{"id":116718,"date":"2024-12-02T13:28:21","date_gmt":"2024-12-02T18:28:21","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116718"},"modified":"2026-09-03T15:50:16","modified_gmt":"2026-09-03T20:50:16","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header id=\"blog-hero-internal\" data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/\">Perspectives<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            Le blog de DAC        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Restez inform\u00e9 gr\u00e2ce \u00e0 des informations exploitables, des strat\u00e9gies d&#8217;experts et des id\u00e9es novatrices pour assurer le succ\u00e8s de votre marketing.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":164108,\"title\":\"Google AI Overviews : les nouveaut\u00e9s \u00e0 conna\u00eetre pour faire citer votre contenu\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/search-optimization\\\/google-ai-overviews-comment-faire-citer-votre-contenu\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la Recherche\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Michael McManus\",\"publishedDate\":\"14 ao\u00fbt 2026\",\"read_time\":\"10 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/Latest-Innovations-in-Google-AI-Overviews-875x438-Blog1-1.jpg\"},{\"id\":163586,\"title\":\"Ce que les sp\u00e9cialistes du marketing comprennent mal \u00e0 propos de la fr\u00e9quence publicitaire\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/analytics\\\/ce-que-les-specialistes-du-marketing-comprennent-mal-sur-la-frequence-publicitaire\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Gavin Bowick\",\"publishedDate\":\"30 juillet 2026\",\"read_time\":\"15 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/What-Marketers-get-wrong-about-ad-frequency-Blog1-875x438-1.jpg\"},{\"id\":163703,\"title\":\"Publicit\u00e9s Apple Maps : ce que les marques multi-sites doivent savoir\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/local-search\\\/publicites-apple-maps-marques-multi-sites\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"La Recherche Locale\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/local-search\\\/\"}],\"related_info\":{\"author\":\"Kyle Harris \\\/ Victoria Khinevich\",\"publishedDate\":\"29 juillet 2026\",\"read_time\":\"13 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Apple-Maps-advertising-Blog1-875x438-1.jpg\"},{\"id\":163003,\"title\":\"Les restrictions d\u2019\u00e2ge 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Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Victoria Khinevich\",\"publishedDate\":\"28 mai 2026\",\"read_time\":\"8 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/GML-Blog1-875x438-1.jpg\"},{\"id\":161557,\"title\":\"Le virage YouTube que les marques ne peuvent plus ignorer\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/search-optimization\\\/virage-contenu-youtube-marques-ne-peuvent-ignorer\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la Recherche\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Vincent DeLuca\",\"publishedDate\":\"06 mai 2026\",\"read_time\":\"14 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\"},{\"id\":161262,\"title\":\"L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr-ca\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"15 avril 2026\",\"read_time\":\"15 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\"}];\n    window.cta_label = 'En 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                     <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                05 octobre 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Zhenya Brisker                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            L\u2019IA a d\u00e9j\u00e0 chang\u00e9 la fa\u00e7on dont les gens d\u00e9couvrent les marques et \u00e9valuent leurs offres. Les consommateurs peuvent poser des questions complexes, comparer des produits et des services, et recevoir des recommandations personnalis\u00e9es sans suivre le parcours de recherche habituel. Meta Muse annonce un autre changement potentiel de taille\u202f: que se passe-t-il quand l\u2019IA ne se contente plus d\u2019aider les consommateurs \u00e0 d\u00e9cider quoi faire, mais qu\u2019elle passe \u00e0 l\u2019action \u00e0 leur place\u202f? Lanc\u00e9 aux \u00c9tats-Unis en septembre 2026, Muse est le nouvel agent d\u2019IA personnel de Meta. Il est con\u00e7u pour effectuer des t\u00e2ches comme la recherche de produits, la r\u00e9servation de voyages et de restaurants, et les achats. Il n\u2019existe actuellement aucune possibilit\u00e9 publicitaire propre \u00e0 Muse, mais le service donne un premier aper\u00e7u d\u2019une \u00e9volution plus vaste\u202f: de la recherche \u00e0 la d\u00e9couverte assist\u00e9e par l\u2019IA, puis aux actions r\u00e9alis\u00e9es par un agent d\u2019IA. Si ce comportement se g\u00e9n\u00e9ralise, les marques devront peut-\u00eatre convaincre non seulement les consommateurs, mais aussi les agents d\u2019IA qui les aident \u00e0 d\u00e9cider et \u00e0 agir. L\u2019occasion, pour l\u2019instant, est de se pr\u00e9parer \u00e0 ce changement sans tirer de conclusions avant d\u2019avoir des preuves. Qu\u2019est-ce que Meta Muse? Meta Muse est un agent d\u2019IA personnel con\u00e7u pour faire plus que r\u00e9pondre \u00e0 des questions. Dans son propre environnement infonuagique, dot\u00e9 d\u2019un navigateur, Muse peut utiliser des applications et des sites Web au nom d\u2019une personne. Il pourrait notamment\u202f: Rechercher des produits et les comparer R\u00e9server des restaurants et des voyages Effectuer des achats et surveiller les prix G\u00e9rer les courriels et les calendriers Appeler des entreprises et assurer le suivi de t\u00e2ches qui s\u2019\u00e9chelonnent dans le temps L\u2019int\u00e9r\u00eat initial est marqu\u00e9 : selon les estimations de Sensor Tower rapport\u00e9es par TechCrunch, Muse a cumul\u00e9 plus de 3,4 millions de t\u00e9l\u00e9chargements en moins de trois semaines apr\u00e8s son lancement. Ce chiffre est toutefois \u00e0 prendre avec prudence : les t\u00e9l\u00e9chargements ne garantissent ni un usage soutenu ni la fid\u00e9lisation des utilisateurs. La diff\u00e9rence entre un robot conversationnel et un agent d\u2019IA est importante. Si on demande \u00e0 un robot conversationnel de trouver des h\u00f4tels, il pourrait en sugg\u00e9rer cinq. Un agent pourrait faire des recherches sur ces h\u00f4tels, comparer les disponibilit\u00e9s, en choisir un, r\u00e9server une chambre et ajouter la r\u00e9servation au calendrier. Les ambitions de Meta d\u00e9passent aussi le cadre d\u2019une application grand public autonome. \u00c0 Connect 2026, Meta a annonc\u00e9 de nouveaux connecteurs et son intention d\u2019int\u00e9grer Muse \u00e0 ses lunettes intelligentes. L\u2019entreprise a aussi annonc\u00e9 la Meta Enterprise Platform, qui int\u00e8gre la technologie Muse et l\u2019API Muse, ainsi que Muse for Small Business. Les connecteurs de ces solutions couvrent notamment Shopify, Stripe, QuickBooks, Klaviyo, Slack et Canva. Ensemble, ces d\u00e9veloppements laissent croire que Meta voit Muse comme une couche agentique plus vaste, qui relie les consommateurs, les entreprises, le commerce et son propre \u00e9cosyst\u00e8me. Pourquoi Meta Muse int\u00e9resse les sp\u00e9cialistes du marketing Muse importe moins comme nouveau produit d\u2019IA que pour le comportement qu\u2019il repr\u00e9sente. Les consommateurs utilisent d\u00e9j\u00e0 l\u2019IA g\u00e9n\u00e9rative pour explorer des besoins, comparer des produits, \u00e9valuer des services et demander des recommandations. Les agents pourraient ajouter une \u00e9tape\u202f: donner suite \u00e0 ces recommandations. Voyons comment le parcours client pourrait \u00e9voluer\u202f: Parcours traditionnel\u202f: Consommateur \u2192 recherche, r\u00e9seaux sociaux ou publicit\u00e9 \u2192 marque ou d\u00e9taillant \u2192 recherche et comparaison \u2192 achat Parcours avec un agent\u202f: Consommateur \u2192 agent d\u2019IA \u2192 recherche et comparaison \u2192 choix \u2192 transaction La publicit\u00e9 ne dispara\u00eet pas, et le consommateur non plus. Mais un agent pourrait influer de plus en plus sur les marques prises en consid\u00e9ration, les renseignements \u00e9valu\u00e9s, la comparaison des options et le choix final. La capacit\u00e9 d\u2019un agent \u00e0 agir d\u00e9pend aussi d\u2019autres facteurs que ses capacit\u00e9s techniques. Selon les informations rapport\u00e9es, Amazon a emp\u00each\u00e9 Muse de faire des achats sur Amazon.com. Cet exemple montre que les d\u00e9taillants et les plateformes peuvent d\u00e9cider si les agents ont acc\u00e8s \u00e0 leur \u00e9cosyst\u00e8me. Pour les sp\u00e9cialistes du marketing, une nouvelle question se pose\u202f: il pourrait ne plus suffire de rendre une marque facile \u00e0 d\u00e9couvrir et \u00e0 \u00e9valuer pour les consommateurs. Les marques pourraient devoir aussi \u00eatre faciles \u00e0 trouver, \u00e0 comprendre, \u00e0 comparer et \u00e0 choisir par les agents d\u2019IA. Du r\u00e9f\u00e9rencement naturel \u00e0 l\u2019optimisation agentique La bonne nouvelle, c\u2019est que les marques n\u2019ont pas \u00e0 repartir de z\u00e9ro. Une bonne partie du travail d\u00e9j\u00e0 r\u00e9alis\u00e9 en r\u00e9f\u00e9rencement naturel et en optimisation pour la recherche par l\u2019IA pr\u00e9pare le terrain pour un monde o\u00f9 l\u2019IA ne se contente pas de faire ressortir de l\u2019information, mais \u00e9value de plus en plus les options et passe \u00e0 l\u2019action. Le r\u00e9f\u00e9rencement naturel pose cette question\u202f: Un moteur de recherche peut-il trouver, comprendre et classer mon contenu\u202f? L\u2019optimisation pour les moteurs de r\u00e9ponse (AEO) et l\u2019optimisation pour les moteurs g\u00e9n\u00e9ratifs (GEO) \u00e9largissent la question\u202f: L\u2019IA comprend-elle assez bien ma marque pour la faire ressortir, la citer ou la recommander\u202f? L\u2019IA agentique pourrait pousser cette \u00e9volution un peu plus loin\u202f: 1. \u00catre facile \u00e0 trouver Un agent d\u2019IA doit d\u2019abord pouvoir trouver la marque, le produit, le service ou l\u2019\u00e9tablissement. Les bases du r\u00e9f\u00e9rencement naturel restent importantes\u202f: du contenu faisant autorit\u00e9, des renseignements clairs sur les entit\u00e9s, des donn\u00e9es structur\u00e9es, des informations coh\u00e9rentes sur les produits et les \u00e9tablissements, ainsi que des r\u00e9f\u00e9rences cr\u00e9dibles de sources tierces. 2. \u00catre facile \u00e0 comprendre \u00catre rep\u00e9r\u00e9 ne suffit pas si les machines ne peuvent pas interpr\u00e9ter l\u2019information avec confiance. Les marques doivent fournir des renseignements exacts et coh\u00e9rents sur leurs offres, les personnes \u00e0 qui elles s\u2019adressent, les endroits o\u00f9 elles sont offertes et ce qui les distingue. Ces renseignements doivent \u00eatre coh\u00e9rents sur les sites Web, les fiches d\u2019\u00e9tablissement, les flux de donn\u00e9es, les pages des d\u00e9taillants, les avis et les autres sources. 3. \u00catre facile \u00e0 recommander L\u2019IA a besoin de renseignements fiables et corrobor\u00e9s pour prendre une marque en consid\u00e9ration lorsqu\u2019elle compare des options. La cr\u00e9dibilit\u00e9, les avis, les r\u00e9f\u00e9rences de sources tierces, les renseignements sur les produits, les prix et les disponibilit\u00e9s peuvent tous y contribuer. Voil\u00e0 pourquoi l\u2019AEO et le GEO ne devraient pas remplacer le r\u00e9f\u00e9rencement naturel. Ces approches prolongent le m\u00eame objectif\u202f: rendre l\u2019information sur la marque accessible, cr\u00e9dible et utile, peu importe le contexte de d\u00e9couverte. 4. Permettre le passage \u00e0 l\u2019action C\u2019est l\u00e0 que l\u2019IA agentique apporte un changement concret. Si un agent recommande une marque, mais ne peut pas faire avancer la d\u00e9marche, une grande partie de la valeur potentielle s\u2019\u00e9vapore. Pour une marque de commerce \u00e9lectronique, il pourrait s\u2019agir de fournir des renseignements exacts sur les stocks, les prix, les identifiants de produits, la livraison et les paiements, ainsi que des flux de donn\u00e9es sur les produits bien tenus. Pour un restaurant, il faudrait des menus, des heures d\u2019ouverture, des adresses et des disponibilit\u00e9s de r\u00e9servation fiables. Pour une entreprise de voyage, il faudrait des tarifs \u00e0 jour, des disponibilit\u00e9s, un syst\u00e8me de r\u00e9servation et des politiques claires. L\u2019optimisation pourrait donc s\u2019\u00e9tendre au-del\u00e0 du contenu, aux donn\u00e9es et \u00e0 l\u2019infrastructure transactionnelle qui permettent aux machines d\u2019agir. Plut\u00f4t que d\u2019optimiser sp\u00e9cifiquement pour Muse, les marques peuvent se pr\u00e9parer en rendant leur information facile \u00e0 trouver, \u00e0 comprendre et \u00e0 recommander, et en facilitant le passage \u00e0 l\u2019action dans toutes les exp\u00e9riences d\u2019IA. L\u2019IA agentique accentue les enjeux de confidentialit\u00e9 et de confiance Muse devient plus utile lorsque les consommateurs lui donnent acc\u00e8s \u00e0 un plus grand nombre d\u2019applications, de comptes et de renseignements personnels. Mais sa capacit\u00e9 d\u2019agir au nom d\u2019une personne augmente aussi les exigences en mati\u00e8re de clart\u00e9 des autorisations, de s\u00e9curit\u00e9 et de confiance. Cette tension s\u2019est concr\u00e9tis\u00e9e lorsqu\u2019un utilisateur de Muse a rapport\u00e9 que l\u2019agent avait communiqu\u00e9 son adresse r\u00e9sidentielle \u00e0 l\u2019acheteur d\u2019un article sur Facebook Marketplace, apr\u00e8s qu\u2019il lui eut accord\u00e9 des autorisations g\u00e9n\u00e9rales permanentes. Meta a attribu\u00e9 ce comportement \u00e0 une autorisation \u00ab Allow Always \u00bb (\u00ab toujours autoriser \u00bb) et a indiqu\u00e9 vouloir clarifier ces choix. Le probl\u00e8me de fond pourrait \u00eatre l\u2019\u00e9cart entre ce que les consommateurs autorisent techniquement et ce qu\u2019ils s\u2019attendent raisonnablement \u00e0 permettre. Avec l\u2019IA agentique, la confidentialit\u00e9 ne concerne plus seulement les personnes qui peuvent acc\u00e9der aux renseignements, mais aussi ce que l\u2019IA peut en d\u00e9duire et ce qu\u2019elle peut en faire. Pour les sp\u00e9cialistes du marketing, la confiance fait donc partie int\u00e9grante de l\u2019exp\u00e9rience client. Des autorisations claires, un comportement pr\u00e9visible et un v\u00e9ritable contr\u00f4le par les consommateurs seront essentiels \u00e0 l\u2019adoption. Que signifie Meta Muse pour la publicit\u00e9? Pour l\u2019instant, la r\u00e9ponse est simple\u202f: il n\u2019y a aucun espace publicitaire propre \u00e0 Muse \u00e0 acheter. Les annonceurs ne passent pas \u00e0 c\u00f4t\u00e9 d\u2019un nouvel emplacement publicitaire de Meta, et Muse ne justifie pas de modifier les plans de m\u00e9dias payants aujourd\u2019hui. Toutefois, si les exp\u00e9riences par agents d\u2019IA prennent de l\u2019ampleur, les sp\u00e9cialistes du marketing devront se poser de nouvelles questions\u202f: Les marques pourraient-elles payer pour \u00eatre visibles lors de recherches men\u00e9es par des agents? Comment les commandites seraient-elles signal\u00e9es? Comment les annonceurs mesureraient-ils les conversions lorsqu\u2019un agent intervient dans une transaction ou la r\u00e9alise? \u00c0 qui attribuer le r\u00e9sultat lorsque les m\u00e9dias suscitent la demande, mais qu\u2019un agent conclut la transaction? Ce sont des questions strat\u00e9giques, et non des capacit\u00e9s publicitaires annonc\u00e9es pour Muse. Elles illustrent toutefois un d\u00e9fi de mesure potentiel, \u00e0 mesure que l\u2019IA participe davantage au passage de la r\u00e9flexion \u00e0 l\u2019action. L\u2019IA agentique se d\u00e9veloppe aussi du c\u00f4t\u00e9 de l\u2019achat m\u00e9dia, \u00e0 mesure que les plateformes automatisent davantage le ciblage, les ench\u00e8res et l\u2019optimisation. La mesure ind\u00e9pendante, une gouvernance claire, la validation des r\u00e9sultats d\u2019affaires et la supervision humaine deviennent donc d\u2019autant plus importantes. Que devraient faire les sp\u00e9cialistes du marketing d\u00e8s maintenant? Muse m\u00e9rite d\u2019\u00eatre surveill\u00e9, mais les marques n\u2019ont pas \u00e0 b\u00e2tir une nouvelle strat\u00e9gie \u00e0 partir de z\u00e9ro. Les sp\u00e9cialistes du marketing devraient plut\u00f4t se concentrer sur quatre priorit\u00e9s\u202f: 1. Ne modifiez pas votre plan m\u00e9dia \u00e0 cause de Muse Il n\u2019existe actuellement ni inventaire publicitaire propre \u00e0 Muse, ni m\u00e9thode d\u2019optimisation \u00e9prouv\u00e9e, ni m\u00e9thode de mesure \u00e9tablie. 2. Continuez d\u2019investir en r\u00e9f\u00e9rencement naturel et en AEO\/GEO Continuez de rendre l\u2019information sur votre marque cr\u00e9dible, structur\u00e9e et compr\u00e9hensible pour l\u2019IA, tout en surveillant sa visibilit\u00e9 dans les exp\u00e9riences g\u00e9n\u00e9ratives. 3. Facilitez le passage \u00e0 l\u2019action dans votre \u00e9cosyst\u00e8me num\u00e9rique Voyez au-del\u00e0 du contenu et v\u00e9rifiez que l\u2019information et l\u2019infrastructure dont un agent aurait besoin pour accomplir une t\u00e2che sont disponibles\u202f: donn\u00e9es sur les produits et les \u00e9tablissements, prix, stocks, disponibilit\u00e9s, syst\u00e8mes de r\u00e9servation et moyens de paiement. 4. Suivez l\u2019\u00e9volution de l\u2019\u00e9cosyst\u00e8me Surveillez les int\u00e9grations commerciales, les places de march\u00e9, les fournisseurs de paiement, les plateformes de r\u00e9servation, la mesure et l\u2019attribution, \u00e0 mesure que des services ouvrent ou ferment leur \u00e9cosyst\u00e8me aux agents d\u2019IA. Muse pourrait ou non s\u2019installer durablement dans le parcours client. Le changement plus large qu\u2019il repr\u00e9sente est plus difficile \u00e0 ignorer\u202f: l\u2019IA passe de la recherche et de l\u2019\u00e9valuation de l\u2019information \u00e0 la possibilit\u00e9 d\u2019agir au nom des consommateurs. Pour les sp\u00e9cialistes du marketing, la priorit\u00e9 est de se pr\u00e9parer \u00e0 ce comportement, et pas seulement \u00e0 cette plateforme.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/meta-muse-ia-agentique-parcours-client\/\" class=\"custom-cta\">\n                        En savoir plus                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/10\/Local-Shopping-Blog1-875x438-1.jpg\" alt=\"La campagne a-t-elle \u00e9chou\u00e9 ou le r\u00e9seau local a-t-il rat\u00e9 des ventes ?\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/campagne-marketing-echec-reseau-local-conversion\/\">La campagne a-t-elle \u00e9chou\u00e9 ou le r\u00e9seau local a-t-il rat\u00e9 des ventes ?<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    02 octobre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Ahmed Aden\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Ahmed Aden                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/ChatGPT-Ads-Blog1-875x438-1.jpg\" alt=\"Publicit\u00e9s ChatGPT : une occasion \u00e9mergente, mais pas encore une solution de rechange aux canaux de performance\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/publicites-chatgpt-occasion-emergente-canaux-performance\/\">Publicit\u00e9s ChatGPT : une occasion \u00e9mergente, mais pas encore une solution de rechange aux canaux de performance<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    16 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Zhenya Brisker\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Zhenya Brisker                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/Free-Token-Lunch-Blog1-875x438-1.jpg\" alt=\"Les jetons gratuits, c\u2019est fini. Tant mieux.\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/analytics\/jetons-gratuits-mieux-piloter-leconomie-de-lia\/\">Les jetons gratuits, c\u2019est fini. Tant mieux.<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 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7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    03 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Dan Temby\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path 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