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<\/a><\/figure><\/div>\n\n\n\nPour vous mettre l\u2019eau \u00e0 la bouche, un rapide interview de Fr\u00e9d\u00e9ric Cavazza<\/strong>, Consultant et conf\u00e9rencier<\/p>\n\n\n\nQuestion :<\/strong> Les IA g\u00e9n\u00e9ratives sont-elles l’avenir du marketing de contenu ?<\/em><\/p>\n\n\n\nFr\u00e9d\u00e9ric Cavazza :<\/strong> Oui, car les progr\u00e8s r\u00e9alis\u00e9s sont spectaculaires. Les IA g\u00e9n\u00e9ratives offrent des fonctionnalit\u00e9s de manipulation \/ g\u00e9n\u00e9ration de contenus jamais atteint auparavant. En ce sens, c’est \u00e0 la fois le pass\u00e9 (tout ceci existait d\u00e9j\u00e0 avant), le pr\u00e9sent (les nouvelles offres sp\u00e9cifiques \u00e0 la r\u00e9daction) et le futur de la profession (les prochaines am\u00e9liorations). \u00c0 court terme, les mod\u00e8les g\u00e9n\u00e9ratifs vont devenir des fonctions essentielles de l’arsenal technologique dont les r\u00e9dacteurs vont devoir se servir pour assurer la cadence et les imp\u00e9ratifs de production (l’IA est comme un exosquelette pour le cerveau).<\/p>\n\n\n\nQuestion : <\/strong>Les IA sont-elles meilleures que les humains ?<\/em><\/p>\n\n\n\nFr\u00e9d\u00e9ric Cavazza :<\/strong> \u00c7a d\u00e9pend de ce qu’on leur demande ! Une calculatrice est d’ores et d\u00e9j\u00e0 infaillible pour les op\u00e9rations math\u00e9matiques, mais elles ne savent faire que \u00e7a. Les mod\u00e8les g\u00e9n\u00e9ratifs d\u00e9montrent ainsi des capacit\u00e9s de r\u00e9daction exceptionnelles, mais ce n’est pas de la cr\u00e9ation, uniquement de la g\u00e9n\u00e9ration \u00e0 partir d’une base de connaissances qui peut \u00eatre biais\u00e9e et de calculs statistiques qui sont parfois approximatifs. De plus, il n’y a aucune sensibilit\u00e9 \u00e9motionnelle dans ce que les machines produisent.<\/p>\n\n\n\nTr\u00e8s rapidement, les annonceurs vont se retrouver face \u00e0 un dilemme : Quelle est la pertinence d’utiliser des machines pour g\u00e9n\u00e9rer des contenus cens\u00e9s aider les marques \u00e0 cr\u00e9er de la proximit\u00e9 avec leurs clients et afficher un visage plus humain ? Tout ce que risque d’apporter les contenus synth\u00e9tiques sont du trafic synth\u00e9tique (peu qualifi\u00e9), de l’attention synth\u00e9tique (faible taux de m\u00e9morisation), voire des marques synth\u00e9tiques (uniquement appr\u00e9ci\u00e9es s’il y a de fortes promotions). \u00c0 nous de d\u00e9finir les limites \u00e9thiques pour ne pas scier la branche sur laquelle nous sommes assis.<\/p>\n\n\n\n
Pour s\u2019inscrire, c\u2019est ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"L’IA g\u00e9n\u00e9rative, le nouvel Eldorado \u2026 ou le nouveau M\u00e9tavers ? Tandis que chantres de l\u2019IA 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":26776,"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":[643,641],"yoast_head":"\n
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