According to a Salesforce survey, marketers estimate that generative AI will save them more than 5 hours of work per week, which equates to more than a month per year.
However, the survey of more than 1,000 marketers revealed that while they see the technology as transformative for their roles, marketers also point to human monitoring, trusted customer data, and training as critical to using the technology successfully .
The Salesforce Generative AI Snapshot Series found that 51% of marketers are currently using generative AI. Another 22 percent of marketers plan to use it soon, for a total of nearly three-quarters.
However, more than a third (39%) also said they did not know how to use generative AI safely. They expressed concerns about its accuracy and reported the need for human oversight, proper training and trusted customer data to use the technology effectively at work.
Marketers using generative AI are already targeting the basics, such as content creation (76%) and copywriting (76%). But many see an overhaul of their jobs on the horizon, with 53% saying generative AI is a “game changer.” Respondents cited reasons for doing so, including its ability to change the way they analyze data, personalize message content, run marketing campaigns, and build/optimize SEO strategies.
Marketers also say that with generative AI, they want to save time and be able to focus on more strategic work:
• 71% say generative AI will take away busywork.
• 71% say generative AI will allow them to focus on more strategic work.
• In fact, they estimate that generative AI will save them more than five hours per week—the equivalent of more than a month of work per year.
Accuracy and Quality
Accuracy and quality are top concerns, say marketers — who say successful use of generative AI at work requires trusted customer data and human monitoring.
Accuracy and quality depend on data. However, 67% of marketers say their company’s data is not properly set up for generative AI, even though a similar number (63%) say trusted customer data is very important to successfully using generative AI at work important.
Here’s what the experts say. “Data is the fuel for AI — without high-quality, trusted data, it becomes ‘garbage in, garbage out,’” says Clara Shih, CEO of Salesforce AI. Extracting data from representative or incomplete data sources can produce bias, hallucinations, and toxic output. “
Many (71%) marketers also believe that generative AI lacks human creativity and situational knowledge as potential barriers to successful use of generative AI in the workplace. As a result, 66 percent of marketers say human monitoring is required to successfully leverage generative AI to its effect.
While marketers are excited about the opportunity for generative AI to transform their work, many feel unready to take full advantage of it, with 43% saying they don’t know how to get the most value from the technology.
While 54% of marketers believe a generative AI training program is important for them to be successful in using generative AI in their roles, 70% of marketers say their employers do not yet offer generative AI training.
“Generative AI has the potential to transform the way marketers connect with customers by driving more personal, automated and effective marketing campaigns at speed and scale,” said Stephen Hammond, executive vice president and general manager of Salesforce Marketing Cloud.
“But when companies look to adopt this technology, they need to unify first-party data and leverage trusted AI innovations for security and accuracy.” trade arab news agency