{"id":5924,"date":"2026-09-01T15:44:43","date_gmt":"2026-09-01T14:44:43","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=5924"},"modified":"2026-09-01T15:46:18","modified_gmt":"2026-09-01T14:46:18","slug":"marketeur-augmente-ia","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/marketeur-augmente-ia\/","title":{"rendered":"Marketeur augment\u00e9 : l&rsquo;IA au service de l&rsquo;engagement client"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6aa1390a9dd32\" class=\"hero-legal-section u-gradient--purple-blue--dark u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Du marketeur assist\u00e9 au marketeur augment\u00e9 : la nouvelle collaboration humain-IA d\u00e9crypt\u00e9e<br \/>\r\n<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Interview avec Arthur Lacroix, Head of Product Marketing chez imagino                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6aa1390a9f82f\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Apr\u00e8s avoir d\u00e9couvert l&rsquo;assistance ponctuelle de l&rsquo;intelligence artificielle pour g\u00e9n\u00e9rer quelques contenus ou objets d&#8217;emails, les \u00e9quipes marketing franchissent aujourd&rsquo;hui un cap d\u00e9cisif : <strong>celui du marketeur augment\u00e9 (AI-Augmented)<\/strong>. Cette \u00e9tape marque un tournant important o\u00f9 le logiciel cesse d&rsquo;imposer son mode d&#8217;emploi pour s&rsquo;adapter naturellement aux besoins de l&rsquo;utilisateur.<\/p>\n<p>Mais comment s&rsquo;articule concr\u00e8tement cette nouvelle collaboration \u00e0 parts \u00e9gales entre le cerveau humain et la machine ? Qu&rsquo;est-ce qui rel\u00e8ve d\u00e9sormais de l&rsquo;automatisation intelligente, et qu&rsquo;est-ce qui doit n\u00e9cessairement rester sous la supervision du marketeur ? <strong>Pour Arthur Lacroix, Head of Product Marketing chez imagino, cette r\u00e9volution repose sur une architecture solide et sur une philosophie de transparence totale. Explications.<\/strong><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6aa1390a9fe4d\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Marketeur et Intelligence Artificielle : quelle est la nouvelle r\u00e9partition des r\u00f4les ?<\/h2>\n<p>Pendant longtemps, utiliser une plateforme marketing demandait de se former \u00e0 sa logique, \u00e0 ses menus et \u00e0 ses contraintes. Avec Imogen, cette dynamique s&rsquo;inverse. L&rsquo;intelligence artificielle prend d\u00e9sormais en charge l&rsquo;int\u00e9gralit\u00e9 de la complexit\u00e9 op\u00e9rationnelle : elle explore les bases de donn\u00e9es, construit des audiences, g\u00e9n\u00e8re des requ\u00eates complexes et pr\u00e9pare les parcours d&rsquo;engagement. Cependant, l&rsquo;IA ne d\u00e9douane en aucun cas le marketeur de ses responsabilit\u00e9s. L&rsquo;humain reste le seul garant de l&rsquo;intention, de la strat\u00e9gie, du ton de la marque et des objectifs m\u00e9tiers finaux.<\/p>\n<p>&nbsp;<br \/>\n<strong><em>\u00ab\u00a0Si l&rsquo;IA augmente consid\u00e9rablement la capacit\u00e9 d&rsquo;action et la v\u00e9locit\u00e9 du marketeur, elle ne remplace pas le jugement critique apport\u00e9 par son expertise.\u00a0\u00bb<\/em><\/strong><br \/>\n&nbsp;<\/p>\n<h2>Comment l\u2019IA collabore-t-elle concr\u00e8tement avec les \u00e9quipes augment\u00e9es en 2026 ?<\/h2>\n<p>Chez imagino, le moteur de cette phase augment\u00e9e est <a href=\"https:\/\/imagino.com\/fr\/resource\/cep-ia\/\"><strong>l&rsquo;intelligence artificielle Imogen<\/strong><\/a>. Plut\u00f4t que d&rsquo;agir comme un simple assistant passif ou d\u00e9connect\u00e9, Imogen est v\u00e9ritablement le pilote de <strong><a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">la plateforme d&rsquo;engagement client (CEP)<\/a><\/strong>, et transforme l&rsquo;intention du marketeur en une ex\u00e9cution fluide. Pour qu&rsquo;elle puisse collaborer efficacement avec les \u00e9quipes, Imogen s&rsquo;appuie sur le standard MCP (Model Context Protocol). Ce protocole agit comme un pont s\u00e9curis\u00e9 permettant \u00e0 n&rsquo;importe quel grand mod\u00e8le d&rsquo;IA (Claude, Gemini, OpenAI, Mistral ou encore Snowflake Cortex) de se connecter aux donn\u00e9es de l&rsquo;entreprise.<\/p>\n<p><strong>Mais la v\u00e9ritable force d&rsquo;Imogen r\u00e9side dans sa capacit\u00e9 \u00e0 animer une boucle d&rsquo;engagement continue.<\/strong> L&rsquo;IA analyse les signaux en temps r\u00e9el, recommande la meilleure action et active le parcours sur tous les canaux. Surtout, Imogen repose sur trois c\u0153urs essentiels : <strong><a href=\"https:\/\/imagino.com\/fr\/resource\/cdp-temps-reel\/\">les donn\u00e9es en temps r\u00e9el<\/a> <\/strong>(pour agir au bon moment), la s\u00e9curit\u00e9 (pour garantir la solidit\u00e9 de la plateforme) et la gouvernance (pour garder la ma\u00eetrise). Cette derni\u00e8re permet de d\u00e9finir des acc\u00e8s stricts (lecture seule ou \u00e9criture) selon le profil de l&rsquo;utilisateur (un marketeur junior versus un responsable par exemple) et le p\u00e9rim\u00e8tre de ses missions.<\/p>\n<p>&nbsp;<\/p>\n<h2>L&rsquo;Intelligence Artificielle signe-t-elle la fin des comp\u00e9tences techniques (SQL, HTML) ?<\/h2>\n<p>Avec la possibilit\u00e9 de requ\u00eater des donn\u00e9es en langage naturel via une simple interface de chat, on pourrait croire que les profils techniques n&rsquo;ont plus leur place. C&rsquo;est une erreur. Chez imagino, la philosophie est claire : No Black Box (pas de bo\u00eete noire). <strong>Autrement dit, toutes les fonctionnalit\u00e9s pour lesquelles l&rsquo;IA intervient restent enti\u00e8rement \u00e9ditables par les experts, il n\u2019y a pas de g\u00e9n\u00e9ration de code verrouill\u00e9.<\/strong><\/p>\n<p>Garder la main sur le code brut (SQL, HTML) est n\u00e9cessaire pour faire cohabiter les diff\u00e9rentes g\u00e9n\u00e9rations d&rsquo;utilisateurs, mais surtout pour r\u00e9pondre \u00e0 deux imp\u00e9ratifs majeurs.<\/p>\n<ul>\n<li><strong>L&rsquo;auditabilit\u00e9 et la conformit\u00e9<\/strong> : face au RGPD ou \u00e0 l\u2019\u00e9volution de r\u00e9glementations europ\u00e9ennes sur l&rsquo;IA (AI Act entre autres), une entreprise doit toujours pouvoir ouvrir le capot et d\u00e9montrer exactement comment un r\u00e9sultat ou un ciblage a \u00e9t\u00e9 produit. Si le code n&rsquo;est pas \u00e9ditable, le logiciel ouvre une br\u00e8che de conformit\u00e9.<\/li>\n<li><strong>La cr\u00e9ativit\u00e9 et la diff\u00e9renciation<\/strong> : demain, toutes les entreprises auront acc\u00e8s \u00e0 la m\u00eame v\u00e9locit\u00e9 gr\u00e2ce \u00e0 l&rsquo;IA. La v\u00e9ritable diff\u00e9rence concurrentielle se fera par la capacit\u00e9 des experts \u00e0 s\u2019affranchir des limites algorithmiques. Ajuster un d\u00e9tail dans le HTML ou ajuster des crit\u00e8res de ciblage sp\u00e9cifiques permet d&rsquo;imposer sa propre vision cr\u00e9ative, l\u00e0 o\u00f9 la machine standardise.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Marketeur augment\u00e9 en action : de l&rsquo;id\u00e9e \u00e0 l\u2019action en moins d&rsquo;une heure<\/h2>\n<p>Pour illustrer la puissance de ce nouveau paradigme, prenons un cas d&rsquo;usage fr\u00e9quent : le remplacement d&rsquo;un expert historique de l&rsquo;entreprise par un nouveau collaborateur qui ne conna\u00eet ni la structure de la base de donn\u00e9es, ni le logiciel imagino. Gr\u00e2ce \u00e0 une connexion rapide via le protocole MCP, il peut interroger la plateforme via un client d\u2019IA externe (comme Claude par exemple). En cinq minutes, l&rsquo;IA lui g\u00e9n\u00e8re un tableau de bord complet sur l&rsquo;\u00e9tat de la base (actifs, inactifs, opt-ins).<\/p>\n<p>Constatant qu&rsquo;une majorit\u00e9 de la base est inactive, il d\u00e9cide de lancer une campagne de r\u00e9activation. En moins d&rsquo;une heure, et sans aucune connaissance pr\u00e9alable de l&rsquo;outil ni de l\u2019historique des actions, le marketeur peut comprendre sa base de donn\u00e9es et cr\u00e9er une campagne multicanale complexe. <strong>L\u00e0 o\u00f9 il fallait des mois d&rsquo;apprentissage pour un nouvel arrivant, l&rsquo;IA lui permet de devenir op\u00e9rationnel beaucoup plus rapidement, pr\u00e9vient les erreurs de manipulation et ex\u00e9cute les intentions instantan\u00e9ment.<\/strong><\/p>\n<p>&nbsp;<\/p>\n<h2>Vers la plateforme agentique : l&rsquo;\u00e9tape de l&rsquo;AI-Powered<\/h2>\n<p>Aujourd&rsquo;hui, nous sommes dans une logique d&rsquo;AI Decisioning :<a href=\"https:\/\/imagino.com\/fr\/resource\/ia-ameliorer-personnalisation-client\/\"> l\u2019IA pr\u00e9dit et recommande la Next Best Action<\/a>, mais c&rsquo;est l&rsquo;humain qui d\u00e9cide et valide. Demain, l&rsquo;ultime \u00e9tape sera celle de la plateforme agentique (AI-Powered), o\u00f9 la machine poursuivra en continu des objectifs m\u00e9tiers (engagement, fid\u00e9lisation, conversion) de fa\u00e7on autonome.<\/p>\n<p><strong>Attention cependant, un marketing sans marketeur est une illusion.<\/strong> L&rsquo;autonomie de la machine exigera un travail humain d&rsquo;une pr\u00e9cision in\u00e9dite avec la d\u00e9finition rigoureuse de \u00ab\u00a0guardrails\u00a0\u00bb (garde-fous).<\/p>\n<p>&nbsp;<br \/>\n<em><strong>\u00ab\u00a0Le marketeur de demain ne passera plus son temps \u00e0 param\u00e9trer des campagnes, mais \u00e0 configurer le budget maximum, les r\u00e8gles de pression commerciale et les seuils d&rsquo;atteinte d&rsquo;objectifs qui guideront l&rsquo;IA agentique en toute s\u00e9curit\u00e9.\u00a0\u00bb<\/strong><\/em><\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\n<section id=\"resource-download-6aa1390aa07ab\" class=\"explains-section section-padding\">\n    <div class=\"container\">\n        <div class=\"explains-container u-gradient--purple-blue--dark gradient-horizontal\">\n            <div class=\"explains-container__image js-animate animate__fadeInUpSmall\">\n                <img decoding=\"async\" src=\"https:\/\/imagino.com\/fr\/wp-content\/uploads\/sites\/7\/2026\/08\/imogen-gradient-300x300.png\" alt=\"imogen gradient\" \/>\n            <\/div>\n            <div class=\"explains-container__text js-animate animate__fadeIn\" data-wow-delay=\"0.5s\">\n                <div class=\"label\">\n                                                        <\/div>\n                                    <h2 class=\"tl\">Rencontrez Imogen<\/h2>\n                                                    <div class=\"description\"><p>D\u00e9couvrez comment imagino et son IA Imogen transforment vos \u00e9quipes en marketeurs augment\u00e9s pour engager vos clients en temps r\u00e9el.<\/p>\n<\/div>\n                            <\/div>\n                            <div class=\"explains-container__control js-animate animate__fadeIn\" data-wow-offset=\"0\">\n                            <a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/imogen\/\" target=\"\" class=\"btn--small btn btn--gradient-pink\">Je rencontre Imogen<\/a>\n                    <\/div>\n                    <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Interview. D\u00e9couvrez comment l&rsquo;Intelligence Artificielle (IA) propulse le marketeur augment\u00e9 et red\u00e9finit l&rsquo;engagement client.<\/p>\n","protected":false},"featured_media":5925,"template":"","meta":{"_acf_changed":true},"resources_category":[92,88],"resources_sector":[],"class_list":["post-5924","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-articles-de-blog","resources_category-contenus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Marketeur augment\u00e9 : l&#039;IA au service de l&#039;engagement client<\/title>\n<meta name=\"description\" content=\"Interview. 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