According to a recent study conducted by Salesforce, marketing professionals are optimistic about the potential impact of generative AI. However, they are still in the process of investigating and learning about the most effective ways to use this technology while ensuring safety.
Salesforce surveyed a diverse group of over 1,000 marketers from companies of various sizes and sectors in the U.S., U.K., and Australia. The survey revealed that 51% of the respondents are currently utilizing generative AI. In order to successfully adopt and implement generative AI in marketing, having skills related to generative AI and access to trusted first-party data are considered crucial.
Furthermore, the study highlighted the importance of human oversight in the implementation of generative AI. This is because the current outputs generated by the technology can be inaccurate and potentially biased. Therefore, maintaining human involvement is necessary to ensure the accuracy and fairness of the results.
Before delving into the details of the marketing survey findings, it is essential for business leaders to consider certain factors in order to fully leverage the capabilities of generative AI within their organizations. These factors include relying on trusted data, utilizing hybrid AI foundational models that can be automated, and implementing a unified platform with built-in security and governance measures to ensure the ethical and responsible use of AI technologies.
Here are the key findings from the research on the impact of generative AI in marketing:
- Generative AI is set to have a significant influence on marketing. A majority of marketers (53%) consider it a game-changing technology, and 60% believe it will revolutionize their role. Currently, 51% of marketers are already utilizing or experimenting with generative AI in their work.
- Marketers are leveraging generative AI to transform various aspects of their campaigns. Presently, 57% of marketers use generative AI to create groups or segments for marketing campaigns, while 55% employ it in crafting marketing campaigns and journey plans. Additionally, 54% utilize generative AI to personalize messaging content, 53% for copy testing and experimentation, and 53% for building and optimizing SEO strategies.
- Generative AI adoption has led to increased productivity among marketers. They estimate that using generative AI saves them more than 5 hours per week, which equates to over a month per year, enabling them to focus on more meaningful tasks. According to the survey, 71% believe that generative AI will eliminate mundane work, 71% think it will allow them to concentrate on strategic initiatives, and 70% believe it will enhance their overall productivity.
- However, there is a lack of proficiency in generative AI skills among marketers. The majority (66%) anticipate that generative AI will necessitate new skprofessional skill setsAlmost half (43%) admit to nnot knowing how to extract maximum value from generative AI, and 39% are unsure to safely utilize it in their work. Additionally, 34% feel ineffective in utilizing generative AI for marketing purposes.
- Marketers have concerns regarding the accuracy and quality of generative AI-generated content. The top worries associated with generative AI in marketing include accuracy and quality (31%), trust (20%), skills (19%), and job safety (18%). A significant portion (73%) of marketers believe that generative AI lacks human contextual knowledge, 66% worry about potential biases in its outputs, and 76% express concerns about new security risks introduced by generative AI.
To successfully leverage generative AI, marketers emphasize the need for human oversight, relevant skills, and trustworthy customer data. The survey reveals that 63% of marketers consider trusted customer data crucial for the effective utilization of generative AI. Furthermore, 66% highlight the importance of human oversight in maintaining brand voice when using generative AI. This indicates the necessity for appropriate training, as 54% of marketers believe generative AI training programs are important for successful adoption. Lastly, 72% of marketers expect their employers to provide them with opportunities to learn how to use generative AI effectively.
Marketing organizations can leverage generative AI to enhance customer experiences and streamline operations. Companies can automate processes and implement intelligent workflows by utilizing reliable customer data and utilizing pre-built, custom, or public AI models. Furthermore, comprehensive staff training ensures proficient handling of AI technologies. The integration of AI across various departments, including marketing, sales, customer service, and digital commerce, promises a complete transformation of the customer journey, enhancing interactions at every touchpoint.
