Published on December 12, 2023, 12:16 pm

Marketing professionals are embracing the potential impact of generative AI but are still exploring its effective use and ensuring safety measures, according to recent research conducted by Salesforce. The study surveyed over 1,000 marketers from various industries and company sizes in the U.S., U.K., and Australia. It revealed that 51% of marketers are currently utilizing generative AI.

To successfully adopt and utilize generative AI in marketing, professionals emphasized the importance of acquiring generative AI-related skills and relying on trusted first-party data. Additionally, they stressed the significance of human oversight in executing generative AI, considering that the current output can be inaccurate or potentially biased.

Although generating new content using AI language models is relatively easy, ensuring it aligns with a brand’s identity is much more challenging. This highlights the need for brand consistency when employing generative AI. Furthermore, while generative AI has been touted as a productivity revolution, it has raised concerns about potential job displacement for software developers.

Before diving into specific survey results, it is crucial for business leaders to consider certain factors to fully leverage the capabilities of generative AI within their organizations. This includes prioritizing trusted data sources, establishing hybrid AI models that can be automated, and utilizing a single platform equipped with security measures and governance protocols to ensure ethical and responsible use of AI technologies.

To fully unlock the power of generative AI, businesses should keep in mind three key elements: trusted data sources, automation-enabled platforms with built-in security features and governance protocols, as well as harmonized data integration across all touchpoints. Establishing oversight and visibility into data governance throughout an enterprise is vital to maintain complete control.

Here are some key findings from the research on how generative AI impacts marketing:

1. Forrester predicts that by 2024, marketers will embrace privacy advocacy as CMOs at large consumer brands allocate resources specifically for privacy initiatives.
2. Only 17% of privacy decision-makers claim that their privacy teams possess marketing competencies or skills, revealing a need for upskilling and resource allocation.
3. Gartner forecasts that generative AI will play a significant role in all lines of business in the coming years and urges marketing leaders to adopt new mindsets to effectively leverage its potential.
4. Businesses need to develop new models to operate successfully in an AI-powered economy and embrace boundless thinking.

By harnessing trusted customer data, employing pre-built or custom AI models for automation and smart workflows, utilizing a secure and governed platform, as well as providing proper training to staff members, generative AI has the potential to empower marketing organizations. It can lead to impactful customer experiences while driving overall efficiency across various touchpoints, including marketing, sales, customer service, and digital commerce.

Moving forward, AI is expected to transform the customer experience at every interaction point. Therefore, marketers must prepare themselves by embracing generative AI and adopting innovative strategies that take full advantage of this technology’s capabilities.

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