--- title: "Agentic AI: French companies held back by their CRM — Marsanne Studio AI watch" description: "16% of French companies have deployed agentic AI across all their customer flows, held back by CRM data quality." url: "https://marsanne.studio/en/ai-watch/agentic-ai-french-companies-held-back-by-their-43d50b/" lang: "en" --- [Marsanne Studio](https://marsanne.studio/en/) [← Back to home](https://marsanne.studio/en/ai-watch) [← The AI watch](https://marsanne.studio/en/ai-watch) Data study · 30 September 2026 # 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 →](https://www.relationclientmag.fr/techno-ux-1256/barometre-etude-2161/ia-agentique-les-entreprises-francaises-freinees-par-leur-crm-36824) ## Figures cited - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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 - 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.