Marketers Embrace Generative AI as 60% Expect Transformation, but Accuracy Worries Persist

New research conducted by Salesforce reveals that generative AI is poised to revolutionize the role of marketers, potentially saving them over five hours of work per week, equivalent to more than a month per year. However, while marketers view this technology as transformative, they also emphasize the need for human oversight, trusted customer data, and training to ensure its successful implementation.

The study, part of Salesforce’s Generative AI Snapshot Series, surveyed over 1,000 marketers and found that 51% are currently utilizing generative AI in their work. An additional 22% plan to adopt it in the near future, indicating that nearly three-quarters of marketers will soon be leveraging this technology.

Despite the growing adoption, a significant portion (39%) of marketers express uncertainty about the safe use of generative AI. They raise concerns regarding its accuracy and advocate for human oversight, proper training, and access to reliable customer data as crucial factors for effectively harnessing the technology in their work.

While generative AI is already being employed for tasks such as content creation (76%) and copywriting (76%), marketers foresee a comprehensive transformation of their roles. Over half (53%) of respondents consider generative AI a game changer, highlighting its potential to revolutionize data analysis, personalize messaging content, build marketing campaigns, and optimize SEO strategies.

Marketers using generative AI also anticipate saving valuable time, allowing them to focus on more strategic endeavors. A significant majority (71%) believe that generative AI will eliminate mundane tasks and enable them to engage in higher-level strategic work. In fact, marketers estimate that generative AI can save them over five hours per week, equivalent to more than a month per year.

Marketers emphasize the importance of accuracy and quality, which are heavily reliant on data. However, 67% of respondents state that their company’s data infrastructure is not adequately prepared for generative AI. Paradoxically, an almost equal number (63%) acknowledge the significance of trusted customer data for successful generative AI implementation. Experts echo this sentiment, emphasizing that high-quality and reliable data are crucial to avoid biased or flawed outcomes.

Concerns also arise regarding generative AI’s lack of human creativity and contextual knowledge. A considerable 66% of marketers believe that human oversight is necessary to effectively utilize generative AI in their roles.

Although marketers recognize the potential of generative AI, many feel unprepared to fully capitalize on it. Approximately 43% admit to not knowing how to maximize the value of the technology. Furthermore, while 54% of marketers consider generative AI training programs important, 70% indicate that their employers do not currently provide such training.

Stephen Hammond, EVP and GM, Marketing Cloud, Salesforce, highlights the transformative potential of generative AI for marketers, enabling more personalized, automated, and effective campaigns at scale. He emphasizes the need for companies to consolidate their first-party data and leverage trusted AI innovations to ensure safety and accuracy in the adoption of generative AI.