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Découvrez comment les marques atteignent leurs objectifs les plus ambitieux
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gap-x-3 items-center font-semibold text-lg">Messages pour applications mobiles</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/product/web-messaging"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="server-05"><use href="/icons/sprites.svg#server-05"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Communication web</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/product/audience-sync"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="sliders-02"><use href="/icons/sprites.svg#sliders-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Synchronisation des audiences des médias</span></div></a></li></ul></div></div><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#ECE5F980] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 mr-2 xl:mr-0 rounded-md bg-gradient-icon text-white"><svg width="20" height="20" role="img" aria-label="magic-wand-01"><use href="/icons/sprites.svg#magic-wand-01"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">BrazeAI™</span><p class="text-md font-normal text-gray-600">Découvrez comment BrazeAI™ s'intègre aux fonctionnalités de l'ensemble de notre plateforme.</p></div></div><a class="inline-flex items-center justify-center text-center rounded-full transition-colors sm:w-fit whitespace-nowrap relative z-10 gap-1 font-aribauGrotesk font-bold px-[14px] py-2 text-sm border border-primary-500 bg-primary-500 text-white shadow-xs hover:border-primary-700 hover:bg-primary-700 active:border-primary-500 active:bg-primary-500 disabled:border-0 disabled:bg-primary-200 w-full" href="/fr/product/brazeai">En savoir plus</a></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-1/3 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3" href="/fr/product/overview"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="atom-01"><use href="/icons/sprites.svg#atom-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Aperçu de la plateforme Braze</span><span class="text-sm font-normal text-gray-600">Tous vos besoins en matière de données, de canaux et d'orchestration au sein d'une seule et même plateforme.</span></div></a></li><li><a class="nav-item flex gap-3" href="/fr/product"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="settings-01"><use href="/icons/sprites.svg#settings-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Fonctionnement</span><span class="text-sm font-normal text-gray-600">Une présentation de notre pile technologique intégrée verticalement.</span></div></a></li></ul></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Solutions<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Solutions" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Solutions"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Retour</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Secteurs d'activité</span></div><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8"><li><a class="nav-item flex gap-3 items-center" href="/fr/solutions/retail-and-ecommerce"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="globe-01"><use href="/icons/sprites.svg#globe-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Vente au détail et e-commerce</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/solutions/financial-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="currency-dollar"><use href="/icons/sprites.svg#currency-dollar"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Services financiers</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/solutions/travel-hospitality"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="map-01"><use href="/icons/sprites.svg#map-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Voyages et hébergement</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/solutions/media-entertainment"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="video-recorder"><use href="/icons/sprites.svg#video-recorder"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Médias et divertissement</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/solutions/on-demand"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="play"><use href="/icons/sprites.svg#play"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">À la demande</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/solutions/qsr"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="heart-rounded"><use href="/icons/sprites.svg#heart-rounded"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Restauration rapide</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Braze pour</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/fr/braze-for-engineering"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-01"><use href="/icons/sprites.svg#code-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Ingénierie</span></div></a></li></ul></div></div></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 xl:w-1/3 before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><a class="relative z-10" href="/fr/resources/reports-and-guides/2025-emea-customer-engagement-review"><div class="w-full sm:w-[353px]"><div class="h-[198px] w-fit overflow-hidden rounded-md bg-white"><img alt="Une femme est assise sur une chaise devant une bannière sur laquelle il est écrit "Évaluation de l'engagement client"" loading="lazy" width="353" height="198" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0b42b948b714835219d204b513c037091b2bbf91-1920x1080.png&w=384&q=75 1x, /_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0b42b948b714835219d204b513c037091b2bbf91-1920x1080.png&w=750&q=75 2x" src="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2F0b42b948b714835219d204b513c037091b2bbf91-1920x1080.png&w=750&q=75"/></div><div class="flex w-full flex-col gap-3 pt-6"><span class="text-md font-semibold text-gray-900">Panorama 2025 de l’engagement client dans la région EMEA</span><span class="text-md font-normal text-gray-600">Les marques de la région EMEA investissent plus que jamais dans le marketing. En fait, 74 % d’entre elles prévoient d’augmenter leur budget marketing en 2025.</span></div></div></a></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Partenaires<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Partenaires" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition 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agences, sociétés de conseil et intégrateurs de systèmes au monde.</span></div></a></li><li><a class="nav-item flex gap-3" href="/fr/partners/technology-partners"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="code-02"><use href="/icons/sprites.svg#code-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Partenaires technologiques</span><span class="text-sm font-normal text-gray-600">Explorez plus de 140 intégrations de partenariats technologiques</span></div></a></li></ul></div></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Ressources<svg width="20" height="20" role="img" aria-label="chevron-down" 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ressources</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/customers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="thumbs-up"><use href="/icons/sprites.svg#thumbs-up"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Études de cas</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/resources/articles"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="bookmark"><use href="/icons/sprites.svg#bookmark"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Blog</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/resources/reports-and-guides"><div class="flex-none flex items-center justify-center 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href="/icons/sprites.svg#ticket-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-lg">Webinaires et événements</span></div></a></li></ul></div></div><a href="https://www.braze.com/docs/fr"><div class="nav-dropdown__section-footer flex flex-wrap sm:flex-nowrap items-center gap-y-4 p-2 sm:p-3 bg-[#C9C4FF80] justify-between rounded-lg mt-10"><div class="flex gap-2 sm:gap-3"><span class="flex items-center justify-center flex-none size-8 text-purple-700 mr-2 xl:mr-0"><svg width="20" height="20" role="img" aria-label="file-question-02"><use href="/icons/sprites.svg#file-question-02"></use></svg></span><div class="flex flex-col justify-center gap-1"><span class="text-lg font-semibold text-gray-900">Documentation utilisateur</span></div></div><svg width="24" height="24" role="img" aria-label="arrow-right"><use href="/icons/sprites.svg#arrow-right"></use></svg></div></a></div><div class="nav-dropdown__right-section relative py-8 xl:pl-8 flex flex-col gap-8 sm:flex-row xl:w-full before:bg-gray-50 before:absolute before:z-0 before:top-0 before:w-screen before:h-full before:left-1/2 before:-translate-x-1/2 xl:before:left-0 xl:before:transform-none"><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Progresser</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/customer-community"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="lightning-02"><use href="/icons/sprites.svg#lightning-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Communauté de clients Bonfire (EN)</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="https://learning.braze.com/page/fr"><div 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role="img" aria-label="award-03"><use href="/icons/sprites.svg#award-03"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Certification</span></div></a></li></ul></div><div class="nav-list relative z-10 grow flex flex-col gap-4"><div class="flex flex-col gap-1 text-sm text-gray-500"><span class="font-semibold uppercase">Accompagner</span></div><ul class="flex flex-col gap-y-4"><li><a class="nav-item flex gap-3 items-center" href="/fr/success"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="help-circle"><use href="/icons/sprites.svg#help-circle"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Aperçu du service d'assistance</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/customer-support-services"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Services professionnels</span></div></a></li><li><a class="nav-item flex gap-3 items-center" href="/fr/customer-success"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="headphones-02"><use href="/icons/sprites.svg#headphones-02"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Satisfaction client</span></div></a></li></ul></div></div></div></div></div></li><li class="nav-dropdown"><button type="button" class="relative flex items-center w-full h-full xl:w-auto font-semibold text-md ja:text-xs hover:text-primary-600 text-black py-6 xl:py-[10px] gap-[6px] px-0" aria-expanded="false">Braze<svg width="20" height="20" role="img" aria-label="chevron-down" class="transition-transform !duration-150"><use href="/icons/sprites.svg#chevron-down"></use></svg></button><div id="nav-dropdown-Braze" class="nav-dropdown__content absolute top-0 xl:top-full left-0 w-full pb-10 xl:pb-0 h-[calc(100vh-72px)] xl:h-auto flex flex-col overflow-y-auto overflow-x-hidden xl:overflow-hidden bg-white xl:border xl:border-gray-200 xl:shadow-lg transition !duration-300 transform origin-top pointer-events-none -z-1 opacity-0 translate-x-full xl:translate-x-0" aria-hidden="true" inert="true"><div class="container transition delay-150 !duration-300 origin-center xl:opacity-0 xl:translate-y-[5px]"><div class="mt-10 mb-4 xl:hidden"><button type="button" class="items-center justify-center text-center transition-colors sm:w-fit whitespace-nowrap relative z-10 font-aribauGrotesk font-bold text-sm flex gap-2 rounded-none border-none p-0 text-gray-600 shadow-none w-fit hover:text-gray-700 active:text-gray-600 disabled:text-gray-300" aria-controls="nav-dropdown-Braze"><svg width="20" height="20" role="img" aria-label="arrow-left" class="w-5 h-5" aria-hidden="true"><use href="/icons/sprites.svg#arrow-left"></use></svg>Retour</button></div><div class="xl:flex gap-8"><div class="nav-dropdown__left-section w-full py-8"><div class="nav-list-container flex flex-col xl:flex-row gap-8"><div class="nav-list relative z-10 grow flex flex-col gap-4"><ul class="flex flex-col gap-y-4 sm:grid sm:grid-cols-2 gap-x-4 xl:gap-x-8 md:grid-cols-3"><li><a class="nav-item flex gap-3" href="/fr/company"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="users-01"><use href="/icons/sprites.svg#users-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">À propos de nous</span><span class="text-sm font-normal text-gray-600">Découvrez comment Braze est devenue la principale plateforme d'engagement client.</span></div></a></li><li><a class="nav-item flex gap-3" href="https://investors.braze.com/"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="switch-horizontal-01"><use href="/icons/sprites.svg#switch-horizontal-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Relations avec les investisseurs (EN)</span><span class="text-sm font-normal text-gray-600">Consultez notre actualité, nos statistiques et nos résultats financiers.</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/careers"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="stars-01"><use href="/icons/sprites.svg#stars-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">Carrières (EN)</span><span class="text-sm font-normal text-gray-600">Découvrez nos offres d'emploi et les raisons de la popularité de notre environnement de travail.</span></div></a></li><li><a class="nav-item flex gap-3" href="https://esg.braze.com/overview/default.aspx"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" role="img" aria-label="trend-up-01"><use href="/icons/sprites.svg#trend-up-01"></use></svg></div><div class="flex flex-col gap-1"><span class="flex flex-wrap gap-x-3 items-center font-semibold text-md">ESG (EN)</span><span class="text-sm font-normal text-gray-600">Explorez nos données environnementales, sociales et de gouvernance d'entreprise.</span></div></a></li><li><a class="nav-item flex gap-3" href="/company/news"><div class="flex-none flex items-center justify-center text-primary-600 w-5 h-5"><svg width="20" height="20" 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font-bold text-gray-500">17 décembre 2025</span></div></div></a><a class="flex px-4 text-gray-900 hover:text-primary-700 w-full sm:shrink-0 sm:grow-0 sm:basis-1/2 lg:basis-1/3" aria-label="Créer de meilleures conversations : Aeroflow Health s'appuie sur des agents d'IA pour réinventer la relation client" href="/fr/resources/articles/ai-agents-customer-relationships"><div class="relative flex size-full flex-col overflow-hidden rounded-xl bg-white shadow-xl"><div class="h-[216px] w-full overflow-hidden rounded-xl bg-gradient-card"><img alt="Créer de meilleures conversations : Aeroflow Health s'appuie sur des agents d'IA pour réinventer la relation client" loading="lazy" width="600" height="400" decoding="async" data-nimg="1" class="size-full rounded-xl object-contain" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fcdn.sanity.io%2Fimages%2Fb7pblshe%2Fmarketing-prod%2Fba63a2551e5c409880ecfc0e83f0566c32e75d40-3840x2160.png&w=640&q=75 1x, 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Les déclarations prospectives de cet article de blog ne représentent que l’opinion de Braze à la date de publication, et Braze ne saurait être tenu de les mettre à jour et n’a pas l’intention de le faire, sauf obligation légale.35:T5b1,Cet article de blog contient des « déclarations prospectives » au sens des dispositions de la « sphère de sécurité » de la loi PSLRA (Private Securities Litigation Reform Act) de 1995, y compris, mais sans s'y limiter, des déclarations concernant les performances et les avantages attendus de Braze, de ses produits et de ses intégrations, y compris, sans s'y limiter, les intégrations à ChatGPT Atlas ou à toute autre utilisation du SDK web de Braze. Ces déclarations prospectives sont fondées sur les hypothèses, attentes et convictions actuelles de Braze, et sont soumises à des risques, incertitudes et changements importants susceptibles d’entraîner des différences significatives entre les résultats, performances ou réalisations réels et ceux exprimés ou suggérés dans les déclarations prospectives. De plus amples informations sur les facteurs susceptibles d'affecter les résultats de Braze figurent dans le formulaire 10-Q du trimestre fiscal se terminant le 31 juillet 2025 et déposé auprès de la Commission des valeurs mobilières et des bourses (SE"])</script><script>self.__next_f.push([1,"C) des États-Unis le 5 septembre 2025, ainsi que dans les autres déclarations publiques de Braze auprès de la SEC. Les déclarations prospectives de cet article de blog ne représentent que l’opinion de Braze à la date de publication, et Braze ne saurait être tenu de les mettre à jour et n’a pas l’intention de le faire, sauf obligation légale.36:T19c2,"])</script><script>self.__next_f.push([1,"CRM \u0026 Loyalty Specialist"])</script><script>self.__next_f.push([1,"37:T19c4,"])</script><script>self.__next_f.push([1,"Manager CRM"])</script><script>self.__next_f.push([1,"38:T199b,"])</script><script>self.__next_f.push([1,"Senior CRM Manager"])</script><script>self.__next_f.push([1,"39:T19b8,"])</script><script>self.__next_f.push([1,"Head of CRM"])</script><script>self.__next_f.push([1,"3a:T1988,"])</script><script>self.__next_f.push([1,"Senior Product Marketing Analyst"])</script><script>self.__next_f.push([1,"c:[\"$\",\"div\",null,{\"children\":[[\"$\",\"$L31\",null,{\"blogs\":[{\"_createdAt\":\"2026-01-26T10:37:39Z\",\"_id\":\"fe6ad9ee-b7d2-4175-8229-2b5548acbedf\",\"_rev\":\"MTU413YK23NvnvL1WZbimD\",\"_system\":{\"base\":{\"id\":\"881368f6-1994-457c-9690-514015fc80bc\",\"rev\":\"NQ7uCVk4EzKBBnEUPmpRgc\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-25T09:15:48Z\",\"author\":[{\"_id\":\"261a6f85-6ad5-44e7-82b9-6045c88c82e5\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Sally\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e5a8ad2ea65409701b150ab96ac3c56db95d02d1-512x512-jpg\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Wills\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"83b924d32299\",\"_type\":\"block\",\"children\":[{\"_key\":\"13abba522eec\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'intelligence artificielle (IA) fait l'objet d'un battage médiatique retentissant. Il n'en reste pas moins que la réalité est moins glorieuse. De l'avis de leurs propres PDG, seulement 15 % des responsables du marketing maîtrisent l'IA, d'après les \"},{\"_key\":\"03b4637b1157\",\"_type\":\"span\",\"marks\":[\"45ef6f05f1f9\"],\"text\":\"récentes données de Gartner\"},{\"_key\":\"468c9e475bac\",\"_type\":\"span\",\"marks\":[],\"text\":\". Ce chiffre parle de lui-même : c'est un véritable signal d’alarme qui incite les marketeurs, surtout dans les entreprises B2C, à redoubler d'efforts. Dans ce nouvel écosystème, la difficulté n'est pas tant d'adopter l'IA par principe, mais de démontrer son ROI tangible auprès des décisionnaires de l'entreprise.\"}],\"markDefs\":[{\"_key\":\"45ef6f05f1f9\",\"_type\":\"link\",\"href\":\"https://www.saastr.com/gartner-only-18-of-cros-and-15-of-cmos-are-considered-ai-savvy-by-their-own-ceos/\"}],\"style\":\"normal\"},{\"_key\":\"bd75a3d562a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbc9b7caebec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les belles paroles et les idéaux ambitieux n'ont pas leur place devant un conseil d'administration. Les PDG veulent des chiffres, des indicateurs qui prouvent que l'IA n'est pas un nouveau gadget clinquant, mais un outil puissant qui permet d'impulser des résultats métier concrets. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28572834b934\",\"_type\":\"block\",\"children\":[{\"_key\":\"cbc9b7caebec\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comment les responsables marketing peuvent-ils démontrer avec assurance la valeur de leurs initiatives d'IA ? Nous vous avons préparé une feuille de route qui vous permettra de naviguer dans cet univers complexe sans vous perdre dans les détails.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c08f44f62343\",\"_type\":\"block\",\"children\":[{\"_key\":\"cba60e1b3ad3\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Définissez des objectifs clairs\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"789677b81192\",\"_type\":\"block\",\"children\":[{\"_key\":\"603a0bd6fbe8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avant de vous plonger dans l'IA, il est essentiel de fixer des objectifs clairs. Quels problèmes précis souhaitez-vous résoudre ? Des objectifs bien définis vous permettront de bien orienter vos missions : amélioration de l'engagement client, \"},{\"_key\":\"d8538c5cb2d5\",\"_type\":\"span\",\"marks\":[\"bdefed287821\"],\"text\":\"optimisation des dépenses promotionnelles\"},{\"_key\":\"47dc8939ff31\",\"_type\":\"span\",\"marks\":[],\"text\":\" ou augmentation des taux de conversion des prospects. Ces objectifs clarifient et guident vos initiatives d'IA, tout en fournissant un point de référence qui vous permettra de mesurer votre réussite.\"}],\"markDefs\":[{\"_key\":\"bdefed287821\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/optimizing-promotional-spend\"}],\"style\":\"normal\"},{\"_key\":\"3f67b6e040eb\",\"_type\":\"block\",\"children\":[{\"_key\":\"d5ed53f82550\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Tirez parti des informations basées sur des données\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"dee5e10516b9\",\"_type\":\"block\",\"children\":[{\"_key\":\"5af90e678eb4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les données sont le moteur de l'IA, et doivent aussi être celui de votre stratégie marketing. Utilisez des outils d'IA pour analyser le comportement des clients, leurs préférences et les tendances. Grâce à ces informations, vous pouvez créer des campagnes marketing personnalisées qui trouveront un écho auprès de votre audience. Par exemple, si l'IA révèle qu'un segment particulier réagit bien aux publicités ciblées sur les réseaux sociaux, vous pouvez allouer des ressources en conséquence. Le résultat ? Des taux d'engagement plus élevés et, en définitive, une augmentation des revenus.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f1ab05ce0acb\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2b145377c6f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Mesurez les indicateurs clés de performance (KPI)\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"450e5683b9cb\",\"_type\":\"block\",\"children\":[{\"_key\":\"f4baffaa05c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'IA s’est imposée comme la solution miracle aux yeux des directeurs marketing. Pourtant, sans impact sur le résultat net, il sera difficile de justifier de nouveaux investissements. Le principe de base du ROI est de définir, puis d'optimiser les principaux indicateurs clés de performance cruciaux pour la croissance de votre marque. Les indicateurs utilisés par un organisme de services financiers pour augmenter son chiffre d'affaires ne seront pas les mêmes que ceux d'un détaillant ou d'un établissement de restauration rapide.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4af63c5163e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"86adfbdbf080\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les solutions d'IA doivent pouvoir être entièrement personnalisables en fonction des objectifs de ROI de votre marque. Elles doivent également prendre en compte les données spécifiques et les mécanismes de contrôle indispensables pour nourrir et préserver des relations clients durables. Cela n’est possible que si les marques et les solutions d’IA évoluent en parfaite synergie, orchestrées par des équipes d’experts jouant un véritable rôle de conseil en développant une parfaitement connaissance de vos enjeux, concevant des solutions d'IA axées sur le ROI, surveillant les résultats et optimisant en permanence les modèles d'IA pour répondre à vos besoins.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28253f4cd5ee\",\"_type\":\"block\",\"children\":[{\"_key\":\"1fbd2a6f284f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"4. Présentez des études de cas\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"427c305a9c47\",\"_type\":\"block\",\"children\":[{\"_key\":\"cce8ffff73be\",\"_type\":\"span\",\"marks\":[],\"text\":\"Rien n'est plus parlant que des exemples de réussites. Présentez des études de cas de votre secteur d'activité qui montrent comment l'IA a permis d'obtenir d'excellents résultats. Ces exemples peuvent être très utiles pour attester de l'efficacité de l'IA. Nous vous proposons \"},{\"_key\":\"95213e4eb578\",\"_type\":\"span\",\"marks\":[\"bd9b34f14f02\"],\"text\":\"ici\"},{\"_key\":\"7ee3677c35ec\",\"_type\":\"span\",\"marks\":[],\"text\":\" un référentiel très complet d'études de cas que pouvez consulter et dont vous pourrez vous inspirer.\"}],\"markDefs\":[{\"_key\":\"bd9b34f14f02\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers\"}],\"style\":\"normal\"},{\"_key\":\"cb6174f3bd89\",\"_type\":\"block\",\"children\":[{\"_key\":\"e9fe7f8866d7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"5. Favorisez l'apprentissage continu\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"2aba5af34680\",\"_type\":\"block\",\"children\":[{\"_key\":\"d633b2705ff5\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'IA n'est pas une initiative ponctuelle. Elle exige en permanence de se former et de s'adapter. Encouragez votre équipe à rester en phase avec les nouvelles tendances et technologies de l'IA. En favorisant l'apprentissage continu, vous renforcerez non seulement les compétences de votre équipe, mais vous positionnerez également votre organisation comme un acteur visionnaire de votre secteur.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"85775183fdd7\",\"_type\":\"block\",\"children\":[{\"_key\":\"34d5b719d14c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"6. Communiquez efficacement avec l'équipe de direction\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"9ef4973805bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d9bd9f5cd08\",\"_type\":\"span\",\"marks\":[\"e613ca1d1648\"],\"text\":\"Les PGD sont de par nature sceptiques\"},{\"_key\":\"fc80c5cf6092\",\"_type\":\"span\",\"marks\":[],\"text\":\". Ils craignent que les responsables marketing n'adoptent pas assez rapidement les solutions d'IA et ne se privent pas de le faire savoir. Cette réaction place les responsables marketing dans une posture compliquée. De nombreux marketeurs utilisent déjà l’IA pour nouer des relations plus durables avec leurs clients, proposer des solutions de service clientèle créatives et optimiser l’efficacité de leurs stratégies marketing. En revanche, ils peinent parfois à démontrer les succès obtenus à l'équipe dirigeante. En valorisant des initiatives d’IA alignées sur la croissance et les objectifs stratégiques de l’entreprise, les responsables marketing envoient ainsi un message fort : non seulement ils anticipent les évolutions du marché, mais ils exploitent l’IA pour améliorer concrètement le résultat net.\"}],\"markDefs\":[{\"_key\":\"e613ca1d1648\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/are-you-ai-savvy\"}],\"style\":\"normal\"},{\"_key\":\"0ca47efec5df\",\"_type\":\"block\",\"children\":[{\"_key\":\"297776d999cb\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Conclusions : adhérez à la révolution de l'IA\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cf4df6593b9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c03870a5907\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les responsables marketing se trouvent au seuil d'une véritable révolution. L'IA a le pouvoir de transformer nos stratégies marketing et de créer une valeur sans commune mesure. Cependant, pour tirer réellement parti de sa puissance, nous ne devons pas nous contenter de l'adopter. En définissant des objectifs clairs, tirant parti des informations fondées sur les données, mesurant les indicateurs clés de performance, mettant en avant les exemples de réussites, encourageant une culture de l’apprentissage et communiquant efficacement avec l’équipe de direction, nous pouvons démontrer avec assurance le ROI tangible des initiatives d’IA.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8972624d96c4\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fee04d27221\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dans un environnement qui considère que 15 % seulement des responsables du marketing maîtrisent l'IA, nous devons nous efforcer de rejoindre les rangs de la fine fleur des professionnels qui adhèrent à l'IA, mais savent aussi démontrer sa valeur indiscutable. Du point de vue d’un PDG, il ne s’agit pas seulement de « faire de l’IA », mais de fournir des résultats significatifs. Alors retroussons nos manches et mettons-nous au travail : l’avenir du marketing n’est pas seulement prometteur, il rayonne de potentiel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"add1e3777169\",\"_type\":\"ctaCard\",\"actions\":[{\"_key\":\"4c1d8985f37a\",\"_type\":\"ctaAction\",\"actionType\":\"link\",\"buttonSize\":\"lg\",\"buttonStyle\":\"purple-button\",\"buttonText\":\"Contacter l’équipe commerciale\",\"iconPosition\":\"trailing\",\"internalLink\":{\"blank\":false},\"link\":{\"blank\":false,\"href\":\"https://www.braze.com/get-started\"}}],\"heading\":\"Envie d’optimiser votre ROI ? Contactez l'équipe commerciale.\"}],\"categories\":{\"industries\":null,\"productFeatures\":[{\"_id\":\"20aa7822-0839-4ffc-8151-9b8746ae025c\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI Decisioning\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning\"}}],\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":[{\"_id\":\"imported-craft-489\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI and Machine Learning\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"IA et machine learning\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"IA e machine learning\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AIおよび機械学習\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI 및 머신 러닝\"}],\"slug\":{\"current\":\"ai-and-machine-learning\"}}],\"useCases\":null},\"faqs\":{\"heading\":\"Foire aux questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Three colorful bars of increasing height; the tallest orange bar features glowing 'AI' text and light trails representing growth.\",\"asset\":{\"_ref\":\"image-34488858a0a34dbfd3f652f744009824efab24b6-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2026-01-26T10:47:55.604Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-990bec386ba5a18cc1e61f945ce8ced25f840359-2400x1256-png\",\"_type\":\"reference\"}},\"pageTitle\":\"Le ROI de l'IA : comment les directeurs marketing peuvent démontrer une valeur tangible à l'équipe de direction\",\"slug\":{\"_type\":\"slug\",\"current\":\"the-roi-of-ai\"}},\"showTableOfContents\":true,\"summary\":\"Pour démontrer le ROI de l’IA en marketing, il est nécessaire d’associer les initiatives d’IA à des objectifs clairement définis tels que l’engagement client, l’optimisation des dépenses promotionnelles et la conversion de prospects, puis de surveiller les indicateurs clés de performance de la marque. Les systèmes d’IA analysent les données comportementales pour personnaliser les campagnes. Les équipes des services d’IA personnalisent les modèles, surveillent les performances et créent des itérations afin d'aligner les résultats sur les objectifs de croissance et de revenus de la direction.\",\"title\":\"Le ROI de l'IA : comment les directeurs marketing peuvent démontrer une valeur tangible à l'équipe de direction\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-01-16T16:01:50Z\",\"_id\":\"f87f2a47-c835-488b-8606-f015e40117ba\",\"_rev\":\"jaAElRFXANQEYgs23U4rX8\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-25T09:07:41Z\",\"author\":[{\"_id\":\"768bbb00-e6ff-46e9-a378-6dce6286f784\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Michael\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-7cae992a5519c10a6d2ad7271cdd288ca849dc9e-450x450-jpg\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Eldridge\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"a28bd77a8666\",\"_type\":\"block\",\"children\":[{\"_key\":\"0cbf15826325\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les campagnes marketing se composent de dizaines de variables différentes : texte, visuels, type d'offre, canal, date et heure d'envoi. Tout marketeur digne de ce nom sait qu'il doit mesurer l'impact de chacun de ces facteurs sur l'engagement client afin de pouvoir continuer à itérer et à améliorer ses performances globales. Toutefois, jusqu'à présent, les équipes marketing n'avaient à leur disposition que des méthodes complexes et chronophages telles que les \"},{\"_key\":\"f95b5d616333\",\"_type\":\"span\",\"marks\":[\"1ce1e90bffdc\"],\"text\":\"tests A/B et les tests multivariés\"},{\"_key\":\"33aa3943ef96\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"1ce1e90bffdc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"}],\"style\":\"normal\"},{\"_key\":\"ab546b0b1c2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fc3b6049b14\",\"_type\":\"span\",\"marks\":[],\"text\":\"Il existe aujourd'hui une nouvelle solution plus efficace. Grâce à des plateformes \"},{\"_key\":\"f8e898483c79\",\"_type\":\"span\",\"marks\":[\"d8e43a1101c6\"],\"text\":\"d'IA décisionnelle\"},{\"_key\":\"dffa6cbfed34\",\"_type\":\"span\",\"marks\":[],\"text\":\" comme \"},{\"_key\":\"ed69293ea409\",\"_type\":\"span\",\"marks\":[\"8345aeee5762\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"7b4329ed654a\",\"_type\":\"span\",\"marks\":[],\"text\":\", qui utilisent \"},{\"_key\":\"caf3e8e98d70\",\"_type\":\"span\",\"marks\":[\"ae5f8625e3a1\"],\"text\":\"l'apprentissage par renforcement\"},{\"_key\":\"c74dbca852f8\",\"_type\":\"span\",\"marks\":[],\"text\":\", une forme de machine learning, les marques peuvent atteindre le même objectif de façon beaucoup plus efficace.\"}],\"markDefs\":[{\"_key\":\"d8e43a1101c6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning\"},{\"_key\":\"8345aeee5762\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"},{\"_key\":\"ae5f8625e3a1\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/reinforcement-learning-fundamentals\"}],\"style\":\"normal\"},{\"_key\":\"a0b30e0bc411\",\"_type\":\"block\",\"children\":[{\"_key\":\"d45f7cfebd61\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les pièges des techniques traditionnelles : tests A/B et tests multivariés\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"cccf6f2b079b\",\"_type\":\"block\",\"children\":[{\"_key\":\"34135fe84425\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ces deux types de tests posent en général deux problèmes aux marques. Premièrement, ce type de tests permet seulement d’étudier les effets de chaque variante prise de façon indépendante. Il n’existe en effet aucun moyen de regrouper les variables. Il est par conséquent difficile de déterminer les tendances générales qui stimulent les performances et d’élaborer de nouveaux contenus capitalisant sur des stratégies gagnantes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc94ef2a05d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bc4e89caa737\",\"_type\":\"span\",\"marks\":[],\"text\":\"Deuxièmement, plus le nombre de variantes à tester est élevé, plus la taille de l’échantillon doit être importante. Supposons que vous souhaitiez comparer 100 variantes. Pour cela, vous devez fractionner votre audience en 100 segments. Vous obtenez ainsi une taille d’échantillon très faible, qui rend difficile la génération d'informations significatives et exploitables.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3179a0307f8a\",\"_type\":\"block\",\"children\":[{\"_key\":\"426efbe29beb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Troisièmement, les résultats d’un test A/B donné peuvent ne pas s’appliquer à votre prochaine campagne marketing. Imaginons que vous lancez une campagne pendant l'été et obtenez un certain résultat. Il est tout à fait possible que votre base de clientèle agisse d’une façon totalement différente en hiver. Il est donc difficile de tirer des conclusions générales fondées sur les résultats de l’été.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ffbab5899038\",\"_type\":\"block\",\"children\":[{\"_key\":\"b23e612726b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comment l'IA décisionnelle aide les marques à surmonter les limites des tests A/B et multivariés traditionnels\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2128d476ee38\",\"_type\":\"block\",\"children\":[{\"_key\":\"f77fe3441f08\",\"_type\":\"span\",\"marks\":[],\"text\":\"En faisant appel à la logique de regroupement couramment utilisée dans les \"},{\"_key\":\"c66b7aeb4938\",\"_type\":\"span\",\"marks\":[\"11c37ab2cedb\"],\"text\":\"arbres décisionnels\"},{\"_key\":\"aee17355bc72\",\"_type\":\"span\",\"marks\":[],\"text\":\", l'IA décisionnelle peut examiner différents scénarios et comparer leurs résultats, tirer des conclusions générales et exécuter simultanément des tests multiples en arrière-plan. Au lieu de devoir exécuter chaque test séquentiellement pour éliminer une par une les variantes de campagnes aux résultats médiocres, les marques peuvent rapidement identifier et regrouper les variantes moins performantes par rapport aux combinaisons de variables plus efficaces. Par exemple, l'IA décisionnelle peut comparer différents visuels de la campagne, tester l'impact d'un ajout ou d’une exclusion d'emojis et observer l’effet d'une réduction fixe ou d'une remise en pourcentage sur la performance d'une campagne.\"}],\"markDefs\":[{\"_key\":\"11c37ab2cedb\",\"_type\":\"link\",\"href\":\"https://www.geeksforgeeks.org/machine-learning/decision-tree/\"}],\"style\":\"normal\"},{\"_key\":\"8f8b073be089\",\"_type\":\"block\",\"children\":[{\"_key\":\"cb932690bb2a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dans les systèmes d'IA décisionnelle, une paramétrisation efficace des options permet aux modèles d'apprendre rapidement à partir des différentes options. \"},{\"_key\":\"a099cdd6bde0\",\"_type\":\"span\",\"marks\":[\"a4fa1b30c1c7\"],\"text\":\"La paramétrisation\"},{\"_key\":\"2c2b2cf15cdc\",\"_type\":\"span\",\"marks\":[],\"text\":\" se situe à mi-chemin entre un art et une science. La meilleure solution est de la confier à une équipe de spécialistes connaissant bien les stratégies de paramétrisation efficaces pour votre secteur d’activité ou votre cas d'usage.\"}],\"markDefs\":[{\"_key\":\"a4fa1b30c1c7\",\"_type\":\"link\",\"href\":\"https://www.dictionary.com/browse/parameterize\"}],\"style\":\"normal\"},{\"_key\":\"1a1b57a4f3d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e34ced92a84\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bonnes pratiques de l'IA décisionnelle\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3a8d1098ba0f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8f8d04c8c77\",\"_type\":\"span\",\"marks\":[],\"text\":\"Que vous envisagiez d'essayer l'IA décisionnelle ou ayez commencé à l'utiliser, nous vous proposons plusieurs solutions pour rentabiliser au mieux ce type de marketing.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff8168227a13\",\"_type\":\"block\",\"children\":[{\"_key\":\"f51540917a9b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Commencez par tester toutes les hypothèses que vous avez toujours eu envie d'explorer\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"80de3b9fd8a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ec2c0fe60a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Il n’est pas nécessaire d’inventer des stratégies entièrement nouvelles pour mettre en œuvre l'IA décisionnelle. Commencez simplement par quelques idées que vous souhaitez explorer, par exemple la personnalisation des dates/heures d'envoi ou des canaux pour chaque client. Toute initiative que vous souhaitez tester au niveau individuel constitue un excellent point de départ.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63124879bab0\",\"_type\":\"block\",\"children\":[{\"_key\":\"ddd8ce4236ce\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ne vous arrêtez pas après un premier test : poursuivez et creusez davantage\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"77aefbe93597\",\"_type\":\"block\",\"children\":[{\"_key\":\"e554d7796064\",\"_type\":\"span\",\"marks\":[],\"text\":\"Plus vos équipes expérimenteront de nouvelles approches pour voir ce qui fonctionne et affiner leurs actions, plus votre système gagnera en efficacité.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bc6cf31c2fd7\",\"_type\":\"block\",\"children\":[{\"_key\":\"506b3f3eccc7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Par exemple, vous pouvez commencer par évaluer si les clients réagissent mieux à une remise fixe ou une remise en pourcentage. Vous pouvez ensuite éliminer certains des tests avec remise fixe qui n'ont pas d’impact, puis approfondir l'analyse en comparant les effets des différentes offres utilisant une remise avec un pourcentage.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3a1c3046dd48\",\"_type\":\"block\",\"children\":[{\"_key\":\"decfa4fdcf8b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Restez raisonnable et ne tentez pas de tout tester\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"cb50f51f0ba8\",\"_type\":\"block\",\"children\":[{\"_key\":\"fbbbd2fbbf1d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Toutes les variables marketing ne se valent pas. D'après notre expérience, les indicateurs clés de performance qui ont le plus d'impact en marketing sont :\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"737c0f44471b\",\"_type\":\"block\",\"children\":[{\"_key\":\"93a69de7f519\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'image principale de la campagne\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bba24efc8eb6\",\"_type\":\"block\",\"children\":[{\"_key\":\"0e4cd7e4de88\",\"_type\":\"span\",\"marks\":[],\"text\":\"La ligne d'objet (dans les e-mails)\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4cb8e8af08e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"47c272da028f\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'appel à l'action\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da7fd32a6806\",\"_type\":\"block\",\"children\":[{\"_key\":\"d4f49f2b6663\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le type d'offre\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b048226d1b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"42e2df412600\",\"_type\":\"span\",\"marks\":[],\"text\":\"La fréquence\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8975e8040706\",\"_type\":\"block\",\"children\":[{\"_key\":\"80c0c31bbac3\",\"_type\":\"span\",\"marks\":[],\"text\":\"La date et l'heure d'envoi\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"54118e83841e\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd4470c0cd54\",\"_type\":\"span\",\"marks\":[],\"text\":\"D’autres variables, telles que la couleur d’arrière-plan d’un visuel ou le positionnement d'une clause de non-responsabilité, ont peu de chances d’avoir un impact significatif.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"28dd3fa12e9f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0444b91ee70d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ne perdez pas de temps à essayer de créer la combinaison parfaite des facteurs à tester\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"65fed3cbb16b\",\"_type\":\"block\",\"children\":[{\"_key\":\"fdd95fbe5c1b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comme on vient de le voir, en partant de questions que vous souhaitez explorer et en testant les facteurs clés identifiés ci-dessus, vous maximisez vos chances de réussite.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"67263f471058\",\"_type\":\"block\",\"children\":[{\"_key\":\"ec8a8ac7e148\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’apprentissage par renforcement a pour avantage d'identifier rapidement les options peu efficaces, ce qui évite d’engager inutilement du temps, du budget et des ressources. Le système d’IA décisionnelle apprendra relativement vite si la solution est efficace et, si ce n’est pas le cas, il cessera alors de la proposer aux clients.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a5e79112a9a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9fb06b1edc27\",\"_type\":\"span\",\"marks\":[],\"text\":\"Oubliez le principe du tout ou rien : le secret est d’apprendre et d’optimiser en permanence\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"82326b3611cd\",\"_type\":\"block\",\"children\":[{\"_key\":\"57ff2c8b9d42\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le test A/B vous permet de définir un objectif précis. Prenons un exemple : vous souhaitez déterminer si les boutons d'appel à l'action bleus donnent de meilleurs résultats que des boutons d'autres couleurs. Lorsque vous avez obtenu la réponse, vous pouvez considérer que vous avez la solution et mettre fin à l'expérience.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cfdebbd516b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"425ac2ebf7cd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ce n'est en revanche pas le cas avec l'IA décisionnelle. L'IA décisionnelle est une pratique qui ne s'arrête jamais.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"dc669cdd760f\",\"_type\":\"block\",\"children\":[{\"_key\":\"71e8844189ae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Au fur et à mesure que le nombre de vos clients augmente et qu’ils progressent dans leurs parcours, l’IA décisionnelle continue d’assimiler en permanence ce qui est efficace ou non pour chaque client individuel. Ce cycle de test, d’apprentissage et d’itération s’adapte en fonction des circonstances : saisonnalité, changement des comportements des clients induits par d’autres facteurs, tels que les événements économiques.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"307ea97975fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a020b918eb8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Examinez chaque trimestre les variables que vous testez\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"281c3fde0956\",\"_type\":\"block\",\"children\":[{\"_key\":\"33968876aafe\",\"_type\":\"span\",\"marks\":[],\"text\":\"Faites un peu de tri : examinez les 80 % de facteurs principaux qui créent de la valeur et envisagez de supprimer les 20 % restants pour les remplacer par de nouvelles options judicieuses.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3e2253d4f2e0\",\"_type\":\"block\",\"children\":[{\"_key\":\"ded93b27b84e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le fait est que même si vous n’avez pas de nouvelles idées à tester, il ne sert à rien que le modèle envoie du trafic à des variantes de campagne peu performantes pour continuer à les tester et à les explorer.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf6a71555a28\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9031119b7a4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Un partenaire spécialisé en services d’IA décisionnelle : une garantie de valeur\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"a6f04cd0f5c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"92b780622959\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les systèmes d'IA décisionnelle proposés en libre-service ne vous permettront pas de personnaliser le modèle de façon optimale pour votre activité. BrazeAI Decisioning Studioᵀᴹ \"},{\"_key\":\"e11196aeeb88\",\"_type\":\"span\",\"marks\":[\"5c4924475968\"],\"text\":\"vous donne accès à des spécialistes des données dédiés ainsi qu’à une équipe d'assistance technique \"},{\"_key\":\"8620916d1d12\",\"_type\":\"span\",\"marks\":[],\"text\":\" qui adaptent notre système d’IA décisionnelle pour qu’il reconnaisse les indicateurs et les données qui comptent pour votre marque et agisse de manière à générer un maximum de valeur pour votre entreprise.\"}],\"markDefs\":[{\"_key\":\"5c4924475968\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning-expert-oversight\"}],\"style\":\"normal\"},{\"_key\":\"ad649665ea23\",\"_type\":\"block\",\"children\":[{\"_key\":\"4353c1f88813\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prenons une étude de cas. Un fournisseur de services de streaming avait choisi BrazeAI Decisioning Studioᵀᴹ pour tester différentes offres de remises fixes, par exemple 10 € de remise sur deux mois, 15 € sur trois mois, et ainsi de suite. Nous nous sommes aperçus que les clients étaient davantage sensibles au montant indiqué en euros qu’au montant total de l'offre. En d’autres termes, même si une remise de 15 € sur trois mois équivaut à une économie totale de 45 €, les clients tendaient plus à réagir à une offre de remise de 20 € sur un seul mois. Forts de ces informations, nous avons aidé ce fournisseur à améliorer ses performances marketing et à réaliser des économies supplémentaires.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1017fc039126\",\"_type\":\"block\",\"children\":[{\"_key\":\"9169e2662550\",\"_type\":\"span\",\"marks\":[],\"text\":\"Découvrez comment nous aidons des marques réputées dans les domaines du divertissement, des voyages et de l’hôtellerie, des services financiers, et bien d’autres encore, à prendre plus rapidement des décisions marketing intelligentes grâce à \"},{\"_key\":\"3c5946416ee7\",\"_type\":\"span\",\"marks\":[\"5c15042b0262\"],\"text\":\"BrazeAI Decisioning 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Decisioning\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning\"}}],\"useCases\":null},\"excerpt\":\"Mettez en application les bonnes pratiques suivantes pour rentabiliser au maximum l'IA décisionnelle : Restez raisonnable et ne tentez pas de tout tester, utilisez continuellement l'IA décisionnelle, et collaborez avec une plateforme qui propose des services spécialisés.\",\"faqs\":{\"heading\":\"Foire aux questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"A pink and orange stylized brain connected to a magic wand, flask, and bell icons.\",\"asset\":{\"_ref\":\"image-5991fd620dfd8f722caa91b22443621008c3a613-1920x1080-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2026-01-16T16:10:22.205Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-5991fd620dfd8f722caa91b22443621008c3a613-1920x1080-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Mettez en application les bonnes pratiques suivantes pour rentabiliser au maximum l'IA décisionnelle : Restez raisonnable et ne tentez pas de tout tester, utilisez continuellement l'IA décisionnelle, et collaborez avec une plateforme qui propose des services spécialisés.\",\"pageTitle\":\"Apprentissage par renforcement et IA décisionnelle | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"reinforcement-learning-ai-decisioning\"}},\"showTableOfContents\":false,\"title\":\"Apprentissage par renforcement : comment créer un système d'IA décisionnelle capable d'apprendre\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-01-13T17:18:48Z\",\"_id\":\"11a05bd0-c751-4331-bfdf-765ced837981\",\"_rev\":\"MTU413YK23NvnvL1WYgURJ\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-25T09:02:38Z\",\"author\":[{\"_id\":\"f0918523-1799-4e38-939c-2174de52fb55\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Kipp\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-d2d1755531cc765bd7e424a21c4d8c32107fa964-508x510-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Johnson\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"f9e98de9c4a6\",\"_type\":\"block\",\"children\":[{\"_key\":\"a86fe4177aef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les marketeurs choisissent \"},{\"_key\":\"57dc44007c44\",\"_type\":\"span\",\"marks\":[\"41f7a83e240d\"],\"text\":\"l'IA décisionnelle\"},{\"_key\":\"33f7be1cae34\",\"_type\":\"span\",\"marks\":[],\"text\":\" pour optimiser l'efficacité de leurs indicateurs clés de performance, quels que soient leurs objectifs : générer des revenus, augmenter les bénéfices, \"},{\"_key\":\"591a6654c44a\",\"_type\":\"span\",\"marks\":[\"90c4dcc70f51\"],\"text\":\"améliorer la valeur vie client\"},{\"_key\":\"98032cd91155\",\"_type\":\"span\",\"marks\":[],\"text\":\" ou tout autre indicateur stratégique. En revanche, si certains paramètres ne sont pas configurés correctement, le modèle d'IA ne donnera pas les résultats escomptés. Il ne pourra pas réaliser tout son potentiel et ne permettra pas à l'entreprise d'optimiser son chiffre d'affaires.\"}],\"markDefs\":[{\"_key\":\"41f7a83e240d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning\"},{\"_key\":\"90c4dcc70f51\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-lifetime-value-metrics\"}],\"style\":\"normal\"},{\"_key\":\"f4b0406e8cd2\",\"_type\":\"block\",\"children\":[{\"_key\":\"9ed3004de708\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'un des facteurs qui fait toute la différence lors de l'élaboration d'une IA décisionnelle est la qualité des données historiques mise à disposition pour entraîner le modèle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e00a24872c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6d167cf7256\",\"_type\":\"span\",\"marks\":[],\"text\":\"Si vous fournissez les bonnes données à l'IA, vous avez toutes les chances d’obtenir un modèle performant. En revanche, si les données sont inadaptées, vous risquez de vous retrouver avec une masse d'informations non pertinentes, obsolètes ou impossibles à traiter. Dans ce cas, le modèle d'IA ne produira pas les résultats attendus.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6f8da98c5f08\",\"_type\":\"block\",\"children\":[{\"_key\":\"e2608dff99f3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tout est en définitive une question de gestion de la mémoire tampon.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e8dc4b44bc62\",\"_type\":\"block\",\"children\":[{\"_key\":\"bf651ee07844\",\"_type\":\"span\",\"marks\":[],\"text\":\"Qu'est-ce que la gestion de la mémoire tampon ?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7e6007e14b28\",\"_type\":\"block\",\"children\":[{\"_key\":\"18f920a55cdd\",\"_type\":\"span\",\"marks\":[],\"text\":\"La gestion de la mémoire tampon peut s’appliquer à divers domaines. Dans le contexte de l'IA décisionnelle, elle permet de décider quelles informations utiliser pour entraîner les modèles d'IA, et lesquelles doivent être écartées.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bc04c76aeda\",\"_type\":\"block\",\"children\":[{\"_key\":\"f5d964d2260d\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'IA décisionnelle repose sur un type de machine learning appelé\"},{\"_key\":\"b28563beefd6\",\"_type\":\"span\",\"marks\":[\"5327942ee170\"],\"text\":\"l'apprentissage par renforcement, \"},{\"_key\":\"e027ae562d39\",\"_type\":\"span\",\"marks\":[],\"text\":\" qui apprend à partir des actions du modèle et des résultats de ces actions.\"}],\"markDefs\":[{\"_key\":\"5327942ee170\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/reinforcement-learning-fundamentals\"}],\"style\":\"normal\"},{\"_key\":\"1d81663d94cf\",\"_type\":\"block\",\"children\":[{\"_key\":\"6d3dc37a83aa\",\"_type\":\"span\",\"marks\":[],\"text\":\"La gestion de la mémoire tampon définit les périodes d'apprentissage pertinentes. Elle précise à quel moment \"},{\"_key\":\"20c1b6e7e92c\",\"_type\":\"span\",\"marks\":[\"7144dcaf0b45\"],\"text\":\"les agents marketing d'IA\"},{\"_key\":\"d09ef3325987\",\"_type\":\"span\",\"marks\":[],\"text\":\" doivent apprendre à partir de décisions antérieures prises à une période donnée (par exemple une semaine, un mois ou un an plus tôt).\"}],\"markDefs\":[{\"_key\":\"7144dcaf0b45\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-agents-marketinghttps://www.braze.com/resources/articles/ai-agents-marketing\"}],\"style\":\"normal\"},{\"_key\":\"d4450113c814\",\"_type\":\"block\",\"children\":[{\"_key\":\"f9addf0b73bb\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'idée semble bonne, mais comment choisir la période tampon qui convient à mon activité ?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7e06929e66d8\",\"_type\":\"block\",\"children\":[{\"_key\":\"244422f0c9e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tout dépend du type de cas d'usage marketing auquel vous souhaitez appliquer l'IA décisionnelle, ainsi que du temps généralement nécessaire pour acquérir des informations significatives pour ce type de campagne. Selon le cas, vous devrez définir une période d'apprentissage plus ou moins longue.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ab118f364bbc\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8a10d3b59c7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les modèles d'IA peuvent avoir besoin de plusieurs semaines pour se former aux processus complexes ou à long terme. C'est le cas s'ils doivent déterminer les facteurs incitant les clients à faire des achats d'un montant important, ou les critères à remplir pour obtenir une carte de crédit. En revanche, il leur faut beaucoup moins de temps pour collecter des informations sur les motivations d'achats impulsifs.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"179373002de8\",\"_type\":\"block\",\"children\":[{\"_key\":\"2ba6e8ae34dd\",\"_type\":\"span\",\"marks\":[],\"text\":\"La saisonnalité et d'autres facteurs externes ont aussi une incidence sur la durée de la période tampon.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4945a5641b3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"8cc9e41ab4c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prenons le cas d'une marque qui dispose de prévisions saisonnières pour le lancement de différents produits. Si cette marque souhaite que l'IA accumule suffisamment d'informations sur chaque saison, elle aura besoin d'une période tampon d'au moins un ou deux ans pour collecter la quantité de données historiques indispensables pour guider correctement le modèle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ba7c9c85d5e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"19f102092bed\",\"_type\":\"span\",\"marks\":[],\"text\":\"En revanche, si les prévisions saisonnières ne sont pas un facteur important pour la marque, il est plus logique d'utiliser une période tampon plus courte.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"94c67b81353b\",\"_type\":\"block\",\"children\":[{\"_key\":\"19d86275d2a2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Quelles conséquences en cas de choix d'une période tampon inadaptée ? Un biais risque d'être introduit dans l'IA décisionnelle.\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"baa1571f6789\",\"_type\":\"block\",\"children\":[{\"_key\":\"025542663a5a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Il serait bien pratique que les agents d'apprentissage par renforcement puissent calculer eux-mêmes la période optimale. Ils en seront peut-être capables un jour, mais à l'heure actuelle, vous devez prédéfinir et configurer la période tampon et l'intégrer au moteur d’IA. Avec le temps, l'expérimentation constante du modèle permet aux entreprises de déterminer si la période définie est appropriée.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ce275d36ddc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"bbb0c61783d0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Si la période d'apprentissage n'est pas configurée sur une durée optimale (durée trop courte ou trop longue), cela peut introduire un biais qui va influencer les conclusions du modèle d'intelligence artificielle. Ce phénomène de biais peut entraîner des conséquences non intentionnelles dans le fonctionnement de l'IA décisionnelle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"24094524dff9\",\"_type\":\"block\",\"children\":[{\"_key\":\"31d20fc66807\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le biais de l'IA est une notion souvent évoquée, mais dans ce contexte, il signifie que les bases d'apprentissage du modèle d'IA sont erronées. La conséquence est que le modèle aura un impact moindre ou qu'il ne permettra pas d'exploiter de façon optimale les indicateurs clés de performance marketing de la marque.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"635d10e54376\",\"_type\":\"block\",\"children\":[{\"_key\":\"c651d1a7d3e7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Prenons un scénario où les résultats s’avéreraient erronés. Imaginons un service de streaming qui définit la période d’apprentissage sur 30 jours. Le modèle s'efforce d'apprendre ce qu'il peut sur la base de l'engagement des clients au cours de cette période. Cependant, il ne peut pas prendre en compte les événements survenant en dehors de cette période et risque donc de passer à côté de données cruciales, de fausser les résultats et d'arriver à des hypothèses incorrectes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"981965c53e77\",\"_type\":\"block\",\"children\":[{\"_key\":\"0409677f9aee\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les solutions d'IA décisionnelle en libre-service ont beaucoup de mal à comprendre les nuances des périodes tampons. Une expertise très pointue est indispensable pour qu'une marque puisse obtenir des avantages réels et concrets avec une solution d'IA décisionnelle personnalisée.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"507a8f266463\",\"_type\":\"block\",\"children\":[{\"_key\":\"87a21fa13761\",\"_type\":\"span\",\"marks\":[],\"text\":\"La gestion de la mémoire tampon est donc fondamentale, mais comment savoir si ma plateforme d'IA décisionnelle propose les bonnes fonctions de gestion de la mémoire tampon ?\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2809e5745079\",\"_type\":\"block\",\"children\":[{\"_key\":\"70f8c26f4aae\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nous vous présentons ici plusieurs critères importants concernant la gestion de la mémoire tampon dont les marketeurs doivent tenir compte lorsqu'ils évaluent des plateformes d'IA décisionnelle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2b181a96cc4e\",\"_type\":\"block\",\"children\":[{\"_key\":\"d0d8005b59f4\",\"_type\":\"span\",\"marks\":[],\"text\":\"1. Est-il possible de définir la mémoire tampon sur la durée convenant le mieux à l'entreprise et à son cas d'usage particulier ?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"6aea582630d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"af6d40fb812a\",\"_type\":\"span\",\"marks\":[],\"text\":\"De nombreuses solutions d'IA décisionnelle proposent souvent des périodes glissantes standard et uniformisées sur toute l'année. Notre plateforme \"},{\"_key\":\"d6a76fe3e855\",\"_type\":\"span\",\"marks\":[\"bb446d3bd2c7\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"0f414663c720\",\"_type\":\"span\",\"marks\":[],\"text\":\" est en revanche hautement configurable, non seulement pour définir la période d’apprentissage, mais aussi pour paramétrer toutes les dimensions de l'IA décisionnelle.\"}],\"markDefs\":[{\"_key\":\"bb446d3bd2c7\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"afbfb4109f1a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5a5bc347193c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ce niveau de personnalisation peut faire une très grande différence en termes de performances marketing. Par exemple, il peut permettre d'obtenir des résultats très différents pour les mêmes indicateurs clés de performance. C'est un aspect extrêmement important, car si vous définissez incorrectement le cas d'usage, l'IA décisionnelle sera inefficace.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c79af063e274\",\"_type\":\"block\",\"children\":[{\"_key\":\"c39d749c81f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"2. Est-il possible d'effectuer un test A/B des différentes stratégies de mémoire tampon pour savoir quelle fenêtre de temps donne les meilleurs résultats ?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"de0c0ea4e90e\",\"_type\":\"block\",\"children\":[{\"_key\":\"57d771a1c096\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avec la plateforme d'IA décisionnelle de Braze, les marques peuvent \"},{\"_key\":\"9beb26ebc145\",\"_type\":\"span\",\"marks\":[\"231722ec9ce0\"],\"text\":\"effectuer un test A/B \"},{\"_key\":\"d4717462a4db\",\"_type\":\"span\",\"marks\":[],\"text\":\"de leurs stratégies de mémoire tampon et découvrir quelle durée optimise les résultats.\"}],\"markDefs\":[{\"_key\":\"231722ec9ce0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/testing/multivariant_testing\"}],\"style\":\"normal\"},{\"_key\":\"52aa7426614f\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd1e5348efa8\",\"_type\":\"span\",\"marks\":[],\"text\":\"3. Est-il possible d'entraîner à nouveau le modèle avec des données historiques ?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"b331be6a3397\",\"_type\":\"block\",\"children\":[{\"_key\":\"47179ed23630\",\"_type\":\"span\",\"marks\":[],\"text\":\"BrazeAI Decisioning Studio™ peut par exemple être réentraîné avec des données historiques, ce qui s’avère crucial pour les entreprises opérant dans un environnement dynamique comme les services financiers, dans lesquels les facteurs externes peuvent affecter radicalement l'activité. Compte tenu des taux actuellement en vigueur, le moment peut être opportun pour stimuler les ouvertures de comptes courants. Mais au trimestre suivant, ces mêmes comptes pourraient rapidement devenir un produit d’appel peu rentable. La possibilité d'entraîner à nouveau l'IA avec des données historiques se révèle alors d'autant plus importante.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"70cb01480e33\",\"_type\":\"block\",\"children\":[{\"_key\":\"f7c598078b8c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Si une marque choisit une plateforme d'IA décisionnelle ne proposant pas cette fonctionnalité, elle risque de devoir réinitialiser l'entraînement du modèle à partir de zéro. Elle peut aussi se retrouver prisonnière d'un apprentissage devenu caduque, avec des conclusions sur les raisons des taux de clics ou de conversion qui ne sont plus valables.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"84b8ef3d3227\",\"_type\":\"block\",\"children\":[{\"_key\":\"a5da13e359ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Si vous êtes prêt à laisser l'IA décisionnelle guider judicieusement le marketing de votre marque,\"},{\"_key\":\"c3fcce4bf46b\",\"_type\":\"span\",\"marks\":[\"49a272d8b792\"],\"text\":\" renseignez-vous sur notre solution BrazeAI Decisioning Studio™\"},{\"_key\":\"b7177b1a9105\",\"_type\":\"span\",\"marks\":[],\"text\":\". Découvrez comment nous pouvons vous aider à définir correctement votre gestion de la mémoire tampon et optimiser vos principaux indicateurs clés de performance marketing.\"}],\"markDefs\":[{\"_key\":\"49a272d8b792\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"02a9b459817e\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e92b7379066\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"}],\"markDefs\":[],\"style\":\"normal\"}],\"categories\":null,\"faqs\":{\"heading\":\"Foire aux questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"AI symbol with bidirectional arrows connecting to icons for user, science, data, and creativity.\",\"asset\":{\"_ref\":\"image-c6c88e427a2d8c40626d8c4d44a5d88187959a47-1500x1500-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2026-01-13T17:24:00.000Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-cb1ef38c2ea4a57e517efea12fafd18f4fdf1c19-1200x628-png\",\"_type\":\"reference\"}},\"pageTitle\":\"Quand la gestion de la mémoire tampon déraille : Éviter les biais dans les modèles d'IA décisionnelle | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"avoid-bias-in-ai-decisioning\"}},\"showTableOfContents\":true,\"summary\":\"En IA décisionnelle, la gestion de la mémoire tampon détermine quelles informations utiliser pour entraîner le modèle d'IA, et lesquelles doivent être écartées. Une bonne gestion permet d'obtenir un modèle décisionnel puissant. En revanche, une gestion erronée fournit un modèle biaisé et moins efficace.\",\"title\":\"Quand la gestion de la mémoire tampon déraille : éviter les biais dans les modèles d'IA décisionnelle\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2026-01-08T14:11:38Z\",\"_id\":\"b715d5d8-4e0c-4b92-b611-47df34cfcb67\",\"_rev\":\"Zzv0hL3xKYdBQQ7bHk5ICJ\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-02T08:45:36Z\",\"author\":[{\"_id\":\"b555b61d-d4fa-4a11-8e58-4416ec8b7d5d\",\"bio\":null,\"company\":null,\"facebookUrl\":null,\"firstName\":\"Team\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"6c66d74fcd69\",\"_type\":\"block\",\"children\":[{\"_key\":\"77d965145756\",\"_type\":\"span\",\"marks\":[\"64256f43c975\"],\"text\":\"L'IA décisionnelle\"},{\"_key\":\"07115f6f443e\",\"_type\":\"span\",\"marks\":[],\"text\":\" permet aux entreprises de créer un marketing personnalisé, dynamique et réactif, adapté en temps réel à l’activité, aux préférences, aux centres d’intérêt et aux comportements de chaque client. Les marques de premier plan s’appuient sur la solution d’IA décisionnelle de Braze, \"},{\"_key\":\"72aa766cb986\",\"_type\":\"span\",\"marks\":[\"147aa8b3e4d3\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"9b3aa2dfe2fd\",\"_type\":\"span\",\"marks\":[],\"text\":\", pour personnaliser les expériences et proposer les informations, offres et recommandations les mieux adaptées aux comportements et aux centres d’intérêt de chaque consommateur.\"}],\"markDefs\":[{\"_key\":\"64256f43c975\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning\"},{\"_key\":\"147aa8b3e4d3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"171fd0eb57d3\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c3390d19671\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les entreprises qui intègrent efficacement nos fonctionnalités d’IA décisionnelle peuvent renforcer l’impact de leurs campagnes, adresser le bon message au bon client au bon moment et améliorer sensiblement leurs indicateurs clés de performance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a45a960e1a0d\",\"_type\":\"block\",\"children\":[{\"_key\":\"52003f0110ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Parmi les premiers à adopter l’IA décisionnelle figure Yum! Brands. Leader mondial de la restauration, le groupe exploite plus de 62 000 établissements dans le monde et détient des marques iconiques telles que KFC, Taco Bell, Pizza Hut et The Habit Burger Grill. Depuis le début de l’année, Yum! Brands a utilisé l’IA décisionnelle sur 200 millions d’interactions et dans huit scénarios marketing distincts. Les résultats parlent d’eux-mêmes : depuis la mise en œuvre de BrazeAI Decisioning Studio™, l’entreprise a enregistré jusqu’à 2,6 fois plus de transactions par client.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c686923dfbc3\",\"_type\":\"block\",\"children\":[{\"_key\":\"78a88eb94a59\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dans cet article, nous vous présenterons l’approche en trois temps (démarrer, progresser et accélérer) qui a permis à Yum! Brands et à d’autres entreprises de tirer pleinement parti de l’IA décisionnelle et d’obtenir des résultats concrets. Mais avant tout, prenons un instant pour découvrir comment l’IA décisionnelle révolutionne le marketing, et surtout, comment vous préparer à exploiter tout son potentiel pour propulser vos performances et transformer vos stratégies en véritables leviers de croissance.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2d43a5381c3\",\"_type\":\"block\",\"children\":[{\"_key\":\"af837510bfc1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comprendre l'IA décisionnelle\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f6009bc8832c\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc569b2a9042\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'IA décisionnelle s’appuie sur une forme avancée de machine learning,\"},{\"_key\":\"71493c329a45\",\"_type\":\"span\",\"marks\":[\"204a623657d1\"],\"text\":\"I'apprentissage par renforcement,\"},{\"_key\":\"13b50f591fe6\",\"_type\":\"span\",\"marks\":[],\"text\":\" pour permettre aux marketeurs de personnaliser leurs messages, d’améliorer l’expérience client et de maximiser leurs résultats, notamment en optimisant les indicateurs clés qui créent le plus de valeur.\"}],\"markDefs\":[{\"_key\":\"204a623657d1\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/reinforcement-learning-fundamentals\"}],\"style\":\"normal\"},{\"_key\":\"3f0d115dc0be\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7f8e0314fcc\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’IA décisionnelle collecte les données issues de vos systèmes (par exemple vos data warehouses et vos CDP) et s’appuie sur ces informations pour sélectionner automatiquement les variables de campagne marketing les plus pertinentes pour chaque destinataire. Elle détermine ainsi avec précision l’offre, le visuel, le texte, la date et l’heure d’envoi les plus susceptibles de contribuer au résultat recherché, par exemple une adhésion, un abonnement ou un don.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c7069d9724fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"c76e361ac1e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Se préparer à l'IA décisionnelle\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"19c4d486e856\",\"_type\":\"block\",\"children\":[{\"_key\":\"19eb48b3de46\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les marques doivent franchir plusieurs étapes clés pour être prêtes à déployer l’IA décisionnelle. Envie d’aller encore plus loin ? Pour bien démarrer, voici quelques conseils partagés par \"},{\"_key\":\"2d20ea737575\",\"_type\":\"span\",\"marks\":[\"80781666a183\"],\"text\":\"George Khachatryan\"},{\"_key\":\"9552a5a1da1d\",\"_type\":\"span\",\"marks\":[],\"text\":\", VP, directeur de l'IA décisionnelle de Braze, \"},{\"_key\":\"81a01570a02a\",\"_type\":\"span\",\"marks\":[\"d64e84875223\"],\"text\":\"Cameron Davies\"},{\"_key\":\"faff124fd89d\",\"_type\":\"span\",\"marks\":[],\"text\":\", responsable des données de Yum! Brands et \"},{\"_key\":\"8f44abd95dab\",\"_type\":\"span\",\"marks\":[\"60f57ab3edd9\"],\"text\":\"Nathaniel Rounds\"},{\"_key\":\"778d499a0af6\",\"_type\":\"span\",\"marks\":[],\"text\":\", directeur du marketing produits (AI Suite) chez Braze.\"}],\"markDefs\":[{\"_key\":\"80781666a183\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/george-khachatryan/\"},{\"_key\":\"d64e84875223\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/cameron-davies-9505a14/\"},{\"_key\":\"60f57ab3edd9\",\"_type\":\"link\",\"href\":\"https://www.linkedin.com/in/nrounds/\"}],\"style\":\"normal\"},{\"_key\":\"7227c02990ba\",\"_type\":\"block\",\"children\":[{\"_key\":\"432f52892525\",\"_type\":\"span\",\"marks\":[],\"text\":\"Choisissez une plateforme adéquate proposant une assistance spécialisée\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"7d617ae86191\",\"_type\":\"block\",\"children\":[{\"_key\":\"e81e7430d372\",\"_type\":\"span\",\"marks\":[],\"text\":\"Une solution prête à l'emploi a peu de chances d'être efficace, explique George Khachatryan. En effet, l'IA décisionnelle nécessite une personnalisation poussée pour pouvoir répondre aux besoins spécifiques de chaque entreprise. Pour produire les résultats attendus, les modèles doivent être ajustés afin que leur apprentissage réponde aux objectifs et aux contraintes opérationnelles de la marque, par exemple pour \"},{\"_key\":\"4f395a5cdc9f\",\"_type\":\"span\",\"marks\":[\"af21ca543246\"],\"text\":\"personnaliser des campagnes marketing de restauration rapide\"},{\"_key\":\"c9c2a9fd317c\",\"_type\":\"span\",\"marks\":[],\"text\":\" selon les commandes des clients, ou pour accompagner les institutions financières en s’appuyant sur les habitudes de dépense des consommateurs.\"}],\"markDefs\":[{\"_key\":\"af21ca543246\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/ai-decisioning-qsr-experience\"}],\"style\":\"normal\"},{\"_key\":\"a4beba47824c\",\"_type\":\"block\",\"children\":[{\"_key\":\"23a1d954aed6\",\"_type\":\"span\",\"marks\":[],\"text\":\"De plus, une expertise spécialisée est indispensable pour que l’apprentissage par renforcement fonctionne comme prévu et tienne réellement ses promesses. \"},{\"_key\":\"acae37ab8ffb\",\"_type\":\"span\",\"marks\":[\"1b3094a9f493\"],\"text\":\"Un marketeur qui choisit d’utiliser un système d’IA décisionnelle en libre-service s’expose à de nombreux risques\"},{\"_key\":\"cb37a2dcde72\",\"_type\":\"span\",\"marks\":[],\"text\":\". L’intervention de spécialistes et la mise en place de mécanismes de contrôle sont indispensables : à défaut, les systèmes d’IA optimiseront sans relâche l’objectif qui leur a été fixé, quitte à éroder les marges et à fragiliser la rentabilité de la marque.\"}],\"markDefs\":[{\"_key\":\"1b3094a9f493\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ai-decisioning-expert-oversight\"}],\"style\":\"normal\"},{\"_key\":\"3dae44aaf290\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f16fe34c760\",\"_type\":\"span\",\"marks\":[],\"text\":\"C’est pourquoi BrazeAI Decisioning Studio™ s’appuie sur une équipe dédiée réunissant un ingénieur expert en déploiement de solutions de machine learning, un responsable de l’engagement client et un responsable de la réussite client, fin d’accompagner les équipes dans la mise en œuvre et l’utilisation de la plateforme.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"96e205491415\",\"_type\":\"block\",\"children\":[{\"_key\":\"52cb0d9e37a7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Établissez dès le départ des indicateurs clairs de succès.\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"653ab278889b\",\"_type\":\"block\",\"children\":[{\"_key\":\"5674857a7905\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'amélioration attendue doit être comprise de la même manière par tous, conseille Davies.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8465e644c7d0\",\"_type\":\"block\",\"children\":[{\"_key\":\"63746bdde217\",\"_type\":\"span\",\"marks\":[],\"text\":\"Clarifiez les indicateurs de réussite qui ont une importance. L’IA s’améliore en fonction des objectifs définis par votre équipe, et tout décalage entre ces objectifs et les métriques de l’IA peut fausser l'interprétation des performances.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1f8f69d825e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"839377ceabff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Préparez à l'avance les bonnes données\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"6ec59a01297b\",\"_type\":\"block\",\"children\":[{\"_key\":\"4c22dc3c247b\",\"_type\":\"span\",\"marks\":[],\"text\":\"La préparation des données pour l'IA décisionnelle est l'une des tâches les plus ardues et les plus chronophages de la phase d'adoption, fait remarquer Nathaniel Rounds. Des incohérences et des sources de données non connectées entre elles peuvent entraver la performance de l'IA.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"30dd013c4feb\",\"_type\":\"block\",\"children\":[{\"_key\":\"9dc91c987b7a\",\"_type\":\"span\",\"marks\":[],\"text\":\"« Nous avons investi massivement et très tôt dans les données », explique Cameron Davies. « Nous avons notre propre base de données interne, qui englobe nos quatre marques, soit plus de 140 millions de clients rien qu'aux États-Unis. Nous avons considérablement investi ces deux dernières années pour être prêts. »\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3b79cb62ab76\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c9a21b9a8da\",\"_type\":\"span\",\"marks\":[],\"text\":\"Démarrer, progresser, accélérer : une approche en trois temps du déploiement de l'IA décisionnelle\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"90086237749d\",\"_type\":\"block\",\"children\":[{\"_key\":\"b4b6eec3e119\",\"_type\":\"span\",\"marks\":[],\"text\":\"Démarrer\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"ae87c8fd28b3\",\"_type\":\"block\",\"children\":[{\"_key\":\"9d20b42d97b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Définissez une vision ambitieuse dès le départ, conseille George Khachatryan. Quelle opportunité l'IA décisionnelle apporte-t-elle à votre marque ? Quels sont les domaines dans lesquels vous pouvez mettre en œuvre l'IA décisionnelle ?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"85c917f49123\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a611040929b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les parties prenantes seront séduites si vous présentez une vision globale qui associe l'IA décisionnelle aux priorités stratégiques de toute l'entreprise, ajoute Nathaniel Rounds.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c059bc939d3e\",\"_type\":\"block\",\"children\":[{\"_key\":\"899727ab28ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'équipe de Yum! Brands avait défini trois objectifs de marketing piloté par l'IA :\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f6e6e7f867ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"0a95fde15070\",\"_type\":\"span\",\"marks\":[],\"text\":\"Envoyer aux clients les messages et les offres les plus adaptés\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"269009c389f1\",\"_type\":\"block\",\"children\":[{\"_key\":\"79677104db24\",\"_type\":\"span\",\"marks\":[],\"text\":\"Stimuler la croissance des revenus de leurs franchisés\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9bb54f06f90b\",\"_type\":\"block\",\"children\":[{\"_key\":\"cd381e51a34f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Soutenir la performance financière de Yum! Brands, tant en termes de chiffre d’affaires que de rentabilité\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4882f4e7479d\",\"_type\":\"block\",\"children\":[{\"_key\":\"9eb4bf422413\",\"_type\":\"span\",\"marks\":[],\"text\":\"Progresser\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"f0b195a4afe8\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee1477b47f9c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Commencez sur une base modeste, avec un cas d'usage à valeur élevée facile à mettre en œuvre et pouvant être vite rentabilisé, conseille George Khachatryan.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"75f91cdc02c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"db519d72bdbf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Par exemple, commencez avec un seul canal, tel que les e-mails, ou par une étape spécifique du parcours client comme l'onboarding.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e528e7478622\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf0ebc24564b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Alors que des tests A/B antérieurs avaient montré qu’en moyenne le matin était le moment idéal pour envoyer des e-mails marketing aux clients de Taco Bell, l’IA décisionnelle a permis à l’équipe d’identifier l’heure optimale pour chaque client, révélant une multitude de nuances pour ce seul paramètre parmi plus de 150 facteurs potentiels propres à un canal marketing donné.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"be74110e98b2\",\"_type\":\"richImage\",\"alt\":\"La visualisation des données montre comment la stratégie d’e-mails personnalisés de Taco Bell, pilotée par BrazeAI, a modifié les horaires d’envoi, passant d’un envoi exclusivement matinal à une planification mixte basée sur les caractéristiques des clients et les informations générées par l’IA.\",\"asset\":{\"_ref\":\"image-e77b335c7eae7156e215f9bd2240bb545724d36e-2400x1350-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"b55562311d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"9a4f9448941b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aujourd'hui, Yum! Brands a déployé huit stratégies \"},{\"_key\":\"9b26d3209654\",\"_type\":\"span\",\"marks\":[\"89055d464c4c\"],\"text\":\"d'IA agentique\"},{\"_key\":\"43d32aed8219\",\"_type\":\"span\",\"marks\":[],\"text\":\" couvrant les parcours de bienvenue, les campagnes de réactivation, les recommandations de produits, les clients à risque, l'onboarding, les optimisations d'offres, et bien plus encore.\"}],\"markDefs\":[{\"_key\":\"89055d464c4c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/agentic-ai-marketing\"}],\"style\":\"normal\"},{\"_key\":\"fc6465bb56c8\",\"_type\":\"block\",\"children\":[{\"_key\":\"73cb698db707\",\"_type\":\"span\",\"marks\":[],\"text\":\"Accélérer\"}],\"markDefs\":[],\"style\":\"h4\"},{\"_key\":\"209c16f568b7\",\"_type\":\"block\",\"children\":[{\"_key\":\"adb1a7449ac8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Déployez l’IA décisionnelle à l’échelle de l’entreprise, recommande Cameron Davies. Obtenez l'aval des cadres supérieurs et du conseil d'administration. Engagez-vous pleinement et investissez dans les ressources nécessaires pour vous donner toutes les chances de réussir.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"264ed3c8536f\",\"_type\":\"block\",\"children\":[{\"_key\":\"759ace2fd294\",\"_type\":\"span\",\"marks\":[],\"text\":\"C'est ce qu'a fait Yum! Brands.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0bcb7dfed1c\",\"_type\":\"block\",\"children\":[{\"_key\":\"8eb4b718bb74\",\"_type\":\"span\",\"marks\":[],\"text\":\"« Le déploiement d’une solution d’IA décisionnelle doit être une priorité portée par la direction générale et le conseil d’administration, et non uniquement par les équipes marketing, » explique George Khachatryan. En effet, l’IA décisionnelle exige un effort transversal et un engagement à l’échelle de toute l’entreprise, mobilisant les équipes informatiques, marketing, data science et finance pour garantir son succès.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"47f5fe09ad7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"94e5c7d7332c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Alors que Yum! Brands poursuit le déploiement de son IA décisionnelle et doit désormais l’appliquer à l’ensemble des canaux traditionnels d’engagement client, l’étendre potentiellement aux bornes et aux services drive et accélérer son expansion à l’échelle mondiale.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d9107c4d8807\",\"_type\":\"richImage\",\"alt\":\"Une diapositive montrant que BrazeAI Decisioning Studio™ a multiplié les performances de la campagne par 2,6, avec une augmentation progressive des transactions par client bien supérieure par rapport à la stratégie habituelle.\",\"asset\":{\"_ref\":\"image-4793562995310a84b412961e736c7270102f9455-2400x1350-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"c318e128fea3\",\"_type\":\"block\",\"children\":[{\"_key\":\"105e18ede330\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cette approche alimente un cercle vertueux dans lequel chaque succès renforce l’adoption de l’IA et accélère son déploiement au sein de Yum! Brands. L'hypothèse de l'équipe ? Plus l’IA est déployée, plus les données s’enrichissent, et plus les expériences offertes deviennent performantes et personnalisées. Plus les expériences proposées sont qualitatives, plus les clients utiliseront leurs services. Plus les utilisateurs sont nombreux à recourir à ces services, plus les données s’enrichissent. C'est un cycle infini.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"363b5842c603\",\"_type\":\"block\",\"children\":[{\"_key\":\"50d34b681370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Laissez l’IA décisionnelle éclairer les décisions de votre marque\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d62781fbc33f\",\"_type\":\"block\",\"children\":[{\"_key\":\"a196f1ed35ff\",\"_type\":\"span\",\"marks\":[],\"text\":\"Envie de mettre en œuvre cette approche progressive pour déployer l’IA décisionnelle ? Demandez une démonstration de \"},{\"_key\":\"3cbb1c9db71f\",\"_type\":\"span\",\"marks\":[\"498204b075da\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"637e704667a9\",\"_type\":\"span\",\"marks\":[],\"text\":\" dès aujourd'hui.\"}],\"markDefs\":[{\"_key\":\"498204b075da\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"}],\"categories\":{\"industries\":null,\"productFeatures\":[{\"_id\":\"20aa7822-0839-4ffc-8151-9b8746ae025c\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI Decisioning\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning\"}}],\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":null,\"useCases\":null},\"faqs\":{\"heading\":\"Foire aux questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"A 3D stylized speedometer indicating high performance, with the text \\\"BrazeAI Decisioning Studio™\\\" alongside icons for database, checklist, and target, on an orange to purple gradient background.\",\"asset\":{\"_ref\":\"image-19d486c76b5155c2c1a1c40d5fc9cfebd8d5a82f-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2026-01-08T14:20:00.000Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-225ec1f8ffb2cce49d0d2bf2f4ed94ce990307a3-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Les marques qui tirent pleinement parti de l’IA décisionnelle démarrent en définissant une vision ambitieuse, progressent en déployant des cas d’usage à fort impact et simples à activer, puis accélèrent en généralisant l’IA décisionnelle à l’échelle de l’entreprise.\",\"pageTitle\":\" Aide-mémoire de l'IA décisionnelle : démarrer, progresser, accélérer, une approche en trois temps avec BrazeAI Decisioning Studioᵀᴹ\",\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning-walk-crawl-run\"}},\"showTableOfContents\":true,\"summary\":\"Les marques qui tirent pleinement parti de l’IA décisionnelle démarrent en définissant une vision ambitieuse, progressent en déployant des cas d’usage à fort impact et simples à activer, puis accélèrent en généralisant l’IA décisionnelle à l’échelle de l’entreprise.\",\"title\":\"Aide-mémoire de l'IA décisionnelle : démarrer, progresser, accélérer, une approche en trois temps avec BrazeAI Decisioning Studioᵀᴹ\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2025-12-20T09:11:43Z\",\"_id\":\"9220920f-1b24-4c83-99c1-ea5ab60113d0\",\"_rev\":\"J1gDhhHcojGlsOMy0p3yzP\",\"_system\":{\"base\":{\"id\":\"9220920f-1b24-4c83-99c1-ea5ab60113d0\",\"rev\":\"w7jEM8LFVChw70CDUewk9I\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-19T14:53:08Z\",\"author\":[{\"_id\":\"2ffca82d-bd79-458d-9a26-d833344445a9\",\"bio\":[{\"_key\":\"dfe683a2131a\",\"_type\":\"block\",\"children\":[{\"_key\":\"dfe683a2131a0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aparna Prasad est responsable senior du marketing produit chez Braze.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":null,\"facebookUrl\":null,\"firstName\":\"Aparna\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-3cb0a59d337252128d1c81f6823131f95e281bc2-512x512-jpg\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Prasad\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"0dfda8936927\",\"_type\":\"block\",\"children\":[{\"_key\":\"3dead7fe9822\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le marketing par e-mail ne cesse d'évoluer, mais rares sont les changements à avoir provoqué un bouleversement aussi important que les récentes mises à jour apportées par Apple à son système d’exploitation iOS. Ce qui a commencé avec l'introduction de la fonctionnalité \"},{\"_key\":\"d3d9b70ef0e9\",\"_type\":\"span\",\"marks\":[\"c11c058cbfe1\"],\"text\":\"de protection de la confidentialité dans Mail (MPP)\"},{\"_key\":\"3384251667b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" dans iOS 15, qui a rendu le taux d’ouverture peu fiable, s’est poursuivi avec les nouvelles fonctionnalités d'iOS 17, \"},{\"_key\":\"78decf7bbe17\",\"_type\":\"span\",\"marks\":[\"5e4e71699364\"],\"text\":\"d'iOS 18\"},{\"_key\":\"10fa757fdeaf\",\"_type\":\"span\",\"marks\":[],\"text\":\" (qui marque l'arrivée d'Apple Intelligence), et d'\"},{\"_key\":\"71cb1a78c0f9\",\"_type\":\"span\",\"marks\":[\"2c9fd3d222d5\"],\"text\":\"iOS 26\"},{\"_key\":\"93106735a0f0\",\"_type\":\"span\",\"marks\":[],\"text\":\", remettant en question les pratiques traditionnelles du marketing par e-mail.\"}],\"markDefs\":[{\"_key\":\"c11c058cbfe1\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/9-ways-email-marketers-can-respond-to-apples-mail-privacy-protection-feature\"},{\"_key\":\"5e4e71699364\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/wwdc-announcements-bring-apple-intelligence-rcs-and-more-to-ios-18\"},{\"_key\":\"2c9fd3d222d5\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/ios-26-sms-mms-rcs\"}],\"style\":\"normal\"},{\"_key\":\"5be5eaa4c87a\",\"_type\":\"block\",\"children\":[{\"_key\":\"c74c3fc69509\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour les marketeurs spécialisés dans l'e-mailing, ces évolutions ne sont pas de simples obstacles techniques : elles les obligent à redéfinir l’engagement client afin que leurs messages se démarquent de la concurrence. Voici un aperçu de l’impact des récentes mises à jour d'iOS sur le marketing par e-mail, ainsi que les stratégies à adopter pour prospérer dans ce nouvel environnement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7393719cdebd\",\"_type\":\"block\",\"children\":[{\"_key\":\"5d01a3eabbff\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"L’impact : Ce qui a changé dans la boîte de réception Apple Mail\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d4da5d75bd1d\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd28a24c37ac\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Apple Intelligence\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"f3f3b7826d59\",\"_type\":\"block\",\"children\":[{\"_key\":\"dd3766e73b06\",\"_type\":\"span\",\"marks\":[],\"text\":\"Apple Intelligence (la plateforme d'intelligence artificielle d'Apple introduite avec le lancement d’iOS 18, puis étendue avec iOS 26) génère automatiquement des résumés directement dans la boîte de réception et dans les e-mails. Un utilisateur peut lire l’aperçu généré par l’IA \"},{\"_key\":\"70c846b8bc95\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"pour\"},{\"_key\":\"a972286290a7\",\"_type\":\"span\",\"marks\":[],\"text\":\" décider s'il souhaite ou non ouvrir l’e-mail. Si ce résumé, qui remplace ou réinterprète désormais le texte de pré-en-tête que vous avez soigneusement rédigé, est vague, trompeur ou ne met pas clairement en avant la proposition de valeur, l’e-mail risque d’être ignoré sans même être ouvert. La façon dont les e-mails seront perçus dépend désormais largement de l’analyse qu’en fait l’IA, obligeant les marketeurs à repenser la manière dont ils rédigent leur texte d’aperçu.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"53278a7256e3\",\"_type\":\"richImage\",\"alt\":\"Three iPhones displaying a Memoji video call, a document summary, and an email conversation, against an abstract orange and pink background.\",\"asset\":{\"_ref\":\"image-9024ca20f6da85036820352868638ba29b0e9034-2400x1400-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"47dcf72b7fe2\",\"_type\":\"block\",\"children\":[{\"_key\":\"4acd9a838e30\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Catégorisation de la boîte de réception et vue d’ensemble\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5bcdf8c09699\",\"_type\":\"block\",\"children\":[{\"_key\":\"5ad1cd6b9616\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les récentes mises à jour d'iOS ont introduit des changements qui affectent principalement la \"},{\"_key\":\"73b9ad9bfaca\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"visibilité\"},{\"_key\":\"4acdd6dc3b68\",\"_type\":\"span\",\"marks\":[],\"text\":\" des e-mails dans la boîte de réception. Avec les onglets de catégorisation (iOS 18), Apple Mail classe désormais les e-mails dans des onglets tels que Principale, Transactions, Alertes et Publicités, à l’instar de Gmail et Yahoo. La majorité des e-mails marketing atterrissent dans l’onglet Publicités, que les utilisateurs consultent moins souvent que leur boîte de réception principale, ce qui peut entraîner une baisse de l’engagement. Cela dit, un e-mail promotionnel a toute sa place dans l’onglet Publicités, et si votre message les intéresse, les clients sauront exactement où le trouver.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"34a831de286e\",\"_type\":\"block\",\"children\":[{\"_key\":\"39657b602768\",\"_type\":\"span\",\"marks\":[],\"text\":\"La vue d’ensemble regroupe tous les e-mails provenant d’une même marque dans un seul fil de discussion. Les destinataires ne voient donc pas toujours votre dernier e-mail dans son intégralité, ce qui limite la visibilité de votre marque, ainsi que sa capacité à sortir du lot et à faire passer son message. Par conséquent, il est désormais essentiel de trouver la bonne fréquence d’envoi afin que le fil de discussion de votre marque ne devienne pas trop long et que vos e-mails ne passent pas inaperçus.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ebf8082caf84\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d8862628b7b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Protection contre le suivi des liens\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b6fb9bb539ed\",\"_type\":\"block\",\"children\":[{\"_key\":\"ff6ecd5727ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"La protection contre le suivi des liens d’Apple (LTP)\"},{\"_key\":\"7c86b849126f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" \"},{\"_key\":\"bf6e32a424d1\",\"_type\":\"span\",\"marks\":[],\"text\":\"a été initialement lancée avec iOS 17, puis étendue à Safari et Apple Mail dans iOS 18. Cette fonctionnalité supprime automatiquement des URL les paramètres de suivi identifiables (comme fbclid ou des identifiants utilisateurs propriétaires) lorsqu’un utilisateur clique sur un lien depuis Apple Mail ou en navigation privée. Il devient alors beaucoup plus difficile d'associer un clic dans un e-mail à une activité ultérieure sur le site, ce qui complique l’attribution cross-canal ainsi que la capacité à relier l’engagement par e-mail aux campagnes publicitaires.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b847ff8baa79\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1a60a48f5c7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Comment les marketeurs spécialisés dans l'e-mailing doivent réagir\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fcb8a7f3483f\",\"_type\":\"block\",\"children\":[{\"_key\":\"28773db6cffb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ce nouvel environnement peut sembler déroutant. Entre les résumés générés par l’IA et l’évolution des comportements de la boîte de réception, il n’existe pas de solution miracle en un clic. La bonne nouvelle, c’est que les principes fondamentaux du marketing restent pertinents. En se concentrant sur des principes intemporels comme une proposition de valeur claire, une segmentation réfléchie, \"},{\"_key\":\"0b1aa47c6fec\",\"_type\":\"span\",\"marks\":[\"07558d3e7e51\"],\"text\":\"des stratégies de données first-party\"},{\"_key\":\"8c80e9ec3ff9\",\"_type\":\"span\",\"marks\":[],\"text\":\" et une relation authentique avec les clients, les marketeurs peuvent consolider leur stratégie et faire face à ces changements en toute confiance. Voici quatre stratégies clés pour s’adapter et prospérer.\"}],\"markDefs\":[{\"_key\":\"07558d3e7e51\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/first-party-data\"}],\"style\":\"normal\"},{\"_key\":\"d4a71aac86e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"0811062bfe63\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"1. Renforcer la proposition de valeur et la qualité des contenus\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"25476f5469f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8fbb20b0d98\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avec les nouveaux mécanismes de tri de la boîte de réception et les résumés générés par l’IA, la visibilité de vos e-mails dépend désormais de votre réputation d’expéditeur et de la pertinence de vos contenus.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"da0ae4ecf318\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7ea67b1f4ca\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Priorisez le contenu visible à l’écran :\"},{\"_key\":\"14557dd5a9c6\",\"_type\":\"span\",\"marks\":[],\"text\":\"la ligne d'objet et le texte d’aperçu sont désormais plus importants que jamais. Veillez à ce qu’ils soient uniques, clairs et porteurs de valeur. Ils ne doivent être ni vagues ni racoleurs afin de maximiser les chances que l’IA fasse ressortir un élément accrocheur dans son résumé. Rédigez des contenus faciles à analyser pour une IA. Utilisez des titres clairs, des listes à puces et des formulations courtes et factuelles afin d’améliorer la qualité et la précision des résumés générés par l’IA dans les e-mails.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6b59baa90dfe\",\"_type\":\"block\",\"children\":[{\"_key\":\"b1ce44061390\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Misez sur les données zero-party et first-party :\"},{\"_key\":\"03338d5c1142\",\"_type\":\"span\",\"marks\":[],\"text\":\" utilisez des quiz, des centres de préférences et des enquêtes de bienvenue pour demander directement aux abonnés quels contenus ils souhaitent recevoir, à quelle fréquence et sur quels sujets. Cela permet une segmentation beaucoup plus fine que celle basée sur des données démographiques peu fiables. Cette stratégie est également efficace dans la vue d’ensemble, car elle garantit que chaque client reçoit exactement le contenu qu’il souhaite, à la fréquence qui lui convient.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d0a2e841553e\",\"_type\":\"block\",\"children\":[{\"_key\":\"c76b1d1bf709\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"2. Maîtriser la délivrabilité et l’identité de marque\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"58aa3c90c576\",\"_type\":\"block\",\"children\":[{\"_key\":\"28777fee39f5\",\"_type\":\"span\",\"marks\":[],\"text\":\"La configuration technique est désormais un facteur clé pour franchir les filtres anti-spam.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8630a1931808\",\"_type\":\"block\",\"children\":[{\"_key\":\"7d52b1725d9b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Optimisez le nom de l’expéditeur :\"},{\"_key\":\"72c2f23abd34\",\"_type\":\"span\",\"marks\":[],\"text\":\" assurez-vous que le nom de l'expéditeur soit reconnaissable et cohérent, car la vue d’ensemble d’Apple regroupe les e-mails par expéditeur.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a79b0207340d\",\"_type\":\"block\",\"children\":[{\"_key\":\"25133ef35a9d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Donnez la priorité à la délivrabilité :\"},{\"_key\":\"ed2e2756f41a\",\"_type\":\"span\",\"marks\":[],\"text\":\" veillez à la qualité de votre liste de diffusion en excluant régulièrement les abonnés inactifs afin de préserver votre réputation d’expéditeur. Assurez-vous que vos e-mails arrivent bien à destination grâce au Deliverability Center de Braze, qui centralise les informations fournies directement par les services de messagerie afin de vous offrir une vision claire de vos performances.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"843a2a157da6\",\"_type\":\"block\",\"children\":[{\"_key\":\"9bad79ca315f\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Renforcez la confiance grâce à l’authentification : \"},{\"_key\":\"b5cb4e8f7dd8\",\"_type\":\"span\",\"marks\":[],\"text\":\"déployez les protocoles DMARC, SPF et DKIM pour l’authentification des e-mails. Ces mécanismes sont essentiels pour la délivrabilité et peuvent permettre l’activation de la norme BIMI.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b429aad69dc5\",\"_type\":\"block\",\"children\":[{\"_key\":\"96a6a5727b06\",\"_type\":\"span\",\"marks\":[\"b47068a8ac83\",\"strong\"],\"text\":\"Déployez la norme BIMI et Apple Branded Mail\"},{\"_key\":\"1539182a44e7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"a7c9a316b4f8\",\"_type\":\"span\",\"marks\":[],\"text\":\" une fois l’authentification des e-mails finalisée, vous pouvez commencer à déployer la norme BIMI (Brand Indicators for Message Identification), qui permet d’afficher le logo de votre marque à côté de vos e-mails dans la boîte de réception, renforçant la confiance et la visibilité dans un environnement très encombré.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b47068a8ac83\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/brand-indications-for-message-identification\"}],\"style\":\"normal\"},{\"_key\":\"8389a6721b57\",\"_type\":\"block\",\"children\":[{\"_key\":\"58eaabb50201\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"3. Dépasser le simple cadre de l’e-mail\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"35652327f364\",\"_type\":\"block\",\"children\":[{\"_key\":\"0255d89df266\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’engagement réel se mesure désormais en fonction de ce qui se passe \"},{\"_key\":\"a92bac98f1bf\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"après\"},{\"_key\":\"58fac9a6adb7\",\"_type\":\"span\",\"marks\":[],\"text\":\" le clic. Votre e-mail doit servir de passerelle vers une expérience utile et engageante, qui permet à son destinataire de découvrir des informations, de renforcer son lien avec une communauté ou encore de franchir une nouvelle étape d’un parcours qui lui apporte un bénéfice réel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3dd0b096dc5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"25e887781172\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Concentrez-vous sur l’ensemble de l’expérience client grâce à une stratégie cross-canal :\"},{\"_key\":\"be77a6ff27c0\",\"_type\":\"span\",\"marks\":[],\"text\":\" si vous craignez que vos clients ne lisent pas tous vos e-mails, veillez à relayer vos messages les plus importants sur d’autres canaux comme les SMS, les messages in-app, les messages dans le navigateur ou WhatsApp. Lorsque chaque point de contact, de l’e-mail aux réseaux sociaux en passant par les interactions sur le site, fonctionne de concert, vous créez un parcours plus fluide et plus pertinent, qui rencontre les clients là où ils se trouvent. Cette approche globale renforce non seulement la cohérence de la marque, mais garantit également que chaque canal soutient les autres, rendant votre marketing plus résilient, plus pertinent et, in fine, plus efficace.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"4db76d8c8cbb\",\"_type\":\"block\",\"children\":[{\"_key\":\"f89b6bbadf71\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Redéfinissez vos indicateurs du succès :\"},{\"_key\":\"9c236a948e0d\",\"_type\":\"span\",\"marks\":[],\"text\":\" prenez en compte des indicateurs plus larges comme la valeur vie client (CLV), les visites sur le site, l’engagement dans l’application, l’engagement SMS et l’historique d’achats pour définir ce qu’est un abonné réellement engagé. Un client qui n’a pas cliqué sur un e-mail, mais qui effectue régulièrement des achats sur votre site ou préfère interagir avec votre marque par SMS reste un client engagé. Pour connaître le niveau réel d’engagement d’un client, vous avez besoin d’une plateforme capable d’unifier les données clients issues de différents canaux et sources.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8b96dd18a2db\",\"_type\":\"block\",\"children\":[{\"_key\":\"8e98d2d81017\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Créez \"},{\"_key\":\"4a58bd98768c\",\"_type\":\"span\",\"marks\":[\"126bc2e6c23a\",\"strong\"],\"text\":\"une page d'accueil de qualité\"},{\"_key\":\"d530b146b0d0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"7f3955a2aaa4\",\"_type\":\"span\",\"marks\":[],\"text\":\" pensez à l’expérience client après l’e-mail. Dans la mesure où vos e-mails redirigent le plus souvent vos clients vers une page d'accueil ou une page Web, vous devez vous assurer que la page vers laquelle pointe votre message soit attrayante, personnalisée et qu’elle respecte clairement la promesse formulée dans l’e-mail.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"126bc2e6c23a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-landing-pages-what-marketers-need-to-know\"}],\"style\":\"normal\"},{\"_key\":\"0c585503c44e\",\"_type\":\"block\",\"children\":[{\"_key\":\"61ee5847a626\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les mises à jour d'iOS ne constituent pas un frein au marketing par e-mail ; elles représentent une \"},{\"_key\":\"41b6cb4f00a9\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"évolution et appellent les marques à recentrer leurs efforts sur la valeur apportée aux clients\"},{\"_key\":\"0e82ce37cfcb\",\"_type\":\"span\",\"marks\":[],\"text\":\". À mesure que les boîtes de réception se font plus sélectives et que l’IA joue un rôle de plus en plus central dans l’interprétation des messages, seules les marques misant sur la clarté, la pertinence et la valeur tireront leur épingle du jeu.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"categories\":{\"industries\":null,\"productFeatures\":[{\"_id\":\"imported-craft-49349\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Email\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"E-mail\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"E-mail\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"メール\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"이메일\"}],\"slug\":{\"current\":\"email\"}},null],\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":null,\"useCases\":null},\"excerpt\":\"Voici un aperçu de la façon dont les récentes mises à jour d'iOS impactent l'e-mailing, ainsi que les stratégies essentielles à adopter pour prospérer dans ce nouvel environnement.\",\"faqs\":{\"heading\":\"Foire aux questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"3D icons for email management: an open envelope, magnifying glass, and checkmark.\",\"asset\":{\"_ref\":\"image-24e9af4507579e67f5e1993e6762265fa896739e-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2025-12-20T10:00:00.000Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-1cbf4a48e367c88d16512715ce1a858ff0fccef7-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Voici un aperçu de la façon dont les récentes mises à jour d'iOS impactent l'e-mailing, ainsi que les stratégies essentielles à adopter pour prospérer dans ce nouvel environnement.\",\"pageTitle\":\"Comment les évolutions d’iOS transforment le marketing par e-mail\",\"slug\":{\"_type\":\"slug\",\"current\":\"2025-ios-changes-email-marketing\"}},\"showTableOfContents\":false,\"title\":\"La nouvelle réalité de la boîte de réception : Comment les évolutions d’iOS transforment le marketing par e-mail\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2025-12-17T19:57:35Z\",\"_id\":\"38b247d1-9128-4826-9363-a13b3af5e5b5\",\"_rev\":\"z75HRC6iaF5mkGd7uXCgWy\",\"_system\":{\"base\":{\"id\":\"38b247d1-9128-4826-9363-a13b3af5e5b5\",\"rev\":\"z75HRC6iaF5mkGd7uVeSsD\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-16T09:57:18Z\",\"author\":[{\"_id\":\"91792367-7754-4275-8394-a05e40a29546\",\"bio\":[{\"_key\":\"01eeeaf6c708\",\"_type\":\"block\",\"children\":[{\"_key\":\"92e38b04c9e3\",\"_type\":\"span\",\"marks\":[],\"text\":\"“In a world older and more complete than ours they move finished and complete, gifted with extensions of the senses we have lost or never attained, living by voices we shall never hear.”\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Team\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a871ef5dc9e894d320555710664c2e67f03dad70-1000x1000-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Braze\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"b184603224bd\",\"_type\":\"block\",\"children\":[{\"_key\":\"893f316bcdea\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’engagement client est en pleine transformation. De nouvelles technologies émergent sans cesse, les comportements des consommateurs évoluent et les marketeurs doivent déployer des efforts soutenus pour suivre le rythme.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"210d6ffb4a16\",\"_type\":\"block\",\"children\":[{\"_key\":\"a7a20e471f17\",\"_type\":\"span\",\"marks\":[],\"text\":\"Chez Braze, nous savons combien il est crucial pour les équipes d'engagement client de pouvoir s’appuyer sur les outils, les stratégies et les infrastructures adéquats pour orchestrer leurs campagnes de communication et mieux connaître leur audience. Cette année, les améliorations majeures que nous avons apportées à la plateforme Braze ont permis à nos clients d’optimiser leurs programmes d’engagement et d’engranger de nombreux succès.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"61f96cab0016\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3be2236d061\",\"_type\":\"span\",\"marks\":[],\"text\":\"Voici un aperçu des temps forts, moments marquants et grandes réussites clients de ces 12 derniers mois.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"33f4ab6d1ffa\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bdf930ce64f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agents d'IA, informations plus pertinentes et nouveaux canaux : transformer la plateforme Braze pour répondre aux besoins clés des clients\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"e9fa3a3db97d\",\"_type\":\"block\",\"children\":[{\"_key\":\"ceabd29a27f7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les consommateurs interagissant avec les marques sur un nombre toujours croissant de points de contact et de plateformes d’IA, les marketeurs sont contraints de trouver des moyens pertinents et engageants de communiquer avec leurs clients, là où ils le souhaitent et au moment qui leur convient. Pour les aider à atteindre cet objectif complexe, Braze a développé des \"},{\"_key\":\"a0074865f46b\",\"_type\":\"span\",\"marks\":[\"1203a0c20e46\"],\"text\":\"fonctionnalités de marketing agentique\"},{\"_key\":\"6f689ba67a6c\",\"_type\":\"span\",\"marks\":[],\"text\":\" qui utilisent une intelligence artificielle autonome pour assurer une \"},{\"_key\":\"3b170413e08d\",\"_type\":\"span\",\"marks\":[\"962ae074fca0\"],\"text\":\"personnalisation\"},{\"_key\":\"4162dadb8f14\",\"_type\":\"span\",\"marks\":[],\"text\":\" à grande échelle :\"}],\"markDefs\":[{\"_key\":\"1203a0c20e46\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-braze-ai-announcements\"},{\"_key\":\"962ae074fca0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/the-power-of-personalization\"}],\"style\":\"normal\"},{\"_key\":\"e71a5ac976b0\",\"_type\":\"block\",\"children\":[{\"_key\":\"5afd9f47dd12\",\"_type\":\"span\",\"marks\":[],\"text\":\"La solution \"},{\"_key\":\"de872ef05d55\",\"_type\":\"span\",\"marks\":[\"b35d90616ce0\",\"strong\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"2b5cbca0c82d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" (désormais disponible)\"},{\"_key\":\"2ff3643c0d40\",\"_type\":\"span\",\"marks\":[],\"text\":\" permet aux marketeurs d’exploiter leurs données first-party enrichies afin de déterminer le canal, le message, l’offre, le moment et la fréquence les plus pertinents pour chaque client, et ainsi optimiser les performances des campagnes et l’expérience client. Les agents d'IA décisionnelle de BrazeAI™ tirent parti de l’apprentissage par renforcement, une forme puissante de machine learning, pour expérimenter de manière autonome et s’adapter en permanence au comportement des clients.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"b35d90616ce0\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"b17468d70d2d\",\"_type\":\"block\",\"children\":[{\"_key\":\"57e212ef4ad8\",\"_type\":\"span\",\"marks\":[],\"text\":\"La solution \"},{\"_key\":\"a94bb72231b0\",\"_type\":\"span\",\"marks\":[\"4903403106ae\",\"strong\"],\"text\":\"BrazeAI Agent Console™\"},{\"_key\":\"7196cfc0c827\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" (en version bêta)\"},{\"_key\":\"a8cd4290b523\",\"_type\":\"span\",\"marks\":[],\"text\":\" permettra aux marketeurs de gagner en productivité et d’explorer de nouvelles possibilités grâce à l’IA agentique, qui transforme des tâches complexes en processus automatisés et fluides. Les marques peuvent créer des agents qui s’intègrent dans les fonctionnalités existantes de Braze, comme Canvas et Catalogs, afin de gérer des processus simples ou complexes, allant de la qualification des prospects, de la localisation et de l’enrichissement des profils, jusqu’à la sélection de contenus optimaux, la génération d’informations clients pertinentes et la personnalisation des parcours à grande échelle.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4903403106ae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/ai-agents\"}],\"style\":\"normal\"},{\"_key\":\"a4111863e2b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"0c892666f143\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"38db10a3dbd8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"BrazeAI Operator™ (en version bêta)\"},{\"_key\":\"83ee8c5b8fa6\",\"_type\":\"span\",\"marks\":[],\"text\":\" est un agent d’IA conçu pour aider les marketeurs à exploiter tout le potentiel de Braze grâce à de simples prompts conversationnels. Il les accompagne à chaque étape, de la création de contenus fidèles à la marque à l’identification des informations les plus stratégiques, en passant par la personnalisation des messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"15152b6949ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c89c4b3c69c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Il est également primordial pour les marketeurs de connaître les performances de leur programme d’engagement client et identifier les axes d’amélioration possibles. Pour répondre à ce besoin, nous avons lancé \"},{\"_key\":\"cd3396b0d2a4\",\"_type\":\"span\",\"marks\":[\"37f73d4578e3\"],\"text\":\"Braze MCP Server\"},{\"_key\":\"6013bde1f481\",\"_type\":\"span\",\"marks\":[],\"text\":\", un outil d’analyse des données d’engagement client Braze via l’IA conversationnelle. Il évite aux marketeurs d’avoir à formuler des requêtes SQL techniques complexes et de dépendre des équipes data en leur permettant de poser directement leurs questions concernant leurs données Braze à leur LLM préféré. Le meilleur dans tout ça ? La configuration prend moins de 10 minutes, et une fois terminée, vous pouvez formuler toutes vos questions et demandes en langage naturel (« Résume les performances du mois dernier », « Génère des graphiques et des visuels et ajoute-les au résumé », « Quel ajustement aura le plus d’impact ? », « Quel changement me fera gagner le plus de temps ? ») et obtenir des réponses et des résultats en quelques secondes. Le résultat ? Des informations plus précises avec moins d’efforts.\"}],\"markDefs\":[{\"_key\":\"37f73d4578e3\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-braze-mcp-server\"}],\"style\":\"normal\"},{\"_key\":\"3d302900497a\",\"_type\":\"block\",\"children\":[{\"_key\":\"4241bba64345\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le nombre de consommateurs utilisant les plateformes d’IA les plus populaires a fortement augmenté au cours des trois dernières années, faisant émerger un nouvel espace d’engagement majeur dont les marketeurs doivent tenir compte. OpenAI l’a bien compris et permet désormais aux marques de lancer des applications dans ChatGPT. Nous avons rapidement déployé une \"},{\"_key\":\"461c415d37d9\",\"_type\":\"span\",\"marks\":[\"373508e16d27\"],\"text\":\"intégration Braze dédiée\"},{\"_key\":\"5c279157a4d8\",\"_type\":\"span\",\"marks\":[],\"text\":\" afin d’aider les marketeurs à exploiter ce nouveau canal pour mieux comprendre et engager leurs clients, dans ChatGPT comme sur l’ensemble des autres canaux. Les marques peuvent ainsi renforcer leur capacité à comprendre et à servir leurs clients sur cette nouvelle plateforme majeure, à l’image de ce qu’elles avaient fait sur le mobile.\"}],\"markDefs\":[{\"_key\":\"373508e16d27\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/chatgpt-custom-apps-braze-integration\"}],\"style\":\"normal\"},{\"_key\":\"5968e9437b50\",\"_type\":\"block\",\"children\":[{\"_key\":\"1596fb4d66b5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Lorsque OpenAI a ensuite lancé son propre navigateur Web, ChatGPT Atlas, défiant ouvertement la suprématie de Google et de son navigateur Chrome, \"},{\"_key\":\"9189f819750a\",\"_type\":\"span\",\"marks\":[\"89b83631554f\"],\"text\":\"Braze a\"},{\"_key\":\"089073c55eab\",\"_type\":\"span\",\"marks\":[],\"text\":\" annoncé\"},{\"_key\":\"91399c2d66df\",\"_type\":\"span\",\"marks\":[\"617f818f04ba\"],\"text\":\" la prise en charge du SDK Web\"},{\"_key\":\"4a86ce124be2\",\"_type\":\"span\",\"marks\":[],\"text\":\" dans les 24 heures qui ont suivi. Nos clients peuvent ainsi s’engager dès le départ sur ce nouveau navigateur propulsé par l’IA. Avec Braze, ils ont la possibilité de collecter des informations sur les comportements et préférences des utilisateurs dans Atlas, puis d’interagir avec eux de manière immédiate et personnalisée par le biais de \"},{\"_key\":\"22015927edc1\",\"_type\":\"span\",\"marks\":[\"8544c338726c\"],\"text\":\"bannières\"},{\"_key\":\"cab4d0e96337\",\"_type\":\"span\",\"marks\":[],\"text\":\", de \"},{\"_key\":\"4692fe190f72\",\"_type\":\"span\",\"marks\":[\"154fab8a0502\"],\"text\":\"messages dans le navigateur\"},{\"_key\":\"093f8d79e10a\",\"_type\":\"span\",\"marks\":[],\"text\":\", de \"},{\"_key\":\"401d8e48dc8e\",\"_type\":\"span\",\"marks\":[\"0962f0a486aa\"],\"text\":\"content cards Web\"},{\"_key\":\"bcb76762c763\",\"_type\":\"span\",\"marks\":[],\"text\":\" et de \"},{\"_key\":\"99a1974ea996\",\"_type\":\"span\",\"marks\":[\"f0c9a83a2864\"],\"text\":\"notifications push Web\"},{\"_key\":\"c79e4d2c9a28\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"89b83631554f\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/chatgpt-atlas-web-browser-braze-web-sdk\"},{\"_key\":\"617f818f04ba\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/getting_started/web_sdk/\"},{\"_key\":\"8544c338726c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-banners-messaging-channel\"},{\"_key\":\"154fab8a0502\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whats-an-in-browser-message-anyway\"},{\"_key\":\"0962f0a486aa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-content-cards-are-important-for-your-cross-channel-strategy\"},{\"_key\":\"f0c9a83a2864\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/web-messaging\"}],\"style\":\"normal\"},{\"_key\":\"47196d6de30d\",\"_type\":\"block\",\"children\":[{\"_key\":\"27d54891381c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bien connaître vos clients et votre programme d’engagement client est essentiel. Mais une stratégie d’engagement efficace repose aussi sur la capacité des marketeurs à atteindre leurs utilisateurs là où ils se trouvent. C’est pourquoi Braze a priorisé la prise en charge de \"},{\"_key\":\"141528c598c9\",\"_type\":\"span\",\"marks\":[\"6d42cceab196\"],\"text\":\"RCS\"},{\"_key\":\"782cda85c181\",\"_type\":\"span\",\"marks\":[],\"text\":\", des \"},{\"_key\":\"761c64a98ea4\",\"_type\":\"span\",\"marks\":[\"810ce067f15c\"],\"text\":\"bannières mobiles et Web\"},{\"_key\":\"228aec71d1de\",\"_type\":\"span\",\"marks\":[],\"text\":\", de \"},{\"_key\":\"c2d5043b512c\",\"_type\":\"span\",\"marks\":[\"c82928cafed6\"],\"text\":\"WhatsApp Commerce\"},{\"_key\":\"c65ea93c955c\",\"_type\":\"span\",\"marks\":[],\"text\":\", de \"},{\"_key\":\"e66d3b62890d\",\"_type\":\"span\",\"marks\":[\"60592ccfd689\"],\"text\":\"WhatsApp Flows\"},{\"_key\":\"6b48b6916768\",\"_type\":\"span\",\"marks\":[],\"text\":\" et de \"},{\"_key\":\"1c8b321982aa\",\"_type\":\"span\",\"marks\":[\"c7ed5958c8a4\"],\"text\":\"Braze Audience Sync pour les publicités WhatsApp\"},{\"_key\":\"fe7bf1d39e66\",\"_type\":\"span\",\"marks\":[],\"text\":\". En parallèle, nous avons renforcé notre écosystème de partenaires afin de mieux accompagner nos clients qui utilisent Braze avec d’autres solutions technologiques ou agences partenaires de premier plan. Nous avons notamment déployé une intégration \"},{\"_key\":\"ce8f21547c63\",\"_type\":\"span\",\"marks\":[\"d66e9a421afc\"],\"text\":\"Shopify\"},{\"_key\":\"cc3937e10146\",\"_type\":\"span\",\"marks\":[],\"text\":\" enrichie, ainsi que \"},{\"_key\":\"e797af90b7a3\",\"_type\":\"span\",\"marks\":[\"0189c46b49b2\"],\"text\":\"Braze Amplifiers\"},{\"_key\":\"592e5a39350d\",\"_type\":\"span\",\"marks\":[],\"text\":\" : des solutions partenaires prêtes à l’emploi, conçues pour s’intégrer à Braze et répondre à des défis métiers et à des cas d’usage spécifiques. Ces nouvelles solutions répondent aux besoins de nos clients, créent de nouvelles opportunités d’engagement et permettent à Braze de mieux s’intégrer à d’autres technologies, avec pour résultat de meilleurs résultats en matière d’engagement client.\"}],\"markDefs\":[{\"_key\":\"6d42cceab196\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-braze-native-rcs-support\"},{\"_key\":\"810ce067f15c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-banners-messaging-channel\"},{\"_key\":\"c82928cafed6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/2025-braze-channels-announcements\"},{\"_key\":\"60592ccfd689\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-whatsapp-flows\"},{\"_key\":\"c7ed5958c8a4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/whatsapp-to-introduce-ads\"},{\"_key\":\"d66e9a421afc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-shopify-announcement\"},{\"_key\":\"0189c46b49b2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/introducing-braze-amplifiers\"}],\"style\":\"normal\"},{\"_key\":\"a36cdb27ae3a\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9634cdca1d9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Un engagement client fiable et durable à grande échelle : Comment Braze aide ses clients à optimiser leurs résultats\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"02f4cbdc0847\",\"_type\":\"block\",\"children\":[{\"_key\":\"f069cf0cf71d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour de nombreuses marques, les fêtes de fin d’année revêtent une importance stratégique. Cette période clé offre aux entreprises de nombreuses opportunités de dynamiser leurs ventes et de renforcer leur relation avec les clients. Elle comporte toutefois des risques lorsque les technologies en place ne sont pas en mesure de gérer la rapidité, l’ampleur et la complexité nécessaires pour déployer des campagnes marketing à la hauteur des attentes des consommateurs. Cette année, Braze a connu la \"},{\"_key\":\"19cdd022103d\",\"_type\":\"span\",\"marks\":[\"729de61779bb\"],\"text\":\"Cyber Week la plus intense de son histoire\"},{\"_key\":\"421aa5a1355e\",\"_type\":\"span\",\"marks\":[],\"text\":\". Nos clients ont utilisé la plateforme Braze pour envoyer plus de 100 milliards de messages entre le 25 novembre et le 1er décembre 2025, avec un pic de 59,9 milliards de messages diffusés entre le Black Friday et le Cyber Monday, soit une hausse de 19 % par rapport à 2024. Dans le même temps, notre plateforme a su absorber cette charge exceptionnelle tout en maintenant une disponibilité de 100 %, témoignant de l’engagement de nos équipes dans la préparation de l’infrastructure, des processus et des clients pour faire face à cette période cruciale.\"}],\"markDefs\":[{\"_key\":\"729de61779bb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/black-friday-cyber-monday-trends-2025\"}],\"style\":\"normal\"},{\"_key\":\"f1b1f844cf4b\",\"_type\":\"block\",\"children\":[{\"_key\":\"ecd9017ae232\",\"_type\":\"span\",\"marks\":[],\"text\":\"Concevoir, gérer et adapter une plateforme d’engagement client de premier plan représente un défi majeur pour nos équipes Produit et Ingénierie. Mais nous savons à quel point il est essentiel pour nos clients de pouvoir compter sur la puissance, la flexibilité et l’impact de notre solution pour déployer leurs campagnes. C’est pourquoi nous avons été fiers d’annoncer que, pour la troisième année consécutive, Braze a été nommée \"},{\"_key\":\"8b12c42b86e0\",\"_type\":\"span\",\"marks\":[\"8769c7a03364\"],\"text\":\"leader dans le Gartner® Magic Quadrant™ 2025 dans la catégorie des plateformes de marketing multicanal\"},{\"_key\":\"8ac9306f00a7\",\"_type\":\"span\",\"marks\":[],\"text\":\". Nous estimons que cette reconnaissance renouvelée souligne notre engagement à fournir aux marques une plateforme d’engagement client performante, conçue pour répondre aux évolutions du marché et générer des résultats durables.\"}],\"markDefs\":[{\"_key\":\"8769c7a03364\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-named-leader-2025-gartner-magic-quadrant\"}],\"style\":\"normal\"},{\"_key\":\"879d0c75ae15\",\"_type\":\"block\",\"children\":[{\"_key\":\"d7a5dceb6084\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cette exigence et cet engagement se retrouvent dans le travail de nos équipes côté clients. En 2025, Braze \"},{\"_key\":\"a6e4490ce628\",\"_type\":\"span\",\"marks\":[\"1ad72c9e0cc9\"],\"text\":\"a de nouveau\"},{\"_key\":\"f9056983a141\",\"_type\":\"span\",\"marks\":[],\"text\":\" été récompensée et a remporté, pour la septième année consécutive, le NorthFace ScoreBoard Award pour l’excellence de son service client, ainsi que le prix du Customer Relationship Management Institute LLC pour l’excellence de ses services d’onboarding, pour la troisième année consécutive. Nous savons à quel point il est important pour nos clients de bénéficier d’un accompagnement personnalisé et d’une assistance technique fiable pour atteindre, engager et fidéliser efficacement leurs propres clients.\"}],\"markDefs\":[{\"_key\":\"1ad72c9e0cc9\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-earns-customer-service-award-7th-year-in-a-row\"}],\"style\":\"normal\"},{\"_key\":\"93ae63b89b0b\",\"_type\":\"block\",\"children\":[{\"_key\":\"531bac836497\",\"_type\":\"span\",\"marks\":[],\"text\":\"En tant qu’acteur mondial, Braze s’engage activement en faveur de la communauté internationale à travers des initiatives contre le réchauffement climatique. Cette année, nous avons franchi une étape importante en \"},{\"_key\":\"8f087caafa19\",\"_type\":\"span\",\"marks\":[\"0fded5de8b29\"],\"text\":\"annonçant des objectifs publics de réduction des émissions\"},{\"_key\":\"02526cc7b096\",\"_type\":\"span\",\"marks\":[],\"text\":\". En collaboration avec Science-Based Targets (SBTi), l’organisme de référence en matière d’objectifs climatiques, nous avons défini des objectifs à court terme visant à réduire de 50,4 % les émissions directes et indirectes liées à nos activités d’ici l’exercice 2033 (par rapport à 2023), et à réduire de 58,2 %, sur la même période, les émissions liées aux achats de biens et services et aux déplacements professionnels. Ce travail, piloté par notre équipe Social Impact en collaboration avec d’autres services, permet à nos clients de mieux comprendre l’approche de Braze en matière de durabilité et les actions que nous menons pour réduire notre impact climatique.\"}],\"markDefs\":[{\"_key\":\"0fded5de8b29\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/science-based-targets-approved\"}],\"style\":\"normal\"},{\"_key\":\"336415c8f15e\",\"_type\":\"block\",\"children\":[{\"_key\":\"febd83b2f1d7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Favoriser la réussite dans tous les secteurs et fédérer une communauté d’excellence : Comment Braze accompagne les marques de premier plan\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"f55134db5e80\",\"_type\":\"block\",\"children\":[{\"_key\":\"d8abddff67b0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Si nous sommes fiers des innovations portées par la plateforme Braze et nos équipes, nous le sommes encore davantage du travail réalisé par nos clients, qui s’appuient sur Braze pour renforcer leur relation avec leurs audiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1fc02fb4af3b\",\"_type\":\"block\",\"children\":[{\"_key\":\"efca39352afa\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour saluer le travail des marketeurs et des parties prenantes en faveur de l’engagement client, les Braze Torchie Awards récompensent chaque année un \"},{\"_key\":\"e65142e602cc\",\"_type\":\"span\",\"marks\":[\"24f32ecf38cb\"],\"text\":\"palmarès de lauréats d’exception\"},{\"_key\":\"26dee66b9598\",\"_type\":\"span\",\"marks\":[],\"text\":\". Parmi les lauréats de cette année figure notamment Wendy’s, une enseigne de restauration rapide, dont la campagne primée par un Torchie Award a généré plus de 10 millions d’impressions in-app, plus de 550 000 nouveaux comptes digitaux et 1,12 million d’utilisations d’offres promotionnelles à l’échelle nationale. Nous avons également mis à l’honneur une douzaine de lauréats du programme Braze Bonfire Marketer of the Month 2025, dont des marketeurs innovants de \"},{\"_key\":\"c942080d412d\",\"_type\":\"span\",\"marks\":[\"d098b1a10a0c\"],\"text\":\"Bed Bath \u0026 Beyond\"},{\"_key\":\"857f7b9f437d\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"a25a934aa82e\",\"_type\":\"span\",\"marks\":[\"e3d5b80fceaa\"],\"text\":\"Sonder\"},{\"_key\":\"164db490a519\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"1d98b3b4d39e\",\"_type\":\"span\",\"marks\":[\"f2ed6c69f3bf\"],\"text\":\"SkyShowtime\"},{\"_key\":\"b8f5e4246e55\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"e2df67e3f3d6\",\"_type\":\"span\",\"marks\":[\"69288084f2d6\"],\"text\":\"foodpanda\"},{\"_key\":\"2b2beceeeca7\",\"_type\":\"span\",\"marks\":[],\"text\":\" (filiale de Delivery Hero), et bien d’autres.\"}],\"markDefs\":[{\"_key\":\"24f32ecf38cb\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/forge-2025-torchie-awards-winners\"},{\"_key\":\"d098b1a10a0c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/november-2025-bonfire-marketer-of-the-month\"},{\"_key\":\"e3d5b80fceaa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/october-2025-bonfire-marketer-of-the-month\"},{\"_key\":\"f2ed6c69f3bf\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/february-2025-bonfire-marketer-of-the-month\"},{\"_key\":\"69288084f2d6\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/january-2025-bonfire-marketer-of-the-month\"}],\"style\":\"normal\"},{\"_key\":\"79bc6fb28ce7\",\"_type\":\"block\",\"children\":[{\"_key\":\"729da4a35fb7\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nous sommes heureux d’avoir pu aider des marques leaders de leur secteur à obtenir des résultats tangibles, notamment \"},{\"_key\":\"1ab0e1424bb3\",\"_type\":\"span\",\"marks\":[\"edd34c12b007\"],\"text\":\"Stash\"},{\"_key\":\"cd567f19cd62\",\"_type\":\"span\",\"marks\":[],\"text\":\", l’application d’investissement aux 1,3 million d’abonnés payants ; \"},{\"_key\":\"3642088c7e15\",\"_type\":\"span\",\"marks\":[\"0cba77cd1dfd\"],\"text\":\"24S\"},{\"_key\":\"594e2efbd91f\",\"_type\":\"span\",\"marks\":[],\"text\":\", le distributeur de luxe en ligne du groupe LVMH et \"},{\"_key\":\"2ac861b07f0e\",\"_type\":\"span\",\"marks\":[\"14952de9ce30\"],\"text\":\"Kayo Sports\"},{\"_key\":\"432cfe4fed9a\",\"_type\":\"span\",\"marks\":[],\"text\":\", le service de streaming sportif australien en forte croissance :\"}],\"markDefs\":[{\"_key\":\"edd34c12b007\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/stash-case-study\"},{\"_key\":\"0cba77cd1dfd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/24s-case-study\"},{\"_key\":\"14952de9ce30\",\"_type\":\"link\",\"href\":\"https://www.braze.com/customers/kayo-sports-case-study\"}],\"style\":\"normal\"},{\"_key\":\"8d1bc15a5608\",\"_type\":\"block\",\"children\":[{\"_key\":\"500a3bc001b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nous avons aidé Stash à déployer une campagne d’onboarding sophistiquée, avec des messages personnalisés en temps réel en fonction du comportement des utilisateurs afin de générer des \"},{\"_key\":\"68047cb742db\",\"_type\":\"span\",\"marks\":[\"3a7fde084731\"],\"text\":\"actions à forte valeur ajoutée\"},{\"_key\":\"d3410b5bf246\",\"_type\":\"span\",\"marks\":[],\"text\":\", comme le démarrage, la configuration et la finalisation d’un premier dépôt, avec un taux de conversion supérieur à 19 %. 24S a utilisé \"},{\"_key\":\"a2fb6e8ad6e0\",\"_type\":\"span\",\"marks\":[\"c85a5b04de8c\"],\"text\":\"BrazeAI™\"},{\"_key\":\"a11859e2cb4f\",\"_type\":\"span\",\"marks\":[],\"text\":\" et \"},{\"_key\":\"d2483ce05300\",\"_type\":\"span\",\"marks\":[\"77c5a52f0bbc\"],\"text\":\"Canvas\"},{\"_key\":\"17ed39b03089\",\"_type\":\"span\",\"marks\":[],\"text\":\" pour lancer huit campagnes personnalisées déclenchées, ainsi que \"},{\"_key\":\"99e1acf08129\",\"_type\":\"span\",\"marks\":[\"78172430a103\"],\"text\":\"Braze AI Item Recommendations\"},{\"_key\":\"b39d2c760653\",\"_type\":\"span\",\"marks\":[],\"text\":\" afin d’augmenter de 7 % le taux d’ajout au panier et de 35 % le taux de conversion à l’achat.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3a7fde084731\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/videos/mapping-high-value-actions\"},{\"_key\":\"c85a5b04de8c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai\"},{\"_key\":\"77c5a52f0bbc\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/journey-orchestration\"},{\"_key\":\"78172430a103\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/recommendations/ai_item_recommendations\"}],\"style\":\"normal\"},{\"_key\":\"611c4bf406c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"707bfc27adab\",\"_type\":\"span\",\"marks\":[],\"text\":\"En combinant la plateforme d’engagement client de Braze et \"},{\"_key\":\"6d4619409bfe\",\"_type\":\"span\",\"marks\":[\"2e20c6d461ff\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"aed01612e06d\",\"_type\":\"span\",\"marks\":[],\"text\":\", Kayo Sports a pu déterminer, pour chaque abonné, les messages, contenus, canaux, heures d'envoi, fréquences et promotions les plus pertinents, générant une hausse de 14 % des abonnements sur l’exercice 2024 et de 105 % des ventes croisées, malgré une augmentation de 20 % des prix des abonnements.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"2e20c6d461ff\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"17dd831aa8c0\",\"_type\":\"block\",\"children\":[{\"_key\":\"2d717edafecc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Afin d’accompagner ces marques et bien d’autres, nous avons développé, enrichi et continuellement amélioré une large gamme de ressources exploitables destinées aux professionnels du marketing et de l’engagement client. Ces ressources, notamment \"},{\"_key\":\"51ac0cf803c5\",\"_type\":\"span\",\"marks\":[\"c993ae719fcd\"],\"text\":\"Braze Learning\"},{\"_key\":\"e8ffee6aef87\",\"_type\":\"span\",\"marks\":[],\"text\":\", la \"},{\"_key\":\"fc0c06fa163d\",\"_type\":\"span\",\"marks\":[\"229f74631131\"],\"text\":\"communauté de marketeurs Braze Bonfire\"},{\"_key\":\"d617cdbd7ea4\",\"_type\":\"span\",\"marks\":[],\"text\":\", \"},{\"_key\":\"eb9ef1c3f0a9\",\"_type\":\"span\",\"marks\":[\"9c002d27f1e8\"],\"text\":\"Braze Forge\"},{\"_key\":\"74ec916fe84b\",\"_type\":\"span\",\"marks\":[],\"text\":\" et les \"},{\"_key\":\"778d3986309a\",\"_type\":\"span\",\"marks\":[\"58d154a8b126\"],\"text\":\"Braze Torchie Awards\"},{\"_key\":\"0e577693a3d2\",\"_type\":\"span\",\"marks\":[],\"text\":\", offrent aux professionnels du marketing et de l’engagement client de nombreuses opportunités de progresser, d’échanger, s’inspirer et de générer de meilleurs résultats.\"}],\"markDefs\":[{\"_key\":\"c993ae719fcd\",\"_type\":\"link\",\"href\":\"https://learning.braze.com/\"},{\"_key\":\"229f74631131\",\"_type\":\"link\",\"href\":\"https://community.braze.com/\"},{\"_key\":\"9c002d27f1e8\",\"_type\":\"link\",\"href\":\"https://forge.braze.com/2025\"},{\"_key\":\"58d154a8b126\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/forge-2025-torchie-awards-winners\"}],\"style\":\"normal\"},{\"_key\":\"ca59bd1c8c52\",\"_type\":\"block\",\"children\":[{\"_key\":\"bb9dbaa91dcd\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze vous accompagne pour accélérer votre croissance en 2026\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5a98570f4629\",\"_type\":\"block\",\"children\":[{\"_key\":\"3d71b2cfa9ed\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nos investissements continus dans l’innovation au cours des 12 derniers mois ont permis à nos clients de générer un retour sur investissement significatif en 2025. Notre ambition pour cette nouvelle année est de consolider nos atouts en continuant de développer des outils puissants et en vous donnant accès à un écosystème de canaux, de ressources, d’analyses stratégiques et d’experts en marketing et en engagement client afin de vous permettre de générer des résultats à forte valeur ajoutée.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"1ea60b21a0bf\",\"_type\":\"block\",\"children\":[{\"_key\":\"ebc63d222a3d\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb6a2289c760\",\"_type\":\"block\",\"children\":[{\"_key\":\"cf60f1e81d43\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Envie de vous lancer ? Découvrez le \"},{\"_key\":\"bdeae12c8d9e\",\"_type\":\"span\",\"marks\":[\"bc8e6abe5327\",\"em\"],\"text\":\"Guide d'inspiration Braze\"},{\"_key\":\"95e55926d5d2\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\", qui présente plus de 50 cas d’usage à fort impact en matière d’engagement client, pour activer, monétiser et fidéliser efficacement vos utilisateurs.\"}],\"markDefs\":[{\"_key\":\"bc8e6abe5327\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/braze-inspiration-guide\"}],\"style\":\"normal\"}],\"categories\":{\"industries\":null,\"productFeatures\":[{\"_id\":\"20aa7822-0839-4ffc-8151-9b8746ae025c\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI Decisioning\"}],\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning\"}}],\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":[{\"_id\":\"imported-craft-489\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI and Machine Learning\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"IA et machine learning\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"IA e machine learning\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AIおよび機械学習\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"AI 및 머신 러닝\"}],\"slug\":{\"current\":\"ai-and-machine-learning\"}}],\"useCases\":null},\"excerpt\":\"En 2025, Braze a enrichi sa plateforme de nouvelles fonctionnalités et capacités, remporté de nombreux prix et accompagné la croissance de ses clients. Découvrez nos principales innovations et réalisations marquantes. \",\"faqs\":{\"heading\":\"Foire aux questions\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"braze Bilan 2025 text on a pink to orange gradient background.\",\"asset\":{\"_ref\":\"image-38457e0701f76ea7d2d7a73a1dc156fbc3038f88-1920x1080-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2025-12-17T19:30:49.997Z\",\"updatedAt\":\"2025-12-17T20:11:40.645Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-38457e0701f76ea7d2d7a73a1dc156fbc3038f88-1920x1080-png\",\"_type\":\"reference\"}},\"pageDescription\":\"En 2025, Braze a enrichi sa plateforme de nouvelles fonctionnalités et capacités, remporté de nombreux prix et accompagné la croissance de ses clients. Découvrez nos principales innovations et réalisations marquantes. \",\"pageTitle\":\"Braze – Bilan 2025\",\"slug\":{\"_type\":\"slug\",\"current\":\"braze-2025-year-in-review\"}},\"showTableOfContents\":false,\"title\":\"Braze – Bilan 2025 : temps forts, jalons et réussites marquantes\",\"tocHeadingDepth\":2},{\"_createdAt\":\"2025-12-04T15:39:05Z\",\"_id\":\"82ee0a1f-cc3b-4a0e-845d-40046bda08d8\",\"_rev\":\"w7jEM8LFVChw70CDUj5Vyi\",\"_type\":\"blogPost\",\"_updatedAt\":\"2026-02-16T09:59:05Z\",\"author\":[{\"_id\":\"f541b2f1-da7c-459b-827d-46e2b2f9fa6d\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Nathaniel\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a0cfc2b53837f1e7b0e0513c9d1effc2db53b33f-512x512-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Rounds\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"99e8e91d3ff8\",\"_type\":\"block\",\"children\":[{\"_key\":\"19ce9549bde0\",\"_type\":\"span\",\"marks\":[],\"text\":\"En 2025, les SMS des marques font désormais partie de notre quotidien, mais ces interactions ressemblent encore trop souvent à des monologues. Face à un message du type « Vous avez rendez-vous mardi à 13 h 15. Tapez C pour confirmer ou X pour annuler », il n’y a pas grand-chose d’autre à répondre que « C » ou « X ». Difficile de parler de vraie conversation. Alors, pourquoi les échanges par SMS paraissent-ils si unilatéraux ?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0daa16696b61\",\"_type\":\"block\",\"children\":[{\"_key\":\"4f6e19fad5c8\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les marketeurs analysent généralement les réponses des consommateurs à l’aide de règles simples. Dès lors que le client doit effectuer une action plus complexe que la simple confirmation d’une nouvelle commande ou d’un rendez-vous, il est souvent contraint de changer de canal, par exemple en ouvrant une application ou un navigateur Web. Obliger un utilisateur à changer de plateforme nuit à la fluidité de son expérience et entraîne souvent une perte d’engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0d8c0a39e7b\",\"_type\":\"block\",\"children\":[{\"_key\":\"3221b74e078f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Transformer les conversations par SMS grâce aux agents d’IA\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b7291e5ae7dd\",\"_type\":\"block\",\"children\":[{\"_key\":\"ceb9c6052158\",\"_type\":\"span\",\"marks\":[\"bd6a370e0526\"],\"text\":\"Aeroflow Health\"},{\"_key\":\"b8938bb96a6f\",\"_type\":\"span\",\"marks\":[],\"text\":\" est un fournisseur de dispositifs médicaux grand public. Sa division Mom \u0026 Baby aide les femmes enceintes et allaitantes à trouver des produits, comme des tire-lait, pris en charge par leur assurance. L’entreprise utilise Braze pour orchestrer un parcours de réapprovisionnement par SMS : les clientes souhaitant racheter un article reçoivent un message leur proposant de commander à nouveau la même taille. Si la réponse est Oui, l’expérience est fluide : la cliente envoie un simple SMS et reçoit les produits dont elle a besoin. Mais si la réponse est Non, le parcours devient plus complexe : elle doit se rendre sur le site Web pour passer une nouvelle commande.\"}],\"markDefs\":[{\"_key\":\"bd6a370e0526\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://aeroflowhealth.com/\"}],\"style\":\"normal\"},{\"_key\":\"7774be2dfd18\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6dbb4e708e1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Aeroflow a commencé à utiliser la version bêta de notre solution \"},{\"_key\":\"e89809ec0457\",\"_type\":\"span\",\"marks\":[\"0c1870155027\"],\"text\":\"BrazeAI Agent Console™\"},{\"_key\":\"98376a05c39d\",\"_type\":\"span\",\"marks\":[],\"text\":\" pour automatiser ce parcours. Désormais, si une cliente indique qu’elle souhaite changer de taille, un agent d’IA lui demande quelle taille elle désire commander. Contrairement à un parcours classique basé sur des règles, l’agent est capable de comprendre une réponse formulée en langage naturel : il détermine et confirme qu'un changement de taille a été demandé, puis déduit, à partir de la réponse de la cliente, la taille souhaitée. À partir de là, l’agent analyse la réponse, par exemple « la taille au-dessus, s’il vous plaît », et cherche le produit correspondant dans le catalogue d’Aeroflow. Si la cliente confirme, l’agent passe automatiquement la commande.\"}],\"markDefs\":[{\"_key\":\"0c1870155027\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/product/ai-agents\"}],\"style\":\"normal\"},{\"_key\":\"c9c8887db06f\",\"_type\":\"block\",\"children\":[{\"_key\":\"368c3c1c0aea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Simplification du processus de commande\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"321d0bc919e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"829091310a7c\",\"_type\":\"span\",\"marks\":[],\"text\":\"En pratique, Aeroflow utilise des agents d’IA pour reproduire à grande échelle ce que ferait tout bon agent (humain) du service client : répondre aux demandes des clients en langage naturel, consulter le catalogue produit, puis confirmer et passer la commande. Aussi simple que ce processus puisse paraître, les systèmes traditionnels basés sur des règles n’ont jamais vraiment réussi à offrir une expérience aussi fluide. Mais surtout, la cliente d’Aeroflow n’a pas l’impression de parler à un robot conversationnel : elle échange simplement avec une marque qui comprend ses besoins et y répond en temps réel. Mieux encore, elle n’a pas besoin de changer de canal : elle peut confirmer son achat directement dans la conversation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f4f069489bc9\",\"_type\":\"block\",\"children\":[{\"_key\":\"224300d3440b\",\"_type\":\"span\",\"marks\":[],\"text\":\"« Jusqu'ici, nos clientes devaient nous contacter pour changer de taille », explique Brian Munn, responsable senior de l’automatisation marketing chez Aeroflow Health. « Les informations concernant les tailles nous parvenaient sous différents formats, ce qui nous empêchait de les intégrer directement à notre système et de valider les commandes de manière automatisée. L’un de nous devait traiter ces commandes manuellement. L’agent d’IA nous a permis de traduire l’ensemble de ces données dans un format standardisé et automatisable. Nous pouvons donc désormais finaliser une commande directement au sein d’une conversation SMS bidirectionnelle. »\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ca8976efa200\",\"_type\":\"block\",\"children\":[{\"_key\":\"83c19e07d8c4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les clientes de Mom \u0026 Baby d’Aeroflow sont de futures mamans et de jeunes mères. Autant dire qu'elles ont que peu de temps libre ou d'occasions de se poser tranquillement, et encore moins d’avoir les deux mains libres. Pouvoir effectuer un nouvel achat en quelques secondes, via quelques échanges dans un fil de discussion, fluidifie leur expérience et leur permet d'obtenir rapidement les dispositifs médicaux dont elles ont besoin.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c7b11346d15\",\"_type\":\"block\",\"children\":[{\"_key\":\"ee5d15025c55\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les résultats\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b78e6cd1bdcb\",\"_type\":\"block\",\"children\":[{\"_key\":\"346220bb3514\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour Aeroflow, les résultats sont sans équivoque : une hausse de 8,8 % de conversions de réachat. Brian Munn prévoit désormais d'utiliser la solution BrazeAI Agent Console™ pour de nombreux autres cas d’usage, en intégrant des agents conversationnels flexibles à différentes étapes du cycle de vie du client.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6e965c97bc5a\",\"_type\":\"block\",\"children\":[{\"_key\":\"5514db1966f6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Comme le montrent les résultats d’Aeroflow, les marques utilisent déjà des processus agentiques pour créer de la valeur pour leurs clients. Cette valeur naît de l’intégration d’agents directement au sein des étapes du canvas Braze. Ces agents sont des composants d’\"},{\"_key\":\"821f48bf7eee\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"intelligence modulable\"},{\"_key\":\"cdf6cc8b0077\",\"_type\":\"span\",\"marks\":[],\"text\":\" qui permettent au logiciel Canvas d’exploiter des données non structurées, telles que les conversations en langage naturel avec les clients, et d’y répondre de manière fluide, en temps réel et à grande échelle. Pour Aeroflow, les retombées de cette innovation et de ses investissements dans le marketing agentique sont remarquables, mais ce n’est qu’un début.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"781b2d0faca8\",\"_type\":\"block\",\"children\":[{\"_key\":\"9e2141f60618\",\"_type\":\"span\",\"marks\":[],\"text\":\"Découvrez \"},{\"_key\":\"42fb3780b05c\",\"_type\":\"span\",\"marks\":[\"fe13e24ee687\"],\"text\":\"BrazeAI™ dès aujourd’hui\"},{\"_key\":\"fbeb7ed07b5b\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"fe13e24ee687\",\"_type\":\"link\",\"blank\":false,\"href\":\"https://www.braze.com/product/brazeai\"}],\"style\":\"normal\"}],\"categories\":null,\"excerpt\":\"Aeroflow a commencé à utiliser la version bêta de notre solution BrazeAI Agent Console™ pour automatiser ce parcours. Désormais, si une cliente indique qu’elle souhaite changer de taille, un agent d’IA lui demande quelle taille elle désire commander. Contrairement à un parcours classique basé sur des règles, l’agent est capable de comprendre une réponse formulée en langage naturel : il détermine et confirme qu'un changement de taille a été demandé, puis déduit, à partir de la réponse de la cliente, la taille souhaitée.\",\"faqs\":{\"heading\":\"Questions fréquemment posées\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"BrazeAI Agent Console logo surrounded by frosted icons for data, messaging, commerce, analytics, web, and time, on a vibrant purple, orange, and red gradient background.\",\"asset\":{\"_ref\":\"image-ba63a2551e5c409880ecfc0e83f0566c32e75d40-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2025-12-04T15:54:00.000Z\"},\"seo\":{\"includeInLlmsTxt\":false,\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-febfbe3cc67654e2bac1294e0f10e5a3a6bd22b9-2400x1256-png\",\"_type\":\"reference\"}},\"pageTitle\":\"Aeroflow Health s’appuie sur des agents d'IA pour réinventer la relation client | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"ai-agents-customer-relationships\"}},\"title\":\"Créer de meilleures conversations : Aeroflow Health s'appuie sur des agents d'IA pour réinventer la relation client\"},{\"_createdAt\":\"2025-11-17T14:46:54Z\",\"_id\":\"f32e33de-e598-470c-bc02-45cd142eddb4\",\"_rev\":\"szFKpDWI1cn0vcTKkT62dl\",\"_system\":{\"base\":{\"id\":\"b40f3f77-5897-424c-8376-b222d3cba197\",\"rev\":\"FumDKDH8vd8OVFbkp1x5CI\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-01-02T15:17:20Z\",\"author\":[{\"_id\":\"32818f2c-f409-4f75-9885-5a28d593ee90\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Matt\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-9c1172f04e5631ab374fd2419ad5baaa12fc9466-512x512-jpg\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Kreisher\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"43d38bdf886a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b24d2e8539f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Bien que complexe, l’engagement client a un objectif simple : créer des interactions toujours plus pertinentes pour les consommateurs. En interagissant avec les clients là où ils se trouvent, les marques transforment chaque point de contact personnalisé en une opportunité de nouer une relation forte et de les orienter plus rapidement vers des expériences, des produits et des services pertinents.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff9cfca3e571\",\"_type\":\"block\",\"children\":[{\"_key\":\"88a4deb67edb\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avec sa nouvelle solution BrazeAI Agent Console™, Braze facilite le quotidien des équipes chargées de l’engagement client. Il est désormais possible de créer des agents d’IA personnalisables capables d’exécuter des tâches métier, de favoriser la créativité et de permettre aux marketeurs de piloter efficacement leur stratégie d’engagement.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5bced8269813\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6b2ab917866\",\"_type\":\"span\",\"marks\":[],\"text\":\"Qu’est-ce que cela signifie concrètement ? Découvrons quelques exemples concrets de la façon dont les marques utilisent déjà BrazeAI Agent Console™, actuellement disponible en version bêta, pour enrichir leurs données, personnaliser les expériences et mieux comprendre leurs clients.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff292f65daff\",\"_type\":\"block\",\"children\":[{\"_key\":\"3b358dcd5cbf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Enrichir les données du catalogue\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0d416c19885d\",\"_type\":\"block\",\"children\":[{\"_key\":\"5844e53711cc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les équipes chargées de l’engagement doivent souvent répondre rapidement aux demandes toujours plus exigeantes des consommateurs. Un défi d’autant plus complexe dans un contexte de budgets, de temps et de ressources souvent limités. En s’appuyant sur des agents pour adapter rapidement leur catalogue produits à de nouveaux marchés, tout en garantissant des contenus pertinents et conformes à la charte de la marque, les équipes peuvent se concentrer sur des stratégies globales à fort impact.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"36f968070950\",\"_type\":\"block\",\"children\":[{\"_key\":\"81bd0cb22ead\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Ajouter et modifier les descriptions du catalogue\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"32f20d83cd63\",\"_type\":\"block\",\"children\":[{\"_key\":\"14d6d3a3adf8\",\"_type\":\"span\",\"marks\":[],\"text\":\"La rédaction de descriptions produits peut s'avérer fastidieuse, en particulier lorsque les produits ou services évoluent en permanence. BrazeAI Agent Console™ permet de simplifier ce processus. Les marques peuvent créer un agent capable de rédiger de nouvelles descriptions produits ou d’améliorer celles qui existent déjà au sein de leur catalogue. L’agent peut agir à la fois comme responsable qualité et comme rédacteur, en veillant à ce que les descriptions respectent les normes de la marque et répondent aux attentes des clients, tout en faisant gagner un temps précieux aux équipes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a3de55691954\",\"_type\":\"block\",\"children\":[{\"_key\":\"e8f9a133d5b9\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Traduction et localisation\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"de67f2521ea7\",\"_type\":\"block\",\"children\":[{\"_key\":\"031f9f812c0c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les marques peuvent désormais élargir la portée de leur catalogue de produits et de services en utilisant des agents pour traduire et localiser leurs descriptions. Les agents peuvent transformer des descriptions produits existantes en contenus localisés et conversationnels, adaptés aux marchés et aux audiences ciblés. Il suffit aux marketeurs de fournir la liste des descriptions de produits et de services, ainsi que les langues cibles pour chaque projet de traduction.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"aaf101806f99\",\"_type\":\"block\",\"children\":[{\"_key\":\"6a43679df471\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Créer des expériences personnalisées\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"04fc79c50c0e\",\"_type\":\"block\",\"children\":[{\"_key\":\"ad11d74facef\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les consommateurs d’aujourd’hui attendent de leurs marques préférées des expériences riches et personnalisées. Les marques ont depuis longtemps conscience de ces attentes, et les nouvelles technologies leur permettent désormais de nouer des relations personnalisées avec leurs clients. Pourtant, de nombreux points de contact restent difficiles à personnaliser, faute de temps et de budget.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6681d7df3da3\",\"_type\":\"block\",\"children\":[{\"_key\":\"1aa22646bd3a\",\"_type\":\"span\",\"marks\":[],\"text\":\"BrazeAI Agent Console™ aide les marketeurs à surmonter ces obstacles en leur permettant de créer des agents capables de personnaliser automatiquement des expériences qui étaient jusqu’alors statiques et génériques. Voici quelques cas d’usage concrets déjà déployés.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"134ec2fc25d1\",\"_type\":\"block\",\"children\":[{\"_key\":\"c0c283fc5993\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Réponses agentiques aux soumissions de formulaires\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"8642913a8e7d\",\"_type\":\"block\",\"children\":[{\"_key\":\"df8eb5cc8ea5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Une marque du secteur du voyage utilise des agents dans son parcours de soumission WhatsApp afin de déclencher une réponse Canvas personnalisée lorsque les clients remplissent un formulaire d'évaluation ou manifestent un intérêt. Après avoir reçu le formulaire, les agents y répondent par un message personnalisé destiné à susciter l’intérêt du client pour des voyages correspondant à ses préférences. Par exemple, si un client répond sur WhatsApp à une question automatisée concernant sa destination de rêve, il reçoit immédiatement des informations sur la manière de réserver un voyage vers cette destination. Lorsqu’un client est interrogé sur son expérience suite à un voyage ou à un événement, l’agent analyse son sentiment et y répond de manière appropriée.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"c6d505c9fbce\",\"_type\":\"block\",\"children\":[{\"_key\":\"b0be7717b2a1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Proposer des recommandations personnalisées à partir de l'analyse des données clients\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"738de318c984\",\"_type\":\"block\",\"children\":[{\"_key\":\"9b1df5e68449\",\"_type\":\"span\",\"marks\":[],\"text\":\"Agent Console permet aux marques de contextualiser le contenu des messages, offres, textes courts ou extraits d’e-mails en analysant les données clients et l'historique de leurs interactions avec la marque. Concrètement, il peut s’agir d’un assistant d'IA qui conseille des associations de produits via le chat, WhatsApp ou l’e-mail, en s’appuyant sur les informations et les préférences du client. Imaginons qu’une cliente ait acheté une paire de chaussures de ville, mais ne sache pas avec quoi les mettre pour un entretien important le mois suivant. Elle demande alors : « Que puis-je porter avec ma nouvelle paire de chaussures pour un entretien d’embauche ? » Les agents peuvent répondre en proposant des recommandations de tenues personnalisées, adaptées à une jeune professionnelle en recherche d’emploi.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"9b8ae47f68f4\",\"_type\":\"block\",\"children\":[{\"_key\":\"f55daf9adf1f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Organisation et nettoyage des données\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"66bcdd20f6b5\",\"_type\":\"block\",\"children\":[{\"_key\":\"5173d5e0b6dc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Plus les données sont propres, meilleurs sont les résultats. Cela vaut pour tous les secteurs et toutes les entreprises. Cependant, tous les marketeurs peinent à standardiser les données provenant de différents formulaires, notamment lorsque les réponses sont formulées en texte libre et difficiles à catégoriser.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6bbd8d5e1e26\",\"_type\":\"block\",\"children\":[{\"_key\":\"19aa01011a83\",\"_type\":\"span\",\"marks\":[],\"text\":\"BrazeAI Agent Console™ permet de simplifier ce processus en automatisant des tâches manuelles chronophages, lesquelles sont ensuite rapidement traitées par l’IA. Voici trois exemples d’utilisation des agents pour faciliter l’organisation des données.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80b8bb75e7af\",\"_type\":\"block\",\"children\":[{\"_key\":\"78a7c703401d\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Standardisation des soumissions de formulaires\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e43c4a4264c6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f3dd82b13bca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Il est désormais possible de créer des agents capables de standardiser les données issues de plusieurs formulaires, même lorsque les réponses sont écrites en texte libre et sont difficiles à structurer. Les agents peuvent analyser les réponses fournies dans les formulaires et les standardiser afin de permettre aux marketeurs de nettoyer rapidement leurs jeux de données. Prenons l'exemple d'un site B2B utilisant un formulaire pour collecter des informations sur les prospects qui téléchargent des contenus. Les noms et adresses e-mail suivent un format standard, mais la marque souhaite également connaître l’entreprise et le poste du prospect, des informations beaucoup plus difficiles à standardiser. L’agent de standardisation des données peut analyser les intitulés de poste, déterminer le niveau de responsabilité, puis harmoniser les différentes orthographes et variantes des noms d’entreprise, afin de fournir rapidement aux marketeurs des données fiables et pertinentes.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ef432099a534\",\"_type\":\"block\",\"children\":[{\"_key\":\"9bdfe1e24f79\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Analyse des sentiments\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b0738c5c6dc2\",\"_type\":\"block\",\"children\":[{\"_key\":\"560401ab9c2e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le ressenti d’un client à l’égard d’une marque ou de ses interactions avec celle-ci est particulièrement difficile à quantifier. Certes, les marques peuvent mesurer ce ressenti sur une échelle de un à cinq, mais interpréter cette note tout en analysant les réponses écrites peut prendre des heures, voire des jours. Avec BrazeAI Agent Console™, les marketeurs peuvent créer des agents capables de catégoriser et d’attribuer un score aux sentiments exprimés dans les formulaires. Les marketeurs peuvent ainsi mieux saisir le ressenti des clients.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"91c2135b352b\",\"_type\":\"block\",\"children\":[{\"_key\":\"da20bda64d52\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Évaluation plus précise de l’intérêt des clients\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6152fa550094\",\"_type\":\"block\",\"children\":[{\"_key\":\"15cdc1e5c661\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les agents permettent aux marketeurs de mieux évaluer la probabilité qu’un client manifeste de l’intérêt pour un type de produit ou une catégorie donnée. Ils sont capables de traiter des ensembles de données variés et non structurés, tels que des réponses à des enquêtes, des attributs utilisateurs ou des données d’événements, afin d’aider les marketeurs à proposer l’expérience la plus adaptée aux préférences de chaque utilisateur.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"bf1ff90d1bb2\",\"_type\":\"block\",\"children\":[{\"_key\":\"933900f482b1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Conclusions\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"7714f6c5f930\",\"_type\":\"block\",\"children\":[{\"_key\":\"1202cc788985\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les agents d’IA ne font pas seulement gagner du temps aux marketeurs, ils permettent également d’élever le niveau de personnalisation, d’organiser les données et de modifier rapidement les contenus. BrazeAI Agent Console™ est une plateforme unique qui permet aux marketeurs de travailler plus efficacement, tout en tissant des relations plus étroites avec les clients et en offrant une expérience d’engagement personnalisée.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ff5f53dbb9f7\",\"_type\":\"block\",\"children\":[{\"_key\":\"d1c47c831a73\",\"_type\":\"span\",\"marks\":[],\"text\":\"Découvrez comment l’IA ne sert plus seulement à gagner du temps, mais aussi à générer de la valeur et des résultats concrets. \"},{\"_key\":\"d92e36826c71\",\"_type\":\"span\",\"marks\":[\"681d82c2dc88\"],\"text\":\"Téléchargez le guide\"},{\"_key\":\"e201519cebcd\",\"_type\":\"span\",\"marks\":[],\"text\":\" dès aujourd’hui !\"}],\"markDefs\":[{\"_key\":\"681d82c2dc88\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/ai-from-efficiency-to-effectiveness\"}],\"style\":\"normal\"},{\"_key\":\"1594279c70e1\",\"_type\":\"block\",\"children\":[{\"_key\":\"326866df3bca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Déclarations prospectives\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"fb19b093bcc4\",\"_type\":\"block\",\"children\":[{\"_key\":\"af3d8eb66dd3\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"$33\"}],\"markDefs\":[],\"style\":\"normal\"}],\"categories\":{\"industries\":null,\"productFeatures\":null,\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":[{\"_id\":\"imported-craft-1522\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Building Braze\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Développement de Braze\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Bastidores da Braze\"},{\"_key\":\"de\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Mit Braze entwickeln\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Brazeの構築\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Braze 구축하기\"}],\"slug\":{\"current\":\"building-braze\"}}],\"useCases\":null},\"faqs\":{\"heading\":\"Questions fréquentes\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"Smiling woman looking at UI cards for AI agents, including content optimization and sentiment analysis.\",\"asset\":{\"_ref\":\"image-1d92241fba11e3e7b98f4eabd3045a7333486220-3840x2160-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2025-11-17T15:00:00.000Z\",\"updatedAt\":\"2025-11-19T14:32:00.000Z\"},\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-58fc91518e86157591fbcd74b180aef5c9c26d96-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Avec sa nouvelle solution BrazeAI Agent Console™, Braze facilite le quotidien des équipes chargées de l’engagement client. Il est désormais possible de créer des agents d’IA personnalisables capables d’exécuter des tâches métier, de favoriser la créativité et de permettre aux marketeurs de piloter efficacement leur stratégie d’engagement. \",\"pageTitle\":\"Des possibilités infinies : 7 cas d’usage de BrazeAI Agent Console™ | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"use-cases-ai-agent-console\"}},\"title\":\"Des possibilités infinies : 7 cas d’usage de BrazeAI Agent Console™\"},{\"_createdAt\":\"2025-11-12T19:49:15Z\",\"_id\":\"7757afd7-9acd-42a4-b3ff-a2a39d468f2a\",\"_rev\":\"F3B6k3CQ16SVIbj458yVRK\",\"_system\":{\"base\":{\"id\":\"8e6baf76-975f-4c70-aa86-927b404990a5\",\"rev\":\"9iIL5pXwQQw75ydqeLgAZy\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-01-02T15:15:12Z\",\"author\":[{\"_id\":\"2e59e9c2-65d8-4ed0-ab35-40c654b82532\",\"bio\":null,\"company\":{\"_id\":\"8172b895-1c82-4b24-909c-f1b1df8714e2\",\"icon\":null,\"logoType\":null,\"name\":\"Braze\",\"url\":\"https://braze.com\"},\"facebookUrl\":null,\"firstName\":\"Meredith\",\"githubUrl\":null,\"headshot\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-a484bebf2ca5d3f8b21b6f6544d1c9bafbb62284-1070x968-png\",\"_type\":\"reference\"}},\"instagramUrl\":null,\"lastName\":\"Mitchell\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"6740b7c88ee6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f61072f34357\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’engagement client se trouve à un tournant décisif. Les nouvelles technologies, comme l’intelligence artificielle (IA), permettent aux marketeurs du retail d'offrir de véritables expériences personnalisées en transformant la manière dont les marques tissent des relations durables avec leurs clients.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b235f296f260\",\"_type\":\"block\",\"children\":[{\"_key\":\"db8048da91d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'IA repose sur le machine learning, que les spécialistes du marketing dans le secteur de la vente au détail utilisent déjà depuis des années pour prédire le taux de désabonnement, adapter les actions des clients et personnaliser les campagnes en fonction des données first-party et des segments ou audiences.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2c5f320a9c84\",\"_type\":\"block\",\"children\":[{\"_key\":\"dc4fbac5e1ea\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mais l’IA décisionnelle, véritable révolution en matière de personnalisation individuelle, repose sur une approche fondamentalement différente. Alors que la plupart des modèles d’IA s’appuient sur le machine learning prédictif ou sur des grands modèles de langage (LLM), l’IA décisionnelle exploite l’apprentissage par renforcement pour personnaliser chaque composante des campagnes du cycle de vie client : canal, moment de la journée, fréquence, message, etc. Le modèle opère de façon autonome, apprend en continu et expérimente en permanence pour délivrer des décisions personnalisées à chaque client.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5f9b6878d429\",\"_type\":\"block\",\"children\":[{\"_key\":\"52338aacd2e2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Résultat : une personnalisation individualisée à grande échelle. Découvrez, à travers des exemples, comment les marques peuvent tirer parti de l’IA décisionnelle.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"d617c9e0c056\",\"_type\":\"block\",\"children\":[{\"_key\":\"a1e85d73f097\",\"_type\":\"span\",\"marks\":[],\"text\":\"Approche traditionnelle de la personnalisation dans le secteur du retail\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"d0d256cf0901\",\"_type\":\"block\",\"children\":[{\"_key\":\"b66ac3fee312\",\"_type\":\"span\",\"marks\":[],\"text\":\"Vous vous demandez peut-être : En quoi l’IA décisionnelle est-elle différente des précédentes approches de la personnalisation ? La plupart des modèles d’IA utilisés aujourd’hui par les marketeurs pour personnaliser les interactions reposent sur une approche dite de « prochaine meilleure action ». Imaginons qu’un commerçant lance une campagne personnalisée à destination de clients intéressés par les chaussures. Les modèles traditionnels de « prochaine meilleure action » s’appuient sur des données first-party et regroupent les clients dans des catégories telles que « achat de chaussures au cours des 90 derniers jours » ou « panier moyen des trois derniers achats de chaussures ».\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3c2863fe1309\",\"_type\":\"block\",\"children\":[{\"_key\":\"15410a2d3485\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les marketeurs injectent ensuite ces variables dans un modèle prédictif, qui attribue un score à chaque client en fonction de sa probabilité de racheter des chaussures de ville plutôt que des baskets ou des sandales. Ces scores sont ensuite traduits en règles qui déterminent le type de chaussures que chaque client est le plus susceptible d’acheter.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a60b117f1a3b\",\"_type\":\"richImage\",\"alt\":\"Schéma illustrant un modèle de « prochaine meilleure action », dans lequel les données clients brutes sont transformées en caractéristiques clients, puis traitées par des modèles prédictifs et des règles métier afin de générer une recommandation.\",\"asset\":{\"_ref\":\"image-6ec4816d369078d1c85be1e7529c238ca3167571-2400x1146-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"c1e440a1f638\",\"_type\":\"block\",\"children\":[{\"_key\":\"d729955a9de2\",\"_type\":\"span\",\"marks\":[],\"text\":\"Limites de la personnalisation basée sur la « prochaine meilleure action »\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"3cb541748523\",\"_type\":\"block\",\"children\":[{\"_key\":\"e6adb7f39b48\",\"_type\":\"span\",\"marks\":[],\"text\":\"Il y a cinq ans, prédire la paire de chaussures qu’un client était le plus susceptible d’acheter représentait le summum de la personnalisation. Mais la personnalisation basée sur la « prochaine meilleure action » présente certaines limites. Le modèle prédictif a probablement recommandé une paire de chaussures parce que le client présentait un score d’« affinité » élevé pour cette catégorie, son historique d’achats l’amenant à considérer qu’il était plus enclin à racheter le même type de produit. Les clients se voient ainsi proposer une « personnalisation » qui se limite à la répétition de la dernière recommandation. Vous avez acheté une paire de chaussures de running ? Voici six autres paires de chaussures de running qui pourraient vous intéresser.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"eadc5234da12\",\"_type\":\"block\",\"children\":[{\"_key\":\"34277c8a3d70\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ce n’est pas parce qu’une personne pratique la course à pied qu’elle s’intéresse uniquement aux chaussures de running. Le modèle prédictif, qui a pourtant suggéré à juste titre une nouvelle paire de chaussures de running, risque alors de s’enfermer dans une boucle itérative, en ne proposant que des produits de running, alors que ce client pourrait être intéressé par des chaussures de ville, des bottes ou d’autres catégories de chaussures pour lesquelles le modèle n’a pas été entraîné.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"3d58464ded24\",\"_type\":\"block\",\"children\":[{\"_key\":\"a83bf35bf3f6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Mais supposons que le modèle prédictif ait toujours raison et recommande systématiquement des chaussures de running à un client uniquement intéressé par cette catégorie. Cela signifie-t-il pour autant que les campagnes sont véritablement personnalisées pour chaque client ? Et dans ce cas, est-ce que cela incitera réellement les clients à effectuer un achat ?\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0f0bf7259bef\",\"_type\":\"block\",\"children\":[{\"_key\":\"a9515999900e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Nouvelle ère de la personnalisation dans le secteur du retail\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"519a5a7a83fd\",\"_type\":\"block\",\"children\":[{\"_key\":\"8fea02c972ba\",\"_type\":\"span\",\"marks\":[],\"text\":\"La réponse à ces deux questions est non. Proposer à un client la « prochaine meilleure recommandation » ne signifie pas nécessairement répondre à ce qu’il recherche à l’instant T, car cette approche repose encore largement sur des segmentations d’audience, et non sur les préférences individuelles de chaque consommateur. Et il ne suffit pas de proposer le bon produit pour que les clients l'achètent. \"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"0ff177eff7c5\",\"_type\":\"block\",\"children\":[{\"_key\":\"f46ee9dbc591\",\"_type\":\"span\",\"marks\":[],\"text\":\"Contrairement à de nombreux modèles de personnalisation traditionnels, l’IA décisionnelle incite les clients à passer à l’action. L’IA décisionnelle utilise l’apprentissage par renforcement pour \"},{\"_key\":\"cf9401389f8d\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"optimiser les décisions marketing\"},{\"_key\":\"b356f3556e1c\",\"_type\":\"span\",\"marks\":[],\"text\":\" tout au long du cycle de vie du client.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e2a2afbee03a\",\"_type\":\"block\",\"children\":[{\"_key\":\"7536b5f981b6\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’IA décisionnelle ne se limite pas à identifier la meilleure recommandation produit en fonction des préférences des clients : elle personnalise également le canal, le jour de la semaine, l'heure, la fréquence, le message, le contenu, et tout autre levier nécessaire pour favoriser la conversion au niveau individuel.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cb824d6f8a3f\",\"_type\":\"block\",\"children\":[{\"_key\":\"06b366723d69\",\"_type\":\"span\",\"marks\":[],\"text\":\"Grâce à un apprentissage et à une expérimentation continus, les agents d’IA décisionnelle affinent leurs décisions en temps réel. Ils peuvent ainsi générer des réponses véritablement personnalisées, fondées non pas sur la répétition des recommandations passées, mais sur des profils clients réels, une expérimentation autonome et continue, et l'objectif clair d’augmenter les conversions.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"2718fe46aee6\",\"_type\":\"block\",\"children\":[{\"_key\":\"f791252fada5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avenir de l’engagement client dans le retail\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"2d82c06cf556\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3290a4b8e41\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’IA décisionnelle aide les retailers à mettre en place une personnalisation véritablement individualisée. En exploitant des données first-party enrichies pour proposer des campagnes pertinentes à chaque individu, \"},{\"_key\":\"7c13f97f758a\",\"_type\":\"span\",\"marks\":[\"9a616d1e62d2\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"14ee7a704d22\",\"_type\":\"span\",\"marks\":[],\"text\":\" aide les marques du retail à créer des liens plus étroits et plus authentiques avec leurs clients.\"}],\"markDefs\":[{\"_key\":\"9a616d1e62d2\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"9c610c0c95c0\",\"_type\":\"richImage\",\"alt\":\"Interface utilisateur rose présentant des fiches de profils avec des paramètres de communication.\",\"asset\":{\"_ref\":\"image-60b1d4a54d659ad4de1ea991dbe190aafb89a855-2400x1530-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e676a0a4dcd3\",\"_type\":\"block\",\"children\":[{\"_key\":\"b6ee0f6ae9b3\",\"_type\":\"span\",\"marks\":[],\"text\":\"Braze façonne l’avenir du marketing basé sur l’IA, où les agents d’IA permettent aux marketeurs de devenir les chefs d’orchestre de fonctionnalités intelligentes et modulables. En incitant les clients à acheter, l’IA décisionnelle permet aux marketeurs de bâtir des campagnes fondées sur une personnalisation individualisée qui génère des résultats concrets.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"853d4553711c\",\"_type\":\"block\",\"children\":[{\"_key\":\"648a03627422\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fed5ad489ec6\",\"_type\":\"block\",\"children\":[{\"_key\":\"bdf1e8c6d3c1\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour en savoir plus, rendez-vous dès aujourd'hui sur la page\"},{\"_key\":\"fc99ce8b8a2c\",\"_type\":\"span\",\"marks\":[\"b7c17d296115\",\"strong\"],\"text\":\"BrazeAI Decisioning Studio™\"},{\"_key\":\"14609f828656\",\"_type\":\"span\",\"marks\":[],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"b7c17d296115\",\"_type\":\"link\",\"href\":\"https://www.braze.com/product/brazeai-decisioning-studio\"}],\"style\":\"normal\"},{\"_key\":\"d729d2b4850d\",\"_type\":\"block\",\"children\":[{\"_key\":\"907cfc4fd7f8\",\"_type\":\"span\",\"marks\":[],\"text\":\"\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"89fc9fac92d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"baf1f573a5bc\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Déclarations prospectives\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"46cc3a6777cc\",\"_type\":\"block\",\"children\":[{\"_key\":\"815a10b78e29\",\"_type\":\"span\",\"marks\":[],\"text\":\"$34\"}],\"markDefs\":[],\"style\":\"normal\"}],\"categories\":{\"industries\":[{\"_id\":\"imported-craft-453\",\"name\":[{\"_key\":\"en-us\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Retail \u0026 eCommerce\"},{\"_key\":\"fr\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Commerce et vente en ligne\"},{\"_key\":\"pt-br\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"Varejo e e-commerce\"},{\"_key\":\"ja\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"リテール \u0026 eコマース\"},{\"_key\":\"ko\",\"_type\":\"internationalizedArrayStringValue\",\"value\":\"리테일 및 이커머스\"}],\"slug\":{\"current\":\"retail-ecommerce\"}}],\"productFeatures\":null,\"regions\":null,\"technologyPartnerTypes\":null,\"topics\":null,\"useCases\":null},\"faqs\":{\"heading\":\"Questions fréquentes\"},\"featuredImage\":{\"_type\":\"image\",\"alt\":\"A man and woman looking at a smartphone, surrounded by icons for chat, shopping, analytics, time, and pricing, with the \\\"BrazeAI Decisioning Studio\\\" logo.\",\"asset\":{\"_ref\":\"image-47d5c88be568fed76dafd6333a2ae77c6f36bf69-1920x1080-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"hasFAQs\":false,\"hideFromListing\":false,\"language\":\"fr\",\"publicationDates\":{\"publishedAt\":\"2025-11-13T17:39:00.000Z\"},\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-f4b901593a77723eb46f4b5538b269f9b999a3de-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"L’IA décisionnelle aide les retailers à mettre en place une personnalisation véritablement individualisée. En exploitant des données first-party enrichies pour proposer des campagnes pertinentes à chaque individu, BrazeAI Decisioning Studio™ aide les marques du retail à créer des liens plus étroits et plus authentiques avec leurs clients. \",\"pageTitle\":\"Comment l’IA décisionnelle révolutionne les relations clients dans le secteur du retail | Braze\",\"slug\":{\"_type\":\"slug\",\"current\":\"ai-decisioning-retail-revolution\"}},\"title\":\"La personnalisation dans le secteur du retail à l’ère de l’IA : comment l’IA décisionnelle transforme les relations clients\"},{\"_createdAt\":\"2025-10-21T23:08:24Z\",\"_id\":\"755dbf8a-d140-465c-ab39-8cc35a5f17c9\",\"_rev\":\"X3ypW52DS31c2RWLv5VY05\",\"_system\":{\"base\":{\"id\":\"90aa5dc3-b450-4378-b253-6ba31364bbf4\",\"rev\":\"OXjTOqjTZakuQY5KBKl5uG\"}},\"_type\":\"blogPost\",\"_updatedAt\":\"2026-03-02T08:43:05Z\",\"author\":[{\"_id\":\"339b63f6-a12b-4970-b2c6-7b03f14e2301\",\"bio\":[{\"_key\":\"a1aa78a75358\",\"_type\":\"block\",\"children\":[{\"_key\":\"7baa7f7085fa\",\"_type\":\"span\",\"marks\":[],\"text\":\"David Bielik est responsable produit groupe chez Braze. Matteo Barreca est responsable produit senior chez Braze.\"}],\"markDefs\":[],\"style\":\"normal\"}],\"company\":null,\"facebookUrl\":null,\"firstName\":\"David Bielik et\",\"githubUrl\":null,\"headshot\":null,\"instagramUrl\":null,\"lastName\":\"Matteo Barreca\",\"linkedinUrl\":null,\"xUrl\":null}],\"body\":[{\"_key\":\"b59938469926\",\"_type\":\"block\",\"children\":[{\"_key\":\"58058e176b33\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ce mois-ci a été particulièrement chargé pour OpenAI. Trois ans après le \"},{\"_key\":\"63c94c7fb716\",\"_type\":\"span\",\"marks\":[\"623e7cafd323\"],\"text\":\"lancement spectaculaire\"},{\"_key\":\"5ec2be79656b\",\"_type\":\"span\",\"marks\":[],\"text\":\" de la première version de ChatGPT, l'entreprise a déployé un \"},{\"_key\":\"8d1d9d6fdd8d\",\"_type\":\"span\",\"marks\":[\"4232eb8a6aed\"],\"text\":\"nouveau framework\"},{\"_key\":\"4a65526f0b9d\",\"_type\":\"span\",\"marks\":[],\"text\":\" permettant à des applications personnalisées tierces d’opérer dans son interface conversationnelle. Et aujourd'hui, OpenAI \"},{\"_key\":\"d8e06e2fa5d3\",\"_type\":\"span\",\"marks\":[\"128e9e85d4b8\"],\"text\":\"a annoncé le lancement de ChatGPT Atlas\"},{\"_key\":\"e6412ef99418\",\"_type\":\"span\",\"marks\":[],\"text\":\". Ce tout nouveau navigateur web basé sur ChatGPT combine une navigation fluide et un accès à l'IA générative au sein d'une même interface.\"}],\"markDefs\":[{\"_key\":\"623e7cafd323\",\"_type\":\"link\",\"href\":\"https://www.forbes.com/sites/bernardmarr/2023/05/19/a-short-history-of-chatgpt-how-we-got-to-where-we-are-today/\"},{\"_key\":\"4232eb8a6aed\",\"_type\":\"link\",\"href\":\"https://openai.com/index/introducing-apps-in-chatgpt/\"},{\"_key\":\"128e9e85d4b8\",\"_type\":\"link\",\"href\":\"https://openai.com/index/introducing-chatgpt-atlas/\"}],\"style\":\"normal\"},{\"_key\":\"d4e5f938a806\",\"_type\":\"block\",\"children\":[{\"_key\":\"8251393c25df\",\"_type\":\"span\",\"marks\":[],\"text\":\"À peine le framework d’applications d’OpenAI dévoilé, Braze \"},{\"_key\":\"0141d348a15e\",\"_type\":\"span\",\"marks\":[\"a68c63eb0ea4\"],\"text\":\"annonçait déjà une intégration\"},{\"_key\":\"4b882f7b31e3\",\"_type\":\"span\",\"marks\":[],\"text\":\" permettant aux marques de collecter automatiquement des données d’engagement sur leurs applications personnalisées, tout en proposant des expériences de communication dans l’interface conversationnelle. Nous avons le plaisir d'annoncer que moins de 24 heures après le lancement de ChatGPT Atlas, les clients de Braze peuvent déjà intégrer notre \"},{\"_key\":\"9c9179be8ff8\",\"_type\":\"span\",\"marks\":[\"ccdde9c76599\"],\"text\":\"SDK web\"},{\"_key\":\"4f378f2e21a4\",\"_type\":\"span\",\"marks\":[],\"text\":\" afin d’enrichir leurs profils utilisateurs et de déployer des communications personnalisées auprès des utilisateurs de ce nouveau navigateur.\"}],\"markDefs\":[{\"_key\":\"a68c63eb0ea4\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/chatgpt-custom-apps-braze-integration\"},{\"_key\":\"ccdde9c76599\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/getting_started/web_sdk/\"}],\"style\":\"normal\"},{\"_key\":\"603e5bde9c62\",\"_type\":\"richImage\",\"alt\":\"Un navigateur web affiche le site de Braze avec le titre « Réinventez les règles de l’engagement client avec l’IA » et une notification « Bonjour, ChatGPT Atlas !. Bienvenue de la part de Braze ! ».\",\"asset\":{\"_ref\":\"image-691f07e167701968e2275e07f6763687b2b283b2-2400x1210-png\",\"_type\":\"reference\"},\"isFullWidth\":false},{\"_key\":\"e30ceb87f9ec\",\"_type\":\"block\",\"children\":[{\"_key\":\"51393e996578\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Une notification push web de Braze envoyée au navigateur ChatGPT Atlas d'OpenAI\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5c71983c3158\",\"_type\":\"block\",\"children\":[{\"_key\":\"0bdd5e6a069b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les marketeurs prêts à passer à l’action peuvent consulter la \"},{\"_key\":\"e8749ed511b9\",\"_type\":\"span\",\"marks\":[\"801441dbfe2a\"],\"text\":\"documentation du SDK web de Braze\"},{\"_key\":\"1688b7562fd8\",\"_type\":\"span\",\"marks\":[],\"text\":\" et commencer dès maintenant à l’intégrer à leur site web pour prendre en charge ChatGPT Atlas. À ceux qui souhaitent approfondir le sujet, nous conseillons de poursuivre la lecture de cet article, qui analyse l’impact du nouveau navigateur d’OpenAI sur l’engagement client et explique comment Braze peut aider les marketeurs à en tirer pleinement parti.\"}],\"markDefs\":[{\"_key\":\"801441dbfe2a\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/developer_guide/platform_integration_guides/web/initial_sdk_setup/\"}],\"style\":\"normal\"},{\"_key\":\"cd9484d4decf\",\"_type\":\"block\",\"children\":[{\"_key\":\"5e938c13f87c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ChatGPT Atlas et l'essor des navigateurs web alimentés par l'IA\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"5becb6421bbd\",\"_type\":\"block\",\"children\":[{\"_key\":\"8c0bca43e5d5\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le lancement de ChatGPT a marqué un véritable tournant, en permettant d’exploiter l’IA générative pour obtenir des réponses instantanées, produire du contenu en quelques secondes ou encore obtenir des conseils sur des sujets précis, le tout depuis une interface simple et conversationnelle. Avec ChatGPT Atlas, la plateforme franchit un cap : de simple site autonome, elle devient une fonctionnalité clé, directement intégrée à l’expérience de navigation.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"83d3c7f3496b\",\"_type\":\"block\",\"children\":[{\"_key\":\"babcbb291991\",\"_type\":\"span\",\"marks\":[],\"text\":\"OpenAI n'est pas la première entreprise à essayer de connecter sa plateforme d'IA générative et son navigateur web. En septembre, Google \"},{\"_key\":\"fad7faaa43a5\",\"_type\":\"span\",\"marks\":[\"09f7496f8d98\"],\"text\":\"a intégré Gemini, sa solution d'IA,\"},{\"_key\":\"ea5fa1a285eb\",\"_type\":\"span\",\"marks\":[],\"text\":\" dans son navigateur Chrome, leader du secteur. D'autres acteurs avaient également adopté la même stratégie pour leurs navigateurs web : Microsoft avec Edge, Opera avec Neon, Perplexity avec Comet et Browser Company avec Dia. La différence est qu'OpenAI possède un avantage majeur : son audience de plus de \"},{\"_key\":\"425a7da96042\",\"_type\":\"span\",\"marks\":[\"7c8b7a1750a1\"],\"text\":\"800 millions d'utilisateurs actifs hebdomadaires,\"},{\"_key\":\"1b7f204e9d10\",\"_type\":\"span\",\"marks\":[],\"text\":\" déjà convaincus de la valeur de ChatGPT et familiers de son interface conversationnelle, un atout susceptible d’accélérer l’adoption et de renforcer l’engagement.\"}],\"markDefs\":[{\"_key\":\"09f7496f8d98\",\"_type\":\"link\",\"href\":\"https://www.reuters.com/sustainability/boards-policy-regulation/google-adds-gemini-chrome-browser-after-avoiding-antitrust-breakup-2025-09-18/\"},{\"_key\":\"7c8b7a1750a1\",\"_type\":\"link\",\"href\":\"https://www.businessinsider.com/chatgpt-users-openai-sam-altman-devday-llm-artificial-intelligence-2025-10\"}],\"style\":\"normal\"},{\"_key\":\"8c1da17f660f\",\"_type\":\"block\",\"children\":[{\"_key\":\"668b1f828cce\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"ChatGPT Atlas sera-t-il aussi disruptif que Chrome ?\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"fb89c1b170f5\",\"_type\":\"block\",\"children\":[{\"_key\":\"61911136b679\",\"_type\":\"span\",\"marks\":[],\"text\":\"ChatGPT Atlas a la capacité de transformer radicalement les interactions des internautes avec le web, tout comme l'avait fait Chrome lors de son lancement par Google en 2008. À l'époque, le moteur de recherche de Google occupait déjà une position dominante, représentant plus de \"},{\"_key\":\"e80f50aefa1b\",\"_type\":\"span\",\"marks\":[\"f2f70315c94f\"],\"text\":\"60 % du marché mondial.\"},{\"_key\":\"50bb13b193be\",\"_type\":\"span\",\"marks\":[],\"text\":\". La décision d’intégrer la recherche directement dans la barre d’adresse, permettant aux utilisateurs de saisir une requête ou un mot-clé au lieu d’une URL précise, a marqué le début d’une nouvelle phase de croissance pour l’entreprise. Aujourd’hui, environ \"},{\"_key\":\"d50072bdbf8f\",\"_type\":\"span\",\"marks\":[\"59cfbe740de0\"],\"text\":\"90 % des recherches web\"},{\"_key\":\"89d5ea7b131a\",\"_type\":\"span\",\"marks\":[],\"text\":\" passent par Google.\"}],\"markDefs\":[{\"_key\":\"f2f70315c94f\",\"_type\":\"link\",\"href\":\"https://www.comscore.com/Insights/Press-Releases/2008/08/Top-50-US-Search-Engines\"},{\"_key\":\"59cfbe740de0\",\"_type\":\"link\",\"href\":\"https://knowledge.wharton.upenn.edu/article/why-google-dominates-the-search-engine-market/\"}],\"style\":\"normal\"},{\"_key\":\"563983869c94\",\"_type\":\"block\",\"children\":[{\"_key\":\"fb34b65947eb\",\"_type\":\"span\",\"marks\":[],\"text\":\"ChatGPT Atlas pourrait bien déclencher une dynamique similaire. Il remplace efficacement la fonction de recherche de Chrome par une nouvelle approche conversationnelle qui permet aux utilisateurs de dialoguer à partir de la barre d'adresse. Cette initiative s’inscrit dans la volonté d’OpenAI de faire de la conversation le mode d’accès privilégié à l’information, plutôt qu’une simple liste statique de sites web.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fb2f2a0f11be\",\"_type\":\"block\",\"children\":[{\"_key\":\"7e7f95ac4e5c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Comment OpenAI intègre ChatGPT à l’expérience de navigation\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"d5d1adcfa950\",\"_type\":\"block\",\"children\":[{\"_key\":\"a6d95bc4bc49\",\"_type\":\"span\",\"marks\":[],\"text\":\"Dans son\"},{\"_key\":\"6fdc1cf569c2\",\"_type\":\"span\",\"marks\":[\"29248500fec9\"],\"text\":\"article d’annonce\"},{\"_key\":\"0027568f103e\",\"_type\":\"span\",\"marks\":[],\"text\":\", OpenAI présente le lancement de son navigateur comme une nouvelle étape dans l’expansion de ChatGPT vers un nombre croissant de canaux. ChatGPT Atlas présente cependant des différences notables avec les navigateurs web classiques et l’interface standard de ChatGPT, signe que l’IA générative appliquée à la navigation requiert une approche spécifique :\"}],\"markDefs\":[{\"_key\":\"29248500fec9\",\"_type\":\"link\",\"href\":\"https://openai.com/index/introducing-chatgpt-atlas/\"}],\"style\":\"normal\"},{\"_key\":\"11627cf4a4e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"d9d183b341a0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mémoires : \"},{\"_key\":\"176d84555a9b\",\"_type\":\"span\",\"marks\":[],\"text\":\"Si le navigateur est capable de mémoriser les informations relatives aux sessions, aux données saisies et aux autres interactions, il doit toutefois obtenir le consentement des utilisateurs pour les exploiter à des fins d’entraînement du modèle, leur laissant ainsi le choix des informations qu’ils souhaitent, ou non, voir prises en compte.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"48f895d6479f\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6f58bb8110a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Écran fractionné « Demander à ChatGPT » : \"},{\"_key\":\"23d879a8522c\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le navigateur intègre une barre latérale ChatGPT qui permet aux utilisateurs de résumer instantanément le contenu affiché, d’effectuer certaines actions ou d’obtenir des informations complémentaires, le tout sans quitter la page en cours de consultation.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"e19e4aefb9dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"5c90bf0adb8e\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Collaboration par clics : \"},{\"_key\":\"2085cc5dbb18\",\"_type\":\"span\",\"marks\":[],\"text\":\"Cette fonctionnalité permet aux internautes de cliquer sur différents éléments d’une page web afin de solliciter facilement ChatGPT pour remplir des formulaires, rédiger des e-mails ou résumer des contenus selon leurs besoins.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"846c2231787e\",\"_type\":\"block\",\"children\":[{\"_key\":\"388904186577\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Mode Agent : \"},{\"_key\":\"5f0d0b837280\",\"_type\":\"span\",\"marks\":[],\"text\":\"Réservée aux abonnés premium d’OpenAI, cette fonctionnalité permet à ChatGPT Atlas d’automatiser certaines tâches directement depuis l’interface du navigateur, comme effectuer des achats ou réserver des vols. En revanche, le navigateur n’autorise pas ChatGPT à exécuter du code, à télécharger des fichiers, à installer des extensions ou à accéder à d’autres applications présentes sur l’ordinateur de l’utilisateur, limitant ainsi les risques de sécurité.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"07b125e860d2\",\"_type\":\"block\",\"children\":[{\"_key\":\"2e7d4eab1c39\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Impact de ChatGPT Atlas sur les stratégies marketing\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"aa61a66e96e2\",\"_type\":\"block\",\"children\":[{\"_key\":\"93f5d4b71de6\",\"_type\":\"span\",\"marks\":[],\"text\":\"En quelques années à peine, ChatGPT et l’intelligence artificielle ont bouleversé l’écosystème numérique.\"},{\"_key\":\"b0813dd23bae\",\"_type\":\"span\",\"marks\":[\"4b587f3677b9\"],\"text\":\"Déjà, 52 % des nouveaux articles publiés sur Internet sont générés par des systèmes d’IA\"},{\"_key\":\"c582540efdd4\",\"_type\":\"span\",\"marks\":[],\"text\":\" (mais pas celui-ci !) et \"},{\"_key\":\"f0f296251382\",\"_type\":\"span\",\"marks\":[\"17eb7ffb1a7b\"],\"text\":\"un consommateur sur deux utilise désormais l’IA pour effectuer ses recherches\"},{\"_key\":\"d77c0c9a538b\",\"_type\":\"span\",\"marks\":[],\"text\":\". Le lancement de ChatGPT Atlas pourrait encore accélérer cette évolution, en transformant la manière dont les marques interagissent avec leurs clients sur le web et en plaçant l’IA générative au cœur de l’expérience client.\"}],\"markDefs\":[{\"_key\":\"4b587f3677b9\",\"_type\":\"link\",\"href\":\"https://www.axios.com/2025/10/14/ai-generated-writing-humans\"},{\"_key\":\"17eb7ffb1a7b\",\"_type\":\"link\",\"href\":\"https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/new-front-door-to-the-internet-winning-in-the-age-of-ai-search\"}],\"style\":\"normal\"},{\"_key\":\"cecd81712e4f\",\"_type\":\"block\",\"children\":[{\"_key\":\"0d265f395aa9\",\"_type\":\"span\",\"marks\":[],\"text\":\"Voici quelques-uns des impacts auxquels s'attendre :\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6ad1df597fe3\",\"_type\":\"block\",\"children\":[{\"_key\":\"054b8d17b862\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Montée en puissance des sites web adaptés à l'IA\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"e58bc551f853\",\"_type\":\"block\",\"children\":[{\"_key\":\"6fcd81a22021\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avec ChatGPT Atlas, davantage de consommateurs pourraient utiliser en priorité l’IA pour leurs recherches web, ce qui influencerait à la fois les contenus auxquels ils accèdent et la façon dont ils interagissent avec les sites et services. Cette tendance va inciter les marques à concevoir des sites et des pages de destination pensés pour l’IA, afin d’améliorer leur visibilité dans les moteurs de réponse et d’être plus facilement repérées par ChatGPT et ses concurrents. Par ailleurs, les marques devront veiller à ce que les actions qu’elles proposent à leurs clients soient compatibles avec les flux agentiques d’OpenAI, car l’arrivée de ChatGPT Atlas devrait accélérer l’usage sur le web d’agents pilotés par ChatGPT.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b440422c2841\",\"_type\":\"block\",\"children\":[{\"_key\":\"e5a7d76f5568\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Accélération de la transition des données tierces vers les données first-party\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"a55efb4071aa\",\"_type\":\"block\",\"children\":[{\"_key\":\"b2e4811b34dc\",\"_type\":\"span\",\"marks\":[],\"text\":\"À mesure que de plus en plus de navigateurs, à l'exception de \"},{\"_key\":\"a9f605d8509a\",\"_type\":\"span\",\"marks\":[\"8b019330b469\"],\"text\":\"Chrome,\"},{\"_key\":\"d1eecab7141a\",\"_type\":\"span\",\"marks\":[],\"text\":\" ont abandonné les cookies tiers, les entreprises du monde entier ont dû repenser leur stratégie de données, nombre d’entre elles recentrant leurs efforts marketing sur les données first-party. En privilégiant une navigation pilotée par l’IA conversationnelle plutôt que par la recherche classique, ChatGPT Atlas modifie les règles du jeu. Les marques qui ont misé massivement sur des stratégies marketing fondées sur les données tierces et sur des technologies publicitaires orientées « recherche » risquent d’être pénalisées. Elles pourraient voir leur capacité à comprendre et à engager leurs audiences s’affaiblir par rapport à la période précédant l’essor de l’IA générative. L’utilisation des données first-party est donc appelée à se développer, tant au sein de l’écosystème d’OpenAI qu’en dehors.\"}],\"markDefs\":[{\"_key\":\"8b019330b469\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/why-googles-retreat-on-cookie-deprecation-wont-slow-the-shift-to-a-first-party-future\"}],\"style\":\"normal\"},{\"_key\":\"043fbd6aa890\",\"_type\":\"block\",\"children\":[{\"_key\":\"1d8ae7b960a8\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Comprendre et engager les clients sur l’ensemble des points de contact\"}],\"markDefs\":[],\"style\":\"h3\"},{\"_key\":\"4b41ef483f45\",\"_type\":\"block\",\"children\":[{\"_key\":\"3458130d303d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tout comme Google et Meta, OpenAI s’emploie à créer un écosystème numérique incontournable, pensé pour doper l’engagement des utilisateurs. L’audience d’OpenAI est vouée à croître, aussi bien dans l’interface traditionnelle de ChatGPT que sur le web avec l’arrivée de ChatGPT Atlas. L’engagement des utilisateurs au sein de cet univers devrait, lui aussi, s’intensifier. D’où l’importance, pour les marques, de mieux comprendre le comportement des consommateurs dans ces environnements clés. Le framework d’OpenAI pour les applications personnalisées facilite toutefois cette démarche :\"},{\"_key\":\"be9db066adbb\",\"_type\":\"span\",\"marks\":[\"7c8ed802e705\"],\"text\":\"il permet aux marques de mieux comprendre leurs utilisateurs et de déployer des messages intégrés à l’expérience,\"},{\"_key\":\"6ebd318cc5ac\",\"_type\":\"span\",\"marks\":[],\"text\":\" tout en étendant à ChatGPT les relations first-party qu’elles ont déjà nouées via leurs applications mobiles. Les marques devront appliquer la même logique à ChatGPT Atlas, en s’appuyant sur des SDK web pour analyser l’engagement des utilisateurs dans ce navigateur dopé à l’IA et leur adresser des messages personnalisés à forte valeur ajoutée. En comprenant ce qui compte vraiment pour les clients et en leur adressant, au bon moment et sur les bons canaux, des communications pertinentes, les marketeurs peuvent capter davantage leur attention et améliorer, au fil du temps, leur « score d’affinité IA », avec à la clé des gains durables en matière d’engagement.\"}],\"markDefs\":[{\"_key\":\"7c8ed802e705\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/chatgpt-custom-apps-braze-integration\"}],\"style\":\"normal\"},{\"_key\":\"a29625dec69c\",\"_type\":\"block\",\"children\":[{\"_key\":\"9747f034ae33\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Comment Braze renforce l'engagement client avec ChatGPT Atlas\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"b86f47694a21\",\"_type\":\"block\",\"children\":[{\"_key\":\"3e8176c805d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour saisir cette opportunité, les marketeurs doivent pouvoir observer les comportements et les préférences des utilisateurs dans ChatGPT Atlas, puis interagir avec eux via des interactions réactives et personnalisées.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f61c2bd5e7dc\",\"_type\":\"block\",\"children\":[{\"_key\":\"8f3e8622ab87\",\"_type\":\"span\",\"marks\":[],\"text\":\"Le\"},{\"_key\":\"862122b4a96e\",\"_type\":\"span\",\"marks\":[\"4896c3f9ce05\"],\"text\":\"SDK web de Braze\"},{\"_key\":\"fce653125b25\",\"_type\":\"span\",\"marks\":[],\"text\":\" répond à ces deux objectifs grâce à une intégration permettant de déployer des interactions clients efficaces dès sa mise en service au sein de ChatGPT Atlas.\"}],\"markDefs\":[{\"_key\":\"4896c3f9ce05\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/getting_started/web_sdk/\"}],\"style\":\"normal\"},{\"_key\":\"ebd69abc0a11\",\"_type\":\"block\",\"children\":[{\"_key\":\"7fb03f5c6e77\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’intégration du SDK permet aux marques de collecter, synchroniser et analyser facilement des données détaillées sur les comportements et les préférences des clients qui utilisent ChatGPT Atlas pour parcourir leur site web. Cela crée un flux de données first-party à forte valeur ajoutée, permettant de personnaliser les sites et expériences web pour chaque utilisateur, même lorsque l’interaction passe par une conversation dans ChatGPT. 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Lancée en 2017, l'enseigne propose une sélection de plus de 60 marques, allant des grandes maisons de luxe aux jeunes designers. Cette plateforme multimarque s’engage à offrir une expérience numérique haut de gamme et \"},{\"_key\":\"8378627176ea\",\"_type\":\"span\",\"marks\":[\"6447bd84184e\"],\"text\":\"personnalisée\"},{\"_key\":\"cb4042b879d6\",\"_type\":\"span\",\"marks\":[],\"text\":\", comparable à celle d’une boutique de luxe. 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En effet, il suffit parfois d’une distraction pour qu’un client abandonne son panier. Et lorsqu'il y revient, l'article convoité n'est plus disponible. 24S a repéré ce point de friction et y a vu l'opportunité de le transformer en un point de contact précieux pour approfondir l'engagement client et augmenter le taux de premier achat.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80bdf79b2ecd\",\"_type\":\"block\",\"children\":[{\"_key\":\"d3fdfd36e802\",\"_type\":\"span\",\"marks\":[],\"text\":\"24S a mis au point une approche innovante en s'appuyant sur \"},{\"_key\":\"d343b5888501\",\"_type\":\"span\",\"marks\":[\"5af81dc7a4a9\"],\"text\":\"Braze Canvas\"},{\"_key\":\"586eb0f25758\",\"_type\":\"span\",\"marks\":[],\"text\":\", notre générateur de parcours client sans code. 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Les recommandations basées sur l'IA exploitent le catalogue d'une marque pour proposer le produit supplémentaire le plus pertinent à chaque client. Ces notifications suggèrent des produits recommandés et aident les clients à découvrir immédiatement d’autres articles pertinents, qu’ils pourraient même préférer en attendant que le produit initialement désiré soit de nouveau disponible.\"}],\"markDefs\":[{\"_key\":\"447535a28238\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/brazeai/recommendations/ai_item_recommendations\"}],\"style\":\"normal\"},{\"_key\":\"fb8f2e03bdb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"15cc8268f289\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les deux campagnes ont été créées et lancées rapidement : l'équipe de gestion de la relation client a pu configurer les alertes de retour en stock en seulement quelques heures, sans dépendre des équipes techniques et de gestion des données. 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Avec les chemins personnalisés, 24S a pu voir quelles recommandations de l'IA étaient les plus efficaces et optimiser progressivement son approche.\"}],\"markDefs\":[{\"_key\":\"ed3a6c18b66d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/experiment_step/personalized_paths\"}],\"style\":\"normal\"},{\"_key\":\"e84ce26b61d8\",\"_ref\":\"d5ed54a0-0ff6-4696-9be8-b170857fac40\",\"_type\":\"testimonialReference\"},{\"_key\":\"3301158a1230\",\"_type\":\"block\",\"children\":[{\"_key\":\"b9998b56b2ca\",\"_type\":\"span\",\"marks\":[],\"text\":\"Résultats : un engagement plus fort qui améliore la fidélité et le taux de conversion\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"c21301f25887\",\"_type\":\"block\",\"children\":[{\"_key\":\"04e0e9afbc4d\",\"_type\":\"span\",\"marks\":[],\"text\":\"Les deux campagnes ont contribué à la réussite de 24S, qui a maintenant toutes les cartes en main pour prospérer. La campagne autour des paniers abandonnés contenant des articles proches de la rupture de stock a également eu des conséquences significatives sur les revenus de l'entreprise, avec une hausse de 35 % du taux de conversion des achats sous 3 jours au cours des 6 derniers mois. En créant un sentiment d’urgence autour des articles en stock limité, 24S a pu récupérer des ventes qui auraient sinon été perdues. En créant un sentiment d’urgence autour des articles en stock limité, 24S a pu récupérer des ventes qui auraient sinon été perdues.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"887bfebe3ef5\",\"_type\":\"block\",\"children\":[{\"_key\":\"b7278c008810\",\"_type\":\"span\",\"marks\":[],\"text\":\"Sa campagne autour des retours en stock avec recommandations de produit basées sur l'IA a de son côté permis d'améliorer l'engagement, avec une hausse de 7 % du taux d'ajout au panier au cours des 6 derniers mois. Ces chiffres montrent que des recommandations pertinentes peuvent générer des achats supplémentaires, même lorsque l'article initialement visé par le client n'est plus disponible. Grâce aux recommandations basées sur l'IA, l'équipe peut optimiser et automatiser des expériences engageantes qui trouvent un véritable écho auprès des clients. Avec l'engagement guidé par l'IA, la personnalisation doit clairement servir les besoins et les intentions des clients.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"820c5f435e8c\",\"_type\":\"block\",\"children\":[{\"_key\":\"dca2cdac59d4\",\"_type\":\"span\",\"marks\":[],\"text\":\"L'équipe de 24S a également constaté des avantages opérationnels à consolider plusieurs technologies et à migrer vers la plateforme Braze. Elle a notamment noté des gains de temps, une réduction de la complexité et une meilleure cohérence entre les expériences proposées. Elle a pu réduire ses coûts, simplifier les intégrations et accélérer le déploiement de ses campagnes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"cf9b2620f6e3\",\"_type\":\"block\",\"children\":[{\"_key\":\"cef3b4977d68\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Enseignements clés\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"0fd5728b543e\",\"_type\":\"block\",\"children\":[{\"_key\":\"3576188a8c46\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Transformez les points de friction en opportunités.\"},{\"_key\":\"3d3191353dbc\",\"_type\":\"span\",\"marks\":[],\"text\":\" Les notifications de rupture de stock et les paniers abandonnés ne sont pas seulement des problèmes à résoudre : avec les bons outils et un peu de créativité, ils deviennent des points d'interaction permettant de proposer des alternatives sur mesure et de générer des revenus supplémentaires.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"628064e44f9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"48128c8ab18b\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Exploitez l'IA pour proposer une véritable personnalisation, à grande échelle.\"},{\"_key\":\"d0d75bbe2013\",\"_type\":\"span\",\"marks\":[],\"text\":\"Plutôt que de deviner ce que veulent leurs clients, les entreprises peuvent utiliser l’IA pour proposer des recommandations ultra-personnalisées, qui renforcent l’engagement et les conversions.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6975a4facacd\",\"_type\":\"block\",\"children\":[{\"_key\":\"00716ba3289a\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Créez un sentiment d'urgence en exploitant des données en temps réel.\"},{\"_key\":\"76f2b7003761\",\"_type\":\"span\",\"marks\":[],\"text\":\" L'intégration des données d'inventaire dans les messages peut créer un véritable sentiment d'urgence qui motive les clients à finaliser des achats qu'ils auraient sinon abandonnés.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"070f960122ad\",\"_type\":\"block\",\"children\":[{\"_key\":\"509da0bc7317\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Consolidez vos technologies pour gagner en efficacité et en cohérence.\"},{\"_key\":\"5f8fc1c1df60\",\"_type\":\"span\",\"marks\":[],\"text\":\" En réunissant plusieurs fonctions sur une même plateforme, les marques peuvent réduire leurs coûts, simplifier les intégrations, accélérer le déploiement des campagnes, et créer des expériences client plus cohérentes.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"}],\"company\":{\"_ref\":\"27d5628a-1156-424e-8e33-98de21803181\",\"_type\":\"reference\"},\"excerpt\":null,\"featuredImage\":{\"_type\":\"image\",\"alt\":\"an email from 24s.com shows a few pieces left\",\"asset\":{\"_ref\":\"image-5e8606d2766ad21114d732ad09c89dbcb766303f-2560x1600-png\",\"_type\":\"reference\"},\"isFullWidth\":false},\"keyTakeaways\":null,\"metrics\":[{\"_key\":\"9bfd54551555\",\"_type\":\"metric\",\"description\":\"Hausse du taux de conversion des achats à 3 jours au cours des 6 derniers mois\",\"value\":\"35 %\"},{\"_key\":\"84bfa8cebef0\",\"_type\":\"metric\",\"description\":\"Hausse du taux d'ajout au panier au cours des 6 derniers mois\",\"value\":\"7 %\"}],\"problem\":\"24S voulait augmenter la fréquence d'achat et maximiser le taux de premier achat en proposant des expériences personnalisées. Son approche précédente reposait sur des plateformes distinctes pour les e-mails déclenchés, la communication sur mobile et les recommandations, avec pour conséquence une expérience client incohérente et une charge de travail accrue pour les équipes internes.\",\"publicationDates\":{\"publishedAt\":\"2025-07-17T14:55:00.000Z\"},\"results\":\"Avec sa campagne axée sur les produits de retour en stock, 24S a pu augmenter son taux d'ajout au panier de 7 % au cours des 6 derniers mois. La campagne autour des paniers abandonnés contenant des articles proches de la rupture de stock a généré une hausse de 35 % du taux de conversion des achats (achats dans les 3 jours) au cours des 6 derniers mois.\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-3c82a1bf134a67a7022998f6d5685867afc0895f-2400x1256-png\",\"_type\":\"reference\"}},\"pageDescription\":\"24S, la boutique de luxe en ligne, tire parti de BrazeAI™ pour proposer à ses clients des expériences hautement personnalisées.\",\"pageTitle\":\"24S booste ses ventes avec une personnalisation basée sur l'IA\",\"slug\":{\"_type\":\"slug\",\"current\":\"24s-case-study\"}},\"strategy\":\"Avec Braze, 24S a pu déployer 8 campagnes basées sur des déclencheurs personnalisés pour faire de points de friction potentiels, comme les ruptures de stock et les abandons de paniers, des opportunités d'engagement client et de ventes supplémentaires. L'entreprise a également utilisé les recommandations de produits basées sur l'IA de Braze pour proposer à chaque client des suggestions de produit personnalisées.\",\"title\":\"24S booste ses ventes avec une personnalisation basée sur l'IA\"},{\"_id\":\"5b0a51f6-846c-4035-bf20-bfde060f36ae\",\"body\":[{\"_key\":\"0447547115af\",\"_type\":\"block\",\"children\":[{\"_key\":\"d6aef818d44e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Depuis son lancement en 2016, Too Good To Go a sauvé plus de 300 millions de repas de la poubelle. Afin de réaliser sa mission, à savoir la réduction du gaspillage alimentaire dans le monde entier, la marque a déployé une plateforme permettant à ses utilisateurs d’acheter ce qu’elle appelle des « paniers surprise » contenant les invendus de restaurants et autres épiceries à des prix défiant toute concurrence.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"921de9b9521d\",\"_type\":\"block\",\"children\":[{\"_key\":\"111426b2fee6\",\"_type\":\"span\",\"marks\":[],\"text\":\"Pour atteindre cet objectif, l’équipe de \"},{\"_key\":\"23b9a0fa7a34\",\"_type\":\"span\",\"marks\":[\"ff59dbc11136\"],\"text\":\"Too Good To Go\"},{\"_key\":\"c1a8fb4d8235\",\"_type\":\"span\",\"marks\":[],\"text\":\" estime qu’elle doit absolument maintenir un \"},{\"_key\":\"a0f872ac9745\",\"_type\":\"span\",\"marks\":[\"bfd751874310\"],\"text\":\"engagement client\"},{\"_key\":\"ae46f90ae627\",\"_type\":\"span\",\"marks\":[],\"text\":\" solide sans y consacrer des budgets excessifs. Avec Braze, elle a pu encourager les consommateurs à multiplier les achats (et donc réduire le gaspillage), éviter l’attrition et maximiser son ROI.\"}],\"markDefs\":[{\"_key\":\"ff59dbc11136\",\"_type\":\"link\",\"href\":\"https://www.toogoodtogo.com/\"},{\"_key\":\"bfd751874310\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/customer-engagement-guide\"}],\"style\":\"normal\"},{\"_key\":\"976dfa1aba9d\",\"_type\":\"block\",\"children\":[{\"_key\":\"3feea94cb610\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Des notifications sur mesure pour une pertinence et un engagement maximums\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"101e3afebbfa\",\"_type\":\"block\",\"children\":[{\"_key\":\"1f5c35a7313e\",\"_type\":\"span\",\"marks\":[],\"text\":\"Too Good To Go avait beau attirer un grand nombre d’utilisateurs sur son application, la marque ne leur offrait pas toujours une expérience à la hauteur. Elle ne pouvait pas proposer des paniers surprise à tout le monde : leur quantité est souvent limitée (un restaurant n’en propose souvent qu’une dizaine) et ses utilisateurs sont peu enclins à faire une heure de route pour les récupérer. Pour résoudre ce problème, la marque devait penser avec soin sa stratégie d’envoi de messages, en s’appuyant fortement sur des données en constante évolution.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6d50c03576ce\",\"_type\":\"block\",\"children\":[{\"_key\":\"5998f207f417\",\"_type\":\"span\",\"marks\":[],\"text\":\"Après avoir interrogé son audience, elle a constaté que si la plupart d’utilisateurs ne faisaient finalement aucun achat ou ne renouvelaient pas l’expérience, c’est tout simplement car ils ne trouvaient pas ce qu’ils cherchaient. Pour résumer, Too Good To Go parvenait à séduire des utilisateurs, mais son message était décorrélé des produits réellement proposés dans l’application ou n’était pas pertinent pour les utilisateurs au moment où ils le recevaient. Cette expérience décevante les poussait à ignorer les messages, voire à s’en agacer, et à terme à quitter l’application.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"f0d6058bf418\",\"_type\":\"block\",\"children\":[{\"_key\":\"18dd6f008c6f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avant d’utiliser Braze, Too Good To Go avait recours à des appels d’API pour tenter de faire correspondre l’offre et la demande, mais cette approche imposait aux utilisateurs d’accomplir des actions bien précises pour que l’entreprise puisse leur présenter des suggestions pertinentes. Too Good To Go savait qu’il lui fallait opter pour une solution différente. Pour obtenir un meilleur équilibre entre l’offre et la demande et proposer à ses clients des expériences de qualité, la marque a donc imaginé des campagnes automatisées et personnalisées pour chaque utilisateur, basées sur les \"},{\"_key\":\"b88e71111269\",\"_type\":\"span\",\"marks\":[\"9d20707abaae\"],\"text\":\"catalogues Braze\"},{\"_key\":\"32669aa17d4a\",\"_type\":\"span\",\"marks\":[],\"text\":\". Pour y parvenir, elle a procédé comme suit.\"}],\"markDefs\":[{\"_key\":\"9d20707abaae\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/articles/braze-catalogs\"}],\"style\":\"normal\"},{\"_key\":\"3a6a5f5993db\",\"_type\":\"block\",\"children\":[{\"_key\":\"a0529ffb9d2f\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tout d’abord, elle a mis au point une stratégie reposant sur la segmentation de ses utilisateurs en fonction de leurs préférences et de leur comportement. Elle a analysé diverses données utilisateur, comme les sessions dans l’application, les paniers surprise consultés, les paniers surprise mis en favoris et les paniers surprise achetés, pour créer les segments suivants.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ecac58a66b1b\",\"_type\":\"richImage\",\"alt\":\"Illustration présentant le bon message au bon moment et à la bonne audience\",\"asset\":{\"_ref\":\"image-b92aebf2eace36e5cb234b3dfd63b5cbea5db191-2400x1172-png\",\"_type\":\"reference\"}},{\"_key\":\"831ba20e11b2\",\"_type\":\"block\",\"children\":[{\"_key\":\"a2523dfdcf9a\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ensuite, elle a créé des campagnes déclenchées via API pour envoyer des alertes aux utilisateurs lorsque des paniers susceptibles de les intéresser étaient disponibles. Ces campagnes sont envoyées aux utilisateurs susceptibles d’être intéressés, d’après les informations de leur profil, lorsqu’un magasin propose des paniers surprise.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6596f74a7888\",\"_type\":\"block\",\"children\":[{\"_key\":\"e7b9558bdbaf\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ensuite, elle a identifié des segments exploitables auxquels elle pouvait proposer des messages plus personnalisés à grande échelle. Alors que sa stratégie d’origine, basée sur des appels à l’API, était limitée aux utilisateurs ayant effectué certaines actions, les segments exploitables ont permis à Too Good To Go d’envoyer des notifications push présentant à chaque utilisateur des paniers qu’ils étaient susceptibles d’acheter et de s’assurer d’employer le ton approprié, avec à la clé un engagement en hausse. 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Elle a notamment choisi les desserts. À l’aide des catalogues Braze, elle a pu personnaliser ses messages en fonction de ce thème, des paniers disponibles et de la localisation du client. Les catalogues vous permettent d’exploiter les données de votre marque en lien avec les articles, produits ou services qu’elle propose pour personnaliser l’expérience client et les campagnes.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"04c77be2328b\",\"_type\":\"richImage\",\"alt\":\"Un écran de téléphone propose un dessert aussi délicieux que réconfortant\",\"asset\":{\"_ref\":\"image-d682d6b503eb17029ff659ec93a4cf40a9e22d51-2400x1210-png\",\"_type\":\"reference\"}},{\"_key\":\"558b9c1a3343\",\"_type\":\"block\",\"children\":[{\"_key\":\"a3e9f88235fc\",\"_type\":\"span\",\"marks\":[],\"text\":\"Too Good To Go intègre de façon fluide les données de ses utilisateurs et de l’offre pour personnaliser chaque interaction tout au long de leur cycle de vie. Cette stratégie permet de maintenir l’engagement et optimise l’ensemble du processus, de l’envoi des notifications à l’achat.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"81ab335f030a\",\"_ref\":\"114b7393-9a45-4a89-bfe8-4d4ce4f6f183\",\"_type\":\"testimonialReference\"},{\"_key\":\"2dc1bbfa0880\",\"_type\":\"block\",\"children\":[{\"_key\":\"c8b8582eaea5\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Résultats pour Too Good To Go : un ROI en hausse\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"1d41083549a5\",\"_type\":\"block\",\"children\":[{\"_key\":\"eb25d7558a8e\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’exploitation des données comportementales et d’offre pour créer des segments exploitables et des messages plus pertinents a fortement renforcé l’efficacité des initiatives de Too Good To Go. La marque a ainsi enregistré une hausse de 135 % des achats attribués à la gestion de la relation client et a multiplié par 2 le taux de conversion de ses messages. Enfin, avec l’aide de son équipe d’ingénierie des données, la plateforme a pu synchroniser les segments comportementaux avec Braze sous forme d’attributs utilisateurs en deux semaines. Depuis sa mise en place, cette synchronisation fonctionne de manière autonome.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"90314f3fbe2c\",\"_type\":\"block\",\"children\":[{\"_key\":\"7b0212f554f1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Enseignements clés\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"586e719956d5\",\"_type\":\"block\",\"children\":[{\"_key\":\"51cbaa05da3c\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"La personnalisation, clé de la rétention des utilisateurs :\"},{\"_key\":\"f01e2e646978\",\"_type\":\"span\",\"marks\":[],\"text\":\" la personnalisation des interactions en fonction des comportements et préférences des utilisateurs a un impact important sur l’engagement et réduit l’attrition. En envoyant des alertes pertinentes, Too Good To Go s’assure que chacun de ses messages ait un intérêt pour l’utilisateur.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"7899a6fa5d85\",\"_type\":\"block\",\"children\":[{\"_key\":\"76b724d36bf7\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"L’intégration de données améliore l’efficacité :\"},{\"_key\":\"99259cb693ab\",\"_type\":\"span\",\"marks\":[],\"text\":\" une exploitation efficace des données utilisateur permet à Too Good To Go de gagner en efficacité opérationnelle et de s’assurer que ses utilisateurs reçoivent les offres les plus pertinentes, pour une probabilité d’achat optimale.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"6daca1719b42\",\"_type\":\"block\",\"children\":[{\"_key\":\"601c00d1875e\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\"Vous souhaitez découvrir des stratégies d’activation client efficaces ? Téléchargez notre e-book \"},{\"_key\":\"29f5318d6865\",\"_type\":\"span\",\"marks\":[\"d11cfe39c5cd\",\"em\"],\"text\":\"L’acquisition en action : attirer de nouveaux clients et les fidéliser\"},{\"_key\":\"3aeee3a87991\",\"_type\":\"span\",\"marks\":[\"em\"],\"text\":\".\"}],\"markDefs\":[{\"_key\":\"d11cfe39c5cd\",\"_type\":\"link\",\"href\":\"https://www.braze.com/resources/reports-and-guides/engagement-in-action-acquisition-guide\"}],\"style\":\"normal\"}],\"company\":{\"_ref\":\"df1e5fe2-d37c-472d-b047-ab9dda0bc8c9\",\"_type\":\"reference\"},\"excerpt\":\"Too Good To Go, la plus grande place de marché B2C contre le gaspillage alimentaire, s’appuie sur Braze pour optimiser l’engagement de ses utilisateurs en leur envoyant des notifications personnalisées et en déployant une segmentation comportementale. 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En tant que produit principal, les paniers surprise étaient souvent proposés en quantité limitée chez les magasins partenaires et ne présentaient un intérêt que pour les consommateurs proches. La marque devait donc faire preuve de stratégie dans l’envoi de ses messages. Elle cherchait à formuler des recommandations personnalisées et pertinentes à tous ses utilisateurs.\",\"publicationDates\":{\"publishedAt\":\"2024-08-22T14:01:00.000Z\"},\"results\":\"Avec cette nouvelle stratégie, les utilisateurs de l’application ont pu trouver plus efficacement ce qui les intéressait, ce qui a entraîné une hausse des achats. La hausse du taux de conversion a également permis à Too Good to Go d’optimiser ses initiatives et ses coûts technologiques. Enfin, avec l’aide de son équipe d’ingénierie des données, la plateforme a pu synchroniser les segments comportementaux avec Braze sous forme d’attributs utilisateur en deux semaines. 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Son objectif est d’envoyer aux utilisateurs des messages personnalisés leur présentant des fonctionnalités pertinentes au bon moment, lorsqu’ils commencent un nouveau design dans Canva. La difficulté était alors de parvenir à actualiser ces flux de messages pour mieux faire connaître plus de 75 fonctionnalités clés de ses produits de manière efficace et pertinente.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"63f9b70fa799\",\"_type\":\"block\",\"children\":[{\"_key\":\"63f9b70fa7990\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’équipe du marketing de cycle de vie de Canva a constaté que ses précédentes campagnes visant à encourager l’adoption de nouvelles fonctionnalités étaient obsolètes et ne respectaient pas sa nouvelle identité de marque. Elle a également relevé que les audiences de certains de ses programmes se recoupaient et que ses publicités permanentes ne reflétaient pas les incalculables nouveautés mises au point par les équipes produit. 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Elle utilise également les \"},{\"_key\":\"118bc734a9555\",\"_type\":\"span\",\"marks\":[\"d376fb9e20fa\"],\"text\":\"arbres décisionnels\"},{\"_key\":\"118bc734a9556\",\"_type\":\"span\",\"marks\":[],\"text\":\" de Braze pour vérifier si un message concernant une nouvelle fonctionnalité a déjà été reçu, ce qui contribue à éviter les messages en double ou permet un reciblage ultérieur.\"}],\"markDefs\":[{\"_key\":\"688f2e877a47\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-315568\",\"_type\":\"reference\"}},{\"_key\":\"8034e622d29c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/audience_paths/\"},{\"_key\":\"d376fb9e20fa\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/engagement_tools/canvas/canvas_components/decision_split/\"}],\"style\":\"normal\"},{\"_key\":\"UjHPnhFW\",\"_type\":\"richImage\",\"alt\":\"Campagne Time to try de Canva sur appareils mobiles et ordinateurs\",\"asset\":{\"_ref\":\"image-1c4c7258d4de7f2c23f26e1777b8964c429b161b-2400x1200-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"f8f29b043937\",\"_type\":\"block\",\"children\":[{\"_key\":\"f8f29b0439370\",\"_type\":\"span\",\"marks\":[],\"text\":\"Canva utilise également les éléments suivants dans sa campagne « Time To Try» :\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"80361706c097\",\"_type\":\"block\",\"children\":[{\"_key\":\"80361706c0970\",\"_type\":\"span\",\"marks\":[\"4b62c68990ca\",\"strong\"],\"text\":\"Événements personnalisés\"},{\"_key\":\"80361706c0971\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" :\"},{\"_key\":\"80361706c0972\",\"_type\":\"span\",\"marks\":[],\"text\":\" Canva a utilisé les événements personnalisés pour segmenter les utilisateurs qui ont créé un événement de design et personnaliser les recommandations sur la base de cet événement spécifique.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"4b62c68990ca\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/data_and_analytics/custom_data/custom_events/\"}],\"style\":\"normal\"},{\"_key\":\"dcb210f9fafb\",\"_type\":\"block\",\"children\":[{\"_key\":\"dcb210f9fafb0\",\"_type\":\"span\",\"marks\":[\"37b03d9a0cbd\",\"strong\"],\"text\":\"Segments\"},{\"_key\":\"dcb210f9fafb1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" :\"},{\"_key\":\"dcb210f9fafb2\",\"_type\":\"span\",\"marks\":[],\"text\":\" l’entreprise crée des segments sur la base des fonctionnalités utilisées et de leur fréquence d’utilisation pour s’assurer que les messages sont pertinents et personnalisés.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"37b03d9a0cbd\",\"_type\":\"link\",\"href\":\"/product/braze-canvas-flow\"}],\"style\":\"normal\"},{\"_key\":\"8a238e0dc435\",\"_type\":\"block\",\"children\":[{\"_key\":\"8a238e0dc4350\",\"_type\":\"span\",\"marks\":[\"deae92479460\",\"strong\"],\"text\":\"Webhooks\"},{\"_key\":\"8a238e0dc4351\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" :\"},{\"_key\":\"8a238e0dc4352\",\"_type\":\"span\",\"marks\":[],\"text\":\" un canvas maître exploite des webhooks qui dirigent les utilisateurs dans les canvas déclenchés par API sélectionnés pour permettre une orchestration plus complexe depuis un emplacement unique dans Braze.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"deae92479460\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/message_building_by_channel/webhooks/creating_a_webhook/\"}],\"style\":\"normal\"},{\"_key\":\"639489f06963\",\"_type\":\"block\",\"children\":[{\"_key\":\"639489f069630\",\"_type\":\"span\",\"marks\":[\"3787091b8b1d\",\"strong\"],\"text\":\"Suppléments de messages \"},{\"_key\":\"639489f069631\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\":\"},{\"_key\":\"639489f069632\",\"_type\":\"span\",\"marks\":[],\"text\":\" les suppléments de messages créent des enregistrements de suivi pour chaque variante reçue par les utilisateurs dans une série de messages.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"3787091b8b1d\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/user_guide/personalization_and_dynamic_content/liquid/advanced_filters/message_extras/\"}],\"style\":\"normal\"},{\"_key\":\"6c1ea7bba5fb\",\"_type\":\"block\",\"children\":[{\"_key\":\"6c1ea7bba5fb0\",\"_type\":\"span\",\"marks\":[\"25436a34bb4f\",\"strong\"],\"text\":\"Blocs de contenu Braze\"},{\"_key\":\"6c1ea7bba5fb1\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\" : \"},{\"_key\":\"6c1ea7bba5fb2\",\"_type\":\"span\",\"marks\":[],\"text\":\"avec les blocs de contenu, Canva dispose de la flexibilité nécessaire pour modifier ses campagnes depuis une source centrale, sans avoir à modifier le code HTML des canvas en production. L’entreprise peut ainsi s’assurer que ses messages restent d’actualité et conformes à sa marque malgré ses évolutions.\"}],\"level\":1,\"listItem\":\"bullet\",\"markDefs\":[{\"_key\":\"25436a34bb4f\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-142088\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"nWYkEWItV61xZlsK0HL6U\",\"_ref\":\"imported-craft-testimonial-from-doc-927595-block-4\",\"_type\":\"testimonialReference\"},{\"_key\":\"b8967649aeab\",\"_type\":\"block\",\"children\":[{\"_key\":\"b8967649aeab0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Résultats pour Canva : taux d’ouverture et de clics presque multipliés par deux\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"b085bb2b3d8e\",\"_type\":\"block\",\"children\":[{\"_key\":\"b085bb2b3d8e0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Avec sa campagne « Time to Try », Canva a réussi à doper l’adoption des documents de 8 %, des présentations de 6 % et des tableaux blancs de 3 %, des chiffres impressionnants lorsqu’on les replace dans le contexte de ses millions d’utilisateurs. La plateforme est également parvenue à augmenter son taux d’ouverture de messages et de clics, respectivement de 55 et 47 %. Ces différents progrès ont eu un impact sur la rétention des utilisateurs et la croissance des revenus.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"82039ade68a0\",\"_type\":\"block\",\"children\":[{\"_key\":\"82039ade68a00\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’équipe est parvenue à mettre sur pied une stratégie d’optimisation permettant de tenir compte de 25 fonctionnalités avec plus de 200 variantes, sans introduire de complexité, avec à la clé 1 000 heures de production économisées.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"fa01272a11e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"fa01272a11e80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Enseignements clés\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"437586b0e3f2\",\"_type\":\"block\",\"children\":[{\"_key\":\"437586b0e3f20\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Pour vos campagnes toujours actives, gardez l’œil sur l’avenir.\"},{\"_key\":\"437586b0e3f21\",\"_type\":\"span\",\"marks\":[],\"text\":\" Les outils comme les catalogues Braze permettent aux spécialistes du marketing d’ajouter les contenus de leur choix pour personnaliser en masse leurs messages et les actualiser en toute simplicité.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"130aedddd88b\",\"_type\":\"block\",\"children\":[{\"_key\":\"130aedddd88b0\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Réfléchissez à votre stratégie d’engagement.\"},{\"_key\":\"130aedddd88b1\",\"_type\":\"span\",\"marks\":[],\"text\":\" Déterminez le parcours idéal que devraient suivre vos utilisateurs lors de l’adoption de vos différentes fonctionnalités pour monter en compétence sur votre produit ou votre plateforme, et donc avoir plus de chance de devenir des utilisateurs fréquents associés à une valeur vie plus élevée.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"5484007311e7\",\"_type\":\"block\",\"children\":[{\"_key\":\"5484007311e70\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Interagissez avec les utilisateurs au bon moment et en temps réel.\"},{\"_key\":\"5484007311e71\",\"_type\":\"span\",\"marks\":[],\"text\":\" Ne passez pas à côté du moment clé où vos utilisateurs souhaitent interagir davantage avec votre produit. 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Son équipe voulait aussi créer une structure lui permettant de mettre à jour rapidement et facilement ses messages lors du lancement de nouvelles fonctionnalités.\",\"publicationDates\":{\"publishedAt\":\"2024-03-13T11:39:38-04:00\",\"updatedAt\":\"2024-04-29T17:43:02-04:00\"},\"results\":\"Avec cette campagne, Canva a amélioré le taux d’ouverture de ses messages de 55 % et le taux de clics de 47 %. L’entreprise a également rehaussé l’adoption de ses fonctionnalités de 8 %, ce qui a contribué à fidéliser ses utilisateurs et à booster ses revenus. Enfin, elle a gagné en efficacité opérationnelle en économisant près de 1 000 h de production avec Braze tout en optimisant ses campagnes pour 25 fonctionnalités avec plus de 200 variantes.\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-e793b9db3698f7804be860c8c61834020e12a33c-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Découvrez comment Canva s’est appuyé sur Braze pour optimiser son engagement client à l’aide de catalogues de contenus personnalisés et améliorer l’expérience offerte par ses applications créatives.\",\"pageTitle\":\"Étude de cas Canva | Doper l’engagement avec les catalogues de contenu\",\"slug\":{\"current\":\"canva-case-study-catalogs\"}},\"strategy\":\"Avec Braze Canvas et les catalogues Braze, Canva a créé plus de 650 campagnes uniques qui mettaient mieux en valeur plus de 75 fonctionnalités clés de manière personnalisée pour chaque utilisateur.\",\"title\":\"Avec les catalogues Braze, Canva crée des messages personnalisés qui favorisent l'adoption de ses nouvelles fonctionnalités\"},{\"_id\":\"04ffe087-179c-4e16-adb9-81e552d1f18b\",\"body\":[{\"_key\":\"6dfc63fd2cb0\",\"_type\":\"block\",\"children\":[{\"_key\":\"6dfc63fd2cb00\",\"_type\":\"span\",\"marks\":[\"20b23b4593d4\"],\"text\":\"Joe \u0026 the Juice\"},{\"_key\":\"6dfc63fd2cb01\",\"_type\":\"span\",\"marks\":[],\"text\":\", un pionnier danois de la restauration, vend ses jus, cafés, shakers et nombreux autres produits à des consommateurs du monde entier soucieux de leur santé. 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Présente dans le monde entier, elle avait en effet du mal à interagir efficacement avec une clientèle de plus en plus nombreuse tout en maintenant son efficience opérationnelle.\"}],\"markDefs\":[{\"_key\":\"0fd3adac9957\",\"_type\":\"internalLink\",\"reference\":{\"_ref\":\"imported-craft-643288\",\"_type\":\"reference\"}}],\"style\":\"normal\"},{\"_key\":\"30d35c5ad3e8\",\"_type\":\"block\",\"children\":[{\"_key\":\"30d35c5ad3e80\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Communications mobiles au service de la rétention\"}],\"markDefs\":[],\"style\":\"h2\"},{\"_key\":\"464fc29e8442\",\"_type\":\"block\",\"children\":[{\"_key\":\"464fc29e84420\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’équipe de Joe \u0026 the Juice avait conscience qu’il lui fallait faire évoluer ses stratégies marketing à l’heure où l’expérience client numérique est devenue cruciale. Cette prise de conscience l’a poussée à changer son fusil d’épaule en se concentrant sur l’exploitation du potentiel de son application mobile pour en faire non plus un canal de service parmi d’autres, mais un moyen d’encourager des relations clients plus approfondies et fructueuses. 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Elle devait aussi s’assurer que sa solution était efficiente, car l’équipe chargée des actions internationales restait modeste.\"}],\"markDefs\":[{\"_key\":\"ee0c0d571b77\",\"_type\":\"link\",\"href\":\"https://www.joejuice.com/app/loyalty-cards\"}],\"style\":\"normal\"},{\"_key\":\"6NVrteeH\",\"_type\":\"richImage\",\"alt\":\"a computer screen with a diagram on it on a purple background .\",\"asset\":{\"_ref\":\"image-ff8efeb4f756992fa94a188a8f7af98efcf9efd9-2400x1200-png\",\"_type\":\"reference\"},\"caption\":null},{\"_key\":\"3bc59046c56c\",\"_type\":\"block\",\"children\":[{\"_key\":\"3bc59046c56c0\",\"_type\":\"span\",\"marks\":[],\"text\":\"Tout d’abord, elle s’est appuyée sur \"},{\"_key\":\"3bc59046c56c1\",\"_type\":\"span\",\"marks\":[\"076f7e64825c\"],\"text\":\"mParticle\"},{\"_key\":\"3bc59046c56c2\",\"_type\":\"span\",\"marks\":[],\"text\":\", un partenaire technologique Braze Alloys, pour identifier et segmenter ses audiences en fonction des comportements et préférences d’achat. Au final, elle a défini sept audiences distinctes, segmentées en fonction du type de produit (cafés, jus ou sandwichs, par exemple).\"}],\"markDefs\":[{\"_key\":\"076f7e64825c\",\"_type\":\"link\",\"href\":\"https://www.braze.com/docs/partners/data_and_infrastructure_agility/customer_data_platform/mParticle/\"}],\"style\":\"normal\"},{\"_key\":\"99527026d045\",\"_type\":\"block\",\"children\":[{\"_key\":\"99527026d0450\",\"_type\":\"span\",\"marks\":[],\"text\":\"Ensuite, elle a utilisé \"},{\"_key\":\"99527026d0451\",\"_type\":\"span\",\"marks\":[\"d85e6b3571e5\"],\"text\":\"Braze Canvas\"},{\"_key\":\"99527026d0452\",\"_type\":\"span\",\"marks\":[],\"text\":\" \"},{\"_key\":\"99527026d0453\",\"_type\":\"span\",\"marks\":[\"5c8a8c53cbbb\"],\"text\":\"pour automatiser\"},{\"_key\":\"99527026d0454\",\"_type\":\"span\",\"marks\":[],\"text\":\" des campagnes personnalisées encourageant les utilisateurs à acheter des cartes de fidélité. 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Elle a donc mis en place un nouveau processus pour interagir avec ces utilisateurs en leur proposant une carte de fidélité plus généraliste. 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L’équipe de Joe \u0026 the Juice a enregistré des améliorations significatives de ses indicateurs en aval, notamment une hausse moyenne de 56 % des revenus issus des cartes de fidélité en un peu plus d’un an, et une hausse de 75 % des ventes de cartes de fidélité entre mai et septembre 2023. Les indicateurs d’engagement client, en amont, se sont eux aussi améliorés, avec un taux d’ouverture des campagnes multiplié par deux, à 81 % en moyenne.\"}],\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"abf33f2167a3\",\"_type\":\"block\",\"children\":[{\"_key\":\"abf33f2167a30\",\"_type\":\"span\",\"marks\":[],\"text\":\"L’équipe est également parvenue à gagner du temps et à économiser des ressources, tout en créant des campagnes pourtant plus complexes. 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Cette approche simplifie les activités marketing tout en renforçant l’expérience client globale, et est donc essentielle dans notre monde actuel, où la technologie règne en maître.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"ea733564d780\",\"_type\":\"block\",\"children\":[{\"_key\":\"ea733564d7800\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Une segmentation basée sur les données permet d’envoyer des messages plus percutants\"},{\"_key\":\"ea733564d7801\",\"_type\":\"span\",\"marks\":[],\"text\":\" : l’intégration des données clients aux segments et la personnalisation des initiatives marketing sont essentielles pour assurer la pertinence et l’efficacité des messages. En exploitant les données de mParticle pour segmenter avec précision sa clientèle, Joe \u0026 the Juice a pu mettre en place une communication plus personnalisée, percutante et attrayante.\"}],\"level\":1,\"listItem\":\"number\",\"markDefs\":[],\"style\":\"normal\"},{\"_key\":\"a883177a7649\",\"_type\":\"block\",\"children\":[{\"_key\":\"a883177a76490\",\"_type\":\"span\",\"marks\":[\"strong\"],\"text\":\"Les plateformes mobiles offrent un moyen de nouer des relations plus approfondies\"},{\"_key\":\"a883177a76491\",\"_type\":\"span\",\"marks\":[],\"text\":\" : vous devez absolument faire de vos applications mobiles de véritables plateformes de renforcement de vos relations client, et pas seulement des canaux de service. 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Plus précisément, elle cherchait à remplacer les messages transactionnels classiques de son programme de fidélité par une expérience plus personnalisée, sans pour autant dégrader l’efficacité opérationnelle d’une équipe peu étendue.\",\"publicationDates\":{\"publishedAt\":\"2024-02-26T16:16:35-05:00\",\"updatedAt\":\"2024-03-25T11:45:11-04:00\"},\"results\":\"La campagne a généré une hausse de 56 % des revenus, une augmentation de 75 % des ventes de cartes de fidélité et des gains de temps importants au niveau des processus marketing.\",\"seo\":{\"noFollow\":false,\"noIndex\":false,\"openGraphImage\":{\"_type\":\"image\",\"asset\":{\"_ref\":\"image-415e5985bd2f594b39def1dd73585f6d34c4a835-1200x628-png\",\"_type\":\"reference\"}},\"pageDescription\":\"Joe \u0026 the Juice est une marque proposant des plats et boissons bons pour la santé qui a mené à bien la transformation de son marketing numérique avec Braze. 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