According to the latest research from Salesforce, marketing professionals are bullish on the impact of generative AI but are still learning about the effective use of the technology and safety. The study surveyed over 1,000 marketers representing companies from multiple sectors and found that 51% are currently using generative AI.
It is emphasized that reliable and trusted customer data is crucial for successful generative AI adoption and usage within marketing. Human oversight in the execution of generative AI in its respective roles is also a requirement given the potential of inaccurate and biased output.
In order to take full advantage of generative AI capabilities, business leaders need to consider trusted data, hybrid AI foundational models that can be automated, and a single platform with security and governance built-in to ensure ethical use.
The survey found that generative AI can significantly impact marketing, with many marketers saying that it is a “game-changer” and will transform their roles. Generative AI is being used for various marketing activities, and marketers estimate that it can save them over 5 hours per week, allowing them to focus on more meaningful work.
However, the research also highlighted that generative AI skills and proficiency in marketing are low, and content accuracy and quality are marketers’ number one concern with the technology. Additionally, it is important to have human oversight, skills, and trusted customer data to power generative AI, with training programs being essential for successfully using the technology.
Looking ahead, Forrester predicts that marketers will become privacy champions in 2024, with a focus on the use of generative AI in all lines of business. Furthermore, businesses will need to adopt a new business model to operate in an AI-powered economy and deliver powerful customer experiences.
