60% of Marketers Say Generative AI Will Change Their Role: Research, ET BrandEquity

When Salesforce surveyed marketers as part of its marketing efforts, Generate AI snapshot series, it We found that 51% are currently using generative AI. Another 22% plan to use it soon, which adds up to nearly three of his quarters of marketers.

But more than a third (39%) also say they are unsure how to use generative AI safely. They express concerns about its accuracy and report the need for human oversight, proper training and reliable customer data to effectively use technology at work.

From personalization to productivity — marketers say generative AI is changing their role

Marketers using generative AI are already targeting basic tasks like creating content (76 percent) and creating copy (76 percent). But many see a major overhaul of their work on the horizon, with 53% saying generative AI is a “game changer.” Respondents cite capabilities such as transforming the way data is analyzed, personalizing messaging content, building marketing campaigns, and building/optimizing SEO strategies.

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Marketers also say generative AI saves them time and allows them to focus on more strategic work.

● 71% say generative AI will take the stress out of their jobs.

● 71% say generative AI will allow them to focus on more strategic work.

● In fact, they estimate that generative AI saves them at least 5 hours a week. This equates to over a month of work per year.

Marketers report that accuracy and quality are their top concerns.Successful use of generative AI at work requires trustworthy customer data and human oversight, says

Accuracy and quality depend on data. However, 67% of marketers say 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 at work.

This is also the opinion of experts. 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. ”

Many (71%) marketers also said that generative AI’s lack of human creativity and contextual knowledge is a potential barrier to successfully using generative AI in the workplace. I think it will be As a result, 66% of marketers said they need human oversight to successfully leverage generative AI in their role.

Marketers need training to understand the potential of generative AI

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 say they don’t know how to extract value.

And while 54 percent of marketers believe a generative AI training program is important to successfully leveraging generative AI in their role, 70 percent say their employers still offer generative AI training. I answered no.

said Stephen Hammond, executive 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 deploying , they need to integrate their own data and leverage trusted AI innovations to ensure safety and accuracy.”

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