{"id":26654,"date":"2023-01-23T15:40:38","date_gmt":"2023-01-23T15:40:38","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26654"},"modified":"2023-01-23T15:42:48","modified_gmt":"2023-01-23T15:42:48","slug":"rencontre-entre-un-createur-de-marque-et-une-ai","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/rencontre-entre-un-createur-de-marque-et-une-ai\/","title":{"rendered":"Rencontre entre un cr\u00e9ateur de marque et une AI"},"content":{"rendered":"\n

A l\u2019heure de ChatGPT, peut-on encore envisager la cr\u00e9ation de marque comme \u2026 l\u2019an pass\u00e9, quand l\u2019AI ne se positionnait pas encore en challengeur des cr\u00e9atifs : j\u2019ai pos\u00e9 la question \u00e0 Marcel Botton, le fondateur de Nomen<\/a>.<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Marcel Botton, tu as fond\u00e9 Nomen, agence de cr\u00e9ation de marque, en 1981 : depuis, la profession a beaucoup \u00e9volu\u00e9 ?<\/em><\/p>\n\n\n\n

\"\"<\/a><\/figure><\/div>\n\n\n\n

Marcel Botton\u00a0:<\/strong> La profession de \u00ab\u00a0Nominateur\u00a0\u00bb<\/em> a bien \u00e9volu\u00e9 au cours de ces derni\u00e8res ann\u00e9es. Il convient aujourd’hui de prendre en compte les noms existants de domaine, bien s\u00fbr, mais aussi les noms d’applis, de blogueurs, d’avatars, etc. La d\u00e9mat\u00e9rialisation a accru l’extension g\u00e9ographique des noms et marques, d’o\u00f9 la n\u00e9cessit\u00e9 de ma\u00eetriser encore mieux les \u00e9vocations dans les diff\u00e9rentes langues, ce qui nous a amen\u00e9 \u00e0 renforcer encore l’importance de notre r\u00e9seau de validation culturelle\u00a0: plus de 100 pays aujourd\u2019hui\u00a0!<\/p>\n\n\n\n

Un corollaire de ce qui pr\u00e9c\u00e8de est que se d\u00e9veloppent de plus en plus aujourd’hui des marques sans signification pr\u00e9cise, mais constitu\u00e9es de mots courts, souvent 4 lettres, pouvant s’\u00e9crire directement dans le logo de l’appli, et faciles \u00e0 prononcer dans les principales langues. Avec souvent des lettres un peu rares, X, W, Z, Y, K, compte tenu du relatif encombrement !<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Aujourd\u2019hui, de nouveaux challenges pointent le nez, avec notamment l\u2019arriv\u00e9e de l\u2019AI et des syst\u00e8mes comme ChatGPT \u2026<\/em><\/p>\n\n\n\n

Marcel Botton\u00a0:<\/strong> L’arriv\u00e9e de l’intelligence artificielle, que nous utilisons d\u00e9j\u00e0, va lib\u00e9rer du temps de nos \u00e9quipes, pour leur permettre de se consacrer \u00e0 ce que les AI ne savent pas faire aujourd’hui\u00a0: imaginer des territoires de marques innovants, explorer des champs de cr\u00e9ation vierges. Il en va de la cr\u00e9ation verbale comme de la cr\u00e9ation visuelle, la formidable puissance des AI leur permet de faire du \u00ab\u00a0\u00e0 la mani\u00e8re de …\u00a0\u00bb.<\/em> Mais elles ne savent pas cr\u00e9er une nouvelle disruption, ce qui reste aujourd’hui le territoire des cr\u00e9ateurs.\u00a0\u00bb<\/p>\n\n\n\n

MarketingIsDead :<\/strong> Ces syst\u00e8mes fascinent certains, effraient d\u2019autres : en d\u00e9passant le seul cadre du marketing, ils posent de multiples probl\u00e8mes \u00e9thiques \u2026<\/em><\/p>\n\n\n\n

Marcel Botton\u00a0:<\/strong> Quant \u00e0 l’\u00e9thique des IA, il est clair que ce sujet est central aujourd’hui. Chez Open AI, l’\u00e9thique est l’objet d’une super vigilance, au point qu’il est impossible d’obtenir par exemple de DALL-e<\/em>, leur cr\u00e9ateur AI d’images, une simple caricature de Macron, alors qu’on peut obtenir celle d’Abraham Lincoln. Chez Alphabet-Google, il se dit que c’est par crainte de probl\u00e8mes \u00e9thiques que leur AI n’est pas encore en ligne. Par crainte d’immoralit\u00e9, on risque de censurer l’impertinence. Peut-\u00eatre que le fameux test de Turing, permettant de distinguer un logiciel d’un humain, pourra \u00eatre valid\u00e9 par des questions immorales\u00a0? Les mois \u00e0 venir s’annoncent passionnants.<\/p>\n","protected":false},"excerpt":{"rendered":"

A l\u2019heure de ChatGPT, peut-on encore envisager la cr\u00e9ation de marque comme \u2026 l\u2019an pass\u00e9, quand l\u2019AI ne se positionnait pas encore en challengeur des cr\u00e9atifs : j\u2019ai pos\u00e9 la question \u00e0 Marcel Botton, le fondateur de Nomen. MarketingIsDead : Marcel Botton, tu as fond\u00e9 Nomen,…<\/p>\n","protected":false},"author":2,"featured_media":26657,"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":[149],"tags":[249,618],"yoast_head":"\nRencontre entre un cr\u00e9ateur de marque et une AI - 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=\"http:\/\/consumerinsight.eu\/marketingisdead\/rencontre-entre-un-createur-de-marque-et-une-ai\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rencontre entre un cr\u00e9ateur de marque et une AI - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"A l\u2019heure de ChatGPT, peut-on encore envisager la cr\u00e9ation de marque comme \u2026 l\u2019an pass\u00e9, quand l\u2019AI ne se positionnait pas encore en challengeur des cr\u00e9atifs : j\u2019ai pos\u00e9 la question \u00e0 Marcel Botton, le fondateur de Nomen. 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