According to a new Salesforce survey of over 1,000 marketers as part of the Generative AI Snapshot series, 51% of marketers are currently using generative AI, and another 22% plan to use it soon, for a total of Almost three quarters of marketers. .
But more than a third (39%) also said they weren’t sure how to use generative AI safely. Research shows that marketers express concerns about its accuracy and report the need for human oversight, proper training, and reliable customer data to effectively use this technology at work.
said Stephen Hammond, Vice President and General Manager of Marketing Cloud at Salesforce. “Generative AI has the potential to transform how marketers and customers connect by driving more personalized, automated and effective campaigns at speed and scale. When considering adoption, they need to integrate their own data and leverage trusted AI innovations to ensure safety and accuracy.”
The study added that marketers using generative AI are already targeting basic tasks like content creation (76%) and copy making (76%). But many see a major overhaul of their operations on the horizon, with 53% of marketers saying generative AI is a “game changer.” Respondents also cited capabilities such as transforming the way they analyze data, personalizing messaging content, building marketing campaigns, and building/optimizing SEO strategies as reasons.
The survey also revealed that 71% of marketers said using generative AI would save them time and allow them to focus on more strategic work. In fact, the marketer estimates that generative AI saves him more than five hours a week. This equates to over a month of work per year.
Accuracy and quality depend on data. However, 67% of marketers believe their company’s data is not set up properly for generative AI. This is despite the same number (63%) saying that reliable customer data is critical to successfully leveraging generative AI in the workplace.
Clara Shih, CEO of AI at Salesforce, said: “Data is the fuel of AI. Without high-quality, reliable data, data becomes ‘garbage in, garbage out.’” Retrieving from data sources can lead to bias, hallucinations, and harmful output. ”
Additionally, 71% of marketers believe that generative AI lacks human creativity and contextual knowledge as potential barriers to successful use of generative AI in the workplace. . As a result, 66% of marketers said they need human oversight to successfully leverage generative AI in their role.
While marketers are excited about the opportunity generative AI will transform the way they work, many feel ill-equipped to take full advantage of it, with 43% saying they want to get the most out of the technology. They answer that they don’t know how to extract value. Additionally, 54% of his marketers believe generative AI training programs are important to successfully leveraging generative AI in their role, and 70% said their employer still offers generative AI training. I answered no.
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