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aem-Grid--default--12","id":"container-a2102d3dca",":type":"snowflake-site/components/container",":items":{"blog_hero":{"id":"blog-hero-d35666cca8","showClaude":true,"showChatGpt":true,"authors":[],"image":{"id":"image-ca01a1873e","height":"2500","lazyEnabled":true,"src":"https://www.snowflake.com/adobe/dynamicmedia/deliver/dm-aid--587edc9e-f44a-4a1b-b787-536c27364e38/15-ai.jpg?preferwebp=true&quality=85","alt":"AI agent and generative artificial intelligence concept.Digital interface featuring artificial intelligence, automation and business innovation. Robotic processes automation and data analytics.","isLcpImage":false,"width":"4167",":type":"snowflake-site/components/image"},"timeToRead":"9","publicationDate":"JUN 22, 2026","tag":{"tagText":"Chez Snowflake","tagColor":"#11567F"},"title":{"lines":["Un collectif pour l’IA : comment l’équipe marketing mondiale de Snowflake a su se réinventer"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"}},":itemsOrder":["blog_hero"]},"responsivegrid_content":{"columnCount":12,"columnClassNames":{"blog_text":"aem-GridColumn aem-GridColumn--default--12","blog_text_1273691886":"aem-GridColumn aem-GridColumn--default--12","premium_content_bann":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","appliedCssClassNames":"snowflake-layout-container-inner-padding-small",":items":{"blog_text":{"id":"blog-text-74d5413071","text":"\u003Cp\u003EDans une grande salle de réunion, des dizaines de personnes, ordinateur portable ouvert, suivent une démo Live des nouvelles fonctionnalités d’IA dans Snowflake. Beaucoup d’autres font la même chose sur Zoom. L’intervenant les guide dans l’installation du Model Context Protocol (MCP) avec Google, puis montre comment les nouveaux outils peuvent analyser les données de leads qualifiés par le marketing et créer des Google Sheets mis en forme sans passer d’une interface à l’autre. \u003C/p\u003E\r\n\u003Cp\u003ECes démos ne viennent pas d’une conférence utilisateurs ni d’un atelier pratique destiné aux clients, et les personnes au clavier ne sont pas toutes des devs ou des data scientists professionnels. Ce sont des marketers Snowflake : ops managers, account-based specialists, responsables de marque, designers, PR professionals, presque tous des « profils non techniques » plus à l’aise avec un slogan de campagne qu’avec une instruction SQL. Ils découvrent Snowflake CoCo lors du dernier Marketing AI Day de l’entreprise, l’un des événements internes trimestriels d’accompagnement à l’adoption de l’IA organisés par le Marketing AI Council de l’organisation. \u003C/p\u003E\r\n\u003Cp\u003ECe jour-là, de nombreuses personnes dans l’assistance répondent avec assurance aux questions dans le chat en partageant les cas d’usage IA qu’elles ont déjà lancés. À la fin de l’atelier de deux heures, plus de 10 intervenants ont couvert l’amplification, l’analyse du funnel en libre service, l’acquisition en ABM, et plus encore. Tout le monde repart avec de nouvelles capacités installées et une nouvelle série d’astuces à appliquer dans ses workflows. La direction marketing sait que ces capacités seront utilisées, elles aussi : 93 % des marketers de Snowflake utilisent des outils d’IA chaque jour dans leur travail\u003Csup\u003E1\u003C/sup\u003E  ; 70 % de cet usage hebdomadaire, au sein de l’équipe marketing mondiale de près de 600 personnes, passe par les outils d’IA de Snowflake\u003Csup\u003E2\u003C/sup\u003E.\u003C/p\u003E\r\n\u003Cp\u003EMais un peu plus d’un an auparavant, la situation était tout autre. \u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"blog_text_1273691886":{"id":"blog-text-d261836513","text":"\u003Ch2\u003EAvant l’étincelle\u003C/h2\u003E\r\n\u003Cp\u003EDébut 2025, l’organisation marketing de Snowflake ressemblait probablement beaucoup à ses pairs du secteur tech en matière d’utilisation de l’IA. Quelques personnes, dans certaines équipes, expérimentaient. À l’échelle de l’entreprise, on avait accès à des outils comme Google Gemini, tout comme aux premières versions de Snowflake Cortex AI, qui proposaient un espace d’expérimentation LLM aux collaborateurs moins à l’aise avec le code. Comme beaucoup d’entreprises qui cherchent à trouver le bon équilibre entre sécurité, rapidité et innovation, de nombreuses questions se posaient sur la manière dont les marketers pouvaient utiliser l’IA. À l’époque, une enquête interne menée auprès des marketers nord-américains avait révélé que seuls 11,6 % des répondants se disaient « très confiants » dans l’utilisation de l’IA dans leur rôle\u003Csup\u003E3\u003C/sup\u003E.\u003C/p\u003E\r\n\u003Cp\u003EMais les outils, à eux seuls, n’étaient pas le problème ; ils devenaient plus accessibles de jour en jour. Il manquait quelque chose de plus difficile à déployer : la confiance, l’aisance et un framework commun pour comprendre à quoi ressemblait concrètement une utilisation responsable de l’IA.\u003C/p\u003E\r\n\u003Cp\u003ENotre Marketing AI Council a vu le jour en janvier 2025, avec huit personnes issues de la génération de la demande, du marketing de contenu, de l’analyse des données marketing, de l’expérience web, des opérations marketing et de l’ABM. Leur mission : accélérer l’adoption interne de l’IA par les marketers grâce à la formation, à la mobilisation et au partage d’idées inspirantes. \u003C/p\u003E\r\n\u003Cp\u003ELeur première action n’a pas été d’organiser une formation. Ils ont passé six semaines à rédiger des directives de contenu, à naviguer dans les processus de revue et de conformité, et à répondre aux questions fondamentales qui bloquaient net les marketers : quels outils étaient approuvés, quelles données pouvaient aller où, et à quoi ressemblait une bonne utilisation en pratique. L’infrastructure (confiance, règles et vocabulaire commun), passait avant tout le reste.\u003C/p\u003E\r\n\u003Ch2\u003EQuand la curiosité s’est transformée en adoption\u003C/h2\u003E\r\n\u003Cp\u003EEn avril 2025, Snowflake a organisé son premier Marketing AI Day en présentiel à Menlo Park, en Californie, et en streaming mondial. Dans sa structure, l’événement ressemblait beaucoup aux sessions qui allaient suivre, avec des démos Live, des workflows IA et un éventuel intervenant externe. La différence tenait à la profondeur de l’expérience : pour beaucoup de participants, c’était une première véritable immersion dans l’expérimentation de l’IA. Les membres ont donc présenté des conseils IA pour améliorer la manière de rédiger des prompts et partagé des workflows simples qui permettaient de mieux générer du contenu et de saisir les données plus efficacement. \u003C/p\u003E\r\n\u003Cp\u003EVoir l’IA à l’œuvre dans le travail quotidien avait quelque chose d’un peu magique. L’énergie dans la salle était palpable. « Ce premier AI Day a été l’étincelle dont l’organisation marketing avait besoin. C’est le moment où les équipes ont compris que l’IA allait bien au-delà des chatbots », explique Marc Nixon, membre fondateur du Council et senior manager pour le web engineering au sein de l’équipe marque et création. « Le vrai déclic est venu quand nous avons intégré le bon contexte dans nos workflows. À partir de là, l’enthousiasme autour de ce que nous pouvions faire avec l’IA s’est rapidement propagé dans toute l’organisation. »\u003C/p\u003E\r\n\u003Cp\u003EL’impact de l’événement a été visible immédiatement. Cette semaine-là, l’équipe de technologie d’entreprise a enregistré plus de 1 200 interactions Gemini, soit six fois le pic mensuel précédent. Au cours des 90 jours suivants, l’usage a progressé de 418 %\u003Csup\u003E4\u003C/sup\u003E. Moins d’un mois plus tard, Ryan Green, Senior Director of Program Content, a créé un workflow Gemini Gem directement à partir d’une démo Live de l’événement \u003Ca href=\"https://www.snowflake.com/en/blog/internal-ai-content-creation/\"\u003Equi a condensé des semaines de préparation d’entretiens en quelques jours\u003C/a\u003E, générant des plans créés par l’IA pour plus de 40 entretiens.\u003C/p\u003E\r\n\u003Cp\u003EÀ la mi-été 2025, 87 % des membres de l’organisation marketing Amérique du Nord utilisaient activement l’IA\u003Csup\u003E4\u003C/sup\u003E. Le changement était réel. Mais ce n’était encore que le début.\u003C/p\u003E\r\n\u003Ch2\u003EPlace aux créateurs\u003C/h2\u003E\r\n\u003Cp\u003EAprès le succès du premier événement à l’échelle de l’organisation, d’autres ateliers d’accompagnement se sont invités dans les agendas Snowflake. Le Marketing AI Council a lancé une newsletter interne trimestrielle pour tenir l’équipe informée des mises à jour sur l’IA, qui arrivaient à un rythme effréné. En août 2025, la question n’était plus « utilisez-vous l’IA ? », mais « que faites-vous avec l’IA ? » Des sessions pratiques sur les modèles de prompt, des démonstrations en direct de Snowflake CoWork (à l’époque Snowflake Intelligence) pour le reporting de campagne en langage naturel, puis les premières journées IA marketing ont suivi dans toutes les régions. \u003C/p\u003E\r\n\u003Cp\u003EPar exemple, lors d’un événement destiné aux marketers de la région Europe, Moyen-Orient et Afrique (EMEA) affichant 80 % de participation de l’équipe, les cas d’usage incluaient un workflow permettant de déployer la personnalisation pour l’ABM, un tableau de bord alimenté par l’IA sur la qualité des notes de réunion afin d’aider à coacher les équipes de prospection commerciale (SDR), ainsi qu’un outil de construction de graphe de connaissances pour le SEO, capable de cartographier les structures thématiques sur 7 100 concepts et de faire émerger des opportunités de contenu représentant 10,5 millions de recherches mensuelles sur le seul marché américain. \u003C/p\u003E\r\n\u003Cp\u003EMême les hackathons, ces immersions centrées sur la création généralement réservées aux développeurs ou aux ingénieurs, sont entrés dans le vocabulaire des équipes marketing. Le conseil a piloté le premier hackathon IA Marketing, avec des événements organisés de l’hiver au printemps. Plutôt que de viser toute l’organisation, ces hackathons réunissaient de plus petits groupes issus d’équipes précises, afin que chacun puisse se concentrer sur les cas d’usage les plus pertinents pour son périmètre. \u003C/p\u003E\r\n\u003Cp\u003EEt là, tout a changé.\u003C/p\u003E\r\n\u003Ch2\u003ELe marketing rencontre Snowflake CoCo\u003C/h2\u003E\r\n\u003Cp\u003EFin 2025, une évolution de Cortex Code, l’agent de codage natif pour l’IA de Snowflake désormais appelé \u003Ca href=\"https://www.snowflake.com/fr/product/snowflake-coco/\"\u003ESnowflake CoCo\u003C/a\u003E, est arrivée sur les postes des équipes marketing de Snowflake dans le cadre d’une version expérimentale. Au départ, seuls huit membres de l’équipe marketing en Amérique du Nord l’utilisaient chaque semaine\u003Csup\u003E2\u003C/sup\u003E, mais le potentiel était immense. Avec CoCo, les équipes marketing pouvaient connecter les données Snowflake à d’autres outils via MCP, sans perdre de temps à passer d’un contexte à l’autre. Elles pouvaient créer des compétences pour effectuer des tâches répétitives, un peu comme avec un Gem ou un GPT personnalisé, avec en plus la flexibilité de sélectionner des LLM de pointe dans l’interface Snowflake. \u003C/p\u003E\r\n\u003Cp\u003EEnviron deux mois après l’atelier sur le thème « Loco for CoCo » organisé début avril (là où cette histoire a commencé), l’utilisation hebdomadaire de Snowflake CoCo par la propre équipe marketing de Snowflake avait atteint 70 % à l’échelle mondiale. \u003C/p\u003E\r\n\u003Cp\u003EComme les bases de la culture IA avaient été solidement posées, les équipes marketing ont su s’emparer de CoCo et faire toutes sortes de tests d’exploitation pour tirer parti de sa puissance. Timmy Beckmann, brand motion graphics designer, a utilisé CoCo pour créer un pipeline d’export de motion graphics qui a transformé une semaine entière de travail pour le Summit, l’événement Snowflake le plus important et le plus visible de l’année, en 20 minutes. « Pour la première fois, je suis vraiment en avance sur le contenu au lieu de courir derrière », explique-t-il. \u003C/p\u003E\r\n\u003Cp\u003ESpencer Hong, Senior competitive intelligence manager, a développé sur CoCo une application Streamlit qui identifie, hiérarchise et planifie les interviews win‑loss, puis génère un deck soigné pour le reporting trimestriel à la direction. Ce qui lui prenait auparavant trois heures par mois pour identifier les candidats, puis une semaine complète pour créer le deck, est désormais automatisé à environ 90 %. \u003C/p\u003E\r\n\u003Cp\u003EVinoti Desai, senior specialist au sein de l’équipe des opérations marketing, s’est associée à l’équipe technologie d’entreprise pour créer un moteur d’automatisation inbound qui traite 2 000 à 3 000 réponses e-mail quotidiennes aux campagnes mondiales sans aucune intervention humaine, remplaçant ainsi un achat logiciel externe prévu. \u003C/p\u003E\r\n\u003Cp\u003ELa même dynamique se joue à 12 fuseaux horaires de là. Dans la région Asie-Pacifique, des membres des équipes marketing et des SDR se sont réunis en mai 2026 pour un hackathon de 150 personnes qui a donné naissance à plusieurs outils désormais en production. \u003C/p\u003E\r\n\u003Cp\u003EMultipliez ces exemples à l’échelle de chaque fonction et de chaque région, et les chiffres agrégés racontent la même histoire. Depuis le déploiement de CoCo, les utilisateurs marketing de Snowflake ont créé plus de 600 compétences personnelles ou liées à des projets. 100 à 200 sont allées plus loin en créant les leurs de A à Z ; l’utilisateur médian exécute sept compétences par semaine\u003Csup\u003E5\u003C/sup\u003E.\u003C/p\u003E\r\n\u003Cp\u003E« L’IA a comblé l’écart entre penser et faire », déclare Lindsey Sole, Senior ABM Manager. « Stratégie et exécution semblent désormais ne former qu’un seul mouvement fluide. »\u003C/p\u003E\r\n\u003Cp\u003EDans chaque région, chaque équipe constatait l’impact réel de l’IA sur son rôle, et CoCo comme CoWork ont été déterminants dans cette transformation. Comme l’a résumé Amilee Alesna, community marketing manager : « l’IA a tellement transformé ma façon de travailler que ma vie professionnelle se divise désormais en deux ères distinctes : BC (before CoCo) et AC (after CoCo). »\u003C/p\u003E\r\n\u003Ch2\u003EL’ère AC\u003C/h2\u003E\r\n\u003Cp\u003EAujourd’hui, l’équipe marketing de Snowflake suit sa progression vers 100 % d’utilisation de l’IA d’ici la fin du trimestre. La mise en œuvre a tellement gagné en maturité que le conseil d’origine, récemment renommé AI Peer Committee, est désormais le pôle éducation d’un AI Accelerator réunissant plusieurs équipes : il encourage l’adoption individuelle, fournit aux collaborateurs marketing les ressources techniques adaptées et responsabilise l’organisation sur l’impact de l’IA à grande échelle. \u003C/p\u003E\r\n\u003Cp\u003EAvec le recul, l’approche adoptée par l’AI Peer Committee dédié à l’IA, à savoir l’hébergement d’événements qui donnaient l’occasion de réfléchir, de créer et de partager sans pression plutôt que de rester assis à regarder, est allée de pair avec une utilisation plus durable des outils à l’échelle mondiale. Disposer d’un espace pour imaginer, avec le bon support technique, a aussi encouragé les équipes marketing à penser \u003Ci\u003Eau-delà\u003C/i\u003E de la simple mise en œuvre d’outils déjà créés. Les équipes marketing ont pris part au processus de création, et elles ont vu leurs idées devenir des compétences utilisables dans leur travail quotidien.  \u003C/p\u003E\r\n\u003Cp\u003EPlus tôt ce mois-ci, le conseil a mené une enquête interne pour mesurer certains des changements observés par les collaborateurs, alors qu’ils avaient déjà plus d’un an de parcours d’éducation derrière eux. Les résultats étaient sans appel : selon 92 % des répondants, l’IA a permis de réaliser des travaux qui auraient été retardés ou impossibles, et 60 % ont accompli une tâche précise en deux fois moins de temps, voire plus rapidement, grâce à l’IA. Voilà pour les chiffres d’efficacité. Mais le changement qualitatif est peut-être l’histoire la plus importante : les répondants ont expliqué être montés dans la chaîne de valeur, de l’exécution à la stratégie, à mesure que l’IA absorbait la couche mécanique de leur travail. Enfin, 93 % ont jugé les outils d’IA « essentiels » ou « fréquemment utilisés pour les tâches clés ». Des personnes qui manquaient peut-être d’expérience au départ écrivent aujourd’hui certains des cas d’usage les plus convaincants. C’est cela, plus que n’importe quelle statistique, qui mesure ce que le conseil a contribué à créer chez Snowflake. Pas un programme d’IA. Une ère de l’IA. \u003C/p\u003E\r\n\u003Cp\u003E\u003Ci\u003EDécouvrez comment \u003Ca href=\"/en/artificial-intelligence/business/ai-council/\" target=\"_self\" rel=\"nofollow noopener noreferrer\"\u003Emettre en place votre propre conseil IA,\u003C/a\u003E ou explorez comment les leaders peuvent utiliser l’AI Data Cloud de Snowflake pour le marketing dans l’édition de cette année du \u003Ca href=\"https://www.snowflake.com/fr/the-modern-marketing-data-stack-report/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EModern Marketing Data Stack.\u003C/a\u003E\u003C/i\u003E\u003C/p\u003E\r\n\u003Cp\u003E \u003C/p\u003E\r\n\u003Cp\u003E\u003Csup\u003E1\u003C/sup\u003E Enquête interne de l’AI Peer Committee sur l’impact des outils d’IA, juin 2026.\u003C/p\u003E\r\n\u003Cp\u003E\u003Csup\u003E2\u003C/sup\u003E Données internes Snowflake sur l’utilisation des outils d’IA, au 26 mai 2026. \u003C/p\u003E\r\n\u003Cp\u003E\u003Csup\u003E3\u003C/sup\u003E Enquête interne du Marketing AI Council, organisation marketing nord-américaine, février 2025.\u003C/p\u003E\r\n\u003Cp\u003E\u003Csup\u003E4\u003C/sup\u003E Données d’utilisation internes de Google Gemini issues de l’organisation marketing Amérique du Nord, du 7 mars 2025 au 5 juin 2025. \u003C/p\u003E\r\n\u003Cp\u003E\u003Csup\u003E5\u003C/sup\u003E Données d’utilisation des compétences Snowflake CoCo, périmètre Amérique du Nord, janvier-mai 2026.\u003C/p\u003E\r\n","richText":true,":type":"snowflake-site/components/blog/blog-text"},"premium_content_bann":{"id":"premium-content-banner-01cbfdc0bf","contentEyebrow":"Webinaire","contentHeadline":"Inside the 2026 Modern Marketing Stack","contentDescription":"Découvrez avec nous les grands enseignements du dernier rapport Modern Marketing Data Stack. 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