Published on December 1, 2023, 12:20 pm

Marketing professionals are optimistic about the potential impact of generative AI, but many are still in the process of understanding how to effectively use this technology and ensure its safety. In a recent survey conducted by Salesforce, over 1,000 marketers from various companies in the U.S., U.K., and Australia were polled as part of the Generative AI Snapshot Series. The findings revealed that 51% of these marketers are currently utilizing generative AI.

The research highlights the importance of two key factors for successful adoption and usage of generative AI in marketing: possessing generative AI-related skills and having access to trustworthy first-party data. It also emphasizes the need for human oversight when executing generative AI tasks. Given that the current output generated by these systems can be inaccurate or biased, it is crucial to have human monitoring and intervention.

Generating new content using large language models powered by AI might seem simple at first glance, but ensuring that this content aligns with a brand’s identity requires considerable effort. Balancing the benefits of generative AI with maintaining brand consistency poses unique challenges for marketers.

Before delving into the specifics of the marketing survey results, it is essential to revisit what business leaders should consider to fully leverage generative AI within their organizations. This includes relying on trusted data sources, employing hybrid AI models that can be automated, and implementing a unified platform equipped with security and governance features to ensure ethical and responsible use of AI technologies.

To unlock the full potential of generative AI, organizations must also prioritize:

1. Embracing low-code platforms that allow non-developers to create applications while fostering an environment where developers can excel.
2. Adopting a single platform that encompasses built-in security measures and governance protocols enabling innovation without compromising customer trust.
3. Leveraging connected and harmonized data to enable automation through AI across various business functions while ensuring data security.

Establishing effective oversight and achieving complete visibility into data governance throughout an enterprise are essential components of utilizing generative AI successfully.

Now, let’s review the key takeaways from the generative AI marketing research findings:

1. Forrester predicts that by 2024, marketers will play a significant role in championing privacy. CMOs at five major consumer brands will allocate funds specifically for dedicated privacy resources. Surprisingly, only 17% of privacy decision-makers believe that their organization’s privacy team possesses skills and competencies related to marketing. To address this bottleneck, five large B2C brands plan to allocate a portion of their marketing budget to hire additional privacy team members or provide training for existing staff.
2. Gartner forecasts that generative AI will play a vital role in all lines of business beyond 2024. Marketing leaders must embrace new mindsets and adopt innovative strategies to fully capitalize on generative AI’s potential.
3. Businesses need to adopt a new operating model to thrive in an AI-powered economy. Operating with flexibility and adaptability is essential in this boundless era shaped by AI technologies.

Empowered by trusted customer data, customizable AI models, and a secure platform equipped with governance mechanisms, generative AI holds immense potential for transforming various aspects of the customer experience journey – from marketing and sales to customer service and digital commerce.

In conclusion, generative AI presents exciting opportunities for marketers; however, thorough understanding, thoughtful implementation, and proper training are indispensable for realizing its full benefits while ensuring brand consistency and ethical practices. With the right approach, businesses can harness the power of generative AI to deliver exceptional customer experiences while driving efficiency throughout their operations.

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