Generative AI: Marketers Embrace the Technology

Game Changer

Marketers have embraced generative AI tools like ChatGPT, according to research by Salesforce. Sixty percent of marketers indicate that they already use the technology, while another 22 percent plan to do so. Of those who use generative AI, 53 percent believe it is a real game changer.
Generative AI is mainly used by marketers for content creation and writing texts. It can also help marketers change the way they analyze data, personalize message content, set up marketing campaigns, and build/optimize SEO strategies. In addition, users expect the technology to save them time by easing busy work schedules and allowing them to focus more on strategic work.

Well Worry

Despite the positive outlook, there are some caveats. About a third of users don’t know how to safely use this technology, and there are concerns about the accuracy and reliability of the data with which the tools do their work. More than half of respondents find reliable customer data important.
In addition, respondents see a lack of human creativity and contextual knowledge of generative AI as a potential barrier. They indicate that some form of human supervision is therefore necessary.
The respondents also indicate that they are not yet sufficiently prepared for the use of generative AI in their work. Nearly half say they still don’t know how to get the most value out of the technology. Training in the use of generative AI is therefore desirable.