{"id":7935,"date":"2019-02-05T15:57:13","date_gmt":"2019-02-05T14:57:13","guid":{"rendered":"https:\/\/golem.ai\/blog\/interview-merete-buljo-ia-marketing\/"},"modified":"2022-04-22T12:23:33","modified_gmt":"2022-04-22T10:23:33","slug":"interview-merete-buljo-ia-marketing","status":"publish","type":"post","link":"https:\/\/miralia.ai\/fr\/blog\/interview-merete-buljo-ia-marketing","title":{"rendered":"\u201cIl ne faut pas \u00ab faire de l\u2019IA pour faire comme tout le monde \u00bb\u201d interview de Merete Buljo"},"content":{"rendered":"<h3 dir=\"ltr\">A l\u2019occasion de la sortie du livre blanc de Golem.ai suite \u00e0 notre \u00e9tude&nbsp;\u00ab IA et marketing \u00bb relatant les attentes des marketeurs envers l\u2019IA, nos \u00e9quipes ont interview\u00e9 des professionnels pour recueillir leur exp\u00e9rience et leur vision de l\u2019IA dans leur m\u00e9tier.<\/h3>\n<p dir=\"ltr\">\n<p dir=\"ltr\"><img decoding=\"async\" class=\"image-centre\" style=\"height: 250px; width: 250px;\" src=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/blog\/default\/0001\/01\/7ba9843736266a29b19b5d0e16ee80f17528aae5.jpeg\" alt=\"\"><\/p>\n<p dir=\"ltr\">\n<p dir=\"ltr\">Aujourd\u2019hui, rencontre avec Merete Buljo,&nbsp;directrice exp\u00e9rience client et transformation digitale chez <a href=\"https:\/\/www.interepargne.natixis.com\/nie\/epargnants-c_5189.html\" target=\"_blank\" rel=\"noopener\">Natixis<\/a>&nbsp;EuroTitres&nbsp;et pr\u00e9sidente fondatrice de <a href=\"https:\/\/twitter.com\/digital_ladies\" target=\"_blank\" rel=\"noopener\">Digital Ladies<\/a>.<\/p>\n<p dir=\"ltr\">Retrouvez Merete sur son compte <a href=\"https:\/\/twitter.com\/meretebuljo\" target=\"_blank\" rel=\"noopener\">Twitter<\/a> !<\/p>\n<p dir=\"ltr\">Dans l\u2019\u00e9tude on constate que les 3 premiers objectifs de l\u2019utilisation de l\u2019IA sont :<\/p>\n<p dir=\"ltr\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Am\u00e9liorer l\u2019exp\u00e9rience client : 75%<\/p>\n<p dir=\"ltr\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Personnaliser\/individualiser les messages : 70%<\/p>\n<p dir=\"ltr\">&#8211; &nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Comprendre les comportements des consommateurs : 65%<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Pour vous \u00e0 quels objectifs doit r\u00e9pondre l\u2019utilisation de l\u2019IA en marketing ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">En tant que Directrice Exp\u00e9rience client et Transformation digitale, ma premi\u00e8re mission est <strong>de r\u00e9-enchanter le client dans un parcours global mixant le digital et l\u2019humain<\/strong>.<\/p>\n<p dir=\"ltr\">L\u2019IA peut nous aider \u00e0 r\u00e9pondre \u00e0 cette injonction paradoxale de la part de nos clients : \u00ab Fichez-moi la paix, mais parlez-moi de ce dont j\u2019ai besoin, quand j\u2019en ai besoin \u00bb. Il s\u2019agit de d\u00e9velopper un \u00ab Marketing Intelligent augment\u00e9 par l\u2019IA \u00bb qui <strong>am\u00e9liore l\u2019exp\u00e9rience client en lui poussant du contenu personnalis\u00e9 au bon moment<\/strong>, et ce gr\u00e2ce \u00e0 une meilleure connaissance de ses habitudes et ses pr\u00e9f\u00e9rences.<\/p>\n<p dir=\"ltr\">L\u2019IA doit \u00e9galement \u00eatre un levier de transformation de l\u2019int\u00e9rieur : optimiser nos processus et outils pour permettre une exp\u00e9rience collaborateurs aussi fluide et personnalis\u00e9e que celle des clients. Bref, l\u2019<strong>IA doit r\u00e9pondre \u00e0 une exigence de <a href=\"https:\/\/symetriedesattentions.com\/\" target=\"_blank\" rel=\"noopener\">sym\u00e9trie des attentions<\/a><\/strong>.<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Avez-vous d\u00e9j\u00e0 impl\u00e9ment\u00e9 des solutions \u00e0 base d\u2019IA dans votre service ? Si oui lesquelles ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\" style=\"text-align: center;\"><img decoding=\"async\" style=\"height: 259px; width: 300px;\" src=\"https:\/\/cdn.golem.ai\/images\/default\/0001\/01\/5996c8b05fc7fb794b8e9eb915f3f6a341e9a06b.jpeg\" alt=\"\"><\/p>\n<p dir=\"ltr\">Aujourd\u2019hui, nous travaillons sur trois cas d\u2019usage :<\/p>\n<p dir=\"ltr\">&#8211; un ChatBot qui <strong>accompagne nos clients<\/strong> dans un parcours \u00e9ducationnel et qui r\u00e9pond \u00e0 une <strong>attente d\u2019autonomie et d\u2019apprentissage<\/strong>, maintes fois entendue dans nos ateliers empathie client ;<\/p>\n<p dir=\"ltr\">&#8211; un ChatBot interne \u00e0 la disposition de nos collaborateurs pour \u00eatre plus pertinent dans nos r\u00e9ponses et<strong> offrir une expertise humaine<\/strong> qui prolonge le parcours digital :<\/p>\n<p dir=\"ltr\">&#8211; de l\u2019analyse s\u00e9mantique dans nos processus de traitement back-office pour <strong>gagner en efficacit\u00e9 de bout en bout<\/strong>.<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Quels sont les outils \u00e0 base d\u2019IA qui sont le plus efficaces\/rentables dans votre service (chabot, IoT, analyse de texte \u2026) et pourquoi ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">Nous sommes en train de <strong>gagner en comp\u00e9tence sur l\u2019IA<\/strong>, gr\u00e2ce \u00e0 ces <strong>premiers cas d\u2019usage chatbot et analyse de texte<\/strong>. Ces premi\u00e8res \u00e9tapes d\u00e9passent le cadre d\u2019op\u00e9rations Marketing, elles vont nous occuper encore quelque temps et nous permettre de tirer les conclusions de rentabilit\u00e9 et de priorisation pour la suite.<\/p>\n<p dir=\"ltr\">Pour aller de pair avec le d\u00e9veloppement de l\u2019IA, nous<strong> travaillons sur une meilleure exploitation de nos DATA<\/strong>. Les donn\u00e9es sont la mati\u00e8re premi\u00e8re de l\u2019IA, c\u2019est comme pour le cerveau humain : plus il a de l\u2019information \u00e0 traiter, plus il devient intelligent.<\/p>\n<p dir=\"ltr\"><a href=\"https:\/\/golem.ai\/fr\/ressources\/\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-12234 aligncenter\" src=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus.png\" sizes=\"(max-width: 480px) 100vw, 480px\" srcset=\"https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-300x169.png 300w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-768x432.png 768w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus-18x10.png 18w, https:\/\/golem-ai-website-wordpress-prod.s3.fr-par.scw.cloud\/wp-content\/uploads\/2022\/03\/26173514\/Contenus.png 960w\" alt=\"\" width=\"480\" height=\"270\"><\/a><\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>L\u2019\u00e9tude r\u00e9v\u00e8le que le 1er frein au d\u00e9veloppement de l\u2019IA est la culture d\u2019entreprise. Quel est votre avis sur le sujet ? Avez-vous pu identifier d\u2019autres freins ? Si oui lesquels (co\u00fbts, connaissances technologiques \u2026) ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">J\u2019ai envie de dire que si la transformation digitale et technologique ne fait pas partie int\u00e9grante de la strat\u00e9gie de l\u2019entreprise, il est compliqu\u00e9 d\u2019embrasser pleinement les enjeux de l\u2019IA. <strong>La culture d\u2019entreprise n\u2019est un frein que si les \u00e9quipes dirigeantes freinent<\/strong>.<\/p>\n<p dir=\"ltr\">Apr\u00e8s, une fois la strat\u00e9gie pos\u00e9e et les budgets allou\u00e9s, <strong>c\u2019est plus une question de comp\u00e9tences que de culture<\/strong>. Les entreprises doivent <strong>mettre l\u2019accent sur la formation<\/strong> : sensibilisation des \u00e9quipes de direction, formations cibl\u00e9es des \u00e9quipes en charge de la transformation digitale, tant c\u00f4t\u00e9 innovation et marketing, que c\u00f4t\u00e9 Syst\u00e8me d\u2019Information. L\u2019entreprise gagne \u00e0 <strong>recruter des experts et de s\u2019ouvrir \u00e0 des partenariats<\/strong> avec des acteurs externes dans une d\u00e9marche d\u2019Open Innovation.<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>A votre avis quels seront les principaux impacts de l\u2019IA dans le marketing (vous lib\u00e9rez de t\u00e2ches \u00e0 faible valeur ajout\u00e9e, am\u00e9liorer le ciblage, cr\u00e9er de nouveaux produits et services \u2026) ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">Comment choisir ? C\u2019est bien entendu tout cela \u00e0 la fois !<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Pensez-vous investir dans l\u2019IA dans les 3 ann\u00e9es qui viennent ? Pouvez-vous estimer quel pourcentage de votre budget marketing\/communication cela repr\u00e9sentera-t-il ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">Nous devons continuer \u00e0 <strong>investir globalement dans la transformation digitale et l\u2019IA en fait partie<\/strong>. Sans rentrer dans le d\u00e9tail, l\u2019IA prendra certainement une place croissante dans nos budgets demain.<\/p>\n<h2 dir=\"ltr\"><span style=\"color: #8f3b44;\"><strong>Avez-vous un exemple d\u2019outil IA dont l\u2019impl\u00e9mentation a \u00e9t\u00e9 une r\u00e9ussite ou au contraire un \u00e9chec dans votre entreprise ? Quels ont \u00e9t\u00e9 les facteurs de cette r\u00e9ussite ou de cet \u00e9chec ? En cas de r\u00e9ussite quels b\u00e9n\u00e9fices concrets en avez-vous tir\u00e9 ?<\/strong><\/span><\/h2>\n<p dir=\"ltr\">Difficile de tirer toutes les conclusions de nos projets IA pour l\u2019instant. En revanche, ils nous ont clairement<strong> permis de gagner en maturit\u00e9 sur cette technologie<\/strong> et sur la fa\u00e7on de l\u2019aborder.<\/p>\n<p dir=\"ltr\">Premi\u00e8rement,<strong> il ne faut pas \u00ab faire de l\u2019IA pour faire comme tout le monde \u00bb<\/strong>. Comme dans tous les projets, il faut commencer par le \u00ab Why \u00bb : quelle est la probl\u00e9matique \u00e0 r\u00e9soudre et <strong>pourquoi l\u2019IA solutionnerait ce probl\u00e8me<\/strong> ?<\/p>\n<p dir=\"ltr\">Apr\u00e8s, <strong>il ne faut pas sous-estimer le \u00ab skill gap \u00bb<\/strong>. Comme pour tous les projets qui font appel \u00e0 une technologie peu ou mal ma\u00eetris\u00e9e, les d\u00e9buts sont fastidieux. <strong>Mon conseil est de faire appel \u00e0 des experts<\/strong> pour gagner du temps et de tirer tous les b\u00e9n\u00e9fices que l\u2019IA peut apporter \u00e0 votre m\u00e9tier.<\/p>\n<p dir=\"ltr\">Il faut \u00eatre ambitieux : il ne s\u2019agit pas de mettre une touche d\u2019IA sur l\u2019existant mais de <strong>profiter pour repenser vos offres, services et organisations<\/strong>.<\/p>\n<p>Pour plus d\u2019informations sur les cas d\u2019usages, les b\u00e9n\u00e9fices et les limites de l\u2019IA dans le marketing, consultez directement nos&nbsp;<strong><a href=\"https:\/\/golem.ai\/fr\/ressources\/\">pages ressources<\/a><\/strong>&nbsp;ci-dessous !<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Rencontre avec Merete Buljo, directrice exp\u00e9rience client et transformation digitale chez Natixis EuroTitres pour notre s\u00e9rie de t\u00e9moignages de professionnels sur l\u2019IA et le marketing suite \u00e0 la parution de notre livre blanc.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":7937,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[68],"tags":[],"class_list":["post-7935","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Interview de Merete Buljo sur l\u2019IA et le marketing<\/title>\n<meta name=\"description\" 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