Business app 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

According to INSEE, France’s official statistics agency, microbusinesses and SMEs (including sole proprietorships) make up 99.9% of French companies and employ over 45% of salaried workers (full-time equivalent), with a strong concentration in the service sector. These smaller structures 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, the software and platform publishers segment generated EUR29.1 billion in revenue in 2025, up 8.2% year over year, according to the Numeum/PAC Observatory.

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

According to McKinsey, generative AI has the potential to automate tasks that currently take up 60 to 70% of employees’ work time. This comes from:

• 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.

Key takeaways

• The ground is fertile but uneven: 99.9% of French companies are SMEs or microbusinesses (INSEE), with far less capacity to invest in AI than large groups.
• Publishers are the right lever: a EUR29.1 billion revenue segment (Numeum/PAC, 2025) that can democratize AI access in months rather than years.
• The potential is real: per McKinsey, generative AI can automate 60 to 70% of time currently spent on repetitive tasks, with a direct payoff for talent retention and quality of work life.

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.