{"id":3123,"date":"2026-04-01T17:01:53","date_gmt":"2026-04-01T15:01:53","guid":{"rendered":"https:\/\/www.salesforce.com\/?post_type=sf_press_release&#038;p=3123"},"modified":"2026-04-01T17:01:55","modified_gmt":"2026-04-01T15:01:55","slug":"en-france-71-des-marketeurs-ont-adopte-lia-mais-continuent-de-diffuser-des-campagnes-standardisees","status":"publish","type":"sf_press_release","link":"https:\/\/www.salesforce.com\/fr\/news\/press-releases\/2026\/04\/01\/en-france-71-des-marketeurs-ont-adopte-lia-mais-continuent-de-diffuser-des-campagnes-standardisees\/","title":{"rendered":"En France, 71 % des marketeurs ont adopt\u00e9 l\u2019IA, mais continuent de diffuser des campagnes standardis\u00e9es"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li><em>82 % des marketeurs fran\u00e7ais constatent que les clients attendent d\u00e9sormais des marques qu\u2019elles engagent de v\u00e9ritables conversations interactives.<\/em><\/li>\n\n\n\n<li><em>Pourtant, \u00e0 peine plus de la moiti\u00e9 d\u2019entre eux affirment pouvoir r\u00e9pondre \u00e0 tous les messages clients dans les temps, avec des r\u00e9ponses adapt\u00e9es.<\/em><\/li>\n\n\n\n<li><em>84 % se disent pr\u00eats \u00e0 faire confiance \u00e0 l\u2019IA pour r\u00e9pondre aux clients et passer \u00e0 l\u2019\u00e9chelle, mais restent frein\u00e9s par des donn\u00e9es fragment\u00e9es ou non pertinentes.<\/em><\/li>\n<\/ul>\n\n\n\n<p><strong>Paris, le 19 mars 2026 &#8211; <\/strong>Salesforce, le leader mondial des solutions de gestion de la relation client int\u00e9gr\u00e9es \u00e0 l\u2019IA, publie les r\u00e9sultats de la 10\u00e8me \u00e9dition de son \u00e9tude \u201cFocus sur le Marketing\u201d (<a href=\"https:\/\/www.salesforce.com\/marketing\/resources\/state-of-marketing-report\/\">State of Marketing<\/a>). Cette nouvelle \u00e9dition met en lumi\u00e8re un d\u00e9calage majeur dans le marketing d\u2019aujourd\u2019hui : malgr\u00e9 l\u2019adoption massive de l\u2019IA, de nombreux marketeurs continuent de diffuser des communications \u00e0 sens unique et des campagnes g\u00e9n\u00e9riques. Un contraste frappant, alors m\u00eame que les consommateurs attendent des interactions personnalis\u00e9es, proches d\u2019une v\u00e9ritable conversation.<\/p>\n\n\n\n<p>Les consommateurs attendent d\u00e9sormais des \u00e9changes avec les marques aussi instantan\u00e9s, conversationnels et personnalis\u00e9s qu\u2019une interaction avec un LLM. <strong>En France pourtant, 55 % des marketeurs peinent encore \u00e0 r\u00e9pondre rapidement aux clients, et 81 % reconnaissent continuer \u00e0 diffuser des campagnes g\u00e9n\u00e9riques.<\/strong><\/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=\"3124-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"460\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=1024\" alt=\"\" class=\"wp-image-3124\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png 1068w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=300&amp;h=135 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=768&amp;h=345 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=1024&amp;h=460 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=264&amp;h=119 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=500&amp;h=225 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=678&amp;h=305 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=150&amp;h=67 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=429&amp;h=193 429w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"3124-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=\"1068\" height=\"480\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=1024\" alt=\"\" class=\"wp-image-3124\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png 1068w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=300&amp;h=135 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=768&amp;h=345 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=1024&amp;h=460 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=264&amp;h=119 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=500&amp;h=225 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=678&amp;h=305 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=150&amp;h=67 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_4db8ea.png?w=429&amp;h=193 429w\" sizes=\"auto, (max-width: 1068px) 100vw, 1068px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p>R\u00e9sultats fran\u00e7ais<\/p>\n\n\n\n<p><em>\u00ab Les entreprises ont la technologie la plus puissante de l\u2019histoire pour envoyer encore plus de spam \u00e0 sens unique, et ce toujours plus rapidement \u00bb<\/em>, indique Bertrand Garnier, Vice-Pr\u00e9sident, Cloud Sales<strong> chez Salesforce France.<\/strong><strong> <\/strong><em>\u00ab Il est impossible pour un professionnel du marketing d\u2019offrir une recommandation personnalis\u00e9e ou une r\u00e9ponse r\u00e9ellement pertinente si l\u2019IA ne sait pas v\u00e9ritablement \u00e0 qui elle s\u2019adresse. \u00bb<\/em><\/p>\n\n\n\n<p>L\u2019\u00e9tude sugg\u00e8re que le probl\u00e8me ne tient pas \u00e0 un manque d\u2019effort, mais \u00e0 un d\u00e9ficit de donn\u00e9es r\u00e9ellement exploitables. Les syst\u00e8mes cloisonn\u00e9s et la faible qualit\u00e9 des donn\u00e9es constituent encore les principaux obstacles \u00e0 la concr\u00e9tisation des promesses d\u2019une personnalisation port\u00e9e par l\u2019IA.<\/p>\n\n\n\n<p>Les professionnels du marketing disposant de <a href=\"https:\/\/www.salesforce.com\/data\/unified-data\/\">donn\u00e9es clients unifi\u00e9es <\/a>b\u00e9n\u00e9ficient d\u2019une longueur d\u2019avance sur ceux dont les sources restent fragment\u00e9es. \u00c0 l\u2019\u00e9chelle mondiale, les \u00e9quipes marketing ayant unifi\u00e9 leurs donn\u00e9es de mani\u00e8re satisfaisante ont 42 % plus de chances de r\u00e9pondre r\u00e9guli\u00e8rement aux clients que celles qui ne sont pas pleinement satisfaites de leurs infrastructures de donn\u00e9es. Elles sont \u00e9galement 60 % plus susceptibles d\u2019utiliser des <a href=\"https:\/\/www.salesforce.com\/agentforce\/ai-agents\/\">agents IA<\/a> afin de passer \u00e0 l\u2019\u00e9chelle.<\/p>\n\n\n\n<p><em>\u00ab Tous les marketeurs ont acc\u00e8s aux m\u00eames<\/em><a href=\"https:\/\/www.salesforce.com\/artificial-intelligence\/ai-models\/\"><em> <\/em><em>mod\u00e8les d\u2019IA<\/em><\/a><em>. Alors qu\u2019est-ce qui distingue les gagnants ? Ce qui fait la diff\u00e9rence, ce n\u2019est pas le mod\u00e8le, mais la capacit\u00e9 \u00e0 activer les bonnes donn\u00e9es au bon moment. \u00bb,<\/em> poursuit<strong> Bertrand Garnier.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-les-donnees-constituent-le-principal-frein-a-la-personnalisation\"><strong>Les donn\u00e9es constituent le principal frein \u00e0 la personnalisation<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les silos entre d\u00e9partements cantonnent les fonctions marketing \u00e0 des communications unidirectionnelles.<\/strong>\n<ul class=\"wp-block-list\">\n<li>En France, <strong>82 % des marketeurs constatent que les clients attendent d\u00e9sormais de v\u00e9ritables conversations bidirectionnelles<\/strong>, avec la possibilit\u00e9 de r\u00e9pondre \u00e0 un message marketing et d\u2019obtenir une r\u00e9ponse r\u00e9elle. Pourtant, <strong>55 % d\u2019entre eux peinent \u00e0 r\u00e9pondre rapidement, faute d\u2019acc\u00e8s au contexte n\u00e9cessaire<\/strong>.<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Seuls 56 % disposent d\u2019un acc\u00e8s complet aux donn\u00e9es du service client<\/strong>, 56 % aux donn\u00e9es commerciales et 45 % aux donn\u00e9es e-commerce.<\/li>\n<\/ul>\n\n\n\n<p><strong>Selon Bertrand Garnier :<\/strong> <em>\u00ab Jamais l\u2019\u00e9cart entre nos campagnes et les conversations que les clients attendent n\u2019a \u00e9t\u00e9 aussi grand. La diff\u00e9rence aujourd\u2019hui, c\u2019est que nous avons enfin la technologie pour le combler. \u00bb<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les professionnels du marketing s\u2019appuient sur l\u2019IA pour d\u00e9ployer la personnalisation \u00e0 grande \u00e9chelle.<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>En France, 77 % des sond\u00e9s estiment devoir produire davantage de <a href=\"https:\/\/www.salesforce.com\/marketing\/personalization\/content\/\">contenus personnalis\u00e9s<\/a> qu\u2019ils ne sont aujourd\u2019hui en mesure d\u2019en cr\u00e9er. Une proportion comparable (71 %) s\u2019appuie sur l\u2019IA pour tenter de combler cet \u00e9cart.<\/li>\n\n\n\n<li>Sans surprise, dans l\u2019hexagone, le principal cas d&rsquo;utilisation de l&rsquo;IA est la personnalisation du contenu.<\/li>\n\n\n\n<li>L\u2019IA peut permettre de d\u00e9ployer la personnalisation \u00e0 grande \u00e9chelle. Toutefois, l\u2019\u00e9tude montre que la majorit\u00e9 des interrog\u00e9s se heurtent encore \u00e0 des obstacles : 97 % d\u2019entre eux rencontrent des freins \u00e0 la personnalisation, les probl\u00e9matiques li\u00e9es aux donn\u00e9es \u00e9tant les plus fr\u00e9quentes.<\/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=\"3125-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" width=\"966\" height=\"446\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?strip=all&#038;quality=95\" alt=\"2\" class=\"wp-image-3125\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png 966w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=300&amp;h=139 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=768&amp;h=355 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=264&amp;h=122 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=500&amp;h=231 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=678&amp;h=313 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=150&amp;h=69 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=418&amp;h=193 418w\" sizes=\"auto, (max-width: 966px) 100vw, 966px\" \/><\/a><\/figure>\n<div id=\"3125-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=\"966\" height=\"446\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?strip=all&#038;quality=95\" alt=\"2\" class=\"wp-image-3125\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png 966w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=300&amp;h=139 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=768&amp;h=355 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=264&amp;h=122 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=500&amp;h=231 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=678&amp;h=313 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=150&amp;h=69 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_ed30f4.png?w=418&amp;h=193 418w\" sizes=\"auto, (max-width: 966px) 100vw, 966px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p>R\u00e9sultats fran\u00e7ais<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les acteurs les plus performants sont parvenus \u00e0 r\u00e9duire cet \u00e9cart\u00a0<\/strong>\n<ul class=\"wp-block-list\">\n<li>Les acteurs du marketing qui utilisent des agents IA d\u00e9clarent un niveau de satisfaction plus \u00e9lev\u00e9 en mati\u00e8re d\u2019acc\u00e8s transversal aux donn\u00e9es. Il n\u2019est toutefois pas clairement \u00e9tabli si le d\u00e9ploiement de ces agents les a contraints \u00e0 unifier leurs donn\u00e9es en amont, ou si les agents eux-m\u00eames ont contribu\u00e9 \u00e0 am\u00e9liorer la connectivit\u00e9 entre les syst\u00e8mes.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dans la r\u00e9gion EMEA :\u00a0<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>75 % des sond\u00e9s utilisant l\u2019IA se d\u00e9clarent satisfaits de leur capacit\u00e9 \u00e0 connecter les diff\u00e9rents points de contact, contre 62 % de ceux qui n\u2019y ont pas recours.<\/li>\n\n\n\n<li>Les plus performants y sont 1,3 fois plus susceptibles d\u2019exploiter les donn\u00e9es clients afin de cr\u00e9er des exp\u00e9riences pertinentes, et 1,2 fois plus susceptibles d\u2019avoir unifi\u00e9 leurs sources de donn\u00e9es.<\/li>\n<\/ul>\n\n\n\n<p><em>\u00ab Le <\/em><a href=\"https:\/\/www.salesforce.com\/marketing\/ai\/agentic-marketing-guide\/\"><em>marketing agentique<\/em><\/a><em> marque la prochaine grande \u00e9volution de notre m\u00e9tier : un marketing qui ne se contente plus de s\u2019adresser aux clients, mais qui engage un v\u00e9ritable dialogue contextualis\u00e9 avec eux \u00bb, <\/em><strong>reconna\u00eet Bertrand Garnier<\/strong>. <em>\u00ab Car si nous ne r\u00e9pondons pas \u00e0 cette attente, les consommateurs se tourneront vers une marque qui saura le faire \u00bb.&nbsp;<\/em><\/p>\n\n\n\n<p><strong>L\u2019IA red\u00e9finit les r\u00e8gles de la d\u00e9couverte et de l\u2019engagement<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les \u00e9quipes marketing naviguent entre mod\u00e8les h\u00e9rit\u00e9s et nouvelles r\u00e9alit\u00e9s.<\/strong>\n<ul class=\"wp-block-list\">\n<li>En France, 89 % des professionnels du marketing d\u00e9clarent que l&rsquo;IA tire les attentes des consommateurs vers le haut alors que <strong>41 % n\u2019ont pas encore d\u00e9termin\u00e9 comment adapter leurs strat\u00e9gies \u00e0 l\u2019usage g\u00e9n\u00e9ralis\u00e9 de l\u2019IA<\/strong>.<\/li>\n<\/ul>\n<\/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=\"3127-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"631\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=1024\" alt=\"3\" class=\"wp-image-3127\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png 1080w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=300&amp;h=185 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=768&amp;h=474 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=1024&amp;h=631 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=264&amp;h=163 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=500&amp;h=308 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=678&amp;h=418 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=150&amp;h=93 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=313&amp;h=193 313w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"3127-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=\"1080\" height=\"666\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=1024\" alt=\"3\" class=\"wp-image-3127\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png 1080w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=300&amp;h=185 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=768&amp;h=474 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=1024&amp;h=631 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=264&amp;h=163 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=500&amp;h=308 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=678&amp;h=418 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=150&amp;h=93 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_fabc7d.png?w=313&amp;h=193 313w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p>R\u00e9sultats fran\u00e7ais<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Les comportements et les attentes des clients ont d\u00e9j\u00e0 \u00e9volu\u00e9 de fa\u00e7on mesurable gr\u00e2ce \u00e0 l\u2019IA<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.mckinsey.com\/capabilities\/growth-marketing-and-sales\/our-insights\/new-front-door-to-the-internet-winning-in-the-age-of-ai-search\">Une recherche Google sur deux<\/a> affiche un r\u00e9sum\u00e9 g\u00e9n\u00e9r\u00e9 par l\u2019IA, qui court-circuite totalement les sites des marques &#8211; r\u00e9duisant le haut du funnel marketing &#8211; tandis que les consommateurs consultent de plus en plus les LLM pour guider leurs d\u00e9cisions d\u2019achat.\u00a0 Les clients <a href=\"https:\/\/www.salesforce.com\/news\/stories\/emerging-llm-search-for-holidays\/\">consultent de plus en plus des LLM <\/a>dans leurs d\u00e9cisions d\u2019achat.<\/li>\n\n\n\n<li>Lors des f\u00eates de fin d\u2019ann\u00e9e, <a href=\"https:\/\/www.salesforce.com\/news\/stories\/2025-holiday-shopping-data\/\">l\u2019IA et les agents ont g\u00e9n\u00e9r\u00e9 20 % des commandes mondiales<\/a>, soit 262 milliards de dollars de ventes, signalant une transformation majeure des modes de d\u00e9couverte et d\u2019achat,<\/li>\n\n\n\n<li>89 % des sond\u00e9s fran\u00e7ais ont constat\u00e9 que l\u2019IA fait d\u00e9sormais grimper les attentes des clients et 82 % notent que les clients attendent d\u00e9sormais des conversations bidirectionnelles sur l\u2019ensemble des canaux.<\/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=\"3126-modal\"><span class=\"screen-reader-text\">Ouvrir le modal d&#039;image<\/span><img loading=\"lazy\" decoding=\"async\" height=\"454\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=1024\" alt=\"4\" class=\"wp-image-3126\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png 1078w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=300&amp;h=133 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=768&amp;h=341 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=1024&amp;h=454 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=264&amp;h=117 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=500&amp;h=222 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=678&amp;h=301 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=150&amp;h=67 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=435&amp;h=193 435w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<div id=\"3126-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=\"1078\" height=\"478\" src=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=1024\" alt=\"4\" class=\"wp-image-3126\" srcset=\"https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png 1078w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=300&amp;h=133 300w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=768&amp;h=341 768w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=1024&amp;h=454 1024w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=264&amp;h=117 264w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=500&amp;h=222 500w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=678&amp;h=301 678w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=150&amp;h=67 150w, https:\/\/www.salesforce.com\/fr\/news\/wp-content\/uploads\/sites\/23\/2026\/04\/image_dbc629.png?w=435&amp;h=193 435w\" sizes=\"auto, (max-width: 1078px) 100vw, 1078px\" \/><\/figure>\n<\/div><\/div><\/div>\n\n\n<p>R\u00e9sultats fran\u00e7ais<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Answer Engine Optimization (AEO) ou comment les consommateurs dialoguent d\u00e9j\u00e0 directement avec les moteurs de r\u00e9ponses<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La majorit\u00e9 (87 %) des marketeurs fran\u00e7ais indiquent que l\u2019IA transforme leur strat\u00e9gie SEO, et <strong>88 % ont d\u00e9j\u00e0 commenc\u00e9 \u00e0 optimiser leurs contenus pour des r\u00e9ponses g\u00e9n\u00e9r\u00e9es par IA<\/strong> sur des plateformes comme ChatGPT et Google AI Overview.<\/li>\n\n\n\n<li>Fait notable : s\u2019il devient plus difficile pour les acteurs du marketing de capter l\u2019attention lorsque l\u2019IA synth\u00e9tise des r\u00e9ponses \u00e0 partir de multiples sources, l\u2019engagement client qui en r\u00e9sulte est plus personnalis\u00e9 et plus sp\u00e9cifique, signalant une forte intention d\u2019achat.<\/li>\n\n\n\n<li>Les marketeurs les plus performants, ceux qui obtiennent les meilleurs retours sur investissement marketing, sont 2,2 fois plus susceptibles que les moins performants d\u2019avoir d\u00e9j\u00e0 adapt\u00e9 leur strat\u00e9gie aux moteurs de recherche aliment\u00e9s par l\u2019IA.<\/li>\n<\/ul>\n\n\n\n<p><em>\u00ab L\u2019ancien mod\u00e8le consistant \u00e0 \u201cdiffuser et esp\u00e9rer\u201d ne fonctionne plus. Les clients ont \u00e9volu\u00e9. Ils ne parcourent plus la liste des r\u00e9sultats g\u00e9n\u00e9r\u00e9es par Google : ils obtiennent directement des r\u00e9ponses via l\u2019IA. \u00c0 mesure que les interfaces pilot\u00e9es par l\u2019IA raccourcissent les parcours de d\u00e9couverte, les marques disposent de moins d\u2019opportunit\u00e9s pour capter l\u2019attention. Dans ce monde des \u201cAnswer Engines\u201d, ne pas \u00eatre optimis\u00e9 revient \u00e0 \u00eatre invisible \u00bb<\/em>,<strong> ajoute Bertrand Garnier.<\/strong>&nbsp;<\/p>\n\n\n\n<p><strong>Pour aller plus loin :&nbsp;<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lire l\u2019int\u00e9gralit\u00e9 du rapport <a href=\"https:\/\/www.salesforce.com\/marketing\/resources\/state-of-marketing-report\/\"><em>State of Marketing<\/em><\/a> pour d\u00e9couvrir les derni\u00e8res analyses sur l\u2019IA, les donn\u00e9es et la personnalisation<\/li>\n\n\n\n<li>D\u00e9couvrir <a href=\"https:\/\/www.salesforce.com\/blog\/agentforce-marketing\/\">comment agir sur chaque message client en temps r\u00e9el<\/a> avec Agentforce Marketing<\/li>\n\n\n\n<li>Comprendre comment des entreprises comme PepsiCo utilisent Agentforce pour <a href=\"https:\/\/www.salesforce.com\/customer-stories\/pepsico-data-360\/\">piloter un marketing personnalis\u00e9 \u00e0 grande \u00e9chelle<\/a><\/li>\n\n\n\n<li>Voir comment l\u2019\u00e9quipe marketing de UChicago Medicine utilise Agentforce pour <a href=\"https:\/\/www.salesforce.com\/customer-stories\/uchicago-medicine-data-360-implementation\/\">mener des campagnes cibl\u00e9es<\/a> qui contribuent \u00e0 sauver des vies<br><\/li>\n<\/ul>\n\n\n\n<p><strong>M\u00e9thodologie<\/strong><\/p>\n\n\n\n<p>Les donn\u00e9es de ce rapport proviennent d\u2019une enqu\u00eate en double anonymat men\u00e9e du 8 octobre au 17 novembre 2025. L\u2019\u00e9tude a recueilli 4 450 r\u00e9ponses de d\u00e9cideurs marketing en Am\u00e9rique du Nord, en Am\u00e9rique latine, en Asie-Pacifique et en Europe.<\/p>\n\n\n\n<p>Les niveaux de performance mentionn\u00e9s dans le rapport ont \u00e9t\u00e9 d\u00e9finis comme suit :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les acteurs les plus performants d\u00e9clarent une satisfaction compl\u00e8te quant aux r\u00e9sultats globaux de leurs investissements marketing<\/li>\n\n\n\n<li>Les acteurs mod\u00e9r\u00e9ment performants d\u00e9clarent un niveau de satisfaction \u00e9lev\u00e9<\/li>\n\n\n\n<li>Les sous-performants d\u00e9clarent une satisfaction mod\u00e9r\u00e9e ou inf\u00e9rieure<\/li>\n<\/ul>\n\n\n\n<p>Pour plus d\u2019informations d\u00e9mographiques, se r\u00e9f\u00e9rer au rapport.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Paris, le 19 mars 2026 &#8211; Salesforce, le leader mondial des solutions de gestion de la relation client int\u00e9gr\u00e9es \u00e0 l\u2019IA, publie les r\u00e9sultats de la 10\u00e8me \u00e9dition de son \u00e9tude \u201cFocus sur le Marketing\u201d (State of Marketing). Cette nouvelle \u00e9dition met en lumi\u00e8re un d\u00e9calage majeur dans le marketing d\u2019aujourd\u2019hui : malgr\u00e9 l\u2019adoption massive [&hellip;]<\/p>\n","protected":false},"author":742,"featured_media":3015,"template":"","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"sf_content_type":[45],"sf_theme":[],"sf_topic":[22],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[],"sf_collection":[],"sf_visibility":[],"coauthors":[405],"class_list":["post-3123","sf_press_release","type-sf_press_release","status-publish","has-post-thumbnail","hentry","sf_content_type-press-releases","sf_topic-marketing"],"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>En France, 71 % des marketeurs ont adopt\u00e9 l\u2019IA, mais continuent de diffuser des campagnes standardis\u00e9es - 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=\"En France, 71 % des marketeurs ont adopt\u00e9 l\u2019IA, mais continuent de diffuser des campagnes standardis\u00e9es\" \/>\n<meta property=\"og:description\" content=\"Paris, le 19 mars 2026 &#8211; Salesforce, le leader mondial des solutions de gestion de la relation client int\u00e9gr\u00e9es \u00e0 l\u2019IA, publie les r\u00e9sultats de la 10\u00e8me \u00e9dition de son \u00e9tude \u201cFocus sur le Marketing\u201d (State of Marketing). 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