{"id":30844,"date":"2026-10-14T16:28:05","date_gmt":"2026-10-14T20:28:05","guid":{"rendered":"https:\/\/leger360.com\/?p=30844"},"modified":"2026-10-14T17:21:19","modified_gmt":"2026-10-14T21:21:19","slug":"utilisation-ia-canada-indice-ia-leger","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/utilisation-ia-canada-indice-ia-leger\/","title":{"rendered":"Pr\u00e8s d\u2019un Canadien sur cinq se tourne d\u2019abord vers l\u2019IA pour chercher de l\u2019information en ligne : Indice IA de L\u00e9ger\u00a0"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">18 % des Canadiens disent se tourner d\u2019abord vers l\u2019IA lorsqu\u2019ils cherchent de l\u2019information en ligne. Bien que les moteurs de recherche demeurent le premier choix de la majorit\u00e9, cette proportion a tripl\u00e9 depuis que L\u00e9ger a commenc\u00e9 \u00e0 suivre l\u2019utilisation de l\u2019IA en 2024, signe d\u2019un changement dans la fa\u00e7on dont les Canadiens s\u2019informent.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">L\u2019IA influence aussi de plus en plus les d\u00e9cisions des consommateurs. Parmi les Canadiens qui utilisent l\u2019IA, 46 % affirment qu\u2019elle les a d\u00e9j\u00e0 influenc\u00e9s \u00e0 acheter, choisir ou \u00e9viter un produit ou un service.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Fond\u00e9 sur un sondage men\u00e9 aupr\u00e8s de 1 511 Canadiens, l\u2019Indice IA de L\u00e9ger met en lumi\u00e8re une transformation plus large : l\u2019IA s\u2019int\u00e8gre progressivement \u00e0 la fa\u00e7on dont les Canadiens cherchent de l\u2019information, \u00e9valuent leurs options et prennent leurs d\u00e9cisions.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2026\/10\/Indice_IA_Linkedin_FEED_rapport_b2c_FR-1.png\u00a0\u00bb alt=\u00a0\u00bbVisuel de l\u2019Indice IA de L\u00e9ger pr\u00e9sentant un nouveau rapport gratuit sur la maturit\u00e9 de l\u2019adoption de l\u2019intelligence artificielle chez les Canadiens.\u00a0\u00bb title_text=\u00a0\u00bbVisuel de l\u2019Indice IA de L\u00e9ger pr\u00e9sentant un nouveau rapport gratuit sur la maturit\u00e9 de l\u2019adoption de l\u2019intelligence artificielle chez les Canadiens.\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-224394729807&Prime; _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb width=\u00a0\u00bb84%\u00a0\u00bb module_alignment=\u00a0\u00bbleft\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_heading title=\u00a0\u00bbLes Canadiens int\u00e8grent l\u2019IA \u00e0 leurs d\u00e9cisions quotidiennes\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_margin=\u00a0\u00bb||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Selon l\u2019Indice IA de L\u00e9ger, 79 % des Canadiens utilisent maintenant des outils d\u2019IA, dont pr\u00e8s du quart plus d\u2019une fois par jour.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Le magasinage figure parmi les usages les plus courants : 25 % des utilisateurs canadiens de l\u2019IA s\u2019en servent pour comparer des produits et des services.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Les Canadiens utilisant l\u2019IA se tournent aussi vers elle pour des d\u00e9cisions plus importantes. 16 % l\u2019utilisent pour les aider \u00e0 prendre des d\u00e9cisions li\u00e9es notamment \u00e0 leurs finances personnelles ou \u00e0 leur carri\u00e8re, tandis que 14 % l\u2019ont utilis\u00e9e pour discuter d\u2019un enjeu personnel ou \u00e9motionnel, comme le stress, l\u2019anxi\u00e9t\u00e9, la solitude, les relations ou la motivation.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Aujourd\u2019hui, l\u2019IA ne sert donc plus uniquement \u00e0 chercher de l\u2019information : les Canadiens l\u2019utilisent de plus en plus pour prendre des d\u00e9cisions qui touchent leurs achats, leurs finances, leur carri\u00e8re et leur vie personnelle.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbMais l\u2019adoption de l\u2019IA progresse plus rapidement que la confiance\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">\u00c0 mesure que l\u2019IA prend une place plus importante dans les d\u00e9cisions quotidiennes, le contenu qu\u2019elle g\u00e9n\u00e8re soul\u00e8ve aussi des pr\u00e9occupations quant \u00e0 l\u2019information \u00e0 laquelle les Canadiens sont expos\u00e9s en ligne.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Pr\u00e8s des deux tiers (65 %) croient que la mont\u00e9e du contenu g\u00e9n\u00e9r\u00e9 par l\u2019IA rendra plus difficiles l\u2019acc\u00e8s \u00e0 de l\u2019information fiable et la distinction entre le vrai et le faux.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">L\u2019IA suscite par ailleurs beaucoup plus de nervosit\u00e9 que d\u2019enthousiasme chez les Canadiens.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<ul>\n<li><span data-contrast=\"auto\">38 % se disent nerveux face \u00e0 l\u2019IA, contre seulement 15 % qui se disent enthousiastes.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/li>\n<li><span data-contrast=\"auto\">Pr\u00e8s de la moiti\u00e9 des Canadiens (46 %) estiment que l\u2019IA \u00e9volue trop rapidement pour que la soci\u00e9t\u00e9 puisse s\u2019y adapter ad\u00e9quatement.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/li>\n<li><span data-contrast=\"auto\">Les femmes se montrent plus pr\u00e9occup\u00e9es que les hommes : 45 % se disent nerveuses face \u00e0 l\u2019IA, contre 30 % des hommes.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/li>\n<li><span data-contrast=\"auto\">Les hommes sont davantage susceptibles de se montrer enthousiastes : 19 %, contre 11 % des femmes.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"auto\">Les Canadiens expriment \u00e9galement peu de confiance dans le niveau de pr\u00e9paration du pays. Seulement 8 % estiment que le Canada est bien pr\u00e9par\u00e9 \u00e0 g\u00e9rer les risques li\u00e9s \u00e0 l\u2019IA, tandis que 11 % pensent que le pays est bien pr\u00e9par\u00e9 \u00e0 tirer parti des possibilit\u00e9s qu\u2019elle offre.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbCette tension se refl\u00e8te aussi dans les attentes envers les marques \u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Les Canadiens acceptent l\u2019utilisation de l\u2019IA en marketing, mais imposent certaines limites.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">62 % des Canadiens jugent acceptable l\u2019utilisation de l\u2019IA en marketing pour personnaliser l\u2019exp\u00e9rience client, tandis que 57 % consid\u00e8rent acceptable la publicit\u00e9 g\u00e9n\u00e9r\u00e9e par l\u2019IA.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Toutefois, les consommateurs ne r\u00e9agissent pas de la m\u00eame fa\u00e7on \u00e0 tous les usages. 70 % pr\u00e9f\u00e9reraient suivre une vraie personne sur les m\u00e9dias sociaux plut\u00f4t qu\u2019un cr\u00e9ateur ou un influenceur g\u00e9n\u00e9r\u00e9 par l\u2019IA.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Le contenu g\u00e9n\u00e9r\u00e9 par l\u2019IA peut aussi influencer l\u2019intention d\u2019achat. Si les Canadiens apprenaient qu\u2019une marque utilise du contenu g\u00e9n\u00e9r\u00e9 par l\u2019IA dans ses publicit\u00e9s, ses images, ses textes ou ses communications, 34 % seraient moins susceptibles d\u2019acheter aupr\u00e8s de cette marque. Pour 33 %, cela ne ferait aucune diff\u00e9rence, tandis que 12 % seraient plus susceptibles d\u2019acheter.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">La fa\u00e7on dont les marques repr\u00e9sentent les personnes \u00e0 l\u2019aide de l\u2019IA compte \u00e9galement. Pr\u00e8s du quart des Canadiens (24 %) estiment que les mannequins g\u00e9n\u00e9r\u00e9s par l\u2019IA cr\u00e9ent des standards de beaut\u00e9 irr\u00e9alistes, une proportion qui atteint 30 % chez les femmes.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">Pour les sp\u00e9cialistes du marketing, cette distinction est importante : les consommateurs peuvent accepter l\u2019IA comme outil marketing, sans pour autant donner carte blanche aux marques. Celles qui utilisent l\u2019IA pour cr\u00e9er ou repr\u00e9senter des personnes doivent \u00e9galement composer avec les attentes des consommateurs en mati\u00e8re d\u2019authenticit\u00e9 et de repr\u00e9sentation.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][et_pb_heading title=\u00a0\u00bbCe que mesure l\u2019Indice IA de L\u00e9ger\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb title_level=\u00a0\u00bbh2&Prime; custom_padding=\u00a0\u00bb20px||||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_heading][et_pb_text _builder_version=\u00a0\u00bb4.27.9&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb||10px||false|false\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span data-contrast=\"auto\">Ces donn\u00e9es concernant les citoyens canadiens s\u2019inscrivent dans un contexte plus large, soit celui de l\u2019\u00e9tude Indice IA de L\u00e9ger, qui mesure la fa\u00e7on dont les citoyens, les employ\u00e9s et les entreprises s\u2019adaptent \u00e0 l\u2019IA selon leur utilisation, leur ma\u00eetrise, leur discernement et les b\u00e9n\u00e9fices concrets qu\u2019ils retirent des outils d\u2019IA.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">L\u2019Indice fournit un point de r\u00e9f\u00e9rence pour suivre leur capacit\u00e9 \u00e0 bien naviguer dans cet environnement ainsi que l\u2019\u00e9volution de leurs comportements et de leurs attitudes \u00e0 mesure que l\u2019IA s\u2019int\u00e8gre \u00e0 leur quotidien.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p><span data-contrast=\"auto\">La portion citoyenne du sondage en ligne a \u00e9t\u00e9 men\u00e9e du 22 mai au 1er juin 2026 aupr\u00e8s de 1 511 r\u00e9pondants de la population canadienne \u00e2g\u00e9s de 16 ans et plus.<\/span><span data-ccp-props=\"{}\">&nbsp;<\/span><\/p>\n<p>[\/et_pb_text][et_pb_button button_url=\u00a0\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjE5NjM5In19@\u00a0\u00bb button_text=\u00a0\u00bbEn apprendre plus sur l&rsquo;Indice IA\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.9&Prime; _dynamic_attributes=\u00a0\u00bbbutton_url\u00a0\u00bb _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>18 % des Canadiens disent se tourner d\u2019abord vers l\u2019IA lorsqu\u2019ils cherchent de l\u2019information en ligne. Bien que les moteurs de recherche demeurent le premier choix de la majorit\u00e9, cette proportion a tripl\u00e9 depuis que L\u00e9ger a commenc\u00e9 \u00e0 suivre l\u2019utilisation de l\u2019IA en 2024, signe d\u2019un changement dans la fa\u00e7on dont les Canadiens s\u2019informent.&nbsp; L\u2019IA influence aussi de plus en plus les d\u00e9cisions des consommateurs. Parmi les Canadiens qui utilisent l\u2019IA, 46 % affirment qu\u2019elle les a d\u00e9j\u00e0 influenc\u00e9s \u00e0 acheter, choisir ou \u00e9viter un produit ou un service.&nbsp; Fond\u00e9 sur un sondage men\u00e9 aupr\u00e8s de 1 511 Canadiens, l\u2019Indice IA de L\u00e9ger met en lumi\u00e8re une transformation plus large : l\u2019IA s\u2019int\u00e8gre progressivement \u00e0 la fa\u00e7on dont les Canadiens cherchent de l\u2019information, \u00e9valuent leurs options et prennent leurs d\u00e9cisions.Selon l\u2019Indice IA de L\u00e9ger, 79 % des Canadiens utilisent maintenant des outils d\u2019IA, dont pr\u00e8s du quart plus d\u2019une fois par jour.&nbsp; Le magasinage figure parmi les usages les plus courants : 25 % des utilisateurs canadiens de l\u2019IA s\u2019en servent pour comparer des produits et des services.&nbsp; Les Canadiens utilisant l\u2019IA se tournent aussi vers elle pour des d\u00e9cisions plus importantes. 16 % l\u2019utilisent pour les aider \u00e0 [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":30889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[876],"tags":[1850,1846,1847,1849],"post_language_cat":[],"class_list":["post-30844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise-de-marche","tag-gen-pop-ia","tag-indice-ia","tag-indice-ia-population","tag-indice-ia-population-generale"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.7 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Utilisation de l\u2019IA au Canada : 18 % la privil\u00e9gient | L\u00e9ger<\/title>\n<meta name=\"description\" content=\"18 % des Canadiens privil\u00e9gient l\u2019IA pour s\u2019informer. 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