{"id":57209,"date":"2025-10-15T11:23:47","date_gmt":"2025-10-15T09:23:47","guid":{"rendered":"https:\/\/www.danstapub.com\/?p=57209"},"modified":"2025-10-15T11:23:47","modified_gmt":"2025-10-15T09:23:47","slug":"arthur-sadoun-ia-publicis-operationnel","status":"publish","type":"post","link":"https:\/\/www.danstapub.com\/arthur-sadoun-ia-publicis-operationnel\/","title":{"rendered":"Arthur Sadoun affirme que 73% de l’op\u00e9rationnel de Publicis est d\u00e9sormais \u00ab\u00a0aliment\u00e9 par l’IA\u00a0\u00bb"},"content":{"rendered":"

Alors que le monde de la publicit\u00e9 panique \u00e0 l\u2019id\u00e9e d\u2019un \u201cmoment Kodak\u201d face \u00e0 l\u2019intelligence artificielle, Arthur Sadoun<\/span>, patron du groupe Publicis<\/span>, garde la t\u00eate froide.<\/strong><\/p>\n

Dans un entretien r\u00e9alis\u00e9 par nos confr\u00e8res anglophones de The Drum et Adweek, il explique qu’il y voit surtout une opportunit\u00e9 de croissance concr\u00e8te. En 2025, le groupe affiche une hausse organique de 5,7%<\/b><\/span> au troisi\u00e8me trimestre, port\u00e9e par la mont\u00e9e en puissance de ses produits et services propuls\u00e9s par l\u2019IA<\/b><\/span>. Et contrairement \u00e0 ses concurrents, Publicis ne fait pas de bruit. Il avance, chiffres \u00e0 l\u2019appui.<\/p>\n

Une strat\u00e9gie IA discr\u00e8te mais diablement efficace<\/h3>\n

Pendant que WPP<\/b><\/span> parle d\u2019\u00e9cosyst\u00e8me \u201cOpen\u201d et qu\u2019Omnicom<\/b><\/span> mise sur \u201cOmniAI\u201d, Publicis a pr\u00e9f\u00e9r\u00e9 travailler en silence. Son pari : investir massivement dans la donn\u00e9e, la tech et la cr\u00e9ativit\u00e9. R\u00e9sultat : 73% de son mod\u00e8le op\u00e9rationnel est d\u00e9sormais \u201cAI-powered\u201d<\/b><\/span>, gr\u00e2ce \u00e0 une combinaison redoutable entre Epsilon<\/b><\/span> (donn\u00e9es), Sapient<\/b><\/span> (conseil technologique) et son infrastructure interne CoreAI<\/b><\/span>.<\/p>\n

\"\"<\/p>\n

Cette approche, construite depuis pr\u00e8s d\u2019une d\u00e9cennie, porte enfin ses fruits. Aux \u00c9tats-Unis, la croissance atteint +7,1%<\/b><\/span>, au Royaume-Uni +10,7%<\/b><\/span>, et m\u00eame si l\u2019Europe reste plus timide, la tendance est claire : l\u2019IA n\u2019est plus un buzzword chez Publicis, c\u2019est un levier business. Le secret ? Des outils int\u00e9gr\u00e9s dans les offres existantes, comme Leona<\/b><\/span>, la plateforme de production intelligente, ou Marcel<\/b><\/span>, qui aide les 100 000 collaborateurs du groupe \u00e0 collaborer et se former sur l\u2019IA.<\/p>\n

\u201cNos clients ont compris qu\u2019ils n\u2019ont plus besoin d\u2019exp\u00e9rimentations gadgets\u201d<\/em>, explique Sadoun. \u201cIls veulent des r\u00e9sultats concrets<\/b><\/span>. Et c\u2019est l\u00e0 que notre IA fait la diff\u00e9rence.\u201d<\/em><\/p>\n

L\u2019IA comme moteur de croissance, pas comme menace<\/h3>\n

Contrairement aux craintes relay\u00e9es par certains analystes, Publicis ne voit pas l\u2019IA comme un outil de suppression d\u2019emplois, mais comme un moteur de transformation<\/b><\/span>. Le groupe mise sur le reskilling<\/b><\/span> gr\u00e2ce \u00e0 Marcel, son IA interne, pour red\u00e9ployer ses talents plut\u00f4t que de les \u00e9carter. \u201cBien s\u00fbr, certains m\u00e9tiers vont \u00e9voluer, mais le meilleur moyen de pr\u00e9server l\u2019emploi, c\u2019est de continuer \u00e0 cro\u00eetre\u201d<\/em>, affirme Sadoun.<\/p>\n

LIRE AUSSI :<\/strong> OpenAI d\u00e9voile Sora 2 et lance une appli sociale dop\u00e9e \u00e0 l\u2019IA g\u00e9n\u00e9rative<\/a><\/span><\/strong><\/span><\/p>\n

Une vision optimiste, mais r\u00e9aliste : selon Forrester, 15% des emplois en agence pourraient dispara\u00eetre d\u2019ici 2026<\/b><\/span> \u00e0 cause de l\u2019automatisation. Publicis, lui, mise sur l\u2019inverse : plus d\u2019efficacit\u00e9, donc plus de business. Et les chiffres lui donnent raison. Les revenus issus de la branche m\u00e9dia (60% du total) sont aliment\u00e9s \u00e0 80% par des outils IA<\/b><\/span>, et m\u00eame la partie cr\u00e9ation (les agences comme Le Pub<\/b><\/span> ou Leo Burnett)<\/b><\/span>\u00a0tire d\u00e9sormais un tiers de son chiffre d\u2019affaires<\/b><\/span> de solutions IA.<\/p>\n

Pour Sadoun, le sujet n\u2019est pas de produire \u201cplus vite et moins cher\u201d<\/em>, mais plus pertinent et plus connect\u00e9<\/b><\/span> : \u201cGr\u00e2ce \u00e0 nos donn\u00e9es, nous relions chaque cr\u00e9ation \u00e0 la bonne audience, sur le bon canal. L\u2019IA ne remplace pas les id\u00e9es, elle les rend plus intelligentes.\u201d<\/em><\/p>\n

\"\"<\/p>\n

Publicis, l\u2019agence la plus \u201chumaine\u201d de l\u2019\u00e8re IA ?<\/h3>\n

Si le groupe s\u2019impose aujourd\u2019hui comme la premi\u00e8re puissance mondiale en capitalisation boursi\u00e8re<\/b><\/span> du secteur, c\u2019est gr\u00e2ce \u00e0 cette combinaison rare : une ma\u00eetrise technologique solide, sans sacrifier la cr\u00e9ativit\u00e9. \u201cJe crois toujours qu\u2019une grande id\u00e9e peut changer le futur d\u2019une marque\u201d<\/em>, mart\u00e8le Sadoun. Et il le prouve : entre les gains de budgets colossaux (Coca-Cola, Mars, PayPal, Paramount) et la fid\u00e9lit\u00e9 de ses clients historiques, Publicis affiche une sant\u00e9 insolente.<\/p>\n

Face \u00e0 la fusion Omnicom + IPG<\/b><\/span>, qui devrait donner naissance \u00e0 un g\u00e9ant \u00e0 25 milliards de dollars de revenus, Sadoun reste serein : \u201cNous avons d\u00e9j\u00e0 fait notre transformation. Aujourd\u2019hui, on ex\u00e9cute, et on grandit.\u201d<\/em><\/p>\n

Derri\u00e8re les chiffres et les algorithmes, Publicis envoie surtout un message \u00e0 toute l\u2019industrie : l\u2019avenir des agences ne se joue pas contre l\u2019IA, mais avec elle<\/b><\/span>. Et si les machines apprennent vite, il semble que Publicis, lui, ait d\u00e9j\u00e0 pris une belle longueur d\u2019avance.<\/p>\n

LIRE AUSSI :<\/strong> Raphael Fruchard (The) : \u00ab Cr\u00e9er une musique from scratch avec une IA reste dangereux \u00bb<\/a><\/span><\/strong><\/span><\/p>\n

\"\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Alors que le monde de la publicit\u00e9 panique \u00e0 l\u2019id\u00e9e d\u2019un \u201cmoment Kodak\u201d face \u00e0 l\u2019intelligence artificielle, Arthur Sadoun, patron du groupe Publicis, garde la t\u00eate froide. Dans un entretien…<\/p>\n","protected":false},"author":4,"featured_media":57210,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3362],"tags":[2844,2347,3363,269,3158],"sponsor":[],"class_list":{"0":"post-57209","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-martech","8":"tag-en-avant","9":"tag-intelligence-artificielle","10":"tag-martech","11":"tag-publicis","12":"tag-publicis-groupe"},"yoast_head":"\nArthur Sadoun affirme que 73% de l'op\u00e9rationnel de Publicis est d\u00e9sormais "aliment\u00e9 par l'IA"<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.danstapub.com\/arthur-sadoun-ia-publicis-operationnel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Arthur Sadoun affirme que 73% de l'op\u00e9rationnel de Publicis est d\u00e9sormais "aliment\u00e9 par l'IA"\" \/>\n<meta property=\"og:description\" content=\"Alors que le monde de la publicit\u00e9 panique \u00e0 l\u2019id\u00e9e d\u2019un \u201cmoment Kodak\u201d face \u00e0 l\u2019intelligence artificielle, Arthur Sadoun, patron du groupe Publicis, garde la t\u00eate froide. 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