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Marketers say generative AI saves time but a third worries about safety

Marketers estimate generative AI will save them over five hours of work per week – the equivalent of over a month per year. However, 39% say they don’t know how to safely use generative AI. according to a survey of more than 1 000 marketers made by customer management firm Salesforce in partnership with YouGov.

51% of marketers are currently using generative AI. An additional 22% plan to use it very soon, totalling nearly three-quarters of marketers. 

“However, 39% also say they don’t know how to safely use generative AI. They raise concerns about its accuracy and report a need for human oversight, as well as proper training and trusted customer data, to leverage the technology effectively at work”, Salesforce says. 

67% of marketers say their company’s data is not properly set up for generative AI while 63% say trusted customer data is important for the successful use of generative AI at work. 

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“Data is fuel for AI — without high-quality, trusted data, it becomes ‘garbage in, garbage out.’ AI pulling from data sources that are irrelevant, unrepresentative, or incomplete, can create bias, hallucinations, and toxic outputs”, says Clara Shih, Salesforce CEO of AI. 

71% of marketers also believe generative AI’s lack of human creativity and contextual knowledge is a potential barrier to successfully using generative AI in the workplace. 66% percent of marketers say human oversight is needed to successfully use generative AI in their role. 

“Marketers using generative AI are already targeting the basics, like content creation (76%) and writing copy (76%). But many see a wholesale overhaul of their work on the horizon, with 53% saying generative AI is a ‘game changer.” 

Marketers mention that AI can transform the way they analyze data, personalize messaging content, build marketing campaigns, and build/optimize SEO strategy.

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With generative AI, marketers also say they expect to save time and be able to focus on more strategic work. 71% say generative AI will eliminate busy work and allow them to focus on more strategic work.

Top concerns about using AI:

  • 31% mention accuracy and quality
  • 20% trust
  • 19% skills
  • 18% job safety

70% say their employer does not yet provide generative AI training.

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