{"id":63295,"date":"2025-04-16T05:33:00","date_gmt":"2025-04-16T05:33:00","guid":{"rendered":"https:\/\/www.akeneo.com\/blog\/ai-commerce\/"},"modified":"2025-08-05T14:05:34","modified_gmt":"2025-08-05T14:05:34","slug":"ai-commerce","status":"publish","type":"post","link":"https:\/\/www.akeneo.com\/fr\/blog\/ai-commerce\/","title":{"rendered":"Comment l\u2019IA bouleverse le commerce aujourd\u2019hui"},"content":{"rendered":"\n \n
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\n Intelligence Artificielle<\/span>\n <\/div>\n

Comment l\u2019IA bouleverse le commerce aujourd\u2019hui<\/h1>\n
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Comment l\u2019intelligence artificielle transforme la recherche, les recommandations et l\u2019exp\u00e9rience client. D\u00e9couvrez comment Perplexity, Sephora, OpenAI et Amazon r\u00e9inventent le commerce gr\u00e2ce \u00e0 des donn\u00e9es produits intelligentes.<\/p>\n <\/div>\n <\/div>\n <\/div>\n

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Il fut un temps o\u00f9 faire une recherche en ligne signifiait saisir quelques mots-cl\u00e9s et esp\u00e9rer tomber sur le bon lien. Aujourd\u2019hui, les moteurs de recherche aliment\u00e9s par l\u2019IA terminent presque vos phrases \u00e0 votre place. Entre moteurs centr\u00e9s sur l\u2019intention (qui \u00e9liminent les r\u00e9sultats inutiles) et assistants intelligents capables de sugg\u00e9rer des produits en temps r\u00e9el, l\u2019intelligence artificielle n\u2019est plus une promesse futuriste. Elle est d\u00e9j\u00e0 l\u00e0, et elle transforme la fa\u00e7on dont les consommateurs d\u00e9couvrent, choisissent et ach\u00e8tent. Et ce sont les marques les plus agiles qui en tirent parti.<\/span><\/p>\n

Mais concr\u00e8tement, comment les entreprises exploitent-elles cette technologie\u00a0<\/span><\/p>\n

Qu\u2019est-ce que l\u2019intelligence artificielle (IA) ?<\/h2>\n

Forget the movies you\u2019ve seen\u2014<\/span>artificial intelligence (AI)<\/span><\/a> isn\u2019t about robots taking over the world. It\u2019s about machines getting smart enough to understand what we want, when we want it.\u00a0<\/span><\/p>\n

At its core, Artificial Intelligence refers to the development of computer systems that can perform tasks that typically require human intelligence. These tasks include problem-solving, learning, understanding natural language, and even recognizing patterns. From personalized recommendations to automated chat support, AI is what\u2019s quietly powering many of the experiences customers now expect as standard.<\/span><\/p>\n

Pourquoi les marques adoptent-elles l\u2019IA ?<\/h2>\n

L\u2019IA n\u2019est plus un simple mot \u00e0 la mode. Lorsqu\u2019elle est bien d\u00e9ploy\u00e9e, elle devient un levier puissant de personnalisation, d\u2019efficacit\u00e9 et de diff\u00e9renciation. <\/span>45% des marques l\u2019utilisent d\u00e9j\u00e0 pour personnaliser les parcours<\/span><\/a>, automatiser certaines t\u00e2ches et am\u00e9liorer la prise de d\u00e9cision.<\/span><\/p>\n

Qu\u2019il s\u2019agisse d\u2019optimiser les op\u00e9rations ou d\u2019enrichir l\u2019exp\u00e9rience client, l\u2019IA aide les entreprises \u00e0 mieux r\u00e9pondre aux attentes d\u2019un march\u00e9 toujours plus exigeant.<\/span><\/p>\n

Comment les marques utilisent-elles l\u2019IA ?<\/h2>\n

Au-del\u00e0 des chatbots, l\u2019IA permet aujourd\u2019hui de recommander les bons produits, d\u2019am\u00e9liorer la recherche ou d\u2019anticiper les besoins des clients. Elle optimise \u00e0 la fois l\u2019exp\u00e9rience d\u2019achat et les op\u00e9rations en coulisses.<\/span><\/p>\n

Voici comment certaines marques innovantes exploitent d\u00e9j\u00e0 l\u2019IA pour transformer le parcours client.<\/span><\/p>\n

1. Perplexity \u2013 Shop Like a Pro : la recherche bas\u00e9e sur l\u2019intention<\/h3>\n

Perplexity<\/span><\/a> r\u00e9invente la d\u00e9couverte produit avec \u00ab\u00a0<\/span>Shop Like a Pro<\/span><\/a>\u00a0\u00bb : une exp\u00e9rience d\u2019achat fluide qui combine recherche, recommandations personnalis\u00e9es et paiement en un clic. En analysant les pr\u00e9f\u00e9rences et le comportement des utilisateurs, la plateforme propose des fiches produits claires, enrichies et pr\u00eates \u00e0 l\u2019achat. Pour les marques, cela implique des donn\u00e9es produits structur\u00e9es et contextualis\u00e9es, indispensables pour r\u00e9pondre aux exigences d\u2019une recherche intelligente.<\/span><\/p>\n
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2. Sephora \u2013 Essais virtuels et recommandations personnalis\u00e9es<\/h3>\n

Sephora utilise l\u2019IA et la r\u00e9alit\u00e9 augment\u00e9e pour offrir des exp\u00e9riences immersives via son app mobile. Gr\u00e2ce au <\/span>Virtual Artist<\/span><\/a> et \u00e0 <\/span>Color Match<\/span><\/a>, les utilisateurs peuvent tester virtuellement des produits de maquillage et recevoir des suggestions adapt\u00e9es \u00e0 leur carnation. L\u2019enseigne exploite aussi l\u2019IA pour g\u00e9n\u00e9rer automatiquement des contenus SEO, ce qui a permis <\/span>d\u2019augmenter sa visibilit\u00e9 organique de 6%<\/span><\/a>.<\/span><\/p>\n

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Source<\/a><\/em><\/p>\n<\/div>\n<\/div>\n\n\n

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The Next Chapter of Commerce<\/h4>\n
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\n Learn More<\/span>Learn More<\/span>Learn More<\/span><\/a> <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n\n

3. OpenAI \u2013 Operator, l\u2019agent d\u2019achat autonome<\/h3>\n

Operator<\/span><\/a> est un assistant capable d\u2019ex\u00e9cuter des t\u00e2ches en ligne \u00e0 la place de l\u2019utilisateur : r\u00e9server un vol, remplir un formulaire, commander un produit. L\u2019IA prend en compte des pr\u00e9f\u00e9rences personnelles pour automatiser les choix. Pour les marques, cela implique un changement majeur : leurs fiches produits doivent \u00eatre lisibles par machine, sinon elles seront ignor\u00e9es par ces nouveaux agents.<\/span><\/p>\n

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Source<\/a><\/em><\/p>\n

4. Amazon \u2013 Rufus, l\u2019assistant shopping intelligent<\/h3>\n

Form\u00e9 sur le catalogue Amazon et les donn\u00e9es web, <\/span>Rufus<\/span><\/a> r\u00e9pond aux questions des clients, compare les produits et les aide \u00e0 faire le bon choix, directement pendant la navigation. Amazon utilise aussi l\u2019IA pour g\u00e9n\u00e9rer des descriptions produits optimis\u00e9es, am\u00e9liorer la recherche, et proposer des recommandations de taille bas\u00e9es sur les avis clients. Mais l\u2019impact va bien au-del\u00e0 du panier. Amazon utilise d\u00e9j\u00e0 l\u2019IA g\u00e9n\u00e9rative pour aider les marques \u00e0 cr\u00e9er des fiches produits plus attrayantes, en optimisant titres et descriptions pour capter l\u2019attention des clients et am\u00e9liorer la visibilit\u00e9.<\/span><\/p>\n

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Source<\/a><\/em><\/p>\n

Avec <\/span>Fit Review Highlights<\/span><\/a>, les consommateurs b\u00e9n\u00e9ficient de recommandations de taille personnalis\u00e9es bas\u00e9es sur les retours d\u2019exp\u00e9rience. Une fonctionnalit\u00e9 pr\u00e9cieuse quand on sait que <\/span>58% des consommateurs identifient la taille comme principale cause de retour<\/span><\/a> produit. L\u2019IA permet ainsi d\u2019augmenter les conversions tout en r\u00e9duisant les retours.<\/span><\/p>\n

Votre assistant IA n\u2019est intelligent que si vos donn\u00e9es produits le sont aussi<\/h2>\n

Ces quatre exemples montrent une chose essentielle : l\u2019IA n\u2019est performante que si elle est aliment\u00e9e par des donn\u00e9es produits fiables, compl\u00e8tes et structur\u00e9es. Que ce soit pour des chatbots, moteurs de recherche ou assistants comme Rufus, tout repose sur la qualit\u00e9 de l\u2019information produit.<\/span><\/p>\n

C\u2019est pourquoi de plus en plus d\u2019entreprises s\u2019\u00e9quipent d\u2019un <\/span>PIM (Product Information Management)<\/span><\/a>. Il permet de centraliser, enrichir et standardiser les donn\u00e9es, pour qu\u2019elles soient exploitables par les syst\u00e8mes d\u2019IA sur tous les canaux.<\/span><\/p>\n

Une bonne base de donn\u00e9es produit n\u2019est plus un avantage : c\u2019est une condition de survie dans le commerce pilot\u00e9 par l\u2019intelligence artificielle.<\/span><\/p>\n

L\u2019IA transforme d\u00e9j\u00e0 le commerce. \u00cates-vous pr\u00eat ?<\/h2>\n

Perplexity, Sephora, OpenAI et Amazon ne parlent pas de futur. Ils le construisent. Leurs innovations red\u00e9finissent les standards d\u2019un parcours d\u2019achat plus fluide, plus rapide et plus personnalis\u00e9.<\/span><\/p>\n

Pour suivre le rythme, les marques doivent investir d\u00e8s aujourd\u2019hui dans une strat\u00e9gie combinant technologie intelligente et donn\u00e9es intelligentes. Car l\u2019IA seule ne suffit pas : sans des donn\u00e9es produits de qualit\u00e9, elle ne peut ni recommander, ni guider, ni convertir efficacement.<\/span><\/p>\n

Les marques qui misent sur la qualit\u00e9 de leurs donn\u00e9es aujourd\u2019hui poseront les bases des exp\u00e9riences client de demain. L\u2019IA est d\u00e9j\u00e0 l\u00e0, \u00e0 vous d\u2019en tirer le meilleur.<\/span><\/p>\n\n\n

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The Next Chapter of Commerce is Here.<\/h2>\n
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Discover how AI is transforming shopping, search, and product experiences, and why clean, structured data is the key to staying competitive in the next era of commerce.<\/p>\n <\/div>\n

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\n Learn More<\/span>Learn More<\/span>Learn More<\/span><\/a> <\/div>\n <\/div>\n <\/div>\n
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\n Venus Kamara<\/strong>, Content Marketing Intern <\/p>\n Akeneo<\/strong>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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

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