This highlights a major gap that can often lead to data leak blunders, much like what happened at Samsung.
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Beyond this, many suggested they feel underprepared to make the most of the technology in their workflows.įorty-three percent of respondents said they don’t know how to get the most value out of generative AI, while more than a third said they do not know how to use the technology safely (39%) and effectively (34%). The biggest challenge, the marketers said, is the accuracy and quality of generative AI tools’ output, with 73% noting that the technology lacks human-specific creativity and contextual knowledge and 66% worrying that its results can be biased. While the general consensus remained that generative AI is or will be transforming marketing hustles, the survey respondents also highlighted certain roadblocks that can easily hinder the technology’s adoption in their field. It can also help with analyzing campaign performance data, 58% of the respondents said. “Generative AI has the potential to transform how marketers connect with their customers by powering more personalized, automated and effective campaigns - quickly and at scale,” Stephen Hammond, EVP and GM for marketing cloud at Salesforce, said in a statement. More broadly, the surveyed marketers suggested that generative AI is expected to help with multiple tasks in their job, starting from creating groups for marketing campaigns and producing those campaigns and journey plans, and progressing to personalizing content, conducting copy testing, and building and optimizing SEO strategy. The next popular use cases are inspiring creative thinking (71%), analyzing market data (63%) and generating image assets (62%). The general benefits, most of them said, would be eliminating gruntwork, allowing more time to focus on strategic work and increasing productivity.Īmong those using generative AI at present, the most popular use case is basic content creation and writing marketing copy, with as many as 76% handling those tasks with LLM-driven apps like ChatGPT. Out of the 1,029 full-time marketers surveyed, 51% said they are already in the process of using or experimenting with generative AI at work, while 22% said they plan to bring it into their workforce very soon. Register Now Nearly 75% say ‘yes’ to generative AI
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