l'Intelligence Artificielle au service de la conception d'affiches publicitaires
Une étude exploratoire au Maroc
DOI :
https://doi.org/10.23882/emss25167Mots-clés :
Intelligence artificielle, Affiches publicitaires, Personnalisation, Engagement des consommateurs, Etude qualitativeRésumé
Cet article explore l'utilisation de l'intelligence artificielle (IA) dans la conception d'affiches publicitaires au Maroc, en mettant en avant les points de vue des acteurs du secteur. À travers une étude qualitative, l'analyse met en lumière les opinions variées des professionnels concernant les impacts, les défis et les opportunités que l'IA pourrait apporter dans le domaine publicitaire. Les résultats montrent que l'intégration de l'IA a le potentiel d'accroître significativement la créativité et l'efficacité des campagnes en permettant une personnalisation des messages et en optimisant l'engagement des consommateurs. Cependant, l'adoption généralisée de ces technologies fait face à plusieurs obstacles, notamment les coûts élevés associés à ces innovations et la nécessité d'une expertise spécialisée. Par ailleurs, des préoccupations éthiques surgissent, notamment en ce qui concerne la transparence et l'utilisation des données personnelles.
Cette recherche contribue à une meilleure compréhension des avantages et des limites de l'IA dans le paysage marocain et soulève la nécessité de mener des études supplémentaires pour favoriser une adoption responsable et bénéfique de l'IA dans la conception de l’affiche, tout en indiquant l'importance de maintenir la dimension humaine dans un secteur en constante évolution technologique.
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(c) Tous droits réservés Hatim NHAILI, Soufia BENABDELKRIM EL FILALI, Bouchra BENNANI, Imad RAMI 2025
Ce travail est disponible sous licence Creative Commons Attribution - Pas d’Utilisation Commerciale 4.0 International.
