{"id":182460,"date":"2025-06-20T00:00:00","date_gmt":"2025-06-19T22:00:00","guid":{"rendered":"https:\/\/sportbiz.ch\/news\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\/"},"modified":"2025-06-20T00:00:00","modified_gmt":"2025-06-19T22:00:00","slug":"sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus","status":"publish","type":"news","link":"https:\/\/sportbiz.ch\/fr\/news\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\/","title":{"rendered":"Sans IA, rien ne va plus, mais la marque a besoin de plus"},"content":{"rendered":"<div>\n<div>\n<p class=\"size-15\" lang=\"x-size-15\">Cela semble presque contradictoire, mais c&rsquo;est la question centrale du monde des marques : quelle est la part de technologie que la marque peut supporter ? Qu&rsquo;est-ce qui doit \u00eatre mis en \u0153uvre d&rsquo;urgence aujourd&rsquo;hui et qu&rsquo;est-ce qui peut \u00eatre laiss\u00e9 de c\u00f4t\u00e9 ? Le 23 juin, le Congr\u00e8s suisse des marques se penchera pr\u00e9cis\u00e9ment sur ces tensions. Quelque 600 d\u00e9cideurs se r\u00e9uniront au Dolder Grand Hotel de Zurich pour parler de la gestion des marques. Le th\u00e8me de cette ann\u00e9e est \u00ab\u00a0L&rsquo;excellence dans la cr\u00e9ativit\u00e9 et la technologie\u00a0\u00bb.    <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">Depuis des ann\u00e9es, le congr\u00e8s est la plus grande plateforme du secteur en Suisse. Tous ceux qui veulent aujourd&rsquo;hui participer \u00e0 la discussion sur les strat\u00e9gies de marque r\u00e9ussies, sur l&rsquo;interaction entre l&rsquo;intelligence artificielle, l&rsquo;analyse des donn\u00e9es et les id\u00e9es cr\u00e9atives, viennent ici. <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">Ce qui distingue le Congr\u00e8s suisse des marques, outre la richesse des th\u00e8mes abord\u00e9s, c&rsquo;est la composition de la sc\u00e8ne. Parmi les intervenants figurent quelques-uns des CMO les plus en vue d&rsquo;Europe. Boris Dolkhani de Bosch, Felix Ahlers de FRoSTA, Susan Schramm de Motel One ou Olaf Geuer de Swisscom. Jochen Sengpiehl, l&rsquo;un des 50 CMO les plus influents au monde selon Forbes, apportera \u00e9galement sa perspective. Au total, 100 intervenants se succ\u00e8deront sur la sc\u00e8ne du Dolder Grand Hotel ce jour-l\u00e0.    <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">Le congr\u00e8s s&rsquo;articule autour de deux formats de sc\u00e8ne centraux. Sur la sc\u00e8ne de la strat\u00e9gie, il sera question des grandes lignes : Comment une marque reste-t-elle pertinente ? Quel est le r\u00f4le des \u00e9motions dans un monde de plus en plus rationalis\u00e9 ? Et comment les entreprises peuvent-elles encourager syst\u00e9matiquement l&rsquo;excellence cr\u00e9ative ?   <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">La deuxi\u00e8me sc\u00e8ne est consacr\u00e9e \u00e0 la technologie. Il y est question d&rsquo;intelligence artificielle, de processus automatis\u00e9s, de d\u00e9cisions bas\u00e9es sur les donn\u00e9es. La sc\u00e8ne Tech pose la question : qu&rsquo;est-ce qui est possible ? Et : qu&rsquo;est-ce qui est raisonnable ?   <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">Quatorze forums d&rsquo;approfondissement compl\u00e8tent le programme. Ils font du congr\u00e8s un lieu o\u00f9 le travail sur les marques n&rsquo;est pas seulement discut\u00e9, mais aussi d\u00e9montr\u00e9 concr\u00e8tement. Les exemples proviennent de diff\u00e9rents secteurs. Beiersdorf montrera comment l&rsquo;IA modifie le parcours client. R\u00fcgenwalder M\u00fchle pr\u00e9sentera sa strat\u00e9gie disruptive et Bosch montrera comment la communication B2B fonctionne sur le plan \u00e9motionnel.    <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">Les marques suisses sont \u00e9galement bien repr\u00e9sent\u00e9es. Swisscom, UBS, Ricola, Lindt &amp; Spr\u00fcngli et Microlino donneront un aper\u00e7u de leurs projets actuels. Ce m\u00e9lange rend le programme tout aussi passionnant que la perspective internationale.  <\/p>\n<p class=\"size-15\" lang=\"x-size-15\">Pour plus d&rsquo;informations, rendez-vous sur <a title=\"https:\/\/esbmarketingnetzwerk.cmail20.com\/t\/r-l-thkdtrg-ndiiujrdhl-y\/\" href=\"https:\/\/esbmarketingnetzwerk.cmail20.com\/t\/r-l-thkdtrg-ndiiujrdhl-y\/\" data-emb-iscopy=\"true\">: https:\/\/www.marken-kongress.ch\/<\/a><\/p>\n<\/div>\n<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le Congr\u00e8s suisse des marques, qui se tiendra le 23 juin \u00e0 Zurich, r\u00e9unira 600 professionnels des marques et certains des PDG les plus \u00e9minents d&rsquo;Europe. Les d\u00e9bats porteront sur la mani\u00e8re dont les entreprises combinent l&rsquo;intelligence artificielle, les donn\u00e9es et l&rsquo;excellence cr\u00e9ative, et sur les raisons pour lesquelles la technologie ne suffit pas \u00e0 diriger une marque. <\/p>\n","protected":false},"author":5,"featured_media":182462,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"categories":[127],"class_list":["post-182460","news","type-news","status-publish","has-post-thumbnail","hentry","category-evenements"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sans IA, rien ne va plus, mais la marque a besoin de plus - Sportbiz<\/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:\/\/sportbiz.ch\/fr\/news\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sans IA, rien ne va plus, mais la marque a besoin de plus - Sportbiz\" \/>\n<meta property=\"og:description\" content=\"Le Congr\u00e8s suisse des marques, qui se tiendra le 23 juin \u00e0 Zurich, r\u00e9unira 600 professionnels des marques et certains des PDG les plus \u00e9minents d&#039;Europe. Les d\u00e9bats porteront sur la mani\u00e8re dont les entreprises combinent l&#039;intelligence artificielle, les donn\u00e9es et l&#039;excellence cr\u00e9ative, et sur les raisons pour lesquelles la technologie ne suffit pas \u00e0 diriger une marque.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sportbiz.ch\/fr\/news\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\/\" \/>\n<meta property=\"og:site_name\" content=\"Sportbiz\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sportbizbyasmas\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sportbiz.ch\/wp-content\/uploads\/2025\/06\/Foto_Griessenboeck_Schweizer_Markenkongress_188-9900000000079e3c.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/\",\"name\":\"Sans IA, rien ne va plus, mais la marque a besoin de plus - Sportbiz\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sportbiz.ch\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/Foto_Griessenboeck_Schweizer_Markenkongress_188-9900000000079e3c.jpg\",\"datePublished\":\"2025-06-19T22:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/Foto_Griessenboeck_Schweizer_Markenkongress_188-9900000000079e3c.jpg\",\"contentUrl\":\"https:\\\/\\\/sportbiz.ch\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/Foto_Griessenboeck_Schweizer_Markenkongress_188-9900000000079e3c.jpg\",\"width\":900,\"height\":600},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/sans-ia-rien-ne-va-plus-mais-la-marque-a-besoin-de-plus\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"News\",\"item\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/news\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Sans IA, rien ne va plus, mais la marque a besoin de plus\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/sportbiz.ch\\\/fr\\\/\",\"name\":\"Sportbiz\",\"description\":\"Schweizer Sportartikelbranche Online: ASMAS Verband Schweizer Sportfachhandel, \u00abSpaf\u00bb Verband Schweiz. 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