The digital transformation of French companies is progressing at very uneven rates depending on the size of the organizations and the sectors. By 2025, 18% of companies with 10 or more employees will use at least one AI technology, according to Insee. This figure has tripled in two years, but it reflects a persistent gap between the prevailing discourse on digital innovation and the reality of usage in the economic fabric.
Web Presence of VSE-SMEs: A Decline That Questions Digital Strategy
The “Succeeding with the Web” 2025 study by Afnic highlights a rarely discussed phenomenon: the share of French VSE-SMEs with a website has declined since 2024. This trend of “disadoption” seems linked to the rise of social media as the main visibility channel, to the detriment of having a dedicated website.
The problem with this approach lies in the dependency it creates. An account on a third-party platform does not offer control over customer data nor the ability to automate purchasing paths or appointment scheduling. For a company that wants to structure its customer relationship and manage its performance, a web foundation remains the anchor point of any coherent digital strategy.
Current web solutions allow for the combination of showcase, content management, order taking, and data analysis in one environment. Instead of multiplying disconnected tools, it is possible to access the Bewise site to evaluate integrated approaches that centralize these functions.
AI Adoption in Business: Rapid Acceleration, Limited Productivity Gains
The tripling of the AI adoption rate between 2023 and 2025 reflects a real dynamic. The national plan “Dare AI,” led by the General Directorate of Enterprises, sets ambitious goals for 2030: 100% of large companies and 80% of SMEs-MTIs using AI.
Field feedback diverges on this point. According to the Bank of France, the spread of AI in French companies is progressing rapidly, but measurable productivity gains remain limited at this stage. The adoption of a tool is not enough: its integration into business processes determines the real impact.
Where AI is Changing Web Practices
The most visible applications concern the personalization of user experience on websites, automation of customer service through chatbots, and predictive analysis of purchasing behaviors. These usages require structured data, which points to the necessity of a solid web foundation before any AI deployment.
A company that does not have a website or that disperses its data across several unconnected platforms will not benefit from these technologies. The logical sequence remains the same: structure the data, unify digital tools, then automate.
Digital Skills and Change Management: The Weak Link
Most competitors on this subject emphasize technological choice. Available data suggests that the main barrier lies elsewhere. The digital skills gap particularly affects SMEs, where teams often juggle multiple roles without dedicated training on digital tools.
The “Dare AI” plan aims for 50% of VSEs to use AI by 2030, which implies a massive effort in training and support. Companies that successfully undergo transformation share a common trait: they invest as much in skill development as in tools.
- Identify digital gaps in each department before deploying a new tool to avoid unused licenses and resistance to change.
- Plan short cycles of practical training on adopted tools, in real work situations rather than in theoretical sessions disconnected from daily tasks.
- Designate an internal digital referent, even part-time, to centralize feedback and adjust usage over time.
Innovative Web Solutions: Selection Criteria for a Digital Transformation Project
The market for web solutions aimed at businesses has become significantly denser. Between open-source CMS, sector-specific SaaS platforms, and custom developments, the risk of dispersion is real. Three criteria allow for effective sorting.
Interoperability with Existing Tools
A web solution that does not communicate with the existing CRM or ERP generates duplicate entries and data loss. Checking for the availability of open APIs and compatibility with market standards avoids unexpected integration costs.
Scalability Without Redesign
A SME with 15 employees does not have the same needs as a mid-sized company with 300 people, but it can become one. Choosing a modular architecture allows for adding functionalities (e-commerce, customer space, marketing automation) without rebuilding the site from scratch.
Data Control
Hosting, content ownership, and data portability are issues to address before signing a contract. A company that cannot export its customer data or order histories finds itself captive to its provider.
- Require a full right to export data in a standard format (CSV, JSON) from the outset of the specifications.
- Check the location of servers to remain compliant with GDPR, especially with solutions hosted outside the EU.
- Test the actual reversibility of the contract: how long and what cost to migrate to another tool.
Digital transformation is not just about choosing a tool or a technology budget. Recent French data shows a paradox: adoption is accelerating, but concrete results are slow to materialize for the majority of companies. The difference lies in the ability to articulate internal skills, structured data, and web solutions that are truly suited to the business.
