Comment les intelligences artificielles génératives et prédictives transforment-elles les pratiques marketing interentreprises des TPE/PME, et dans quelles limites peuvent-elles s’adapter aux exigences relationnelles propres à ce secteur ?
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- This thesis explores the following question: "How are generative and predictive artificial intelligences transforming the intercompany marketing practices of SMEs, and within what limits can they adapt to the relational demands specific to this sector?". Based on a literature review, an analytical framework structured around four themes (strategic decision-making, content creation, customer relationship, challenges and limitations) and a qualitative research with nine Belgian SMEs, the study reveals a gradual and uneven adoption of these technologies. They improve operational efficiency and automate certain tasks with low relational value but struggle to replicate the subtlety and authenticity of B2B interactions, where personalization and trust remain relational pillars that are difficult to automate. Four managerial recommendations are proposed to support a progressive, ethical and balanced integration of these technologies, respectful of the relational values of B2B.