{"id":62804,"date":"2024-06-21T22:18:35","date_gmt":"2024-06-21T20:18:35","guid":{"rendered":"https:\/\/www.thedigitalnewdeal.org\/?p=62804"},"modified":"2025-09-03T23:20:58","modified_gmt":"2025-09-03T21:20:58","slug":"ia-publicitaires-clefs-invisibles-de-nos-democraties","status":"publish","type":"post","link":"https:\/\/www.thedigitalnewdeal.org\/en\/ia-publicitaires-clefs-invisibles-de-nos-democraties\/","title":{"rendered":"IA publicitaires, clefs invisibles de nos d\u00e9mocraties"},"content":{"rendered":"

[vc_row unlock_row_content=”yes” row_height_percent=”0″ override_padding=”yes” h_padding=”0″ top_padding=”0″ bottom_padding=”2″ overlay_alpha=”50″ gutter_size=”0″ column_width_percent=”80″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ gutter_size=”2″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”7″ mobile_width=”7″ width=”2\/3″][vc_empty_space empty_h=”2″][vc_custom_heading heading_semantic=”h1″ text_size=”bigtext” text_weight=”400″ text_transform=”uppercase” subheading=”21\/6\/2024″ uncode_shortcode_id=”574889″]IA publicitaires, clefs invisibles de nos d\u00e9mocraties[\/vc_custom_heading][vc_column_text uncode_shortcode_id=”198769″]La viralit\u00e9 n’aime pas la v\u00e9rit\u00e9. Les bonnes nouvelles ne font pas recette, tandis que les contenus pol\u00e9miques, voire complotistes, font eux le bonheur des algorithmes de placement publicitaires qui rep\u00e8rent ces foyers de viralit\u00e9 et soufflent dessus comme sur la braise afin que les revenus puissent s\u2019enflammer.<\/p>\n

Les r\u00e9seaux sociaux (Facebook, Youtube, Twitter-X, TikTok,\u2026) se d\u00e9fendent d\u2019\u00eatre des \u00e9diteurs, et ils n\u2019ont pas tort puisque leurs algorithmes ont des crit\u00e8res commerciaux et non \u00e9ditoriaux. Les IA \u00e0 l\u2019origine des recommandations sont en effet bien celles de leurs r\u00e9gies d\u00e9di\u00e9es \u00e0 vendre des espaces publicitaires aux annonceurs. Ces algorithmes sont d\u00e9velopp\u00e9s pour maximiser l’engagement des utilisateurs en ciblant les placements en fonction de leurs pr\u00e9f\u00e9rences et comportements en ligne, mais aussi programm\u00e9s pour augmenter leur inventaire publicitaire en rep\u00e9rant puis boostant artificiellement les contenus qui ont un potentiel de viralit\u00e9. Faisant totalement fi de leurs messages et de leurs \u00e9ventuels impacts n\u00e9gatifs, devenant ainsi de facto<\/em> des alli\u00e9s objectifs de campagnes de d\u00e9stabilisation qui viennent menacer nos d\u00e9mocraties.<\/p>\n

 <\/p>\n

Rappelons un fait : Donald Trump en 2016 avait \u00e9t\u00e9 \u00e9lu Pr\u00e9sident dans des circonscriptions o\u00f9 aucun R\u00e9publicain n’avait jamais \u00e9t\u00e9 \u00e9lu. Toutes ces circonscriptions avaient pour point commun le fait que la presse locale avait ferm\u00e9, remplac\u00e9 par un autre m\u00e9dia de proximit\u00e9 : Facebook. L’IA publicitaire du r\u00e9seau social et Cambridge Analytica avaient fait le reste… Imaginons maintenant un instant un scandale de ce type avec la puissance de l\u2019IA g\u00e9n\u00e9rative. Les cons\u00e9quences dans le contexte g\u00e9opolitique que nous connaissons pourraient \u00eatre dramatiques\u00a0car un retour de Trump aux Etats-Unis et un une mont\u00e9e des extr\u00eames en France constitueraient une nouvelle \u00e9quation mondiale au profit de la Russie et de leurs amis.<\/p>\n

 <\/p>\n

Cette menace se r\u00e9alise sous nos yeux, il suffit de voir l\u2019\u00e9pisode r\u00e9cent en Slovaquie. En septembre 2023 cet \u00c9tat de l\u2019UE a vu son \u00e9lection nationale basculer suite \u00e0 un deepfake particuli\u00e8rement r\u00e9aliste impliquant \u0160ime\u010dka, chef d’un parti pro-UE, \u00e9voquant des propos qui ont d\u00e9stabilis\u00e9 ce candidat progressiste dans les derni\u00e8res 48h au profit du candidat pro-Kremlin, faisant ainsi basculer les \u00e9lections dans la toute derni\u00e8re ligne droite.<\/p>\n

 <\/p>\n

Pour ne pas reproduire les m\u00eames erreurs, nous devrions donc porter une attention particuli\u00e8re \u00e0 la question des algorithmes publicitaires des grandes plateformes sociales. D\u2019autant plus que certaines revendiquent de plus en plus clairement un agenda politique sous l\u2019impulsion de leurs actionnaires, et que jamais le danger de cyber-ing\u00e9rence n\u2019\u00e9tait apparu aussi \u00e9lev\u00e9 tant l\u2019IA g\u00e9n\u00e9rative donne aux ennemis de la d\u00e9mocratie des moyens sans pr\u00e9c\u00e9dents de manipulation massive. L\u2019IA g\u00e9n\u00e9rative va immanquablement amplifier le ph\u00e9nom\u00e8ne de d\u00e9sinterm\u00e9diation de l’information et ses cons\u00e9quences sur l’invisibilisation de la v\u00e9rit\u00e9. Tout ce que nous n’aimions pas du Web2 risque d’\u00eatre surench\u00e9ri : les fausses nouvelles, les cyberattaques, le contr\u00f4le des esprits, la contagion des th\u00e9ories du complot, l’exploitation des donn\u00e9es personnelles, etc. On peut r\u00e9sumer ce ph\u00e9nom\u00e8ne en une formule\u00a0: GenAI = Web2\u00b2<\/p>\n

 <\/p>\n

 <\/p>\n

Pour faire face \u00e0 ces guerres informationnelles, l\u2019Union europ\u00e9enne nous a dot\u00e9 d\u2019un arsenal r\u00e9glementaire, dont bien-s\u00fbr le Digital Services Act (mod\u00e9ration des contenus), mais aussi l\u2019AI act dont il faut se saisir. L\u2019AI act a adopt\u00e9 une approche par le risque en classant les IA en 4 niveaux de risque\u00a0: minimum (ex video games), faible (ex\u00a0 deepfake), haut (ex d\u00e9cision magistrat) et inacceptable (ex credit social comme en Chine).<\/p>\n

Le r\u00e8glement pr\u00e9voyant que la classification puisse \u00eatre modifi\u00e9, le think-tank Digital New Deal fait a fait une proposition dans son dernier rapport que nous soutenons, \u00e0 savoir que les algorithmes de r\u00e9gies publicitaires jusqu\u2019ici consid\u00e9r\u00e9es comme risques faibles, soient qualifi\u00e9es juridiquement comme \u00ab\u00a0risque haut\u00a0\u00bb. En relevant ce niveau de risque, ces IA devront r\u00e9pondre \u00e0 des exigences de transparence, conformit\u00e9 et certifications plus strictes (versus les syst\u00e8mes \u00e0 risque limit\u00e9 o\u00f9 il est possible de d\u00e9velopper de simples codes de conduite internes). Cette cat\u00e9gorisation permettrait en outre d\u2019ouvrir la possibilit\u00e9 du d\u00e9groupage des r\u00e9seaux sociaux tel que le pr\u00e9voit le Digital Market Act (r\u00e8glement europ\u00e9en sur la concurrence), en ouvrant \u00e0 des tiers la possibilit\u00e9 de proposer des algorithmes de recommandation diff\u00e9rents sur les r\u00e9seaux sociaux, embarquant la fonction r\u00e9gie.<\/p>\n

 <\/p>\n

En faisant cela nous mettrions un frein \u00e0 cette injustice consistant \u00e0 permettre aux plateformes d’attirer des budgets publicitaires pour nuire \u00e0 notre d\u00e9mocratie : nuire en alimentant des bulles algorithmiques avec leur IA publicitaire\u00a0; nuire en r\u00e9duisant les revenus publicitaires des m\u00e9dias classiques et leur capacit\u00e9 \u00e0 payer les journalistes.<\/p>\n

 <\/p>\n

\u00ab Ma\u00eetriser l’IA, c’est ma\u00eetriser le monde \u00bb, cette citation n’est ni d\u2019Elon Musk ni de Jeff Bezos, mais de Vladimir Poutine. Le ma\u00eetre du Kremlin a bien compris que ma\u00eetriser l’IA c’est ma\u00eetriser les r\u00e9seaux sociaux, et par cons\u00e9quent, influencer les \u00e9lections. Alors donnons-nous les moyens de maitriser les IA, \u00e0 commencer par celles qui r\u00e9gissent le monde\u00a0: celles de l\u2019argent.[\/vc_column_text][vc_column_text uncode_shortcode_id=”155599″]Jean-Marie Cavada<\/strong> (iDFRight),<\/p>\n

Axel Dauchez<\/strong> (Make.org),<\/p>\n

Denis Olivennes<\/strong> (CMI),<\/p>\n

Arno Pons<\/strong> (Digital New Deal).<\/p>\n

 <\/p>\n

Article publi\u00e9 dans La Tribune : https:\/\/www.latribune.fr\/opinions\/tribunes\/ia-publicitaires-clefs-invisibles-de-nos-democraties-1000745.html[\/vc_column_text][vc_empty_space empty_h=”2″][\/vc_column][vc_column column_width_percent=”100″ gutter_size=”3″ back_color=”color-lxmt” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”7″ mobile_width=”7″ width=”1\/3″][vc_empty_space empty_h=”3″][vc_custom_heading text_color=”accent”]<\/p>\n

\u00c9DITO<\/h2>\n

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\u00ab La \u201cmaison br\u00fble\u201d, ne laissons pas le thermom\u00e8tre entre quelques mains\u2026 \u00bb Afin d\u2019atteindre les Objectifs de D\u00e9veloppement Durable, le think-tank Digital New Deal publie un nouveau rapport proposant que les donn\u00e9es ESG, privatis\u00e9es par 6 grandes compagnies am\u00e9ricaines de notations, soient accessibles \u00e0 tous via un commun num\u00e9rique.<\/p>\n","protected":false},"author":7,"featured_media":57342,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[86],"tags":[],"class_list":["post-62804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nIA publicitaires, clefs invisibles de nos d\u00e9mocraties - Digital New Deal<\/title>\n<meta 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