{"id":256478,"date":"2024-04-23T23:31:14","date_gmt":"2024-04-24T06:31:14","guid":{"rendered":"https:\/\/www.zuora.com\/resource\/monetizing-gen-ai-why-saas-companies-are-missing-out\/"},"modified":"2025-12-07T23:16:07","modified_gmt":"2025-12-08T07:16:07","slug":"monetizing-gen-ai-why-saas-companies-are-missing-out","status":"publish","type":"resource","link":"https:\/\/www.zuora.com\/fr\/resource\/monetizing-gen-ai-why-saas-companies-are-missing-out\/","title":{"rendered":"Mon\u00e9tisation de l\u2019IA g\u00e9n\u00e9rative : une opportunit\u00e9 strat\u00e9gique pour les entreprises SaaS"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"256478\" class=\"elementor elementor-256478 elementor-248347\" data-elementor-post-type=\"resource\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-5b46afff elementor-section-stretched elementor-reverse-tablet elementor-reverse-mobile elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5b46afff\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-4c4a7d34\" data-id=\"4c4a7d34\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d098dce elementor-widget__width-auto elementor-widget elementor-widget-image\" data-id=\"1d098dce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"269\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2022\/09\/si-logomark.svg\" class=\"attachment-large size-large wp-image-194147\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-22be8f28 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"22be8f28\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-7fc272a9\" data-id=\"7fc272a9\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-193f53d2 elementor-widget elementor-widget-heading\" data-id=\"193f53d2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Rapport de recherche sur la mon\u00e9tisation de l\u2019IA g\u00e9n\u00e9rative<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d4387ae elementor-widget elementor-widget-heading\" data-id=\"3d4387ae\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Mon\u00e9tisation de l\u2019IA g\u00e9n\u00e9rative : une opportunit\u00e9 strat\u00e9gique pour les entreprises SaaS<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e2d214 elementor-widget elementor-widget-heading\" data-id=\"8e2d214\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">R\u00e9dig\u00e9 par: Michael Mansard, Pr\u00e9sident EMEA du Subscribed Institute<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-794cc2e2\" data-id=\"794cc2e2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fe8ed80 elementor-hidden-phone e-transform e-transform e-transform e-transform elementor-widget elementor-widget-image\" data-id=\"fe8ed80\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_transform_rotateZ_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:0,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:98,&quot;sizes&quot;:[]},&quot;_transform_flipY_effect&quot;:&quot;transform&quot;,&quot;_transform_rotateZ_effect_tablet&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_rotateZ_effect_mobile&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateX_effect_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_translateY_effect_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewX_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewX_effect_tablet&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewX_effect_mobile&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewY_effect&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewY_effect_tablet&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;_transform_skewY_effect_mobile&quot;:{&quot;unit&quot;:&quot;deg&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"574\" height=\"617\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2022\/09\/White-Toggles.png\" class=\"attachment-full size-full wp-image-197271\" alt=\"White Toggles\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-244fcfb6 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"244fcfb6\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-11e6df1f\" data-id=\"11e6df1f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-73cecb1a elementor-widget elementor-widget-text-editor\" data-id=\"73cecb1a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>M\u00e9thodologie : Cette analyse repose sur une \u00e9tude approfondie de plus de 70 entreprises proposant des solutions d\u2019IA g\u00e9n\u00e9rative. Nos recommandations s\u2019appuient sur une approche rigoureuse, combinant donn\u00e9es publiques issues de communiqu\u00e9s de presse, articles sp\u00e9cialis\u00e9s et sites fournisseurs, actualis\u00e9es jusqu\u2019en avril 2024.<\/em><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-4a47f9f e-flex e-con-boxed e-con e-parent\" data-id=\"4a47f9f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a8754fe elementor-widget elementor-widget-heading\" data-id=\"a8754fe\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Explorez nos d\u00e9couvertes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6fa0331 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"6fa0331\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Cliquez sur les liens ci-dessous pour en savoir plus sur les sujets qui vous int\u00e9ressent le plus.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1aebd9b elementor-widget elementor-widget-image\" data-id=\"1aebd9b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"48\" height=\"49\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/03\/ArrowFatLinesDown.png\" class=\"attachment-large size-large wp-image-244505\" alt=\"black arrow pointing down\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-92bb61d e-flex e-con-boxed e-con e-parent\" data-id=\"92bb61d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<a data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-7811bed e-con-full e-flex e-con e-child\" data-id=\"7811bed\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\" href=\"#section1\">\n\t\t\t\t<div class=\"elementor-element elementor-element-385f01a elementor-widget elementor-widget-text-editor\" data-id=\"385f01a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La Mon\u00e9tisation de l&rsquo;IA g\u00e9n\u00e9rative<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-af1a49d e-con-full e-flex e-con e-child\" data-id=\"af1a49d\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\" href=\"#section2\">\n\t\t\t\t<div class=\"elementor-element elementor-element-06790b2 elementor-widget elementor-widget-text-editor\" data-id=\"06790b2\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Att\u00e9nuer vos co\u00fbts<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-8e36ba4 e-con-full e-flex e-con e-child\" data-id=\"8e36ba4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\" href=\"#section3\">\n\t\t\t\t<div class=\"elementor-element elementor-element-e5741cd elementor-widget elementor-widget-text-editor\" data-id=\"e5741cd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Promouvoir l&rsquo;adoption de votre offre<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-61de961 e-con-full e-flex e-con e-child\" data-id=\"61de961\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\" href=\"#section4\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bac1167 elementor-widget elementor-widget-text-editor\" data-id=\"bac1167\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Tarification adapt\u00e9e \u00e0 la valeur<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<a data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-be1926c e-con-full e-flex e-con e-child\" data-id=\"be1926c\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\" href=\"#section5\">\n\t\t\t\t<div class=\"elementor-element elementor-element-446efe8 elementor-widget elementor-widget-text-editor\" data-id=\"446efe8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Evolution future<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-4995de9 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4995de9\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a9664ec\" data-id=\"a9664ec\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1dcb19f elementor-widget elementor-widget-text-editor\" data-id=\"1dcb19f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>L\u2019ann\u00e9e 2023 restera sans doute comme celle o\u00f9 l\u2019IA g\u00e9n\u00e9rative (GenAI) est pass\u00e9e du statut de technologie prometteuse \u00e0 celui d\u2019innovation grand public. Tandis que les entreprises se sont empress\u00e9es de lancer de nouveaux produits GenAI, les utilisateurs finaux ont commenc\u00e9 \u00e0 en explorer le potentiel dans leur vie personnelle comme professionnelle. Nous avons observ\u00e9 \u00e0 la fois des r\u00e9ussites remarquables et des \u00e9checs notables, alors que le rythme effr\u00e9n\u00e9 de l\u2019innovation favorisait l\u2019\u00e9mergence de nouveaux mod\u00e8les \u00e9conomiques.<\/p>\n<p>Si certaines solutions GenAI sont propos\u00e9es de mani\u00e8re autonome, de nombreuses entreprises \u00e9tablies int\u00e8grent d\u00e9sormais l\u2019IA g\u00e9n\u00e9rative au c\u0153ur de leurs suites de produits. Fin 2023, <a href=\"https:\/\/openviewpartners.com\/2023-saas-benchmarks-report\/#-key-takeaways\">plus de trois quarts<\/a> des entreprises SaaS avaient d\u00e9j\u00e0 lanc\u00e9 ou d\u00e9veloppaient une offre GenAI.<\/p>\n<p>Pourtant, malgr\u00e9 cet engouement, seules <a href=\"https:\/\/openviewpartners.com\/2023-saas-benchmarks-report\/#-key-takeaways\">15 %<\/a> de ces entreprises avaient mon\u00e9tis\u00e9 leurs solutions. Dans leur volont\u00e9 d\u2019acc\u00e9l\u00e9rer la mise sur le march\u00e9, beaucoup ont lanc\u00e9 leurs produits sans \u00e9laborer de strat\u00e9gie de mon\u00e9tisation \u00e0 long terme. Certaines ont m\u00eame choisi de renoncer totalement \u00e0 la mon\u00e9tisation lors du lancement.<\/p>\n<p>En analysant plus en d\u00e9tail diff\u00e9rents exemples (que nous aborderons dans le reste de cette s\u00e9rie), un constat s\u2019impose : beaucoup d\u2019entreprises se contentent de mod\u00e8les tarifaires simplistes, au lieu de concevoir des strat\u00e9gies p\u00e9rennes et adapt\u00e9es \u00e0 l\u2019avenir. Compte tenu des co\u00fbts \u00e9lev\u00e9s et des marges plus faibles associ\u00e9s au GenAI, cette approche pourrait s\u2019av\u00e9rer risqu\u00e9e, voire d\u00e9sastreuse.<\/p>\n<p>Les guerres de prix entre grands acteurs \u2014 comme ChatGPT Plus, Google One AI Premium ou Amazon Q Business \u2014 donnent l\u2019illusion que l\u2019ajustement tarifaire suffit \u00e0 assurer le succ\u00e8s de la mon\u00e9tisation du GenAI. En r\u00e9alit\u00e9, le d\u00e9fi est bien plus complexe.<\/p>\n<p>Pour rester comp\u00e9titives dans ce march\u00e9 en pleine \u00e9volution, les entreprises doivent adopter des strat\u00e9gies de mon\u00e9tisation agiles. Cela implique d\u2019it\u00e9rer en continu, d\u2019aligner les prix sur la valeur per\u00e7ue par le client et de s\u2019adapter rapidement \u00e0 l\u2019\u00e9volution de la demande. C\u2019est \u00e0 cette condition qu\u2019elles pourront atteindre ce que nous appelons la <a href=\"https:\/\/www.zuora.com\/subscribed\/is-the-subscription-economy-over\/\">Mon\u00e9tisation Totale<\/a> \u2014 une approche dynamique qui d\u00e9passe la simple tarification pour maximiser \u00e0 la fois revenus et croissance.<\/p>\n<p>Alors que ce nouveau march\u00e9 prend forme, 2024 marque v\u00e9ritablement le d\u00e9but de la mon\u00e9tisation du GenAI. Les gagnants ne seront pas ceux qui \u00ab offrent gratuitement \u00bb, mais ceux qui sauront mettre en place des strat\u00e9gies de Mon\u00e9tisation Totale afin de b\u00e2tir des mod\u00e8les d\u2019affaires durables et \u00e9volutifs.<\/p>\n<p>Notre analyse de plus de 70 offres GenAI r\u00e9v\u00e8le une riche diversit\u00e9 de strat\u00e9gies en train de se d\u00e9velopper en temps r\u00e9el. Dans cette s\u00e9rie, nous documenterons et explorerons l\u2019\u00e9volution du march\u00e9 de la mon\u00e9tisation du GenAI, en commen\u00e7ant par le triangle co\u00fbt\u2013adoption\u2013valeur, et ce qu\u2019il r\u00e9v\u00e8le sur les raisons pour lesquelles la mon\u00e9tisation du GenAI reste encore une opportunit\u00e9 manqu\u00e9e pour tant d\u2019entreprises.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76846db elementor-widget elementor-widget-menu-anchor\" data-id=\"76846db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"section1\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-c5af668 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c5af668\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9906858\" data-id=\"9906858\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2fbd5f6 elementor-widget elementor-widget-text-editor\" data-id=\"2fbd5f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"138\" data-end=\"229\">La majorit\u00e9 des entreprises SaaS passent \u00e0 c\u00f4t\u00e9 de l\u2019opportunit\u00e9 de mon\u00e9tiser le GenAI<\/h2>\n<p><\/p>\n<p data-start=\"231\" data-end=\"585\">L\u2019adoption rapide du GenAI par les entreprises et les particuliers s\u2019explique par son design centr\u00e9 sur l\u2019utilit\u00e9, ses solutions orient\u00e9es utilisateur et ses interfaces simplifi\u00e9es. Cependant, en raison de l\u2019\u00e9volution rapide de la technologie et du march\u00e9, des lignes directrices claires sur les meilleures pratiques de mon\u00e9tisation font encore d\u00e9faut.<\/p>\n<p><\/p>\n<p data-start=\"587\" data-end=\"1037\">Exp\u00e9rimenter et it\u00e9rer sur les strat\u00e9gies de mon\u00e9tisation a toujours \u00e9t\u00e9 un exercice d\u00e9licat dans le SaaS. Pour le GenAI, avancer rapidement et apprendre des pionniers est absolument essentiel au succ\u00e8s. Si la mon\u00e9tisation n\u2019est qu\u2019une r\u00e9flexion secondaire, l\u2019\u00e9chec devient hautement probable. Avec des marges brutes en moyenne <strong data-start=\"915\" data-end=\"948\">inf\u00e9rieures de 10 \u00e0 30 points<\/strong> \u00e0 celles du SaaS traditionnel, la rentabilit\u00e9 est difficile \u00e0 atteindre d\u00e8s le d\u00e9part.<\/p>\n<p><\/p>\n<p data-start=\"1039\" data-end=\"1332\">Pour les entreprises qui d\u00e9veloppent et d\u00e9ploient des solutions GenAI, identifier la bonne strat\u00e9gie de mon\u00e9tisation n\u00e9cessite un <strong data-start=\"1169\" data-end=\"1203\">exercice permanent d\u2019\u00e9quilibre<\/strong>. Nos recherches montrent que les entreprises devraient continuellement explorer et viser un alignement entre trois axes cl\u00e9s :<\/p>\n<p>&nbsp;<\/p>\n<ul data-start=\"1334\" data-end=\"2045\">\n<li data-start=\"1334\" data-end=\"1559\">\n<p data-start=\"1336\" data-end=\"1559\"><strong data-start=\"1336\" data-end=\"1352\">Orient\u00e9 co\u00fbt<\/strong> : une approche simple \u00e0 mettre en place et protectrice des marges, mais qui reste d\u00e9connect\u00e9e de la valeur per\u00e7ue par le client. R\u00e9sultat : des revenus laiss\u00e9s sur la table ou un risque de surfacturation.<\/p>\n<\/li>\n<li data-start=\"1560\" data-end=\"1767\">\n<p data-start=\"1562\" data-end=\"1767\"><strong data-start=\"1562\" data-end=\"1582\">Orient\u00e9 adoption<\/strong> : facilite l\u2019onboarding et l\u2019acc\u00e8s aux services, mais souvent au d\u00e9triment de la rentabilit\u00e9, notamment au regard des \u00e9conomies sp\u00e9cifiques g\u00e9n\u00e9r\u00e9es par le GenAI par rapport au SaaS.<\/p>\n<\/li>\n<li data-start=\"1768\" data-end=\"2045\">\n<p data-start=\"1770\" data-end=\"2045\"><strong data-start=\"1770\" data-end=\"1788\">Orient\u00e9 valeur<\/strong> : assure un alignement direct entre cr\u00e9ation et capture de valeur, mais requiert une strat\u00e9gie claire et des outils robustes pour mesurer et d\u00e9montrer cette valeur. Cette approche doit constituer <strong data-start=\"1985\" data-end=\"2012\">l\u2019objectif \u00e0 long terme<\/strong> de la plupart des entreprises.<\/p>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f0e2270 elementor-widget elementor-widget-image\" data-id=\"f0e2270\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"821\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Cost-acquisition-value-triangle-v2-1247x1280.png\" class=\"attachment-large size-large wp-image-248360\" alt=\"Sch\u00e9ma montrant trois cercles intitul\u00e9s \u00ab\u00a0orient\u00e9 sur les co\u00fbts\u00a0\u00bb, \u00ab orient\u00e9 sur l&#039;adoption \u00bb et \u00ab orient\u00e9 sur la valeur\u00a0\u00bb reli\u00e9s par des fl\u00e8ches avec \u00ab\u00a0genai total mon\u00e9tisation\u00a0\u00bb au centre.\" srcset=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Cost-acquisition-value-triangle-v2-1247x1280.png 1247w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Cost-acquisition-value-triangle-v2-624x640.png 624w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Cost-acquisition-value-triangle-v2-768x788.png 768w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Cost-acquisition-value-triangle-v2-1497x1536.png 1497w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Cost-acquisition-value-triangle-v2.png 1910w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2bf40e5 elementor-widget elementor-widget-text-editor\" data-id=\"2bf40e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Image : Une it\u00e9ration continue est n\u00e9cessaire pour \u00e9quilibrer les co\u00fbts, l&rsquo;adoption et la valeur afin d&rsquo;atteindre une Mon\u00e9tisation Totale du GenAI.<\/em><\/p>\n<p>Bien qu&rsquo;il n&rsquo;y ait pas de mani\u00e8re unique de mon\u00e9tiser vos offres GenAI, comprendre les interactions et les d\u00e9fis de ces trois domaines cl\u00e9s de mon\u00e9tisation peut aider \u00e0 fournir un focus strat\u00e9gique.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ffdf009 elementor-widget elementor-widget-menu-anchor\" data-id=\"ffdf009\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"section2\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-372ca6e elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"372ca6e\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-456e7be\" data-id=\"456e7be\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-958aa40 elementor-widget elementor-widget-text-editor\" data-id=\"958aa40\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"120\" data-end=\"211\">Les dynamiques de co\u00fbts du GenAI diff\u00e8rent profond\u00e9ment de celles du SaaS traditionnel<\/h2>\n<p><\/p>\n<p data-start=\"213\" data-end=\"545\">Contrairement au SaaS classique, la nature m\u00eame des solutions GenAI g\u00e9n\u00e8re des co\u00fbts significatifs \u00e0 chaque interaction ou requ\u00eate utilisateur, ce qui entra\u00eene des <strong data-start=\"377\" data-end=\"434\">co\u00fbts marginaux beaucoup plus variables et dynamiques<\/strong>. En pratique, les co\u00fbts du GenAI augmentent proportionnellement avec le volume de requ\u00eates des utilisateurs.<\/p>\n<p><\/p>\n<p data-start=\"547\" data-end=\"1170\">Alors que le <strong data-start=\"560\" data-end=\"595\">Co\u00fbt d\u2019Acquisition Client (CAC)<\/strong> est historiquement l\u2019un des leviers majeurs de l\u2019\u00e9conomie SaaS, le GenAI exige une attention particuli\u00e8re au <strong data-start=\"705\" data-end=\"737\">Co\u00fbt des Biens Vendus (COGS)<\/strong>. \u00c0 titre d\u2019illustration, OpenAI d\u00e9pense environ <a href=\"https:\/\/technext24.com\/2023\/08\/14\/chatgpt-costs-700000-daily-openai\/#:~:text=News-,ChatGPT%20costs%20%24700%2C000%20to%20run%20daily%2C%20OpenAI,go%20bankrupt%20in%202024%2D%20report&amp;text=OpenAI%20spends%20approximately%20%24700%2C000%20daily,doesn't%20become%20profitable%20soon.\"><strong data-start=\"786\" data-end=\"814\">700 000 dollars par jour<\/strong><\/a> pour faire fonctionner ChatGPT. Et m\u00eame avec des revenus annuels estim\u00e9s \u00e0 plus de <a href=\"https:\/\/www.ft.com\/content\/81ac0e78-5b9b-43c2-b135-d11c47480119\"><strong data-start=\"898\" data-end=\"924\">2 milliards de dollars<\/strong><\/a>, la croissance reste frein\u00e9e par des co\u00fbts op\u00e9rationnels extr\u00eamement \u00e9lev\u00e9s. \u00c9tant donn\u00e9 la forte demande attendue pour le GenAI et la complexit\u00e9 croissante des cas d\u2019usage, une r\u00e9duction notable de ces co\u00fbts para\u00eet peu probable \u00e0 court terme.<\/p>\n<p><\/p>\n<p data-start=\"1172\" data-end=\"1224\">Ces d\u00e9penses consid\u00e9rables proviennent notamment :<\/p>\n<ul data-start=\"1225\" data-end=\"1544\">\n<li data-start=\"1225\" data-end=\"1327\">\n<p data-start=\"1227\" data-end=\"1327\">des investissements R&amp;D n\u00e9cessaires (r\u00e9entra\u00eenement des mod\u00e8les, inf\u00e9rence, expertise rare en IA),<\/p>\n<\/li>\n<li data-start=\"1328\" data-end=\"1544\">\n<p data-start=\"1330\" data-end=\"1544\">des co\u00fbts r\u00e9currents li\u00e9s \u00e0 l\u2019h\u00e9bergement et \u00e0 l\u2019ex\u00e9cution, traditionnellement autour de <strong data-start=\"1419\" data-end=\"1439\">10 % des revenus<\/strong> dans le SaaS, mais nettement sup\u00e9rieurs pour le GenAI (<strong data-start=\"1495\" data-end=\"1529\">+5 \u00e0 +15 points de pourcentage<\/strong> en moyenne).<\/p>\n<\/li>\n<\/ul>\n<p><\/p>\n<p data-start=\"1546\" data-end=\"1808\">En outre, chaque interaction client avec un mod\u00e8le GenAI \u2014 autrement dit, chaque <strong data-start=\"1627\" data-end=\"1640\">inf\u00e9rence<\/strong> \u2014 engendre un co\u00fbt marginal tangible, introduisant une variabilit\u00e9 des co\u00fbts beaucoup plus forte que dans le SaaS, qui b\u00e9n\u00e9ficie d\u2019\u00e9conomies d\u2019\u00e9chelle plus marqu\u00e9es.<\/p>\n<h3 data-start=\"1810\" data-end=\"1869\">L\u2019essor des mod\u00e8les de mon\u00e9tisation bas\u00e9s sur l\u2019usage<\/h3>\n<p><\/p>\n<p data-start=\"1870\" data-end=\"2364\">Face \u00e0 ces contraintes, plus d\u2019un tiers des <strong data-start=\"1914\" data-end=\"1933\">70 offres GenAI<\/strong> analys\u00e9es dans notre \u00e9tude adoptent un <a href=\"https:\/\/www.zuora.com\/fr\/guides\/why-consumption-based-model-is-key-to-monetizing-ai-for-saas\/\"><strong data-start=\"1973\" data-end=\"2013\">mod\u00e8le de consommation (usage-based)<\/strong><\/a> ou un <a href=\"https:\/\/www.zuora.com\/fr\/resource\/how-consumption-models-contribute-to-business-success\/\"><strong data-start=\"2020\" data-end=\"2038\">mod\u00e8le hybride<\/strong>,<\/a> combinant facturation r\u00e9currente et facturation \u00e0 l\u2019usage. En reliant directement la consommation r\u00e9elle des clients \u00e0 la tarification, ces approches permettent d\u2019aligner plus efficacement revenus et co\u00fbts. Les unit\u00e9s de facturation les plus courantes incluent : <strong data-start=\"2303\" data-end=\"2362\">jetons consomm\u00e9s, heures CPU\/GPU, images g\u00e9n\u00e9r\u00e9es, etc.<\/strong><\/p>\n<p><\/p>\n<p data-start=\"2366\" data-end=\"2560\">Ces mod\u00e8les sont particuli\u00e8rement r\u00e9pandus chez les <strong data-start=\"2418\" data-end=\"2455\">fournisseurs de plateformes GenAI<\/strong> tels qu\u2019OpenAI, Anthropic, Amazon, Cohere, Google Vertex, AI21, MistralAI, HuggingFace ou AWS Bedrock.<\/p>\n<p><\/p>\n<p data-start=\"2562\" data-end=\"2633\">Mais la tendance gagne aussi la couche <strong data-start=\"2601\" data-end=\"2616\">application<\/strong>. Par exemple :<\/p>\n<ul data-start=\"2634\" data-end=\"2877\">\n<li data-start=\"2634\" data-end=\"2736\">\n<p data-start=\"2636\" data-end=\"2736\">Microsoft facture <strong data-start=\"2654\" data-end=\"2678\">Copilot for Security<\/strong> sur une base \u201cpar heure d\u2019unit\u00e9 de calcul de s\u00e9curit\u00e9\u201d,<\/p>\n<\/li>\n<li data-start=\"2737\" data-end=\"2877\">\n<p data-start=\"2739\" data-end=\"2877\">Adobe propose <strong data-start=\"2753\" data-end=\"2764\">Firefly<\/strong> via un abonnement incluant un certain nombre de cr\u00e9dits, avec la possibilit\u00e9 d\u2019en acheter des suppl\u00e9mentaires.<\/p>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c1bbb1b elementor-widget elementor-widget-menu-anchor\" data-id=\"c1bbb1b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"section3\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-cadf526 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cadf526\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ba7a70e\" data-id=\"ba7a70e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2f0deab elementor-widget elementor-widget-text-editor\" data-id=\"2f0deab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"125\" data-end=\"180\">Le taux d\u2019adoption d\u00e9passe la mon\u00e9tisation r\u00e9ussie<\/h2>\n<p><\/p>\n<p data-start=\"182\" data-end=\"583\">L\u2019adoption et le d\u00e9ploiement du GenAI connaissent une croissance exponentielle dans les entreprises depuis plusieurs mois. Les acteurs du secteur misent sur une poursuite de cette dynamique, port\u00e9e par la mont\u00e9e en comp\u00e9tences des employ\u00e9s et des dirigeants. \u00c0 mesure que la ma\u00eetrise de l\u2019IA progresse, les cas d\u2019usage se multiplient et le potentiel de cr\u00e9ation de valeur s\u2019\u00e9largit consid\u00e9rablement.<\/p>\n<p><\/p>\n<p data-start=\"585\" data-end=\"715\">Selon les donn\u00e9es disponibles,<a href=\"https:\/\/www2.deloitte.com\/us\/en\/pages\/consulting\/articles\/state-of-generative-ai-in-enterprise.html\"> <strong data-start=\"616\" data-end=\"642\">91 % des organisations<\/strong><\/a> s\u2019attendent \u00e0 des gains de productivit\u00e9 li\u00e9s \u00e0 l\u2019utilisation du GenAI.<\/p>\n<p><\/p>\n<p data-start=\"717\" data-end=\"1121\">Lors de nos entretiens avec des d\u00e9cideurs, notamment issus du SaaS traditionnel ayant r\u00e9cemment enrichi leurs offres avec l\u2019IA, un constat s\u2019impose : l\u2019adoption pourrait \u00eatre plus mesur\u00e9e que ne le sugg\u00e8rent certains articles sp\u00e9cialis\u00e9s. N\u00e9anmoins, pour les \u00e9diteurs SaaS, il demeure essentiel de p\u00e9n\u00e9trer rapidement le march\u00e9 \u2014 et ce malgr\u00e9 l\u2019augmentation des co\u00fbts sp\u00e9cifiques au GenAI d\u00e9j\u00e0 \u00e9voqu\u00e9s.<\/p>\n<p><\/p>\n<p data-start=\"1123\" data-end=\"1384\">Dans cette course \u00e0 l\u2019adoption, de nombreuses entreprises se reposent sur des strat\u00e9gies de mon\u00e9tisation h\u00e9rit\u00e9es du SaaS, afin de g\u00e9n\u00e9rer rapidement des revenus. Toutefois, ces approches pr\u00e9sentent des limites et risquent de ne pas \u00eatre viables \u00e0 long terme.<\/p>\n<h3 data-start=\"1391\" data-end=\"1437\">Tendances actuelles ax\u00e9es sur l\u2019adoption<\/h3>\n<p><\/p>\n<p data-start=\"1439\" data-end=\"1848\"><strong data-start=\"1439\" data-end=\"1482\">1. Des offres d\u2019essai inspir\u00e9es du SaaS<\/strong><br data-start=\"1482\" data-end=\"1485\" \/>Plus de <strong data-start=\"1493\" data-end=\"1526\">65 % des entreprises \u00e9tudi\u00e9es<\/strong> proposent aujourd\u2019hui des versions d\u2019essai gratuites, limit\u00e9es dans le temps ou en nombre d\u2019interactions. Cette pratique, d\u00e9j\u00e0 courante dans les mod\u00e8les SaaS pilot\u00e9s par le produit, permet aux prospects de tester directement la technologie, de percevoir rapidement sa valeur et de r\u00e9duire les frictions \u00e0 l\u2019inscription.<\/p>\n<p><\/p>\n<p data-start=\"1850\" data-end=\"2364\"><strong data-start=\"1850\" data-end=\"1919\">2. Une forte d\u00e9pendance aux mod\u00e8les de tarification traditionnels<\/strong><br data-start=\"1919\" data-end=\"1922\" \/>Afin de lancer rapidement leurs offres et stimuler l\u2019adoption, plus de <strong data-start=\"1993\" data-end=\"2022\">40 % des acteurs analys\u00e9s<\/strong> s\u2019appuient sur des mod\u00e8les de tarification classiques, tels que le <strong data-start=\"2090\" data-end=\"2114\">prix par utilisateur<\/strong> ou <strong data-start=\"2118\" data-end=\"2131\">par si\u00e8ge<\/strong>. Cette approche est particuli\u00e8rement r\u00e9pandue pour les offres de type copilote, con\u00e7ues pour accro\u00eetre la productivit\u00e9 des utilisateurs existants \u2014 \u00e0 l\u2019image de <strong data-start=\"2293\" data-end=\"2334\">GitHub Copilot, Microsoft 365 Copilot<\/strong> ou <strong data-start=\"2338\" data-end=\"2361\">Salesforce Einstein<\/strong>.<\/p>\n<p><\/p>\n<p data-start=\"2366\" data-end=\"2789\">Ces mod\u00e8les, bien qu\u2019accept\u00e9s et pr\u00e9visibles \u00e0 court terme, r\u00e9v\u00e8lent rapidement leurs limites. Ils p\u00e9nalisent en effet les utilisateurs intensifs, plus consommateurs de valeur mais moins rentables, car factur\u00e9s au m\u00eame tarif qu\u2019un utilisateur occasionnel. Dans certains cas, comme pour Microsoft, les pertes par utilisateur actif seraient jusqu\u2019\u00e0 <strong data-start=\"2713\" data-end=\"2740\">quatre fois sup\u00e9rieures<\/strong> \u00e0 celles g\u00e9n\u00e9r\u00e9es par un utilisateur standard.<\/p>\n<p><\/p>\n<p data-start=\"2791\" data-end=\"3190\"><strong data-start=\"2791\" data-end=\"2847\">3. L\u2019\u00e9mergence de mod\u00e8les hybrides avec plafonnement<\/strong><br data-start=\"2847\" data-end=\"2850\" \/>Pour att\u00e9nuer ces d\u00e9s\u00e9quilibres, certaines entreprises innovent en instaurant des <strong data-start=\"2932\" data-end=\"2956\">seuils d\u2019utilisation<\/strong>. Box, par exemple, inclut dans son plan <a href=\"https:\/\/www.boxinvestorrelations.com\/news-and-media\/news\/press-release-details\/2023\/Box-Announces-Three-New-Consulting-Offerings-to-Accelerate-Secure-AI-Adoption-in-the-Enterprise\/default.aspx#:~:text=Since%20entering%20beta%20last%20month,available%20on%20a%20company%20level.\"><em data-start=\"2997\" data-end=\"3014\">Enterprise Plus<\/em><\/a> un quota de 20 requ\u00eates GenAI par utilisateur et par mois, ainsi qu\u2019un pool global de 2 000 requ\u00eates suppl\u00e9mentaires, avec la possibilit\u00e9 d\u2019acheter des cr\u00e9dits additionnels.<\/p>\n<p><\/p>\n<p data-start=\"3192\" data-end=\"3527\">Ce type de strat\u00e9gie de plafonnement se g\u00e9n\u00e9ralise : certaines offres limitent le <strong data-start=\"3274\" data-end=\"3299\">volume d\u2019interactions<\/strong>, d\u2019autres la <strong data-start=\"3313\" data-end=\"3334\">vitesse du mod\u00e8le<\/strong> ou encore la <strong data-start=\"3348\" data-end=\"3386\">qualit\u00e9 au-del\u00e0 d\u2019un certain seuil<\/strong>. Des solutions comme <strong data-start=\"3408\" data-end=\"3473\">ChatGPT, Adobe Firefly, Google Gemini Business pour Workspace<\/strong> ou <strong data-start=\"3477\" data-end=\"3494\">Regie Copilot<\/strong> appliquent d\u00e9j\u00e0 ces approches.<\/p>\n<h3 data-start=\"3534\" data-end=\"3584\">Maximiser le potentiel d\u2019une adoption rapide<\/h3>\n<p><\/p>\n<p data-start=\"3586\" data-end=\"3778\">Ces tendances r\u00e9v\u00e8lent un d\u00e9fi central : <strong data-start=\"3627\" data-end=\"3666\">aligner les incitations \u00e9conomiques<\/strong> entre co\u00fbts et cr\u00e9ation de valeur, dans un contexte o\u00f9 l\u2019adoption prime souvent sur la rentabilit\u00e9 imm\u00e9diate.<\/p>\n<p><\/p>\n<p data-start=\"3780\" data-end=\"4165\">L\u2019exemple r\u00e9cent d\u2019<strong data-start=\"3799\" data-end=\"3808\">Adobe<\/strong> illustre bien cette r\u00e9alit\u00e9. Comme l\u2019a \u00e9crit l\u2019analyste Brent Thill, <em data-start=\"3878\" data-end=\"3954\">\u00ab l\u2019IA sera plus lente \u00e0 mon\u00e9tiser que ce que les investisseurs esp\u00e8rent \u00bb<\/em>. L\u2019entreprise concentre aujourd\u2019hui ses efforts sur l\u2019adoption et l\u2019usage, ouvrant la voie \u00e0 des <strong data-start=\"4052\" data-end=\"4094\">mod\u00e8les de mon\u00e9tisation plus innovants<\/strong>, capables d\u2019aligner durablement la cr\u00e9ation et la capture de valeur.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-da709a9 elementor-widget elementor-widget-menu-anchor\" data-id=\"da709a9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"section4\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-20b4669 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"20b4669\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c80ef7a\" data-id=\"c80ef7a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5d7b476 elementor-widget elementor-widget-text-editor\" data-id=\"5d7b476\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Alignement des mod\u00e8les de tarification sur la valeur<\/h2>\n<p><\/p>\n<p data-start=\"178\" data-end=\"644\">Promouvoir l\u2019adoption \u00e0 l\u2019aide des mod\u00e8les traditionnels de tarification par utilisateur issus du SaaS n\u2019est pas une approche durable pour les offres GenAI, compte tenu des dynamiques de co\u00fbts sp\u00e9cifiques \u00e0 cette technologie, et encore moins de leurs implications sur la rentabilit\u00e9. De leur c\u00f4t\u00e9, les mod\u00e8les strictement centr\u00e9s sur les co\u00fbts risquent de limiter la transparence et de compliquer la capacit\u00e9 des acheteurs \u00e0 anticiper ou comprendre la facturation.<\/p>\n<p><\/p>\n<p data-start=\"646\" data-end=\"931\">Plut\u00f4t que d\u2019adopter des strat\u00e9gies fig\u00e9es, orient\u00e9es uniquement vers les co\u00fbts ou l\u2019adoption, les entreprises devraient privil\u00e9gier les <strong data-start=\"783\" data-end=\"846\">meilleures pratiques de mon\u00e9tisation centr\u00e9es sur la valeur<\/strong>, qui favorisent une croissance r\u00e9currente et durable dans l\u2019ensemble des secteurs.<\/p>\n<p><\/p>\n<p data-start=\"933\" data-end=\"1422\">L\u2019approche bas\u00e9e sur la valeur fixe les prix en fonction de la <strong data-start=\"996\" data-end=\"1038\">valeur per\u00e7ue ou estim\u00e9e par le client<\/strong>, plut\u00f4t que sur le seul co\u00fbt de production ou la pression concurrentielle. Comme le d\u00e9crit le concept du <strong data-start=\"1144\" data-end=\"1167\">\u00ab <a href=\"https:\/\/online.hbs.edu\/blog\/post\/value-based-strategy\">b\u00e2ton de valeur<\/a> \u00bb<\/strong> du professeur Oberholzer-Gee, cette approche permet d\u2019aligner la tarification sur la <strong data-start=\"1253\" data-end=\"1293\">disposition r\u00e9elle du client \u00e0 payer<\/strong>. C\u2019est pourquoi il est essentiel de commencer \u00e0 mon\u00e9tiser d\u00e8s le lancement, afin d\u2019envoyer un signal fort sur la valeur cr\u00e9\u00e9e<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fdea18c elementor-widget elementor-widget-image\" data-id=\"fdea18c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"920\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick-1113x1280.png\" class=\"attachment-large size-large wp-image-248355\" alt=\"Diagramme intitul\u00e9 \u00ab le b\u00e2ton de valeur \u00bb montrant des barres verticales \u00e9tiquet\u00e9es de haut en bas : wtp, prix, co\u00fbt, wts. les fl\u00e8ches pointent vers le texte\u00a0: \u00ab satisfaction du client \u00bb, \u00ab marge ferme \u00bb, \u00ab exc\u00e9dent du fournisseur \u00bb.\" srcset=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick-1113x1280.png 1113w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick-557x640.png 557w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick-768x883.png 768w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick-1336x1536.png 1336w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick-1781x2048.png 1781w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Value-stick.png 2000w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c786287 elementor-widget elementor-widget-text-editor\" data-id=\"c786287\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"127\" data-end=\"228\"><em data-start=\"127\" data-end=\"226\">Source : Harvard Business School Online. PDE \u2013 propension \u00e0 d\u00e9penser ; PDV \u2013 propension \u00e0 vendre.<\/em><\/p>\n<h2 data-start=\"230\" data-end=\"277\">Approche bas\u00e9e sur la valeur pour le GenAI<\/h2>\n<p><\/p>\n<p data-start=\"279\" data-end=\"628\">Le GenAI, encore \u00e9mergent et radicalement diff\u00e9rent des technologies traditionnelles, rend l\u2019adoption d\u2019une approche de tarification fond\u00e9e sur la valeur particuli\u00e8rement complexe. Bien que la dimension unique et transformative du GenAI soit largement reconnue, beaucoup d\u2019acteurs avouent ne pas savoir comment mon\u00e9tiser efficacement leurs offres.<\/p>\n<p><\/p>\n<p data-start=\"630\" data-end=\"861\">Du c\u00f4t\u00e9 des clients, l\u2019incertitude demeure \u00e9galement : interrog\u00e9s sur la prime qu\u2019ils seraient pr\u00eats \u00e0 payer pour des fonctionnalit\u00e9s ou des capacit\u00e9s GenAI innovantes, <strong data-start=\"799\" data-end=\"830\">plus de 25 % des dirigeants<\/strong> affirment \u00ab ne pas savoir \u00bb.<\/p>\n<p><\/p>\n<p data-start=\"863\" data-end=\"1472\">Face \u00e0 des co\u00fbts massifs et des risques \u00e9lev\u00e9s, les entreprises qui lancent des offres GenAI sont contraintes de r\u00e9aliser un <strong data-start=\"988\" data-end=\"1051\">v\u00e9ritable exercice d\u2019exploration de la valeur en temps r\u00e9el<\/strong>. Le succ\u00e8s repose d\u00e9sormais sur une compr\u00e9hension fine de la proposition de valeur pour le client, puis sur un alignement rapide de la mon\u00e9tisation. C\u2019est pourquoi de nombreux pionniers ont choisi de lancer des versions b\u00eata afin de capitaliser sur l\u2019engouement actuel, tout en collectant les donn\u00e9es n\u00e9cessaires pour affiner leurs cas d\u2019usage, identifier leurs segments de client\u00e8le id\u00e9aux et mesurer la valeur cr\u00e9\u00e9e.<\/p>\n<p><\/p>\n<p data-start=\"1474\" data-end=\"1829\">Un exemple parlant est celui d\u2019OpenAI : \u00e0 l\u2019\u00e9t\u00e9 2023, certains analystes <a href=\"https:\/\/technext24.com\/2023\/08\/14\/chatgpt-costs-700000-daily-openai\/#google_vignette\">pr\u00e9disaient sa faillite<\/a> d\u2019ici fin 2024 en raison de co\u00fbts op\u00e9rationnels colossaux. L\u2019entreprise a pourtant su <strong data-start=\"1657\" data-end=\"1686\">acc\u00e9l\u00e9rer la mon\u00e9tisation<\/strong> en r\u00e9alisant probablement l\u2019un des<a href=\"https:\/\/www.lemonde.fr\/idees\/article\/2023\/09\/01\/chatgpt-constitue-un-cas-d-ecole-de-la-monetisation-de-la-technologie_6187387_3232.html\"> sondages de sensibilit\u00e9 prix<\/a> les plus rapides jamais men\u00e9s, afin de fixer son premier tarif pour ChatGPT.<\/p>\n<p><\/p>\n<p data-start=\"1831\" data-end=\"2031\">\u00c0 terme, \u00e0 l\u2019instar d\u2019autres services r\u00e9currents, le GenAI pourra s\u2019aligner sur la valeur en tirant les le\u00e7ons de l\u2019\u00e9volution de la demande client et des meilleures pratiques des leaders du secteur.<\/p>\n<h2 data-start=\"2038\" data-end=\"2091\">Adopter la bonne approche vis-\u00e0-vis de la valeur<\/h2>\n<p><\/p>\n<p data-start=\"2093\" data-end=\"2321\">Dans un contexte o\u00f9 les cas d\u2019usage du GenAI \u00e9voluent en temps r\u00e9el, aligner la tarification sur la valeur g\u00e9n\u00e9r\u00e9e peut sembler presque impossible. Pourtant, de nombreux acteurs font d\u00e9j\u00e0 des <strong data-start=\"2285\" data-end=\"2318\">promesses de valeur tangibles<\/strong>.<\/p>\n<ul data-start=\"2323\" data-end=\"2812\">\n<li data-start=\"2323\" data-end=\"2472\">\n<p data-start=\"2325\" data-end=\"2472\"><a href=\"https:\/\/resources.github.com\/copilot-demo\/\"><strong data-start=\"2325\" data-end=\"2343\">GitHub Copilot<\/strong><\/a> revendique un gain de productivit\u00e9 allant jusqu\u2019\u00e0 55 % pour les d\u00e9veloppeurs, tout en am\u00e9liorant leur satisfaction au travail.<\/p>\n<\/li>\n<li data-start=\"2473\" data-end=\"2583\">\n<p data-start=\"2475\" data-end=\"2583\"><strong data-start=\"2475\" data-end=\"2491\">Intercom Fin<\/strong>, son agent conversationnel GenAI, r\u00e9sout instantan\u00e9ment 30 \u00e0 50 % des tickets de support.<\/p>\n<\/li>\n<li data-start=\"2584\" data-end=\"2678\">\n<p data-start=\"2586\" data-end=\"2678\"><a href=\"https:\/\/www.zoom.com\/en\/products\/conversation-intelligence\/\"><strong data-start=\"2586\" data-end=\"2614\">Zoom Revenue Accelerator<\/strong><\/a> am\u00e9liore les revenus et la perception client de plus de 20 %.<\/p>\n<\/li>\n<li data-start=\"2679\" data-end=\"2812\">\n<p data-start=\"2681\" data-end=\"2812\">Pour les PME, des solutions comme <strong data-start=\"2715\" data-end=\"2724\">Canva<\/strong> ou <strong data-start=\"2728\" data-end=\"2738\">Jasper<\/strong> offrent un avantage marketing in\u00e9dit, souvent inatteignable auparavant.<\/p>\n<\/li>\n<\/ul>\n<p><\/p>\n<p data-start=\"2814\" data-end=\"2976\">Ces exemples montrent que les offres GenAI \u00ab parlent d\u00e9j\u00e0 de valeur \u00bb. Mais pour r\u00e9ellement \u00ab <strong data-start=\"2908\" data-end=\"2945\">marcher dans les pas de la valeur<\/strong> \u00bb, il est indispensable de :<\/p>\n<ul data-start=\"2977\" data-end=\"3135\">\n<li data-start=\"2977\" data-end=\"3022\">\n<p data-start=\"2979\" data-end=\"3022\">capturer et analyser des donn\u00e9es clients,<\/p>\n<\/li>\n<li data-start=\"3023\" data-end=\"3083\">\n<p data-start=\"3025\" data-end=\"3083\">identifier les m\u00e9triques de valeur r\u00e9ellement impact\u00e9es,<\/p>\n<\/li>\n<li data-start=\"3084\" data-end=\"3135\">\n<p data-start=\"3086\" data-end=\"3135\">et mesurer pr\u00e9cis\u00e9ment l\u2019ampleur de cet impact.<\/p>\n<\/li>\n<\/ul>\n<p><\/p>\n<p data-start=\"3137\" data-end=\"3554\">Sans preuves solides, les dirigeants resteront sceptiques face aux promesses uniformes d\u2019am\u00e9lioration de 50 % de la productivit\u00e9. La confiance viendra de la <strong data-start=\"3294\" data-end=\"3333\">d\u00e9monstration chiffr\u00e9e de la valeur<\/strong>, ce qui suppose une collaboration \u00e9troite entre chefs de produit, \u00e9quipes go-to-market et clients. Les programmes pilotes payants, comme ceux propos\u00e9s par <a href=\"https:\/\/c3.ai\/c3-ai-pilot-program\/\"><strong data-start=\"3489\" data-end=\"3498\">C3 AI<\/strong><\/a>, illustrent bien ce processus de d\u00e9couverte mutuelle.<\/p>\n<h2 data-start=\"3561\" data-end=\"3593\">Capturer la prime de valeur<\/h2>\n<p><\/p>\n<p data-start=\"3595\" data-end=\"3779\">Certains attributs cl\u00e9s peuvent pr\u00e9dire le succ\u00e8s d\u2019une offre GenAI dans l\u2019adoption d\u2019un mod\u00e8le orient\u00e9 valeur ou r\u00e9sultats, permettant de capter une <strong data-start=\"3745\" data-end=\"3775\">prime de valeur sup\u00e9rieure<\/strong> :<\/p>\n<ul data-start=\"3781\" data-end=\"4861\">\n<li data-start=\"3781\" data-end=\"3905\">\n<p data-start=\"3783\" data-end=\"3905\"><strong data-start=\"3783\" data-end=\"3819\">Unicit\u00e9 de l\u2019ensemble de donn\u00e9es<\/strong> : raret\u00e9, profondeur et exclusivit\u00e9 des donn\u00e9es utilis\u00e9es pour entra\u00eener le mod\u00e8le.<\/p>\n<\/li>\n<li data-start=\"3906\" data-end=\"4000\">\n<p data-start=\"3908\" data-end=\"4000\"><strong data-start=\"3908\" data-end=\"3926\">Sp\u00e9cialisation<\/strong> : capacit\u00e9 \u00e0 adresser un cas d\u2019usage pr\u00e9cis avec une grande exactitude.<\/p>\n<\/li>\n<li data-start=\"4001\" data-end=\"4156\">\n<p data-start=\"4003\" data-end=\"4156\"><strong data-start=\"4003\" data-end=\"4034\">Attribuabilit\u00e9 de la valeur<\/strong> : lien direct et mesurable entre la solution et un impact client (revenus, r\u00e9duction des co\u00fbts, gains de productivit\u00e9).<\/p>\n<\/li>\n<li data-start=\"4157\" data-end=\"4291\">\n<p data-start=\"4159\" data-end=\"4291\"><strong data-start=\"4159\" data-end=\"4186\">Temps de mise en valeur<\/strong> : rapidit\u00e9 avec laquelle le client constate un b\u00e9n\u00e9fice tangible, cl\u00e9 pour justifier l\u2019investissement.<\/p>\n<\/li>\n<li data-start=\"4292\" data-end=\"4415\">\n<p data-start=\"4294\" data-end=\"4415\"><strong data-start=\"4294\" data-end=\"4309\">Scalabilit\u00e9<\/strong> : aptitude de la solution \u00e0 s\u2019adapter \u00e0 la croissance des donn\u00e9es, des utilisateurs et des cas d\u2019usage.<\/p>\n<\/li>\n<li data-start=\"4416\" data-end=\"4574\">\n<p data-start=\"4418\" data-end=\"4574\"><strong data-start=\"4418\" data-end=\"4456\">Conformit\u00e9 r\u00e9glementaire et locale<\/strong> : garantie de conformit\u00e9 aux exigences l\u00e9gales et de protection des donn\u00e9es, minimisant les risques pour le client.<\/p>\n<\/li>\n<li data-start=\"4575\" data-end=\"4861\">\n<p data-start=\"4577\" data-end=\"4861\"><strong data-start=\"4577\" data-end=\"4620\">Position dans la cha\u00eene de valeur GenAI<\/strong> : les applications en haut de la cha\u00eene captent souvent plus ais\u00e9ment une prime de valeur, contrairement aux couches d\u2019infrastructure plus banalis\u00e9es \u2014 sauf dans les niches sp\u00e9cialis\u00e9es (par ex. hypersp\u00e9cialisation, conformit\u00e9 ESG, etc.).<\/p>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7d9e935 elementor-widget elementor-widget-image\" data-id=\"7d9e935\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"413\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Last-Table-1280x661.png\" class=\"attachment-large size-large wp-image-248365\" alt=\"Diagramme illustrant les couches technologiques\u00a0: infrastructure physique, hyperscalers cloud, fournisseurs et hubs de mod\u00e8les, ainsi que applications et services avec leurs descriptions respectives.\" srcset=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Last-Table-1280x661.png 1280w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Last-Table-640x331.png 640w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Last-Table-768x397.png 768w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Last-Table-1536x793.png 1536w, https:\/\/www.zuora.com\/wp-content\/uploads\/2024\/04\/Last-Table-2048x1058.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ee7a7c elementor-widget elementor-widget-text-editor\" data-id=\"5ee7a7c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><em>Image : Cha\u00eene de valeur GenAI \u00e0 quatre niveaux. Certains niveaux sont fusionn\u00e9s pour simplifier.<\/em><\/p>\n<p>Pour capturer et partager la prime de valeur, les entreprises devraient id\u00e9alement adopter une m\u00e9trique de mon\u00e9tisation align\u00e9e sur le moteur de valeur qu&rsquo;elles cherchent \u00e0 optimiser, ou au moins une m\u00e9trique qui \u00e9volue de mani\u00e8re similaire. De plus, l&rsquo;exploration des cas d&rsquo;utilisation et de la valeur devrait prendre en compte les besoins et l&rsquo;utilisation de diff\u00e9rents profils d&rsquo;utilisateurs.<\/p>\n<p>Fait peu surprenant, moins de 10 % des 70 offres analys\u00e9es s&rsquo;engagent activement dans cette d\u00e9marche aujourd&rsquo;hui (c&rsquo;est-\u00e0-dire sans r\u00e9percuter les co\u00fbts avec une surcharge ni mon\u00e9tiser les utilisateurs). Intercom, par exemple, facture son chatbot IA Fin en fonction des <a style=\"text-decoration: underline; font-family: IBM Plex Serif;\" href=\"https:\/\/www.intercom.com\/help\/en\/articles\/8205718-fin-resolutions\">r\u00e9solutions obtenues<\/a>. Chez <a href=\"https:\/\/11x.ai\/\">11x<\/a>, une soci\u00e9t\u00e9 qui fournit des travailleurs num\u00e9riques AI pour le march\u00e9, 90 % des clients sont factur\u00e9s sur un mod\u00e8le \u00ab par type de t\u00e2che \u00bb, mais l&rsquo;entreprise teste \u00e9galement une tarification bas\u00e9e sur les r\u00e9sultats, selon <a style=\"text-decoration: underline; font-family: IBM Plex Serif;\" href=\"https:\/\/www.growthunhinged.com\/p\/the-ai-sdr-era\">Kyle Poyar<\/a>.<\/p>\n<p>Il est crucial que les m\u00e9triques de tarification soient en ad\u00e9quation avec la perception de la valeur par les acheteurs, renfor\u00e7ant ainsi un sentiment d&rsquo;\u00e9quit\u00e9 et de transparence. Ce processus rend le parcours d&rsquo;achat plus transparent gr\u00e2ce \u00e0 l&rsquo;utilisation d&rsquo;une m\u00e9trique conviviale pour le client, assurant ainsi que leur investissement soit justifi\u00e9 par la valeur apport\u00e9e. Selon une <a style=\"text-decoration: underline; font-family: IBM Plex Serif;\" href=\"https:\/\/www.zuora.com\/fr\/resource\/how-consumption-models-contribute-to-business-success\/\">\u00e9tude men\u00e9e conjointement<\/a> par le Subscribed Institute et le Boston Consulting Group, les clients envisageant des solutions GenAI pr\u00e9f\u00e8rent effectivement une tarification bas\u00e9e sur l&rsquo;utilisation ou les r\u00e9sultats.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d29f428 elementor-widget elementor-widget-menu-anchor\" data-id=\"d29f428\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"section5\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-c554354 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c554354\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d9929a2\" data-id=\"d9929a2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5bf7328 elementor-widget elementor-widget-text-editor\" data-id=\"5bf7328\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2 data-start=\"118\" data-end=\"238\">Le GenAI : un voyage de longue haleine, pas une destination imm\u00e9diate<\/h2>\n<p><\/p>\n<p data-start=\"166\" data-end=\"642\">La mon\u00e9tisation du GenAI sera un <strong data-start=\"199\" data-end=\"220\">parcours \u00e9volutif<\/strong>, n\u00e9cessitant des exp\u00e9rimentations continues avec les strat\u00e9gies et les m\u00e9triques de tarification. Aujourd\u2019hui, de nombreuses entreprises s\u2019appuient sur des indicateurs simples \u2014 tels que le nombre de <strong data-start=\"421\" data-end=\"431\">tokens<\/strong> consomm\u00e9s ou le nombre d\u2019<strong data-start=\"457\" data-end=\"473\">utilisateurs<\/strong> \u2014 mais \u00e0 terme, on peut s\u2019attendre \u00e0 une transition vers des mod\u00e8les de tarification plus nuanc\u00e9s, <strong data-start=\"573\" data-end=\"600\">bas\u00e9s sur les r\u00e9sultats<\/strong> et adapt\u00e9s aux cas d\u2019usage sp\u00e9cifiques.<\/p>\n<p><\/p>\n<p data-start=\"644\" data-end=\"905\">Cette \u00e9volution ne sera pas instantan\u00e9e. L\u2019analyste Brent Thill pr\u00e9voit que les impacts financiers significatifs des innovations GenAI d\u2019Adobe ne se concr\u00e9tiseront qu\u2019entre <strong data-start=\"817\" data-end=\"837\">fin 2024 et 2025<\/strong>, refl\u00e9tant la nature progressive et it\u00e9rative de ces adaptations.<\/p>\n<p><\/p>\n<p data-start=\"907\" data-end=\"1398\">Des d\u00e9veloppements r\u00e9cents, comme le lancement par <strong data-start=\"958\" data-end=\"968\">GitLab<\/strong> de son offre <em data-start=\"982\" data-end=\"1003\">Duo Enterprise Tier<\/em> ou encore l\u2019introduction par <strong data-start=\"1033\" data-end=\"1046\">Microsoft<\/strong> d\u2019un essai gratuit mondial pour <em data-start=\"1079\" data-end=\"1088\">Copilot<\/em>, illustrent \u00e0 la fois la rapidit\u00e9 des changements et la multiplication des exp\u00e9rimentations de mon\u00e9tisation dans l\u2019industrie. Ces ajustements dynamiques soulignent l\u2019importance de <strong data-start=\"1269\" data-end=\"1304\">strat\u00e9gies tarifaires r\u00e9actives<\/strong>, capables de s\u2019adapter rapidement aux \u00e9volutions du march\u00e9 et aux retours des utilisateurs.<\/p>\n<p><\/p>\n<p data-start=\"1400\" data-end=\"1858\">En d\u00e9finitive, l\u2019objectif de la mon\u00e9tisation du GenAI ne se limite pas \u00e0 proposer des prix comp\u00e9titifs, mais consiste \u00e0 <strong data-start=\"1520\" data-end=\"1550\">cr\u00e9er une v\u00e9ritable valeur<\/strong>. Malgr\u00e9 les pressions li\u00e9es \u00e0 la r\u00e9duction des co\u00fbts et \u00e0 l\u2019automatisation, l\u2019avenir repose sur un alignement \u00e9troit entre les co\u00fbts engag\u00e9s et la valeur effectivement d\u00e9livr\u00e9e. Cette approche d\u00e9finira la r\u00e9ussite de la mon\u00e9tisation du GenAI, en garantissant \u00e0 la fois sa <strong data-start=\"1823\" data-end=\"1837\">durabilit\u00e9<\/strong> et son <strong data-start=\"1845\" data-end=\"1855\">\u00e9quit\u00e9<\/strong>.<\/p>\n<h2 data-start=\"1865\" data-end=\"1905\">\u00c0 venir dans notre prochain article<\/h2>\n<p><\/p>\n<p data-start=\"1906\" data-end=\"1926\">Vous d\u00e9couvrirez :<\/p>\n<ul data-start=\"1927\" data-end=\"2196\">\n<li data-start=\"1927\" data-end=\"2053\">\n<p data-start=\"1929\" data-end=\"2053\">Une analyse document\u00e9e et des exemples des <strong data-start=\"1972\" data-end=\"2015\">4 axes actuels de mon\u00e9tisation du GenAI<\/strong> utilis\u00e9s par les leaders du secteur<\/p>\n<\/li>\n<li data-start=\"2054\" data-end=\"2105\">\n<p data-start=\"2056\" data-end=\"2105\">Les <strong data-start=\"2060\" data-end=\"2084\">avantages et limites<\/strong> de chaque approche<\/p>\n<\/li>\n<li data-start=\"2106\" data-end=\"2196\">\n<p data-start=\"2108\" data-end=\"2196\">L\u2019axe adopt\u00e9 par pr\u00e8s d\u2019un <strong data-start=\"2135\" data-end=\"2166\">tiers des entreprises GenAI<\/strong>, et les raisons de ce choix<\/p>\n<\/li>\n<\/ul>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-a537975 e-con-full e-flex e-con e-child\" data-id=\"a537975\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-8ad8d08 e-con-full e-flex e-con e-child\" data-id=\"8ad8d08\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-b6f2b46 elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-spacer\" data-id=\"b6f2b46\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-03243e7 e-con-full e-flex e-con e-child\" data-id=\"03243e7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-a980863 e-flex e-con-boxed e-con e-child\" data-id=\"a980863\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-29c1438 e-flex e-con-boxed e-con e-child\" data-id=\"29c1438\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5f80c93 elementor-widget elementor-widget-heading\" data-id=\"5f80c93\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Transformer l\u2019innovation GenAI en revenus :<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7a9fe81 elementor-widget elementor-widget-text-editor\" data-id=\"7a9fe81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>D\u00e9couvrez les principaux mod\u00e8les actuels de packaging du GenAI et analysez comment les entreprises SaaS les utilisent aujourd\u2019hui.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c7fe6dc elementor-widget elementor-widget-button\" data-id=\"c7fe6dc\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.zuora.com\/resource\/packaging-models-for-gen-ai\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">En savoir plus<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-28a6320 e-con-full e-flex e-con e-child\" data-id=\"28a6320\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fd2242e elementor-hidden-desktop elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-spacer\" data-id=\"fd2242e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-ab3f2ef e-con-full e-flex e-con e-child\" data-id=\"ab3f2ef\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-e2ccf96 e-flex e-con-boxed e-con e-child\" data-id=\"e2ccf96\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-9c8c33a e-flex e-con-boxed e-con e-child\" data-id=\"9c8c33a\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7110fc1 elementor-widget elementor-widget-heading\" data-id=\"7110fc1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Les 4 axes de mon\u00e9tisation du GenAI :<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c554765 elementor-widget elementor-widget-text-editor\" data-id=\"c554765\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Explorez les strat\u00e9gies de positionnement adopt\u00e9es par les pionniers de la mon\u00e9tisation du GenAI \u2014 ainsi que leurs avantages et leurs inconv\u00e9nients.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-08758f7 elementor-widget elementor-widget-button\" data-id=\"08758f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.zuora.com\/resource\/the-4-genai-monetization-avenues\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">En savoir plus<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-2eab5811 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2eab5811\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-297be564\" data-id=\"297be564\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6cb9f1f3 elementor-widget elementor-widget-heading\" data-id=\"6cb9f1f3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">En savoir plus sur l\u2019auteur<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t<div data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-element elementor-element-0636e77 e-flex e-con-boxed e-con e-parent\" data-id=\"0636e77\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5d8dbc8 elementor-widget elementor-widget-image\" data-id=\"5d8dbc8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"496\" height=\"500\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2023\/04\/headshot-Michael-Mansard.jpg\" class=\"attachment-full size-full wp-image-209778\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3aa9de8 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"3aa9de8\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Michael\u00a0Mansard<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b9fb5b0 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"b9fb5b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Pr\u00e9sident EMEA, Subscribed Institute<br \/>Directeur Principal de la Strat\u00e9gie d&rsquo;Abonnement, Zuora<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-5180cf80 elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5180cf80\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-64d4a8a8\" data-id=\"64d4a8a8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-inner-section elementor-element elementor-element-6ddf5ef4 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"6ddf5ef4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-5361b278\" data-id=\"5361b278\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-10e76c86 elementor-widget__width-initial elementor-widget elementor-widget-heading\" data-id=\"10e76c86\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">L'Institut Subscribed<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3f8c8747 elementor-widget elementor-widget-spacer\" data-id=\"3f8c8747\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-62467141 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"62467141\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le Subscribed Institute est le think tank d\u00e9di\u00e9 de Zuora qui cultive et sert une communaut\u00e9 de leaders d&rsquo;entreprise \u00e0 travers la recherche, des contenus, des \u00e9v\u00e9nements et des services de conseil. Les strat\u00e8ges de l&rsquo;Institut Subscribed sont une ressource pour nos clients pour les aider \u00e0 \u00e9laborer des strat\u00e9gies sur mesure vers le succ\u00e8s des mod\u00e8les d&rsquo;affaires bas\u00e9s sur les revenus r\u00e9currents, \u00e0 d\u00e9velopper des capacit\u00e9s internes et \u00e0 naviguer rapidement vers l&rsquo;Usage.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e0fa41a elementor-widget elementor-widget-button\" data-id=\"e0fa41a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.zuora.com\/fr\/about\/subscribed-institute\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">En savoir plus<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21e26209 elementor-widget elementor-widget-menu-anchor\" data-id=\"21e26209\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-menu-anchor\" id=\"rapports\"><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6878844 elementor-hidden-phone\" data-id=\"6878844\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4e8c8374 elementor-hidden-phone elementor-widget elementor-widget-image\" data-id=\"4e8c8374\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"786\" height=\"621\" src=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2022\/09\/si-img3.png\" class=\"attachment-full size-full wp-image-194063\" alt=\"\" srcset=\"https:\/\/www.zuora.com\/wp-content\/uploads\/2022\/09\/si-img3.png 786w, https:\/\/www.zuora.com\/wp-content\/uploads\/2022\/09\/si-img3-640x506.png 640w, https:\/\/www.zuora.com\/wp-content\/uploads\/2022\/09\/si-img3-768x607.png 768w\" sizes=\"(max-width: 786px) 100vw, 786px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-696dd51c elementor-section-stretched elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"696dd51c\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;stretch_section&quot;:&quot;section-stretched&quot;,&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-742d19e4\" data-id=\"742d19e4\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-51c6c967 elementor-widget elementor-widget-heading\" data-id=\"51c6c967\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Envie d\u2019en savoir plus\u00a0?<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8f8e97e elementor-widget elementor-widget-text-editor\" data-id=\"8f8e97e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Parlez \u00e0 l\u2019un de nos experts ou contactez votre charg\u00e9 de compte pour organiser un entretien.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5729dc1d elementor-align-center elementor-widget elementor-widget-button\" data-id=\"5729dc1d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/www.zuora.com\/fr\/talk-to-sales\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-arrow-right\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Parler \u00e0 un expert<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Rapport de recherche sur la mon\u00e9tisation de l\u2019IA g\u00e9n\u00e9rative Mon\u00e9tisation de l\u2019IA g\u00e9n\u00e9rative : une opportunit\u00e9 strat\u00e9gique pour les entreprises SaaS R\u00e9dig\u00e9 par: Michael Mansard, Pr\u00e9sident EMEA du Subscribed Institute M\u00e9thodologie : Cette analyse repose sur une \u00e9tude approfondie de plus de 70 entreprises proposant des solutions d\u2019IA g\u00e9n\u00e9rative. Nos recommandations s\u2019appuient sur une approche [&hellip;]<\/p>\n","protected":false},"author":227,"featured_media":0,"parent":0,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"content_type":[33291],"geo":[],"growth_initiatives":[],"industry":[33470],"persona":[],"product_line":[],"topic":[33279,33424,33375,33417],"class_list":["post-256478","resource","type-resource","status-publish","format-standard","hentry","content_type-guide-fr","industry-logiciel-et-technologie","topic-business-innovation-fr","topic-revenue-models-fr","topic-strategic-guidance-fr","topic-subscribed-institute-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Monetizing AI: Why SaaS Companies Are Missing Revenue Opportunities<\/title>\n<meta name=\"description\" content=\"De nombreuses entreprises peinent \u00e0 mon\u00e9tiser efficacement leurs offres bas\u00e9es sur l\u2019IA g\u00e9n\u00e9rative, dans un contexte o\u00f9 les mod\u00e8les de tarification \u00e9voluent rapidement. 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