{"id":16192,"date":"2026-07-02T06:30:00","date_gmt":"2026-07-02T05:30:00","guid":{"rendered":"https:\/\/philippeboulanger.com\/?p=16192"},"modified":"2026-06-30T14:51:54","modified_gmt":"2026-06-30T13:51:54","slug":"lattention-kidnappee","status":"publish","type":"post","link":"https:\/\/philippeboulanger.com\/fr\/lattention-kidnappee\/","title":{"rendered":"L\u2019attention kidnapp\u00e9e"},"content":{"rendered":"\n<h2 id=\"h-il-y-a-des-publicites-qui-vendent-un-produit\" class=\"wp-block-heading\">Il y a des publicit\u00e9s qui vendent un produit.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Et puis il y a celles qui vous capturent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous aviez pr\u00e9vu de scroller. Vous aviez pr\u00e9vu de passer \u00e0 autre chose. Vous aviez pr\u00e9vu d\u2019offrir trois secondes de politesse distraite \u00e0 une marque de plus dans le grand carnaval num\u00e9rique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puis quelque chose se passe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un regard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un silence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une sc\u00e8ne trop intime pour \u00eatre ignor\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une tension qui monte sans demander la permission.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un basculement \u00e9motionnel qui vous arrache \u00e0 votre r\u00e9flexe de fuite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous ne regardez plus une publicit\u00e9. Vous suivez une histoire. Vous cherchez le sens. Vous attendez la chute. Vous voulez savoir pourquoi votre cerveau vient de suspendre son mouvement habituel de zapping.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voil\u00e0 le signe d\u2019une publicit\u00e9 bien pens\u00e9e : elle ne r\u00e9clame pas l\u2019attention, elle la m\u00e9rite.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Emotional Storytelling   Philippe Boulanger\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/PWfgmo3gQDI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 id=\"h-le-nouveau-luxe-c-est-l-attention\" class=\"wp-block-heading\">Le nouveau luxe, c\u2019est l\u2019attention<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant des ann\u00e9es, la publicit\u00e9 a cru que le probl\u00e8me principal \u00e9tait la visibilit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00catre vu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00catre affich\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00catre diffus\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00catre r\u00e9p\u00e9t\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00catre pr\u00e9sent partout, tout le temps, sur tous les \u00e9crans, jusqu\u2019\u00e0 provoquer cette fatigue sourde que tout utilisateur conna\u00eet d\u00e9sormais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais la visibilit\u00e9 n\u2019est qu\u2019une pr\u00e9sence. L\u2019attention, elle, est une victoire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kantar distingue d\u2019ailleurs l\u2019attention passive, le simple fait de regarder, de l\u2019attention active, celle qui provoque une r\u00e9ponse \u00e9motionnelle. Cette derni\u00e8re est beaucoup plus int\u00e9ressante, car un contenu qui fait ressentir quelque chose laisse davantage de traces m\u00e9morielles et peut influencer les d\u00e9cisions futures (<a href=\"https:\/\/www.kantar.com\/north-america\/Inspiration\/Advertising-Media\/Decoding-Attention-Five-lessons-to-transform-your-creative\">Kantar<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voil\u00e0 pourquoi certaines publicit\u00e9s restent en m\u00e9moire des ann\u00e9es apr\u00e8s leur diffusion, tandis que des campagnes au budget colossal disparaissent avant m\u00eame d\u2019avoir exist\u00e9 dans l\u2019esprit du public.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le probl\u00e8me n\u2019est plus seulement de toucher une audience. Le probl\u00e8me est de traverser son armure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et cette armure est redoutable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nous avons appris \u00e0 \u00e9viter. \u00c0 fermer. \u00c0 acc\u00e9l\u00e9rer. \u00c0 couper le son. \u00c0 ignorer les pr\u00e9-rolls. \u00c0 sauter les contenus sponsoris\u00e9s. \u00c0 d\u00e9tecter en une fraction de seconde ce qui demande notre attention sans la m\u00e9riter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicit\u00e9 contemporaine est donc confront\u00e9e \u00e0 une contrainte f\u00e9roce : elle doit cr\u00e9er une raison \u00e9motionnelle de rester.<\/p>\n\n\n\n<h2 id=\"h-la-montagne-russe-emotionnelle\" class=\"wp-block-heading\">La montagne russe \u00e9motionnelle<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Une bonne histoire publicitaire fonctionne rarement comme un argumentaire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle fonctionne comme une tension.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle ouvre une boucle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle cr\u00e9e une attente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle fait na\u00eetre une inqui\u00e9tude, un sourire, une surprise, une g\u00eane, une tendresse, une identification ou un malaise contr\u00f4l\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle fait monter le spectateur dans un wagon dont il ne ma\u00eetrise pas la trajectoire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est exactement la logique de la montagne russe \u00e9motionnelle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au d\u00e9part, le spectateur croit \u00eatre en contr\u00f4le. Il choisit de regarder. Puis la narration prend le relais. Elle acc\u00e9l\u00e8re, ralentit, suspend, relance, trompe, rassure, d\u00e9stabilise. Le cerveau comprend qu\u2019il est guid\u00e9, mais il accepte le voyage parce que la r\u00e9compense narrative semble proche.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kantar observe que les publicit\u00e9s digitales qui suscitent de fortes \u00e9motions sont quatre fois plus susceptibles de contribuer \u00e0 l\u2019impact et \u00e0 l\u2019\u00e9quit\u00e9 de marque que celles qui cr\u00e9ent des connexions \u00e9motionnelles plus faibles. Kantar insiste aussi sur la n\u00e9cessit\u00e9 d\u2019intriguer tr\u00e8s t\u00f4t, parce qu\u2019un grand final ne sert \u00e0 rien si l\u2019audience est partie avant la chute (<a href=\"https:\/\/www.kantar.com\/inspiration\/advertising-media\/harness-the-power-of-emotion-in-digital-advertising\">Kantar<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est ici que beaucoup de marques se trompent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elles gardent leur meilleur moment pour la fin.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elles construisent patiemment une d\u00e9monstration que presque personne ne verra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elles imaginent un public calme, disponible, patient, g\u00e9n\u00e9reux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce public n\u2019existe plus vraiment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le public r\u00e9el a le pouce nerveux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il vous accorde une fen\u00eatre minuscule.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il ne demande pas seulement : \u201cQu\u2019est-ce que vous vendez ?\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il demande, sans m\u00eame le formuler : \u201cPourquoi devrais-je rester ?\u201d<\/p>\n\n\n\n<h2 id=\"h-l-ia-ne-remplace-pas-l-idee-elle-retire-les-barreaux\" class=\"wp-block-heading\">L\u2019IA ne remplace pas l\u2019id\u00e9e, elle retire les barreaux<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dans l\u2019exemple qui m\u2019a fait r\u00e9agir, ce qui frappe n\u2019est pas seulement l\u2019image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est l\u2019intention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On sent une direction. Un regard. Une volont\u00e9 de provoquer un mouvement int\u00e9rieur. Une main humaine qui choisit o\u00f9 poser le silence, o\u00f9 ralentir, o\u00f9 provoquer une rupture, o\u00f9 laisser le spectateur respirer, puis o\u00f9 lui retirer cette respiration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019intelligence artificielle ne remplace pas ce regard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle change l\u2019acc\u00e8s \u00e0 l\u2019ex\u00e9cution.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avant, une id\u00e9e ambitieuse devait franchir une s\u00e9rie de murs : budget, casting, d\u00e9cors, lieux, autorisations, effets sp\u00e9ciaux, postproduction, d\u00e9lais, assurance, m\u00e9t\u00e9o, logistique, comit\u00e9 de validation, r\u00e9unions de r\u00e9duction du risque.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 chaque mur, l\u2019id\u00e9e perdait un peu de sa puissance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle devenait plus raisonnable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus faisable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus acceptable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus moyenne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019IA g\u00e9n\u00e9rative vid\u00e9o change ce rapport de force. OpenAI a pr\u00e9sent\u00e9 Sora comme un mod\u00e8le capable de g\u00e9n\u00e9rer jusqu\u2019\u00e0 une minute de vid\u00e9o haute fid\u00e9lit\u00e9 \u00e0 partir d\u2019instructions textuelles, avec des sc\u00e8nes r\u00e9alistes ou imaginaires (<a href=\"https:\/\/openai.com\/index\/video-generation-models-as-world-simulators\/\">OpenAI<\/a>) . Google DeepMind pr\u00e9sente Veo comme un mod\u00e8le de g\u00e9n\u00e9ration vid\u00e9o con\u00e7u pour les cin\u00e9astes et storytellers, avec audio natif, dialogue, bruitages et meilleure fid\u00e9lit\u00e9 aux prompts (<a href=\"https:\/\/deepmind.google\/models\/veo\/\">Google DeepMind<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ces outils ne donnent pas automatiquement du talent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ils donnent de la surface d\u2019exp\u00e9rimentation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ils permettent de tester plus vite, d\u2019it\u00e9rer plus souvent, de visualiser ce qui serait rest\u00e9 abstrait, de confronter une intention \u00e0 un r\u00e9sultat, de sortir une id\u00e9e du brouillard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le cr\u00e9atif ne passe plus seulement son temps \u00e0 d\u00e9fendre une intuition dans une salle de r\u00e9union.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il peut montrer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et montrer change tout.<\/p>\n\n\n\n<h2 id=\"h-le-piege-de-la-belle-image\" class=\"wp-block-heading\">Le pi\u00e8ge de la belle image<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019arriv\u00e9e de l\u2019IA dans la publicit\u00e9 risque pourtant de produire un immense malentendu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Beaucoup vont croire que l\u2019avantage comp\u00e9titif se trouve dans la beaut\u00e9 de l\u2019image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des plans spectaculaires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des lumi\u00e8res parfaites.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des visages lisses.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des mondes impossibles.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des cam\u00e9ras qui traversent des galaxies, des oc\u00e9ans, des villes futuristes, des souvenirs d\u2019enfance et des r\u00eaves de marque.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tout cela impressionnera quelques semaines.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puis la saturation arrivera.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La belle image deviendra banale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le spectaculaire deviendra bruit de fond.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019impossible deviendra une commodit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La diff\u00e9rence ne se fera donc pas sur la capacit\u00e9 \u00e0 g\u00e9n\u00e9rer une image. Elle se fera sur la capacit\u00e9 \u00e0 construire une exp\u00e9rience \u00e9motionnelle coh\u00e9rente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un bon prompt ne sauvera pas une mauvaise intention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un outil puissant ne compensera pas l\u2019absence de tension narrative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une IA vid\u00e9o ne transformera pas une marque vide en mythe vivant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicit\u00e9 de demain sera gagn\u00e9e par ceux qui sauront orchestrer trois forces : l\u2019attention, l\u2019\u00e9motion et l\u2019impossible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019attention pour interrompre le mouvement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9motion pour donner une raison de rester.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019impossible pour cr\u00e9er une image mentale que l\u2019audience ne poss\u00e9dait pas encore.<\/p>\n\n\n\n<h2 id=\"h-humaniser-ou-disparaitre-dans-le-flux\" class=\"wp-block-heading\">Humaniser ou dispara\u00eetre dans le flux<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google recommande, dans ses bonnes pratiques YouTube, d\u2019humaniser l\u2019histoire et d\u2019utiliser des leviers \u00e9motionnels comme l\u2019humour ou la surprise pour cr\u00e9er une connexion (<a href=\"https:\/\/business.google.com\/en-all\/think\/future-of-marketing\/youtube-video-ad-creative\/\">Think with Google<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le mot important est \u201chumaniser\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pas seulement montrer des humains.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Humaniser signifie cr\u00e9er une situation dans laquelle le spectateur reconna\u00eet quelque chose de lui-m\u00eame.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une peur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une envie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une perte.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une attente.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une maladresse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une honte secr\u00e8te.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un d\u00e9sir de r\u00e9paration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une nostalgie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une injustice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une surprise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une tendresse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est souvent l\u00e0 que la publicit\u00e9 devient int\u00e9ressante. Elle quitte le produit pour entrer dans l\u2019exp\u00e9rience humaine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le produit revient ensuite, mais il revient dans un monde qui a d\u00e9j\u00e0 cr\u00e9\u00e9 du sens.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quand une marque parle trop vite d\u2019elle-m\u00eame, elle demande au public de s\u2019int\u00e9resser \u00e0 son nombril.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quand elle raconte bien, elle donne au public une raison de se reconna\u00eetre avant de se souvenir d\u2019elle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est la diff\u00e9rence entre une d\u00e9monstration et une histoire.<\/p>\n\n\n\n<h2 id=\"h-le-long-peut-gagner-a-condition-de-meriter-sa-duree\" class=\"wp-block-heading\">Le long peut gagner, \u00e0 condition de m\u00e9riter sa dur\u00e9e<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">On entend souvent que les gens n\u2019ont plus d\u2019attention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est une approximation dangereuse.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les gens n\u2019ont plus de patience pour ce qui ne les concerne pas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Think with Google a document\u00e9 le cas d\u2019une publicit\u00e9 longue de Carlsberg : son film hero de 60 secondes a atteint un taux de compl\u00e9tion de 93 %, sup\u00e9rieur au taux observ\u00e9 pour ses formats bumper de 6 secondes, avec une attention moyenne de 56,9 secondes et un impact mesur\u00e9 sur le souvenir publicitaire (<a href=\"https:\/\/business.google.com\/en-all\/think\/measurement\/carlsberg-lumen-consumer-attention-model\/\">Think with Google<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le message est pr\u00e9cieux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La dur\u00e9e n\u2019est pas l\u2019ennemie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019ennui l\u2019est.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une publicit\u00e9 longue peut fonctionner si elle donne envie d\u2019avancer. Une publicit\u00e9 courte peut \u00e9chouer si elle n\u2019a rien \u00e0 provoquer. Le format ne remplace pas l\u2019intensit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans une \u00e9poque de contenus courts, une histoire forte peut devenir un acte de r\u00e9sistance. Elle ralentit le spectateur. Elle lui fait accepter une dur\u00e9e qu\u2019il aurait refus\u00e9e \u00e0 une marque paresseuse.<\/p>\n\n\n\n<h2 id=\"h-l-emotion-n-est-pas-une-decoration\" class=\"wp-block-heading\">L\u2019\u00e9motion n\u2019est pas une d\u00e9coration<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dans beaucoup d\u2019entreprises, l\u2019\u00e9motion est encore trait\u00e9e comme une couche finale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On produit une offre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On fabrique un message.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On ajoute ensuite une musique \u00e9mouvante, un enfant, une larme, une lumi\u00e8re chaude, un sourire au ralenti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c7a ne suffit pas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9motion efficace n\u2019est pas une d\u00e9coration pos\u00e9e sur le message. Elle est la structure qui rend le message m\u00e9morisable.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nielsen rappelle que les \u00e9motions jouent un r\u00f4le central dans la publicit\u00e9 et dans les d\u00e9cisions conscientes et non conscientes. Une \u00e9tude cit\u00e9e par Nielsen indique que des publicit\u00e9s obtenant des scores sup\u00e9rieurs \u00e0 la moyenne dans un test fond\u00e9 sur les neurosciences ont g\u00e9n\u00e9r\u00e9 une hausse de 23 % des ventes pour les marques concern\u00e9es dans le secteur des produits de grande consommation (<a href=\"https:\/\/www.nielsen.com\/insights\/2016\/were-ruled-by-our-emotions-and-so-are-the-ads-we-watch\/\">Nielsen<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On peut d\u00e9battre des m\u00e9thodes de mesure.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On peut discuter les contextes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais le signal est clair : l\u2019\u00e9motion n\u2019est pas un suppl\u00e9ment artistique. Elle participe \u00e0 l\u2019efficacit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une publicit\u00e9 peut informer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une histoire peut d\u00e9placer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une \u00e9motion peut ancrer.<\/p>\n\n\n\n<h2 id=\"h-l-exemple-toys-r-us-la-nostalgie-comme-carburant-ia\" class=\"wp-block-heading\">L\u2019exemple Toys\u201cR\u201dUs : la nostalgie comme carburant IA<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019un des exemples les plus comment\u00e9s d\u2019utilisation d\u2019IA g\u00e9n\u00e9rative dans la publicit\u00e9 reste le film de marque Toys\u201cR\u201dUs pr\u00e9sent\u00e9 en 2024, cr\u00e9\u00e9 avec Native Foreign et OpenAI Sora. WHP Global indique que le film raconte l\u2019histoire du fondateur Charles Lazarus et de Geoffrey la girafe, et que Sora a permis de condenser des centaines d\u2019it\u00e9rations en quelques dizaines de plans, avec des effets visuels correctifs et une musique originale (<a href=\"https:\/\/www.whp-global.com\/blogs\/brand-news\/toysrus-studios-and-native-foreign-use-openais-sora-to-narrate-the-origin-story-of-beloved-toyrus-brand\">WHP Global<\/a>) .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce cas est int\u00e9ressant parce qu\u2019il concentre les d\u00e9bats.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Certains y voient une nouvelle fronti\u00e8re cr\u00e9ative.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019autres y voient une menace pour les m\u00e9tiers de l\u2019image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais le point strat\u00e9gique est ailleurs : la technologie a servi une histoire de marque fond\u00e9e sur la nostalgie, l\u2019origine, l\u2019enfance et le r\u00eave.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Autrement dit, l\u2019IA n\u2019\u00e9tait pas seulement utilis\u00e9e pour montrer qu\u2019une IA pouvait produire des images.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle \u00e9tait plac\u00e9e au service d\u2019un r\u00e9cit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u2019est l\u00e0 que la fronti\u00e8re se dessine.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019IA comme gadget cr\u00e9e une d\u00e9monstration technique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019IA comme outil narratif peut cr\u00e9er une exp\u00e9rience.<\/p>\n\n\n\n<h2 id=\"h-l-innovation-meurt-souvent-au-moment-d-etre-racontee\" class=\"wp-block-heading\">L\u2019innovation meurt souvent au moment d\u2019\u00eatre racont\u00e9e<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dans l\u2019innovation, la communication n\u2019est pas un emballage d\u00e9coratif. Elle est parfois le moment d\u00e9cisif o\u00f9 une id\u00e9e trouve de l\u2019oxyg\u00e8ne ou s\u2019\u00e9touffe devant l\u2019indiff\u00e9rence.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">J\u2019aborde pr\u00e9cis\u00e9ment ce point dans mon livre, chapitre 10, consacr\u00e9 au pilier communication, pr\u00e9sentations et prises de d\u00e9cision.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une id\u00e9e peut \u00eatre brillante techniquement et \u00e9chouer humainement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parce qu\u2019elle est mal pr\u00e9sent\u00e9e.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parce qu\u2019elle arrive trop abstraite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parce qu\u2019elle ne raconte pas le probl\u00e8me.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parce qu\u2019elle expose des fonctionnalit\u00e9s au lieu de cr\u00e9er une tension.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Parce qu\u2019elle oublie que les d\u00e9cideurs ne sont pas des tableurs avec une veste.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ils ont des biais, des peurs, des int\u00e9r\u00eats, des \u00e9motions, des limites d\u2019attention, des souvenirs d\u2019\u00e9checs, des pressions politiques, des contraintes budg\u00e9taires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e9senter une innovation, c\u2019est d\u00e9j\u00e0 faire de la publicit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pas au sens superficiel du terme.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au sens profond : rendre d\u00e9sirable une transformation.<\/p>\n\n\n\n<h2 id=\"h-le-creatif-augmente-n-est-pas-un-executant-accelere\" class=\"wp-block-heading\">Le cr\u00e9atif augment\u00e9 n\u2019est pas un ex\u00e9cutant acc\u00e9l\u00e9r\u00e9<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019IA publicitaire ne va pas seulement acc\u00e9l\u00e9rer la production.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Elle va d\u00e9placer la valeur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hier, une partie de la valeur venait de la capacit\u00e9 \u00e0 produire une image ch\u00e8re, complexe, rare.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Demain, une partie de cette raret\u00e9 dispara\u00eetra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La valeur remontera vers l\u2019intention.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le go\u00fbt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le jugement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le rythme.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La capacit\u00e9 \u00e0 sentir si une sc\u00e8ne fonctionne ou sonne faux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La capacit\u00e9 \u00e0 arr\u00eater une id\u00e9e s\u00e9duisante mais vide.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La capacit\u00e9 \u00e0 cr\u00e9er une \u00e9motion sans manipuler grossi\u00e8rement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La capacit\u00e9 \u00e0 relier la marque \u00e0 une tension humaine r\u00e9elle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le cr\u00e9atif augment\u00e9 ne sera pas seulement celui qui sait utiliser un outil.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ce sera celui qui sait diriger une machine sans lui abandonner le volant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il saura \u00e9crire, cadrer, couper, choisir, refuser, recommencer, simplifier, intensifier.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il saura aussi r\u00e9pondre \u00e0 une question que les IA ne r\u00e9solvent pas \u00e0 sa place : pourquoi cette histoire m\u00e9rite-t-elle d\u2019exister ?<\/p>\n\n\n\n<h2 id=\"h-la-prochaine-bataille-l-intensite-sincere\" class=\"wp-block-heading\">La prochaine bataille : l\u2019intensit\u00e9 sinc\u00e8re<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019IA va produire beaucoup de contenus corrects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des contenus propres.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des contenus rapides.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des contenus \u201cassez bons\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Des contenus qui ressemblent \u00e0 de la publicit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et c\u2019est pr\u00e9cis\u00e9ment le danger.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le monde n\u2019a pas besoin de plus de contenus corrects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il d\u00e9borde d\u00e9j\u00e0 de contenus corrects.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La raret\u00e9 se d\u00e9placera vers l\u2019intensit\u00e9 sinc\u00e8re.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une tension juste.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une \u00e9motion tenue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une chute qui \u00e9claire le d\u00e9but.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une image qui reste.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une histoire qui donne envie d\u2019en parler.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une publicit\u00e9 r\u00e9ussie ne sera plus seulement celle qui aura \u00e9t\u00e9 vue. Elle sera celle qui aura cr\u00e9\u00e9 une conversation apr\u00e8s avoir \u00e9t\u00e9 vue.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans un monde o\u00f9 l\u2019IA peut g\u00e9n\u00e9rer l\u2019impossible, le r\u00f4le de l\u2019humain devient plus exigeant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Choisir l\u2019impossible utile.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9liminer l\u2019impossible gratuit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Orchestrer l\u2019\u00e9motion sans la salir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Raconter une histoire qui ne se contente pas d\u2019impressionner, mais qui transforme l\u2019attention en m\u00e9moire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Et peut-\u00eatre, dans les meilleurs cas, la m\u00e9moire en d\u00e9sir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\ud83d\udc49 Quelle publicit\u00e9 r\u00e9cente vous a fait rester jusqu\u2019au bout alors que vous aviez pr\u00e9vu de scroller ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bien s\u00fbr, j\u2019\u00e9voque ce sujet dans mes conf\u00e9rences, ateliers et accompagnements, parce qu\u2019une id\u00e9e g\u00e9niale mal racont\u00e9e reste une tr\u00e8s belle \u0153uvre posthume.<\/p>\n\n\n\n\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16412\" class=\"elementor elementor-16412\" data-elementor-post-type=\"rs_elements\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f9a0121 e-flex e-con-boxed e-con e-parent\" data-id=\"f9a0121\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-cf210a9 elementor-widget elementor-widget-n-carousel\" data-id=\"cf210a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;carousel_items&quot;:[{&quot;slide_title&quot;:&quot;Slide #2&quot;,&quot;_id&quot;:&quot;6c12b1f&quot;},{&quot;slide_title&quot;:&quot;Slide 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#5&quot;}],&quot;slides_to_show&quot;:&quot;2&quot;,&quot;slides_to_show_tablet&quot;:&quot;2&quot;,&quot;slides_to_show_mobile&quot;:&quot;1&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;autoplay_speed&quot;:5000,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;infinite&quot;:&quot;yes&quot;,&quot;speed&quot;:500,&quot;offset_sides&quot;:&quot;none&quot;,&quot;image_spacing_custom&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;image_spacing_custom_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;image_spacing_custom_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"nested-carousel.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-n-carousel swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Carousel\" dir=\"ltr\">\n\t\t\t<div class=\"swiper-wrapper\" aria-live=\"off\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" data-slide=\"1\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"1 sur 5\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e1b753 e-flex e-con-boxed e-con e-child\" data-id=\"3e1b753\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;shape_divider_top&quot;:&quot;drops&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-shape elementor-shape-top\" aria-hidden=\"true\" data-negative=\"false\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"100%\" viewBox=\"0 0 283.5 27.8\" preserveAspectRatio=\"xMidYMax slice\">\n\t<path class=\"elementor-shape-fill\" d=\"M0 0v1.4c.6.7 1.1 1.4 1.4 2 2 3.8 2.2 6.6 1.8 10.8-.3 3.3-2.4 9.4 0 12.3 1.7 2 3.7 1.4 4.6-.9 1.4-3.8-.7-8.2-.6-12 .1-3.7 3.2-5.5 6.9-4.9 4 .6 4.8 4 4.9 7.4.1 1.8-1.1 7 0 8.5.6.8 1.6 1.2 2.4.5 1.4-1.1.1-5.4.1-6.9.1-3.7.3-8.6 4.1-10.5 5-2.5 6.2 1.6 5.4 5.6-.4 1.7-1 9.2 2.9 6.3 1.5-1.1.7-3.5.5-4.9-.4-2.4-.4-4.3 1-6.5.9-1.4 2.4-3.1 4.2-3 2.4.1 2.7 2.2 4 3.7 1.5 1.8 1.8 2.2 3 .1 1.1-1.9 1.2-2.8 3.6-3.3 1.3-.3 4.8-1.4 5.9-.5 1.5 1.1.6 2.8.4 4.3-.2 1.1-.6 4 1.8 3.4 1.7-.4-.3-4.1.6-5.6 1.3-2.2 5.8-1.4 7 .5 1.3 2.1.5 5.8.1 8.1s-1.2 5-.6 7.4c1.3 5.1 4.4.9 4.3-2.4-.1-4.4-2-8.8-.5-13 .9-2.4 4.6-6.6 7.7-4.5 2.7 1.8.5 7.8.2 10.3-.2 1.7-.8 4.6.2 6.2.9 1.4 2 1.5 2.6-.3.5-1.5-.9-4.5-1-6.1-.2-1.7-.4-3.7.2-5.4 1.8-5.6 3.5 2.4 6.3.6 1.4-.9 4.3-9.4 6.1-3.1.6 2.2-1.3 7.8.7 8.9 4.2 2.3 1.5-7.1 2.2-8 3.1-4 4.7 3.8 6.1 4.1 3.1.7 2.8-7.9 8.1-4.5 1.7 1.1 2.9 3.3 3.2 5.2.4 2.2-1 4.5-.6 6.6 1 4.3 4.4 1.5 4.4-1.7 0-2.7-3-8.3 1.4-9.1 4.4-.9 7.3 3.5 7.8 6.9.3 2-1.5 10.9 1.3 11.3 4.1.6-3.2-15.7 4.8-15.8 4.7-.1 2.8 4.1 3.9 6.6 1 2.4 2.1 1 2.3-.8.3-1.9-.9-3.2 1.3-4.3 5.9-2.9 5.9 5.4 5.5 8.5-.3 2-1.7 8.4 2 8.1 6.9-.5-2.8-16.9 4.8-18.7 4.7-1.2 6.1 3.6 6.3 7.1.1 1.7-1.2 8.1.6 9.1 3.5 2 1.9-7 2-8.4.2-4 1.2-9.6 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3.4z\"\/>\n<\/svg>\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-95a8253 elementor-widget elementor-widget-text-editor\" data-id=\"95a8253\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Un \u00e9v\u00e9nement d&rsquo;entreprise, un s\u00e9minaire, une assembl\u00e9e g\u00e9n\u00e9rale, un COMEX ou CODIR ?<\/p><p>Les interventions sur l&rsquo;innovation et l&rsquo;IA de Philippe sont innovantes, vous \u00eates pr\u00e9venus !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5dc4d47 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"5dc4d47\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/philippeboulanger.com\/fr\/conferences\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Les conf\u00e9rences phares<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" data-slide=\"2\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"2 sur 5\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ca26ec6 e-flex e-con-boxed e-con e-child\" data-id=\"ca26ec6\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f2f0030 elementor-widget elementor-widget-image\" data-id=\"f2f0030\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/philippeboulanger.com\/fr\/conferences\/keynote-intelligence-innovationnelle\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/philippeboulanger.com\/wp-content\/uploads\/elementor\/thumbs\/Conference-Intelligence-Innovationnelle\u00ae-FR-rs6j7afw2pnqdk9pzhhw4hmupczfvu0d879ew4y51e.webp?wsr\" title=\"Conf\u00e9rence Intelligence Innovationnelle\u00ae FR\" alt=\"Conf\u00e9rence Intelligence Innovationnelle\u00ae FR\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" data-slide=\"3\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"3 sur 5\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c64f275 e-flex e-con-boxed e-con e-child\" data-id=\"c64f275\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a3061c6 elementor-widget elementor-widget-image\" data-id=\"a3061c6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/philippeboulanger.com\/fr\/conferences\/conference-sur-lintelligence-artificielle\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/philippeboulanger.com\/wp-content\/uploads\/elementor\/thumbs\/Conference-Intelligence-Artificielle-FR-rs6j7afw2pnqdk9pzhhw4hmupczfvu0d879ew4y51e.webp?wsr\" title=\"Conf\u00e9rence Intelligence Artificielle FR\" alt=\"Conf\u00e9rence Intelligence Artificielle FR\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" data-slide=\"4\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"4 sur 5\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a6da9b9 e-flex e-con-boxed e-con e-child\" data-id=\"a6da9b9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d24ec00 elementor-widget elementor-widget-text-editor\" data-id=\"d24ec00\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"text-align: center;\">Compl\u00e9tez une intervention en conf\u00e9rence avec des ateliers innovants et percutants.<\/span><\/p>\n<p>Les conf\u00e9rences inspirent et sensibilisent, les ateliers transforment !<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ae0418d elementor-align-center elementor-widget elementor-widget-button\" data-id=\"ae0418d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/philippeboulanger.com\/fr\/ateliers\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">LES Ateliers<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" data-slide=\"5\" role=\"group\" aria-roledescription=\"slide\" aria-label=\"5 sur 5\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6d75635 e-flex e-con-boxed e-con e-child\" data-id=\"6d75635\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-f839d23 elementor-widget elementor-widget-image\" data-id=\"f839d23\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/philippeboulanger.com\/fr\/ateliers\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/philippeboulanger.com\/wp-content\/uploads\/elementor\/thumbs\/Workshops-Intelligence-Innovationnelle\u00ae-FR-rs6j7afw2pnqdk9pzhhw4hmupczfvu0d879ew4y51e.webp?wsr\" title=\"Workshops Intelligence Innovationnelle\u00ae FR\" alt=\"Workshops Intelligence Innovationnelle\u00ae FR\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t <h2 id=\"h-references\" class=\"wp-block-heading\">R\u00e9f\u00e9rences<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>(Kantar) = <a href=\"https:\/\/www.kantar.com\/north-america\/Inspiration\/Advertising-Media\/Decoding-Attention-Five-lessons-to-transform-your-creative\">https:\/\/www.kantar.com\/north-america\/Inspiration\/Advertising-Media\/Decoding-Attention-Five-lessons-to-transform-your-creative<\/a><\/li>\n\n\n\n<li>(Kantar) = <a href=\"https:\/\/www.kantar.com\/inspiration\/advertising-media\/harness-the-power-of-emotion-in-digital-advertising\">https:\/\/www.kantar.com\/inspiration\/advertising-media\/harness-the-power-of-emotion-in-digital-advertising<\/a><\/li>\n\n\n\n<li>(Think with Google) = <a href=\"https:\/\/business.google.com\/en-all\/think\/future-of-marketing\/youtube-video-ad-creative\/\">https:\/\/business.google.com\/en-all\/think\/future-of-marketing\/youtube-video-ad-creative\/<\/a><\/li>\n\n\n\n<li>(Think with Google) = <a href=\"https:\/\/business.google.com\/en-all\/think\/measurement\/carlsberg-lumen-consumer-attention-model\/\">https:\/\/business.google.com\/en-all\/think\/measurement\/carlsberg-lumen-consumer-attention-model\/<\/a><\/li>\n\n\n\n<li>(Nielsen) = <a href=\"https:\/\/www.nielsen.com\/insights\/2016\/were-ruled-by-our-emotions-and-so-are-the-ads-we-watch\/\">https:\/\/www.nielsen.com\/insights\/2016\/were-ruled-by-our-emotions-and-so-are-the-ads-we-watch\/<\/a><\/li>\n\n\n\n<li>(OpenAI) = <a href=\"https:\/\/openai.com\/index\/video-generation-models-as-world-simulators\/\">https:\/\/openai.com\/index\/video-generation-models-as-world-simulators\/<\/a><\/li>\n\n\n\n<li>(Google DeepMind) = <a href=\"https:\/\/deepmind.google\/models\/veo\/\">https:\/\/deepmind.google\/models\/veo\/<\/a><\/li>\n\n\n\n<li>(WHP Global) = <a href=\"https:\/\/www.whp-global.com\/blogs\/brand-news\/toysrus-studios-and-native-foreign-use-openais-sora-to-narrate-the-origin-story-of-beloved-toyrus-brand\">https:\/\/www.whp-global.com\/blogs\/brand-news\/toysrus-studios-and-native-foreign-use-openais-sora-to-narrate-the-origin-story-of-beloved-toyrus-brand<\/a><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Il y a des publicit\u00e9s qui vendent un produit. Et puis il y a celles qui vous capturent. Vous aviez pr\u00e9vu de scroller. Vous aviez pr\u00e9vu de passer \u00e0 autre chose. Vous aviez pr\u00e9vu d\u2019offrir trois secondes de politesse distraite \u00e0 une marque de plus dans le grand carnaval num\u00e9rique. Puis quelque chose se passe. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":16193,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[50],"tags":[283,242,1025,238,69,125,1210,1366,117,1367],"class_list":["post-16192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-intelligence-innovationnelle","tag-attention","tag-communication","tag-creativite","tag-ia-generative","tag-innovation","tag-intelligence-artificielle","tag-marketing-emotionnel","tag-publicite","tag-storytelling","tag-strategie-de-marque"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.3 (Yoast SEO v28.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019attention kidnapp\u00e9e - Philippe Boulanger - Top conf\u00e9rencier international innovation IA<\/title>\n<meta name=\"description\" content=\"L\u2019IA g\u00e9n\u00e9rative transforme la publicit\u00e9 en retirant les contraintes de production. 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