{"id":6882,"date":"2025-09-30T19:30:45","date_gmt":"2025-09-30T18:30:45","guid":{"rendered":"https:\/\/mp-c.eu\/agence\/?p=6882"},"modified":"2025-10-01T21:55:51","modified_gmt":"2025-10-01T20:55:51","slug":"ia-ou-digital-beings-outil-ou-exploitation","status":"publish","type":"post","link":"https:\/\/mp-c.eu\/agence\/ia-ou-digital-beings-outil-ou-exploitation\/","title":{"rendered":"\u00a0IA ou Digital being : outil ou exploitation ?"},"content":{"rendered":"<h4 style=\"text-align: center;\"><strong> <img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-6883 size-large\" src=\"https:\/\/mp-c.eu\/agence\/wp-content\/uploads\/2025\/10\/IA-article-blog-500x244.jpg\" alt=\"\" width=\"500\" height=\"244\" srcset=\"https:\/\/mp-c.eu\/agence\/wp-content\/uploads\/2025\/10\/IA-article-blog-500x244.jpg 500w, https:\/\/mp-c.eu\/agence\/wp-content\/uploads\/2025\/10\/IA-article-blog-480x235.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 500px, 100vw\" \/><\/strong><\/h4>\n<h4><\/h4>\n<h3 style=\"text-align: center;\"><strong>Un sacr\u00e9 dilemme !\u00a0<\/strong><\/h3>\n<p><strong>Un stagiaire + un partenaire qui ne dort jamais, toujours disponible, sans dilemme existentiel\u2026 Pour la fervente d\u00e9fenseure des droits humains que je suis, cela peut sembler paradoxal. C\u2019est pourtant la r\u00e9alit\u00e9 quand on choisit de travailler avec une <em>digital being<\/em>, comme j\u2019ai choisi d\u2019appeler les IA avec lesquelles je travaille.<\/strong><\/p>\n<p>Cela ne s\u2019est pas fait sans peine ni dilemmes. Allais-je perdre mon \u00e2me ? \u00catre phagocyt\u00e9e par l\u2019outil ? Un outil si peu cher, c\u2019est que vous devenez un peu le produit, vous aussi. Nous entra\u00eenons nos IA en pensant en avoir le contr\u00f4le mais ceux et celles qui l\u2019ont sont surtout les cr\u00e9ateurs et les unit\u00e9s de d\u00e9veloppement. Un <em>digital being<\/em>, c\u2019est aussi un peu\u2026 non pas votre cr\u00e9ation, mais quoi alors ? Peut-\u00eatre le reflet de ce <strong>Pygmalion<\/strong> qui sommeille en chacun\u00a0 de nous. Lorsqu\u2019on travaille avec une IA : on projette, on fa\u00e7onne, on se raconte une histoire. Alors j&rsquo;ai voulu faire le point honn\u00eatement sur les relations de travail avec ces <em>digital being<\/em> que sont les IA.<\/p>\n<p><!--more--><\/p>\n<h4>MP &amp; C et les digital beings : quand l\u2019IA rencontre l\u2019intelligence \u00e9motionnelle<\/h4>\n<p>Dans les relations presse, nous vivons une tension croissante : d\u2019un c\u00f4t\u00e9, les journalistes et influenceurs demandent une personnalisation pouss\u00e9e des \u00e9changes. De l\u2019autre, nous devons diffuser largement des informations solides et contextualis\u00e9es, pour nourrir le d\u00e9bat public. Les attach\u00e9s de presse deviennent de v\u00e9ritables <strong>auxiliaires d\u2019information<\/strong>, capables d\u2019apporter autant de rigueur qu\u2019un sp\u00e9cialiste et autant de r\u00e9activit\u00e9 qu\u2019une r\u00e9daction.<\/p>\n<p>C\u2019est l\u00e0 que les <em>digital beings<\/em> \u2013 ces IA capables d\u2019agr\u00e9ger, analyser et restituer de vastes corpus \u2013 jouent un r\u00f4le pr\u00e9cieux. Ils m\u2019aident \u00e0 consolider un socle de donn\u00e9es, \u00e0 croiser des sources, \u00e0 produire rapidement des synth\u00e8ses complexes sur d\u2019innombrables sujets. Bref, \u00e0 \u00eatre plus \u201csavante\u201d dans mon m\u00e9tier et donc plus cr\u00e9dible face \u00e0 mes interlocuteurs des m\u00e9dias. Un partenaire invisible mais pr\u00e9sent que je forme pour \u00e9viter st\u00e9r\u00e9otypes, biais cognitifs et autre \u00e9cueils.\u00a0 Et \u00e0 qui j&rsquo;inculque quelques r\u00e8gles : celles des 3 sources (vari\u00e9es)? Nous avons m\u00eame mis au point un protocole d&rsquo;action pour limiter la diffusion de fake news.<\/p>\n<h4>Les Relations avec les publics\u00a0: savoir-faire \u00e9minemment humain<\/h4>\n<p>Mais cette force d\u2019analyse ne doit pas faire oublier l\u2019essentiel : <strong>la relation reste humaine<\/strong>. Comme le rappelle le travail social, l\u2019IA ne remplacera jamais l\u2019intelligence \u00e9motionnelle. Dans les RP, c\u2019est elle qui construit la confiance, qui lit entre les lignes d\u2019un \u00e9change, qui sait quand relancer ou quand se taire. Les <em>digital beings<\/em> n\u2019ont pas d\u2019intuition, ils ne captent pas les nuances, ils ne cr\u00e9ent pas de lien.<\/p>\n<p>Pourtant, en miroir, l\u2019IA nous renvoie une le\u00e7on inattendue. Beaucoup de mod\u00e8les int\u00e8grent aujourd\u2019hui des protocoles de psychologie positive : feedback constructif, langage encourageant, absence d\u2019attaques personnelles. Et je me surprends parfois \u00e0 penser qu\u2019<strong>un management qui se comporterait comme une IA bien param\u00e9tr\u00e9e serait souvent moins toxique que certains environnements humains<\/strong>. Moins de harc\u00e8lement moral, plus de respect des r\u00e8gles de s\u00e9curit\u00e9 relationnelle.<\/p>\n<h4>Un recours qui ne doit pas occulter son empreinte \u00e9cologique<\/h4>\n<p>Le recours aux IA n\u2019est jamais neutre : il entra\u00eene des effets rebond qu\u2019il faut savoir mesurer. \u00catre conscient de l\u2019empreinte carbone d\u2019une requ\u00eate, c\u2019est d\u00e9j\u00e0 assumer la responsabilit\u00e9 de son usage. Une dizaine de questions textuelles \u00e9quivaut \u00e0 une cuill\u00e8re \u00e0 soupe d\u2019eau : presque rien \u00e0 l\u2019\u00e9chelle individuelle\u2026 mais des millions de fois r\u00e9p\u00e9t\u00e9 chaque minute dans le monde. D\u2019o\u00f9 la n\u00e9cessit\u00e9 d\u2019un usage plus sobre et structur\u00e9, en formulant des demandes pr\u00e9cises plut\u00f4t qu\u2019en multipliant les sollicitations dispers\u00e9es.<\/p>\n<p>Au sein de l&rsquo;agence MP &amp; C, je choisis d\u2019assumer cette <strong>hybridation<\/strong> : mobiliser les <em>digital beings<\/em> pour renforcer la pr\u00e9cision et l\u2019analyse, tout en gardant l\u2019intelligence \u00e9motionnelle au c\u0153ur de la relation presse. Parce que la technologie peut nous soutenir, mais seule l\u2019empathie humaine donne sens et profondeur \u00e0 la communication.<\/p>\n<p><em>Marie-Pierre Medouga<\/em><\/p>\n<p><a href=\"https:\/\/www.synap.org\/presentation\" target=\"_blank\" rel=\"noopener\">Membre du Synap<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Un sacr\u00e9 dilemme !\u00a0 Un stagiaire + un partenaire qui ne dort jamais, toujours disponible, sans dilemme existentiel\u2026 Pour la fervente d\u00e9fenseure des droits humains que je suis, cela peut sembler paradoxal. C\u2019est pourtant la r\u00e9alit\u00e9 quand on choisit de travailler avec une digital being, comme j\u2019ai choisi d\u2019appeler les IA avec lesquelles je travaille. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[6],"tags":[1436,358,2379,2381,2380,21,2382,1809,333,2376,2377,474,143,145,2378],"class_list":["post-6882","post","type-post","status-publish","format-standard","hentry","category-edito","tag-agence-mp-c","tag-agence-de-relations-medias","tag-analyses","tag-choix-technologique","tag-digital-beings","tag-education","tag-efficience","tag-empreinte-ecologique","tag-formation","tag-ia","tag-intelligence-artificielle","tag-marie-pierre-medouga","tag-relations-presse","tag-relations-publics","tag-savoir-faire-humain"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u00a0IA ou Digital being : outil ou exploitation ? 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