{"id":1556,"date":"2026-04-27T10:50:00","date_gmt":"2026-04-27T10:50:00","guid":{"rendered":"https:\/\/2026.dpgcommunication.ca\/2025\/12\/04\/lia-simplifie-mais-la-strategie-reste-profondement-humaine\/"},"modified":"2026-04-27T13:49:32","modified_gmt":"2026-04-27T13:49:32","slug":"lia-simplifie-mais-la-strategie-reste-profondement-humaine","status":"publish","type":"post","link":"https:\/\/dpgcommunication.ca\/en\/2026\/04\/27\/lia-simplifie-mais-la-strategie-reste-profondement-humaine\/","title":{"rendered":"EN \u2013 L\u2019IA simplifie\u2026 mais la strat\u00e9gie reste profond\u00e9ment humaine"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1556\" class=\"elementor elementor-1556 elementor-860\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4f207a8 e-con-full e-flex e-con e-parent\" data-id=\"4f207a8\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t<div class=\"elementor-element elementor-element-264fa3f e-con-full e-flex e-con e-child\" data-id=\"264fa3f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3a374ea elementor-widget elementor-widget-heading\" data-id=\"3a374ea\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Partager<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab4ac36 elementor-share-buttons--view-icon elementor-share-buttons--skin-minimal elementor-share-buttons--shape-circle elementor-share-buttons--color-custom elementor-grid-0 elementor-widget elementor-widget-share-buttons\" data-id=\"ab4ac36\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"share-buttons.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-grid\" role=\"list\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_facebook\" role=\"button\" tabindex=\"0\" aria-label=\"Share on facebook\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-facebook\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M504 256C504 119 393 8 256 8S8 119 8 256c0 123.78 90.69 226.38 209.25 245V327.69h-63V256h63v-54.64c0-62.15 37-96.48 93.67-96.48 27.14 0 55.52 4.84 55.52 4.84v61h-31.28c-30.8 0-40.41 19.12-40.41 38.73V256h68.78l-11 71.69h-57.78V501C413.31 482.38 504 379.78 504 256z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_linkedin\" role=\"button\" tabindex=\"0\" aria-label=\"Share on linkedin\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-grid-item\" role=\"listitem\">\n\t\t\t\t\t\t<div class=\"elementor-share-btn elementor-share-btn_email\" role=\"button\" tabindex=\"0\" aria-label=\"Share on email\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-share-btn__icon\">\n\t\t\t\t\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-envelope\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M502.3 190.8c3.9-3.1 9.7-.2 9.7 4.7V400c0 26.5-21.5 48-48 48H48c-26.5 0-48-21.5-48-48V195.6c0-5 5.7-7.8 9.7-4.7 22.4 17.4 52.1 39.5 154.1 113.6 21.1 15.4 56.7 47.8 92.2 47.6 35.7.3 72-32.8 92.3-47.6 102-74.1 131.6-96.3 154-113.7zM256 320c23.2.4 56.6-29.2 73.4-41.4 132.7-96.3 142.8-104.7 173.4-128.7 5.8-4.5 9.2-11.5 9.2-18.9v-19c0-26.5-21.5-48-48-48H48C21.5 64 0 85.5 0 112v19c0 7.4 3.4 14.3 9.2 18.9 30.6 23.9 40.7 32.4 173.4 128.7 16.8 12.2 50.2 41.8 73.4 41.4z\"><\/path><\/svg>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2269896 e-con-full e-flex e-con e-child\" data-id=\"2269896\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-674d37d elementor-widget elementor-widget-spacer\" data-id=\"674d37d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6ca43e elementor-widget elementor-widget-post-info\" data-id=\"b6ca43e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-ca54dcc elementor-inline-item\" itemprop=\"about\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-terms\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-post-info__terms-list\">\n\t\t\t\t<a href=\"https:\/\/dpgcommunication.ca\/en\/category\/en-conseils\/\" class=\"elementor-post-info__terms-list-item\">Advices<\/a>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f5e477 elementor-widget__width-initial elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"6f5e477\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">EN \u2013 L\u2019IA simplifie\u2026 mais la strat\u00e9gie reste profond\u00e9ment humaine<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-0f04815 e-con-full e-flex e-con e-parent\" data-id=\"0f04815\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-25c554f elementor-widget elementor-widget-text-editor\" data-id=\"25c554f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">EN \u2013 Le march\u00e9 du travail n\u2019en est pas \u00e0 sa premi\u00e8re transformation. Nous l\u2019avons vu avec l\u2019industrialisation, l\u2019automatisation des cha\u00eenes de montage et la robotisation dans plusieurs secteurs. L\u2019arriv\u00e9e d\u2019Internet a profond\u00e9ment chang\u00e9 notre fa\u00e7on de travailler, d\u2019acc\u00e9der \u00e0 l\u2019information et de communiquer.<\/span><\/p><p><span style=\"font-weight: 400;\">Chaque fois, certaines t\u00e2ches ont disparu, d\u2019autres sont apparues, et les professions ont \u00e9volu\u00e9.<\/span><\/p><p><span style=\"font-weight: 400;\">Aujourd\u2019hui, une nouvelle \u00e9tape s\u2019ajoute : l\u2019arriv\u00e9e de l\u2019intelligence artificielle.<\/span><\/p><p><span style=\"font-weight: 400;\">Cette fois, ce ne sont plus seulement les t\u00e2ches physiques qui sont touch\u00e9es, mais aussi certaines t\u00e2ches intellectuelles. L\u2019IA peut r\u00e9diger des textes, proposer des id\u00e9es ou analyser de l\u2019information en quelques secondes.<\/span><\/p><p><span style=\"font-weight: 400;\">Et il serait na\u00eff de croire que cela n\u2019aura aucun impact sur l\u2019emploi. Comme le rappelle le chercheur canadien de renomm\u00e9e internationale Yoshua Bengio, l\u2019un des pionniers mondiaux de l\u2019intelligence artificielle, les organisations seront naturellement tent\u00e9es d\u2019automatiser certaines t\u00e2ches lorsque la technologie le permet.<\/span><\/p><p><span style=\"font-weight: 400;\">Mais remplacer une t\u00e2che ne signifie pas remplacer le jugement.<\/span><\/p><p><span style=\"font-weight: 400;\">C\u2019est l\u00e0 qu\u2019une question devient importante pour les organisations, les organismes et les PME : comment utiliser ces outils sans perdre ce qui fait leur identit\u00e9 et leur sens?<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5d100a elementor-widget elementor-widget-heading\" data-id=\"c5d100a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">EN \u2013 Un outil puissant\u2026 mais pas un strat\u00e8ge<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a975b6 elementor-widget elementor-widget-text-editor\" data-id=\"7a975b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>EN \u2013 <span style=\"font-weight: 400;\">Avec l\u2019IA, on peut obtenir un texte, un slogan ou m\u00eame un plan de communication en quelques secondes. C\u2019est rapide. Et parfois impressionnant.<\/span><\/p><p><span style=\"font-weight: 400;\">Mais un texte g\u00e9n\u00e9r\u00e9 n\u2019est pas forc\u00e9ment un message juste.<\/span><\/p><p><span style=\"font-weight: 400;\">Comme aux d\u00e9buts d\u2019Internet : trouver une information n\u2019est pas la m\u00eame chose que la comprendre et d\u00e9cider quoi en faire.<\/span><\/p><p><span style=\"font-weight: 400;\">L\u2019IA peut organiser l\u2019information et produire du contenu, mais elle ne conna\u00eet pas votre organisation, votre culture, votre histoire ni vos publics.<\/span><\/p><p><span style=\"font-weight: 400;\">Elle ne sait pas ce qui vous distingue.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-09de39a elementor-widget elementor-widget-heading\" data-id=\"09de39a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">EN \u2013 Le pi\u00e8ge de la facilit\u00e9<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-143c510 elementor-widget elementor-widget-text-editor\" data-id=\"143c510\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p>EN \u2013 <span style=\"font-weight: 400;\">Le risque n\u2019est pas l\u2019outil lui-m\u00eame. Le risque est la facilit\u00e9.<\/span><\/p><p><span style=\"font-weight: 400;\">Un texte correct en quelques secondes peut sembler suffisant. Mais \u00e0 force de s\u2019en remettre aux machines, les messages finissent par se ressembler.<\/span><\/p><p><span style=\"font-weight: 400;\">Ils deviennent neutres, g\u00e9n\u00e9riques\u2026 et souvent oubliables.<\/span><\/p><p><span style=\"font-weight: 400;\">C\u2019est aussi une inqui\u00e9tude soulev\u00e9e par plusieurs chercheurs, dont Yoshua Bengio : lorsque les outils deviennent tr\u00e8s performants, nous pouvons \u00eatre tent\u00e9s de leur d\u00e9l\u00e9guer trop de d\u00e9cisions.<\/span><\/p><p><span style=\"font-weight: 400;\">Or, les d\u00e9cisions importantes ne devraient jamais \u00eatre automatis\u00e9es.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b1fa2ec elementor-widget elementor-widget-heading\" data-id=\"b1fa2ec\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">EN \u2013 Garder l\u2019humain au centre<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ea4c23 elementor-widget elementor-widget-text-editor\" data-id=\"3ea4c23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">EN \u2013 L\u2019intelligence artificielle peut \u00eatre un excellent outil. Elle peut acc\u00e9l\u00e9rer la recherche, structurer l\u2019information et aider \u00e0 d\u00e9marrer une r\u00e9flexion.<\/span><\/p><p><span style=\"font-weight: 400;\">Mais une strat\u00e9gie ne na\u00eet pas d\u2019un algorithme.<\/span><\/p><p><span style=\"font-weight: 400;\">Elle na\u00eet d\u2019une compr\u00e9hension r\u00e9elle des enjeux, des gens et du contexte. Elle se construit en discutant, en confrontant les id\u00e9es et en cherchant ce qui nous distingue.<\/span><\/p><p><span style=\"font-weight: 400;\">Bref, elle se construit avec des humains.<\/span><\/p><p><span style=\"font-weight: 400;\">Pour les organisations et les PME, le d\u00e9fi n\u2019est donc pas d\u2019\u00e9viter l\u2019IA, mais de l\u2019utiliser avec discernement. Se demander :<\/span><\/p><p><span style=\"font-weight: 400;\">Est-ce que ce message nous ressemble?<br \/><\/span><span style=\"font-weight: 400;\">Est-ce qu\u2019il refl\u00e8te notre vision?<br \/><\/span><span style=\"font-weight: 400;\">Est-ce qu\u2019il parle vraiment \u00e0 nos publics?<\/span><\/p><p><span style=\"font-weight: 400;\">Chez DPG, nous voyons l\u2019intelligence artificielle comme un acc\u00e9l\u00e9rateur, jamais comme un strat\u00e8ge.<\/span><\/p><p><span style=\"font-weight: 400;\">Parce qu\u2019au bout du compte, les organisations qui se d\u00e9marqueront seront celles qui sauront utiliser la technologie sans perdre leur voix.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Partager EN \u2013 Le march\u00e9 du travail n\u2019en est pas \u00e0 sa premi\u00e8re transformation. Nous l\u2019avons vu avec l\u2019industrialisation, l\u2019automatisation des cha\u00eenes de montage et la robotisation dans plusieurs secteurs. L\u2019arriv\u00e9e d\u2019Internet a profond\u00e9ment chang\u00e9 notre fa\u00e7on de travailler, d\u2019acc\u00e9der \u00e0 l\u2019information et de communiquer. Chaque fois, certaines t\u00e2ches ont disparu, d\u2019autres sont apparues, et [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3073,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_angie_page":false,"page_builder":"","footnotes":""},"categories":[48],"tags":[],"class_list":["post-1556","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-en-conseils"],"_links":{"self":[{"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/posts\/1556","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/comments?post=1556"}],"version-history":[{"count":18,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/posts\/1556\/revisions"}],"predecessor-version":[{"id":4688,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/posts\/1556\/revisions\/4688"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/media\/3073"}],"wp:attachment":[{"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/media?parent=1556"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/categories?post=1556"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dpgcommunication.ca\/en\/wp-json\/wp\/v2\/tags?post=1556"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}