u00e9n\u00e8rent un retour sur investissement positif \u2014 un chiffre stable depuis plusieurs ann\u00e9es.<\/li>\n\n\n\n<li>Indispensables pour rester comp\u00e9titif en magasin et stimuler les ventes, ces <a href=\"https:\/\/www.salesforce.com\/consumer-goods\/trade-promotion-management-software\/guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">promotions<\/a> sont toutefois de plus en plus co\u00fbteuses et aux r\u00e9sultats in\u00e9gaux, laissant penser que les approches traditionnelles ont atteint leurs limites.<\/li>\n\n\n\n<li>\u00c0 l\u2019inverse, les nouvelles approches bas\u00e9es sur l\u2019IA et la donn\u00e9e \u2014 notamment les offres personnalis\u00e9es \u2014 affichent les meilleurs r\u00e9sultats parmi toutes les tactiques promotionnelles, surclassant les programmes de fid\u00e9lit\u00e9 de pr\u00e8s de 15 points.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"2506-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1024\" alt=\"\" class=\"wp-image-2506\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"2506-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Fermer cette fen\u00eatre de dialogue\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1024\" alt=\"\" class=\"wp-image-2506\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_baaa8a.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p><strong>Face au ralentissement du <\/strong><a href=\"https:\/\/www.salesforce.com\/commerce\/direct-to-consumer\/guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Direct-to-Consumer<\/strong><\/a><strong> (DTC) et des programmes de fid\u00e9lit\u00e9, les dirigeants misent sur la personnalisation et les r\u00e9seaux sociaux<\/strong><\/p>\n\n\n\n<p>Apr\u00e8s plusieurs ann\u00e9es \u00e0 chercher la croissance via les canaux DTC et les programmes de fid\u00e9lit\u00e9, les dirigeants du secteur constatent que ces leviers atteignent d\u00e9sormais un plafond.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>45 % estiment qu\u2019il est plus difficile que jamais de maintenir la fid\u00e9lit\u00e9 des consommateurs, alors que <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">74 % de ces derniers ont chang\u00e9 de marque au cours de l\u2019ann\u00e9e \u00e9coul\u00e9e<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>\u00c0 mesure que les parcours clients se fragmentent sur un nombre croissant de canaux, les marques se tournent vers la personnalisation, les r\u00e9seaux sociaux et l\u2019IA pour renforcer la connexion avec les consommateurs, o\u00f9 qu\u2019ils se trouvent.<\/p>\n\n\n\n<p>Les investissements suivent cette tendance :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>72 % des entreprises augmentent leurs budgets sur les r\u00e9seaux sociaux.<\/li>\n\n\n\n<li>70 % accroissent leurs d\u00e9penses publicitaires digitales.<\/li>\n\n\n\n<li>76 % investissent davantage dans la personnalisation.<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-large\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"2511-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"576\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1024\" alt=\"\" class=\"wp-image-2511\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"2511-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Fermer cette fen\u00eatre de dialogue\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1024\" alt=\"\" class=\"wp-image-2511\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png 1600w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1536&amp;h=864 1536w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1414&amp;h=796 1414w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_a0adab.png?w=1218&amp;h=685 1218w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>La r\u00e9ussite repose d\u00e9sormais sur la pr\u00e9cision: exploiter la donn\u00e9e, d\u00e9ployer des promotions commerciales strat\u00e9giques et s\u2019appuyer sur l\u2019IA agentique pour transformer chaque \u00e9tape \u2014 de l\u2019usine jusqu\u2019au consommateur \u2014 en opportunit\u00e9 de chiffre d\u2019affaires.\u00a0\u00bb<\/p>\n\n\n\n<p class=\"has-medium-font-size\"><strong>Michelle Grant, Director Consumer Goods Insights chez Salesforce<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p><em>\u00ab\u00a0En 2025, les hausses de prix, les promotions et les r\u00e9assortiments standardis\u00e9s ne suffisent plus. La r\u00e9ussite repose d\u00e9sormais sur la pr\u00e9cision : exploiter la donn\u00e9e, d\u00e9ployer des promotions commerciales strat\u00e9giques et s\u2019appuyer sur l\u2019IA agentique pour transformer chaque \u00e9tape \u2014 de l\u2019usine jusqu\u2019au consommateur \u2014 en opportunit\u00e9 de chiffre d\u2019affaires<\/em>,\u00a0\u00bb d\u00e9clare <strong>Michelle Grant, Director Consumer Goods Insights chez Salesforce.<\/strong><\/p>\n\n\n<div class=\"wp-block-image__wrapper\">\n<figure class=\"wp-block-image size-full\"><a href=\"#\" class=\"wp-block-image__modal-toggle\" aria-expanded=\"false\" data-modal-id=\"2508-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" width=\"798\" height=\"493\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2508\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png 798w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=300&amp;h=185 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=768&amp;h=474 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=264&amp;h=163 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=500&amp;h=309 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=678&amp;h=419 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=150&amp;h=93 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=312&amp;h=193 312w\" sizes=\"auto, (max-width: 798px) 100vw, 798px\" \/><\/a><\/figure>\n<div id=\"2508-modal\" class=\"image-modal\" aria-hidden=\"true\" aria-labelledby=\"image-dialog-title\"><div class=\"image-modal__overlay\" tabindex=\"-1\" data-a11y-dialog-hide><\/div><div class=\"image-modal__content\" role=\"dialog\"><button class=\"image-modal__close-button\" type=\"button\" data-a11y-dialog-hide aria-label=\"Fermer cette fen\u00eatre de dialogue\"><svg viewBox=\"0 0 26 25\" height=\"16\" width=\"16\" fill=\"currentColor\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><rect x=\".626\" y=\"22.753\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(-45 .626 22.753)\"\/><rect x=\"2.747\" y=\".125\" width=\"32\" height=\"3\" rx=\"1.5\" transform=\"rotate(45 2.747 .125)\"\/><\/svg><\/button><h1 id=\"image-dialog-title\" class=\"screen-reader-text\">Image Modal<\/h1>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"798\" height=\"493\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?strip=all&#038;quality=95\" alt=\"\" class=\"wp-image-2508\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png 798w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=300&amp;h=185 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=768&amp;h=474 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=264&amp;h=163 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=500&amp;h=309 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=678&amp;h=419 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=150&amp;h=93 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2025\/10\/image_f32085.png?w=312&amp;h=193 312w\" sizes=\"auto, (max-width: 798px) 100vw, 798px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p><strong>Pour aller plus loin<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Consultez le rapport complet <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/consumer-goods-insights-report\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Consumer Goods Industry Insights Report<\/em><\/a><\/li>\n\n\n\n<li>En savoir plus sur la solution <a href=\"https:\/\/www.salesforce.com\/consumer-goods\/cloud\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Consumer Goods Cloud<\/a><\/li>\n\n\n\n<li>Retrouvez davantage d\u2019analyses et d\u2019\u00e9tudes dans la <a href=\"https:\/\/www.salesforce.com\/news\/stat-library\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Stat Library<\/a><\/li>\n<\/ul>\n\n\n\n<p><strong>M\u00e9thodologie<\/strong><\/p>\n\n\n\n<p>Les donn\u00e9es proviennent d\u2019une enqu\u00eate men\u00e9e au 2\u00e8me trimestre 2025 aupr\u00e8s de 2 400 d\u00e9cideurs du secteur des biens de consommation en Australie, Br\u00e9sil, Canada, France, Allemagne, Inde, Italie, Japon, Mexique, Espagne, Royaume-Uni et \u00c9tats-Unis.<br><\/p>\n\n\n\n<p><strong>\u00c0 propos de Salesforce<\/strong><\/p>\n\n\n\n<p>Salesforce aide les organisations de toutes tailles \u00e0 r\u00e9inventer leur activit\u00e9 gr\u00e2ce \u00e0 l&rsquo;intelligence artificielle. Agentforce est la premi\u00e8re solution de travail num\u00e9rique pour entreprises qui s&rsquo;int\u00e8gre parfaitement aux applications CRM \u00ab\u00a0Customer 360\u00a0\u00bb, \u00e0 \u00ab\u00a0Data Cloud\u00a0\u00bb et \u00e0 \u00ab\u00a0Einstein AI\u00a0\u00bb. En r\u00e9unissant collaborateurs et agents, Agentforce permet d&rsquo;assurer le succ\u00e8s des clients sur une plateforme unique et de confiance.<\/p>\n\n\n\n<p>Pour plus d&rsquo;informations:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a 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Cette ann\u00e9e [&hellip;]<\/p>\n","protected":false},"author":267,"featured_media":2513,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[417],"sf_theme":[56],"sf_topic":[402,2],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[381],"sf_collection":[],"sf_visibility":[],"coauthors":[351],"class_list":["post-2505","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-snapshots-2","sf_theme-artificial-intelligence","sf_topic-ai","sf_topic-artificial-intelligence","sf_location-france"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Biens de consommation: l\u2019IA devient la priorit\u00e9 des dirigeants face \u00e0 l\u2019instabilit\u00e9 \u00e9conomique, selon une \u00e9tude de Salesforce - Salesforce<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Biens de consommation: l\u2019IA devient la priorit\u00e9 des dirigeants face \u00e0 l\u2019instabilit\u00e9 \u00e9conomique, selon une \u00e9tude de Salesforce\" \/>\n<meta property=\"og:description\" content=\"Paris, le 18 septembre 2025 &#8211; Salesforce, le leader mondial des solutions de gestion de la relation client int\u00e9gr\u00e9es \u00e0 l\u2019IA, d\u00e9voile les r\u00e9sultats de sa nouvelle \u00e9tude Consumer Goods Industry Insights Report (Analyse du Secteur des Biens de Consommation). 2025 s\u2019annonce comme un d\u00e9fi majeur pour le secteur des biens de consommation. 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