According to Research, Generative AI Can Save Marketing Professionals 5 Hours Per Week

Marketing professionals are excited about the impact of generative AI but are still probing and learning about effective use of the technology and security, according to the latest research from Salesforce.

Salesforce surveyed more than 1,000 marketers representing companies of various sizes and sectors in the US, UK and Australia as part of its Generative AI Snapshot series and found that 51% are currently using generative ai,

Too: The impact of generative AI on software team productivity is…complex

Skills and reliable first-party data related to generative AI are key requirements for successful generative AI adoption and use within marketing. The importance of human supervision is also a requirement in the performance of generative AI in their respective roles as the current state of the output may be inaccurate and potentially biased.

Creating new content using AI big language models is an easy task. Creating new content using AI on brands is a daunting task.

Too: Generative AI means more productivity, and potential layoffs for software developers

So before diving deeper into the marketing survey results, here’s a reminder of what business leaders need to consider to take full advantage of generative AI capabilities within their organizations – Reliable Data, Hybrid AI Foundational models that can be automated, and a single platform with built-in security and governance to ensure the ethical and humane use of AI technologies.

to unlock The Power of Generative AIYou need:

1. Reliable and trusted customer data to build a consistent customer profile. Connecting clean data is key to unlocking AI capabilities. With only reliable and trusted data, pulled together on a single platform from service, sales and other relevant sources, AI can also perform as intended. Remember: Good In, Good Out. The amount of data being generated each day continues to increase. By 2025, will be 100 zettabyte data with an estimated amount in the cloud double by 2026, To realize the full value of your data, you need to move from data collection to data that drives action: what customers care about, and 3. your business needs to enable your organization to deliver great experiences. using data.
2. Pre-built, custom, or public AI models — ideally a combination of these — to feed your data to leverage insights into automated actions. To deliver this type of effect through automation, you need to:

• Be able to connect all your systems — cloud, on-premises, hybrid or legacy — even as the average number of apps grows (the average number in 2023 is 1,061 apps with only 26% integration).
• Activate RPA to extract data from legacy systems and assets like docs and images that would otherwise require manual work to access.
• Make it possible to reuse existing data and integration components, such as APIs and connectors.
• Enable low- and no-code access in your organization so that even non-developers can participate in self-service automation projects.

Too: Low-code platform means anyone can be a developer — and maybe even a data scientist

3. A single platform with built-in security and governance to enable both innovation and enhanced customer confidence. Connected, consistent data allows you to unlock AI and automate it. The one steel thread that must be present throughout is how to enable all of this safely. To establish oversight and ensure full visibility into data governance across the enterprise, you must:

• Have one space for your developers to work effectively without affecting production or inviting security risks, make it easy to track changes, integrate seamlessly with version control, and manage release effectively Can handle with
• Mask data to protect sensitive information (such as de-identify PII) and leverage security best practices like end-to-end data encryption to give your developers a realistic dataset to test against, without compromising security Lift.
• Deployed tools such as Universal API Management to enable consistent data governance across systems and users.

Too: The 5 Biggest Risks of Generative AI, According to an Expert

Here are key takeaways from the Generative AI in Marketing research findings:

1. The Impact Of Generative AI On Marketing Will Be Substantial, More than half of marketers (53%) say that generative AI is a ‘game-changer’, and 60% of marketers say that generative AI will replace their role. In fact, 51% are currently using or using generative AI at work.
2. Generative AI is changing how marketers personalize, build and plan campaigns. Here’s how marketers are using Gen AI today — 57% — Create groups or segments for marketing campaigns, 55% — Create marketing campaigns and travel plans, 54% — Personalize messaging content , 53% — Test copy and experiment, and 53% — Create and optimize an SEO strategy.
3. Marketers are more productive by adopting generative AI. Marketers estimate that generative AI can save them more than 5 hours per week – the equivalent of more than a month per year – to focus on more meaningful work. The survey found that: 71% believe that generative AI will eliminate busy work, 71% believe that generative AI will allow them to focus on more strategic work, and 70% believe that generative AI will increase their productivity.
4. Proficiency in generative AI skills and marketing is low. Most marketers (66%) believe that generative AI will replace the skills they need on the job. Nearly half (43%) have no idea how to get the most value out of generative AI. More importantly, 39% of marketers say they don’t know how to safely use Generative AI at work. And 34% say they don’t know how to effectively use Generative AI at work.
5. Content accuracy and quality is the number one concern for marketers with generative AI. Here are the top marketing concerns with generative AI: accuracy and quality (31%), trust (20%), sills (19%), and job safety (18%). Most marketers (73%) believe that generative AI lacks human contextual knowledge, 66% worry generative AI outputs are biased, and importantly, 76% worry generative AI introduces new security risks.
6. Human oversight, skill, and reliable customer data are a current requirement to power generative AI. The survey found that 63% of marketers say Trusted Customer Data The key is in using Generative AI successfully as a marketer. The majority, 66% of marketers also said human inspection Brand voice is critical to making sure you successfully use generative AI as a marketer. This means proper training is needed — 54% believe Generative AI Training Program They are key to successfully using Generative AI as a marketer. And finally, 72% expect their employer to provide them with opportunities to learn how to use generative AI.

Too: I have tested a lot of AI tools for work. these are my 5 favorites

With reliable customer data, pre-built, custom, or public AI models that can power automation and smart workflows, a single platform with security and governance that drives innovation and increased customer trust, and appropriate staff training generative AI is built-in to enable both. Marketing can empower organizations to deliver powerful customer experiences while increasing efficiency.

From marketing and sales to customer service and digital commerce, AI will transform the customer experience at every touchpoint.