{"id":1000017531,"date":"2025-02-18T11:02:22","date_gmt":"2025-02-18T10:02:22","guid":{"rendered":"https:\/\/forum-engagement.org\/2024\/?p=1000017531"},"modified":"2025-02-18T11:02:23","modified_gmt":"2025-02-18T10:02:23","slug":"ia-generative-responsable-le-guide-de-lunion-des-marques","status":"publish","type":"post","link":"https:\/\/forum-engagement.org\/2024\/ia-generative-responsable-le-guide-de-lunion-des-marques\/","title":{"rendered":"IA G\u00e9n\u00e9rative Responsable : le Guide de l&rsquo;Union des marques"},"content":{"rendered":"\n<p>L&rsquo;Union des marques lance le premier guide sur l&rsquo;IA G\u00e9n\u00e9rative Responsable. Un guide coconstruit avec les marques, compos\u00e9 de 4 outils essentiels pour les accompagner dans la conception de projets d&rsquo;IA g\u00e9n\u00e9rative plus responsables en marketing et communication. Retrouvez les livrables \u00e0 t\u00e9l\u00e9charger d\u00e8s maintenant, disponibles dans leur int\u00e9gralit\u00e9 pour les membres et en synth\u00e8se pour les non membres.<\/p>\n\n\n\n<p>L\u2019<strong>IA g\u00e9n\u00e9rative<\/strong>\u00a0repr\u00e9sente une innovation technologique aux capacit\u00e9s exponentielles. Elle suscite de nombreuses questions\u00a0<strong>soci\u00e9tales<\/strong>,\u00a0<strong>environnementales<\/strong>\u00a0et\u00a0<strong>\u00e9conomiques<\/strong>. Malgr\u00e9 les interrogations, en 2024, seules 9% des marques\u00a0d\u00e9clarent n&rsquo;avoir\u00a0<a href=\"https:\/\/uniondesmarques.fr\/nos-services\/actualit%C3%A9s\/article\/2025\/01\/15\/ia-generative-responsable-le-guide-de-l-union-des-marques#wfa\">aucun projet d&rsquo;utilisation de l&rsquo;IA g\u00e9n\u00e9rative pour leur marketing*<\/a>.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/uniondesmarques.fr\/l\/library\/download\/urn:uuid:840a3fbb-62fd-45e0-8d7c-3fd1bf49c441\/guide+ia+g%C3%A9n%C3%A9rative+responsable+-+union+des+marques.zip?format=save_to_disk\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>T\u00e9l\u00e9charger le guide<\/strong><\/a><\/p>\n\n\n\n<p>\u00c0 la hauteur des d\u00e9fis de responsabilit\u00e9 soulev\u00e9s par celle-ci, l&rsquo;Union des marques s\u2019est empar\u00e9e du sujet \u00e0 travers l\u2019\u00e9laboration d&rsquo;un guide visant \u00e0&nbsp;<strong>cartographier les multiples facettes d\u2019un projet li\u00e9 \u00e0 l\u2019IA g\u00e9n\u00e9rative<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Un groupe de travail d\u00e9di\u00e9 a \u00e9t\u00e9 lanc\u00e9 au dernier trimestre 2024, compos\u00e9 :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Des repr\u00e9sentants de marque membres :\u00a0Cr\u00e9dit Mutuel Ark\u00e9a, BNP Paribas, Bouygues T\u00e9l\u00e9com, Comme J\u2019aime, Groupe Bel, LVMH, Nestl\u00e9, Pernod Ricard.<\/li>\n\n\n\n<li>Du partenaire externe Laurent Tripied, CEO de Bziiit<\/li>\n\n\n\n<li>De l\u2019\u00e9quipe de l\u2019Union des marques : Laura Azoulay, Responsable Marketing et Impact, J\u00e9r\u00f4me Rigourd, Directeur Performance digitale et IA, Sophie Roosen, Directrice Marque et Impact.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4 outils \u00e0 dispositions des marques pour guider les projets<\/h3>\n\n\n\n<p>Les diff\u00e9rents livrables sont con\u00e7us pour ramener les sujets de fa\u00e7on rationnelle \u00e0 des niveaux op\u00e9rationnels, accessibles et pragmatiques pour faciliter et s\u00e9curiser les d\u00e9cisions. Accessibles en int\u00e9gralit\u00e9s pour les membres de l&rsquo;Union des marques (et en version de synth\u00e8se pour les non-membres), les livrables sont compos\u00e9s de 4 outils :&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>23 fiches<\/strong>\u00a0de bonnes pratiques<\/li>\n\n\n\n<li>Une\u00a0<strong>grille d\u2019application<\/strong>\u00a0des bonnes pratiques<\/li>\n\n\n\n<li>Une\u00a0<strong>grille d\u2019audit<\/strong><\/li>\n\n\n\n<li>Un\u00a0<strong>glossaire<\/strong><\/li>\n<\/ul>\n\n\n\n<p>Ces \u00e9l\u00e9ments sont accompagn\u00e9s d\u2019un guide de lecture pour chaque grille et d\u2019une version d\u00e9mo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Un guide con\u00e7u pour l&rsquo;ensemble des d\u00e9partements et prestataires externes<\/h3>\n\n\n\n<p>La co-construction de ce guide permet de fournir un document de travail auquel toute personne peut se r\u00e9f\u00e9rer pour faire des arbitrages \u00e9clair\u00e9s concernant l\u2019usage d\u2019outils fonctionnant avec de l\u2019IA g\u00e9n\u00e9rative. Gr\u00e2ce \u00e0 des lignes directrices claires sur lesquelles s\u2019appuyer, les livrables permettent de d\u00e9terminer si les solutions et projets envisag\u00e9s tant en interne qu\u2019avec des parties externes sont align\u00e9s avec les crit\u00e8res \u00e9labor\u00e9s sur les 3 volets identifi\u00e9s :&nbsp;<strong>soci\u00e9tal<\/strong>,&nbsp;<strong>\u00e9coresponsable<\/strong>&nbsp;et&nbsp;<strong>souverainet\u00e9<\/strong>.<\/p>\n\n\n\n<p>L&rsquo;objectif \u00e9tant de&nbsp;<strong>concevoir et construire les usages de l&rsquo;IA g\u00e9n\u00e9rative<\/strong>&nbsp;dans les activit\u00e9s de marketing et communication au regard de ces enjeux.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Les documents sont con\u00e7us pour ces \u00e9quipes, mais sont lisibles et exploitables par tous les d\u00e9partements de l\u2019entreprise et les prestataires externes. Ils ont vocation \u00e0 \u00e9voluer au fil du temps en fonction des avanc\u00e9es et r\u00e9flexions du march\u00e9.<\/p>\n\n\n\n<p>\u00c0 son lancement, la version int\u00e9grale est&nbsp;<strong>exclusivement r\u00e9serv\u00e9e aux membres<\/strong>&nbsp;de l\u2019association, une version synth\u00e9tique open source est \u00e9galement disponible.<br>&nbsp;<\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/uniondesmarques.fr\/l\/library\/download\/urn:uuid:840a3fbb-62fd-45e0-8d7c-3fd1bf49c441\/guide+ia+g%C3%A9n%C3%A9rative+responsable+-+union+des+marques.zip?format=save_to_disk\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>T\u00e9l\u00e9charger la version int\u00e9grale<\/strong><\/a><\/p>\n\n\n\n<p class=\"has-text-align-center\"><a href=\"https:\/\/uniondesmarques.fr\/l\/en\/library\/download\/urn:uuid:f7c2d4cf-0a9e-45be-bf4a-a81fee2f6336\/synth%C3%A8se+guide+ia+responsable+-+union+des+marques.pdf?format=save_to_disk\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>T\u00e9l\u00e9charger la synth\u00e8se<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;Union des marques lance le premier guide sur l&rsquo;IA G\u00e9n\u00e9rative Responsable. Un guide coconstruit avec les marques, compos\u00e9 de 4 outils essentiels pour les accompagner dans la conception de projets d&rsquo;IA g\u00e9n\u00e9rative plus responsables en marketing et communication. Retrouvez les livrables \u00e0 t\u00e9l\u00e9charger d\u00e8s maintenant, disponibles dans leur int\u00e9gralit\u00e9 pour les membres et en synth\u00e8se [&hellip;]<\/p>\n","protected":false},"author":147,"featured_media":1000017532,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-1000017531","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-non-classe"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IA G\u00e9n\u00e9rative Responsable : le Guide de l&#039;Union des marques | Forum Engagement<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IA G\u00e9n\u00e9rative Responsable : le Guide de l&#039;Union des marques | Forum Engagement\" \/>\n<meta property=\"og:description\" content=\"L&rsquo;Union des marques lance le premier guide sur l&rsquo;IA G\u00e9n\u00e9rative Responsable. Un guide coconstruit avec les marques, compos\u00e9 de 4 outils essentiels pour les accompagner dans la conception de projets d&rsquo;IA g\u00e9n\u00e9rative plus responsables en marketing et communication. Retrouvez les livrables \u00e0 t\u00e9l\u00e9charger d\u00e8s maintenant, disponibles dans leur int\u00e9gralit\u00e9 pour les membres et en synth\u00e8se [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/forum-engagement.org\/2024\/ia-generative-responsable-le-guide-de-lunion-des-marques\/\" \/>\n<meta property=\"og:site_name\" content=\"Forum Engagement\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-18T10:02:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-18T10:02:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/forum-engagement.org\/2024\/wp-content\/uploads\/2025\/02\/\u00a9-Gabriel-de-La-Chapelle-2-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Union Des Marques\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" 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