Thierry Grenot  February 1, 2025

# Business application publishers: drivers of productivity

## Conversational AI: a quiet revolution in business applications

### Natural interaction with software

No more **complex forms** or **confusing menus**: conversational AI allows users to perform tasks using **simple prompts**, just as they would with a colleague.

### Use cases by software

AI is already being integrated into everyday tools. Here are some **examples by type of software**:

- **ERP**: Automated invoice processing, inventory queries, financial reporting
- **CRM**: Lead scoring, customer interaction summaries, sales forecasting
- **HRIS**: Employee onboarding automation, leave request processing, performance review generation
- **ATS**: Resume screening, interview scheduling, candidate communication
- **Planning software**: Resource allocation optimization, schedule conflict resolution

## The French economic fabric: fertile ground for AI… but uneven

### An ecosystem dominated by SMEs and microbusinesses

France has:

- **27 million employees**, 76% of whom work in the service sector (services, healthcare, education).
- **3.3 million self-employed workers** (craftsmen, professionals, farmers, etc.).
- A **majority of microbusinesses** and SMEs (99% of companies), which often have **limited resources** to adopt costly technologies.

**Problem**: Large companies have the resources to integrate AI, but small businesses do not have the same capacity to invest, in terms of budget or expertise.

## Conversational AI: an accessible and scalable solution

Contrary to popular belief, conversational AI **does not require heavy infrastructure or advanced technical skills**.

Its major advantage:

- **Rapid integration**: a few months compared to years for cloud or mobile.
- **Controlled costs**: no need for internal R&D.
- **Compatibility** with existing software (ERP, CRM, HRIS, etc.).

**An ideal technology for application publishers,** who can embed it in their solutions at **no extra cost to end customers.**

## Business application publishers: the unsung heroes of transformation

### Strategic players in democratizing AI

In France, more than 700 publishers cover a variety of fields (ERP, payroll, finance, recruitment, etc.).

With:

- 200,000 employees
- 40 billion euros in cumulative revenue

**Their mission: to integrate conversational AI** into their solutions to **make it accessible to all businesses**, without the need for technical skills.

### How can publishers respond?

To fully play their role, publishers must:

1. **Simplify integration**: offer ready-to-use AI modules (e.g., a chatbot embedded in a CRM).
2. **Train users**: provide practical guides and examples of prompts.
3. **Guarantee security**: ensure data confidentiality (GDPR, local hosting).
4. **Target SMEs/VSEs**: offer modular and affordable solutions.

**Example**: An HRIS publisher could add a feature that automatically **summarizes annual reviews** or **generates personalized training plans** through a simple conversation.

## Tangible benefits for businesses: productivity, simplicity, well-being

### Measurable gains

Studies estimate **productivity gains of 15 to 30%**, depending on the sector.

Various studies have assessed these gains. To cite two examples:

- “Increased productivity in sectors most exposed to AI and up to a 25% wage gap for jobs requiring AI skills” (PWC, May 2024)
- Survey conducted by the BVA institute for France Travail, May 2023

Why?

- **Automation of repetitive tasks**: data entry, report generation
- **Reduction of errors**: instant access to the right information
- **Time optimization**: fewer clicks, more natural language actions.

### An impact on quality of work life

Fewer time-consuming tasks means more time for:

- **Innovation** (creative projects, strategy)
- **Customer relations** (improved responsiveness)
- **Training** (skills development)

**Outcome: Improved talent retention and increased engagement.**

## A macroeconomic impact: towards accelerated modernization

### Faster adoption than cloud or mobile

Unlike previous technological revolutions (web, mobile, cloud), conversational AI is rolling out in a matter of months.

Publishers can:

- **Adapt their existing solutions** without completely redesigning them.
- **Offer incremental updates** (e.g., adding a voice assistant to an ERP).

### A lever for French competitiveness

By equipping businesses with smart, **accessible tools**, publishers are helping to:

- Reduce the technological gap between large companies and SMEs.
- Stimulate innovation in traditional sectors (crafts, trade, etc.).
- Enhance France’s appeal as a land of innovation.

## Key takeaways

- Conversational AI is now a productivity lever accessible to all businesses.
- Application publishers have a key role to play in democratizing access to it.
- The benefits are manifold: productivity, simplicity, and well-being at work.

### Next steps for publishers

- Audit your solutions: Which features could be enhanced by AI?
- Train your teams: Master generative AI tools.
- Collaborate with experts: Partner with AI startups or research laboratories.

### What about businesses?

- Assess your needs: Which repetitive tasks could be automated?
- Test solutions: Request a demo from your software publisher.
- Train your teams: Organize workshops on AI best practices.