---
title: "Artificial intelligence in business: from fascination to everyday challenges — Marsanne Studio AI watch"
description: "SMEs are moving from enthusiasm for generative AI to pragmatic use, with productivity gains, shadow IT risks and regulatory compliance issues."
url: "https://marsanne.studio/en/ai-watch/artificial-intelligence-in-business-from-fascination-to-everyday-491eb2/"
lang: "en"
---

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Analysis · 6 October 2026

# Artificial intelligence in business: from fascination to everyday challenges

Original title, in French: “L’intelligence artificielle en entreprise : de la fascination aux vrais défis du quotidien”

**Publication**

Dynamique Entrepreneuriale (France)

**Author**

L'équipe Dynamique Entrepreneuriale

**Published on**

6 October 2026 · read in the page structured data · updated on 5 October 2026

## Summary

In SMEs and start-ups, generative AI is moving from a phase of enthusiasm to more pragmatic use, according to the article. The first widespread uses (automated writing, customer service) produced generic texts and errors, prompting companies to refocus AI on data processing, research and information sorting. Promised productivity gains often exceed 20 to 30%, but the actual benefit depends on how the time freed up is used. The article also points to risks of shadow IT and of rejection by employees where there is no support, as well as data confidentiality and compliance issues with the GDPR and the AI Act, which reinforce the importance of digital sovereignty when choosing tools.

Summary based on the full text of the article.

[Read the article on Dynamique Entrepreneuriale →](https://www.dynamique-mag.com/article/lintelligence-artificielle-en-entreprise-de-la-fascination-aux-vrais-defis-du-quotidien)

## Figures cited

-   25 %
    
    Productivity gain promised by generative AI tools
    
    SMEs and start-ups, France
    
    > « Sur le papier, les promesses de gain de productivité dépassent souvent les 20 à 30 %. »
    

## Classification

**Country**

France

**Company size**

SMEs

**Industries**

All industries, or industry not specified · Consulting, legal, accounting, business services

**Keywords**

SMEs, change management, shadow IT, digital sovereignty, AI Act, return on investment

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 Dynamique Entrepreneuriale and its author. Entry translated from French by Claude Sonnet 5.5.