Mémoire-projet

Abstract

In a context where generative artificial intelligence is profoundly transforming commercial processes, companies in the advertising sector are confronted with a dual requirement, to innovate in order to remain competitive while responding to the rapidly changing expectations of their clients. This thesis explores the integration of generative artificial intelligence into the customer journey of an ad tech company, with the primary objective of assessing its impact on commercial performance. The study is based on the concrete case of the company Locala, a French player specialized in geolocated digital advertising, engaged since 2023 in the development of a proprietary generative artificial intelligence solution, called Insights AI. This work aims to enrich academic knowledge on the innovative uses of generative artificial intelligence in the digital advertising sector, while offering concrete operational recommendations to optimize its integration within commercial processes. The approach adopted combines an in-depth theoretical analysis of the literature on generative artificial intelligence, commercial performance, and ad tech innovations, with a qualitative investigation based on a series of semi-structured interviews conducted with professionals in the sector. The thematic analysis of empirical data highlights the levers for adopting generative artificial intelligence, its perceived contributions in terms of commercial efficiency, as well as the structural and organizational obstacles to its adoption. The results show that generative artificial intelligence, when deployed within a controlled framework and aligned with business needs, can significantly improve the relevance of client recommendations, accelerate the production of personalized briefs, and strengthen the differentiation of the commercial offer. The study also emphasizes the importance of internal team appropriation, local technological mastery, and compliance with current regulations to ensure an ethical and sustainable integration of these technologies. In conclusion, this thesis demonstrates that generative artificial intelligence constitutes a strategic lever for value creation in advertising companies, as long as it is conceived as a tool serving performance and not as an end in itself.