{"id":26767,"date":"2024-01-12T13:07:01","date_gmt":"2024-01-12T13:07:01","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26767"},"modified":"2024-01-12T13:09:53","modified_gmt":"2024-01-12T13:09:53","slug":"lai-generative-par-michael-tartar","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/lai-generative-par-michael-tartar\/","title":{"rendered":"L\u2019AI g\u00e9n\u00e9rative, par Micha\u00ebl Tartar"},"content":{"rendered":"\n
\"\"<\/a><\/figure><\/div>\n\n\n\n

AI g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers ?<\/p>\n\n\n\n

Tandis que chantres de l\u2019AI g\u00e9n\u00e9rative regardent le verre \u00e0 moiti\u00e9 plein, ses d\u00e9tracteurs contemplent le verre \u00e0 moiti\u00e9 vide : mais o\u00f9 se situe la r\u00e9alit\u00e9, dans tout \u00e7a ? Pour (tenter de) y r\u00e9pondre, le 7 f\u00e9vrier au matin, le P\u00f4le Prospective de l\u2019Adetem, donnera la parole aux ing\u00e9nieurs qui la font.<\/p>\n\n\n\n

Pour vous mettre l\u2019eau \u00e0 la bouche, un rapide interview de. Micha\u00ebl Tartar<\/strong><\/a>, Fondateur & CEO de DIMM.UP FR<\/p>\n\n\n\n

Question :<\/strong> Alors, AI g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers ?<\/em><\/p>\n\n\n\n

Micha\u00ebl Tartar :<\/strong> L\u2019IA g\u00e9n\u00e9rative est en effet un Eldorado, au sens d\u2019une ru\u00e9e vers l\u2019ouest. Les formations pour apprendre \u00e0 r\u00e9aliser des prompts se multiplient. Des petits malins ont su cr\u00e9er une valeur apparente. Les autres regardent m\u00e9dus\u00e9s, sans prendre le temps de l\u2019analyse. Au milieu du bruit ambiant, il y a de vrais gisements de valeur. L\u2019abondance de contenu facile \u00e0 g\u00e9n\u00e9rer, sans respect du droit d\u2019auteur, sans assurance de la v\u00e9racit\u00e9, pose la question de la confiance dans ces outils. Les entreprises ayant un bon niveau de maturit\u00e9 digitale les appr\u00e9hendent, les testent, forment leurs collaborateurs, enrichissent leurs offres, cr\u00e9ent de la valeur avec les IAgen.<\/p>\n\n\n\n

En revanche, contrairement au M\u00e9tavers, l\u2019IA g\u00e9n\u00e9rative, par sa facilit\u00e9 d\u2019acc\u00e8s et m\u00eame son int\u00e9gration aux syst\u00e8mes d\u2019exploitation (Copilot int\u00e9gr\u00e9 \u00e0 Windows 11, Samsung int\u00e8gre l\u2019IA \u00e0 ses derniers smartphones, etc.), se d\u00e9ploiera \u00e0 toute vitesse. Pas besoin de casque, ni de s\u2019enfermer dans un monde virtuel. Je pose une question en fran\u00e7ais \u00e0 Copilot, il me r\u00e9pond ! C\u2019est super simple, m\u00eame encore plus simple que Google. Le risque est de perdre toute notion de r\u00e9flexion, de prise de recul, d\u2019analyse critique. Pour les annonceurs, la bataille pour appara\u00eetre dans les r\u00e9ponses est ouverte.<\/p>\n\n\n\n

Question : <\/strong>Pour toi, concr\u00e8tement, quelles sont les limit\u00e9s de l\u2019AI g\u00e9n\u00e9rative, notamment en termes de cr\u00e9dibilit\u00e9, d’\u00e9thique, etc. ?<\/em><\/p>\n\n\n\n

Micha\u00ebl Tartar :<\/strong> La principale limite est li\u00e9e au corpus de contenus utilis\u00e9 pour entrainer l\u2019IA. Meilleure est la qualit\u00e9 de ce corpus, meilleure est la qualit\u00e9 des contenus g\u00e9n\u00e9r\u00e9s. Ce qui pousse pour l\u2019\u00e9mergence d\u2019IAgen sp\u00e9cialis\u00e9es par domaines (ex : le droit), voire par entreprise (ex : Axa Secure GPT).<\/p>\n\n\n\n

Ce qui m\u2019inqui\u00e8te, c\u2019est que les TPE\/PME en France ne se sont pas appropri\u00e9 l\u2019IA. Seuls 5% des dirigeants de TPE\/PME d\u00e9clarent disposer de solutions d\u2019IA. C\u2019est un des chiffres qui m\u2019a frapp\u00e9 dans le dernier barom\u00e8tre France Num<\/a>.<\/p>\n\n\n\n

Je crains aussi que la facilit\u00e9 de g\u00e9n\u00e9ration de contenu pousse \u00e0 une production massive de contenus de plus en plus vides, sans respect du droit d\u2019auteur, sans valorisation des supports. On voit d\u2019ailleurs d\u00e9j\u00e0 certains journaux attaquer OpenAI (New York Times) et la baisse de trafic sur les sites Web se fait d\u00e9j\u00e0 sentir. De plus le co\u00fbt \u00e9nerg\u00e9tique des IAgen est peu \u00e9voqu\u00e9, tellement l\u2019outil fascine ses utilisateurs.<\/p>\n\n\n\n

Donc la priorit\u00e9 pour une entreprise est de bien comprendre comment fonctionne une IAgen, de la tester, de l\u2019utiliser avec raison et sobri\u00e9t\u00e9, de l\u2019int\u00e9grer \u00e0 son SI en prenant garde \u00e0 la fuite de donn\u00e9es, en restant prudent quant aux orientations strat\u00e9giques des \u00e9diteurs, en s\u2019informant sur les \u00e9volutions r\u00e9glementaires (ex : AI Act en Europe).<\/p>\n\n\n\n

Face \u00e0 un contenu fabriqu\u00e9 de mani\u00e8re industrielle, sans \u00e2me et sans respect, un contenu plus artisanal prendra beaucoup de valeur.<\/p>\n\n\n\n

Pour s\u2019inscrire, c\u2019est ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

AI g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers ? Tandis que chantres de l\u2019AI g\u00e9n\u00e9rative regardent le verre \u00e0 moiti\u00e9 plein, ses d\u00e9tracteurs contemplent le verre \u00e0 moiti\u00e9 vide : mais o\u00f9 se situe la r\u00e9alit\u00e9, dans tout \u00e7a ? Pour (tenter de) y r\u00e9pondre, le…<\/p>\n","protected":false},"author":2,"featured_media":26768,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[130],"tags":[639,640],"yoast_head":"\nL\u2019AI g\u00e9n\u00e9rative, par Micha\u00ebl Tartar - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/consumerinsight.eu\/marketingisdead\/lai-generative-par-michael-tartar\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019AI g\u00e9n\u00e9rative, par Micha\u00ebl Tartar - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"AI g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers ? 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