Data study ·
Agentic AI: French companies held back by their CRM
Original title, in French: “IA agentique : les entreprises françaises freinées par leur CRM”
- Publication
- Relation Client Mag (France)
- Author
- Jérôme Pouponnot
- Published on
- 30 September 2026 · read in the page structured data · updated on 30 September 2026
Summary
A Forrester Consulting study for Klaviyo, conducted in May 2026 among 163 French marketing managers in e-commerce and B2C retail, shows that only 16% of companies have integrated agentic AI across all their customer engagement flows, while 23% are at the pilot stage and 26% plan to start within the year. The main obstacle identified is data quality: 31% of companies lack clean, unified data, 29% lack in-house skills, and 28% face compliance or integration issues. Despite these difficulties, 74% of decision-makers want to improve personalisation and 56% plan to increase their CRM budget, but only 25% have a clear action plan. Andrea Rus of Klaviyo points out that investment is not enough without connected data, channels and teams.
Summary based on the full text of the article.
Read the article on Relation Client Mag →Figures cited
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16 %
Share of French companies that have integrated agentic AI across all their customer engagement flows
France, marketing managers in e-commerce and B2C retail, May 2026, 163 respondents
« Seules 16 % des organisations tricolores ont intégré l’IA agentique sur l’ensemble de leurs flux d’engagement client. »
Source: Forrester Consulting pour Klaviyo
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23 %
Share of companies running agentic AI pilot projects or experiments
France, May 2026, 163 respondents
« 23 % mènent des projets pilotes ou des expérimentations, tandis qu’un pourcentage identique limite l’usage à quelques cas isolés. »
Source: Forrester Consulting pour Klaviyo
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26 %
Share of companies planning to deploy agentic AI in the next 12 months
France, May 2026, 163 respondents
« 26 % des sociétés projettent d’entamer leur déploiement au cours des douze prochains mois. »
Source: Forrester Consulting pour Klaviyo
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31 %
Share of companies citing the lack of clean, unified data as their main obstacle
France, May 2026, 163 respondents
« Pour 31 % des entreprises interrogées, l’absence de données propres, unifiées et immédiatement exploitables représente le premier obstacle à l’adoption de l’IA agentique. »
Source: Forrester Consulting pour Klaviyo
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29 %
Share of companies citing a shortage of in-house skills
France, May 2026, 163 respondents
« Ce manque de préparation s’accompagne d’un déficit de compétences internes pour 29 % des acteurs »
Source: Forrester Consulting pour Klaviyo
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28 %
Share of companies citing doubts about regulatory privacy or integration difficulties
France, May 2026, 163 respondents
« les doutes sur la confidentialité réglementaire et les difficultés d’intégration aux outils existants bloquent chacun 28 % des répondants »
Source: Forrester Consulting pour Klaviyo
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32 %
Share of companies facing persistent silos in their information flows
France, May 2026, 163 respondents
« 32 % des structures subissent un cloisonnement persistant de leurs flux d’information »
Source: Forrester Consulting pour Klaviyo
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25 %
Share of companies benefiting from a structured omnichannel approach supported by their CRM
France, May 2026, 163 respondents
« seules 25 % bénéficient d’une approche omnicanale clairement structurée et appuyée par leur CRM »
Source: Forrester Consulting pour Klaviyo
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34 %
Share of companies failing to personalise the customer experience across all channels
France, May 2026, 163 respondents
« 34 % des entreprises échouent à personnaliser l’expérience client sur l’ensemble des canaux »
Source: Forrester Consulting pour Klaviyo
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31 %
Share of companies unable to ensure consistent flows or build a unified customer profile
France, May 2026, 163 respondents
« 31 % ne parviennent pas à garantir la cohérence des flux ni à bâtir un profil client unifié »
Source: Forrester Consulting pour Klaviyo
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74 %
Share of decision-makers wanting to improve overall personalisation
France, May 2026, 163 respondents
« Près de trois décideurs sur quatre (74 %) expriment pourtant la volonté d’améliorer cette personnalisation globale »
Source: Forrester Consulting pour Klaviyo
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69 %
Share of decision-makers wanting to centralise the customer view
France, May 2026, 163 respondents
« 69 % désirent centraliser la vue client »
Source: Forrester Consulting pour Klaviyo
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64 %
Share of decision-makers wanting to strengthen the CRM's connections with other applications
France, May 2026, 163 respondents
« 64 % entendent renforcer les connexions de leur CRM avec leurs autres applications »
Source: Forrester Consulting pour Klaviyo
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56 %
Share of companies planning to increase their CRM budgets within the year
France, May 2026, 163 respondents
« 56 % des entreprises prévoient d’augmenter leurs budgets CRM d’ici un an »
Source: Forrester Consulting pour Klaviyo
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25 %
Share of management teams with a clearly defined action plan
France, May 2026, 163 respondents
« seules 25 % des directions disposent d’un plan d’action clairement établi »
Source: Forrester Consulting pour Klaviyo
Classification
- Country
- France
- Company size
- All sizes
- Industries
- Retail and distribution, e-commerce · Software vendors, IT services companies, telecoms
- Companies
- Klaviyo (study author), Forrester Consulting (study author)
- Keywords
- agentic ai, crm, customer relations, data quality, e-commerce, personalisation
Entry written by Marsanne Studio from the cited article, with the help of an AI model (claude-sonnet-5). The rights to the article and its illustrations belong to Relation Client Mag and its author. Entry translated from French by Claude Sonnet 5.5.