{"id":7959,"date":"2018-12-18T17:22:06","date_gmt":"2018-12-18T16:22:06","guid":{"rendered":"https:\/\/golem.ai\/blog\/interview-jean-baptiste-lefevre-ia-marketing\/"},"modified":"2022-04-22T14:03:29","modified_gmt":"2022-04-22T12:03:29","slug":"interview-jean-baptiste-lefevre-ia-marketing","status":"publish","type":"post","link":"https:\/\/miralia.ai\/fr\/blog\/interview-jean-baptiste-lefevre-ia-marketing","title":{"rendered":"\u201cL’IA doit servir \u00e0 am\u00e9liorer les parcours clients\u201d interview de Jean-Baptiste Lefevre"},"content":{"rendered":"

A l\u2019occasion de la sortie du livre blanc de Golem.ai suite \u00e0 notre \u00e9tude \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

\n

\"\"<\/p>\n

\n

Aujourd\u2019hui, rencontre avec Jean-Baptiste Lef\u00e8vre chef de projet Digital DX Lab chez BNP Paribas<\/a>.<\/p>\n

Retrouvez Jean-Baptiste sur son compte Twitter<\/a> !<\/p>\n

Dans l\u2019\u00e9tude on constate que les 3 premiers objectifs de l\u2019utilisation de l\u2019IA sont :<\/p>\n

–          Am\u00e9liorer l\u2019exp\u00e9rience client : 75%<\/p>\n

–          Personnaliser\/individualiser les messages : 70%<\/p>\n

–          Comprendre les comportements des consommateurs : 65%<\/p>\n

Pour vous \u00e0 quels objectifs doit r\u00e9pondre l\u2019utilisation de l\u2019IA en marketing ?<\/strong><\/span><\/h2>\n

Tout d\u2019abord, je tiens \u00e0 dire que je ne travaille pas dans le marketing, mais dans un Lab d\u2019un grand groupe bancaire Fran\u00e7ais. Pour moi, l\u2019intelligence artificielle doit servir \u00e0 augmenter l\u2019humain, l\u2019individu, \u00e0 se substituer \u00e0 lui pour des t\u00e2ches \u00e0 faible valeur ajout\u00e9e, r\u00e9p\u00e9titives, afin que celui-ci se recentre sur son expertise. Je pense qu\u2019en terme d\u2019utilisation dans le marketing, l\u2019IA doit servir \u00e0 am\u00e9liorer les parcours clients, les rendre sans couture, servir \u00e0 la diff\u00e9renciation des marques les unes par rapport aux autres.<\/p>\n

Avez-vous d\u00e9j\u00e0 impl\u00e9ment\u00e9 des solutions \u00e0 base d\u2019IA dans votre service ? Si oui lesquelles ? <\/strong><\/span><\/h2>\n

Le r\u00f4le du Lab pour lequel je travaille est de tester des hypoth\u00e8ses aupr\u00e8s des clients finaux, que ce soit nos clients, prospects ou collaborateurs.<\/p>\n

Oui, lors de nos exp\u00e9rimentations, nous avons utilis\u00e9 plusieurs technologies constitutives de l\u2019intelligence artificielle telle que les Bots, le RPA, le speech to text & le text to speech, ou encore l\u2019analyse pr\u00e9dictive pour pr\u00e9venir nos clients d\u2019une future situation d\u00e9bitrice par exemple.<\/p>\n

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

L\u2019outil le plus efficace mis en place pour le moment est incontestablement le RPA (Robotic process automation ou automatisation robotis\u00e9e des processus ). Cette technologie permet de simuler le comportement d\u2019un utilisateur derri\u00e8re son bureau, sauf que c\u2019est le robot qui clique !<\/p>\n

Cela permet de traiter un volume consid\u00e9rable de travaux de saisie informatique. De plus ces robots sont auto-apprenants gr\u00e2ce au machine learning, et l\u2019adjonction de nouvelles briques d\u2019intelligence artificielle permet l\u2019analyse de texte, l\u2019automatisation des processus en capturant l\u2019intention du contenu non structur\u00e9 dans les mails et les documents, et demain l\u2019entr\u00e9e en relation du client enti\u00e8rement automatis\u00e9e et sans efforts pour ce dernier.<\/p>\n

Cet outil permet un gain de temps et de productivit\u00e9 consid\u00e9rable pour nos collaborateurs du back office et leur permet davantage exprimer leur expertise !<\/p>\n

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

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, connaissance technologiques \u2026) ?<\/strong><\/span><\/h2>\n

Oui, le frein vient surtout du fait de la m\u00e9connaissance de l\u2019intelligence artificielle, c\u2019est devenu un buzz word, comme les crypto-monnaies l\u2019ann\u00e9e derni\u00e8re, beaucoup en parle, mais lorsque vous posez clairement la question : \u00ab c\u2019est quoi votre d\u00e9finition de l\u2019intelligence artificielle ? \u00bb Peu sont capable d\u2019y r\u00e9pondre. Un autre frein, c\u2019est qu\u2019elle fait peur, peur d\u2019\u00eatre remplac\u00e9 dans son job, peur dans ce que l\u2019on ne ma\u00eetrise pas. Il y a une absolue n\u00e9cessit\u00e9 pour les entreprises d\u2019acculturer aux nouvelles technologies leurs personnels et membres de Comex afin de mieux appr\u00e9hender cette r\u00e9volution technologique que nous sommes en train de vivre. Apr\u00e8s certes, il y a aussi des freins d\u2019int\u00e9gration aux SI, voire de co\u00fbts.<\/p>\n

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

Oui, incontestablement lib\u00e9rer des t\u00e2ches \u00e0 faible valeur ajout\u00e9e, \u00e0 enrichir les parcours clients en faisant vivre une exp\u00e9rience, impactant \u00e9galement en terme de diff\u00e9renciation tout en cr\u00e9ant de nouveaux produits et services, nous vivons une \u00e9poque formidable !<\/p>\n

Pensez-vous investir dans l’IA 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

Oui, c\u2019est une certitude, m\u00eame si je ne suis pas en charge de cette partie dans mon poste.<\/p>\n

A la rentr\u00e9e 2019, retrouvez l’interview de Fabrice Frossard, fondateur de Faber Content agence de content marketing et marketing digital sp\u00e9cialis\u00e9e en Tech.<\/em><\/p>\n

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 pages ressources<\/a><\/strong> ci-dessous !<\/p>\n","protected":false},"excerpt":{"rendered":"

Rencontre avec Jean-Baptiste Lefevre chef de projet Digital DX Lab chez BNP Paribas pour notre s\u00e9rie de t\u00e9moignages de professionnels sur l\u2019IA et le marketing suite \u00e0 la parution de notre livre blanc.<\/p>\n","protected":false},"author":1,"featured_media":7961,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[68],"tags":[],"class_list":["post-7959","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"acf":[],"yoast_head":"\nInterview de Jean-Baptiste Lefevre sur l\u2019IA et le marketing<\/title>\n<meta name=\"description\" content=\"Suite \u00e0 notre \u00e9tude sur l\u2019IA et le marketing nous avons interrog\u00e9 Jean-Baptiste Lefevre : d\u00e9couvrez sa vision et son exp\u00e9rience de l\u2019intelligence artificielle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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