{"id":4683,"date":"2023-09-07T02:09:52","date_gmt":"2023-09-07T02:09:52","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4683"},"modified":"2024-02-13T23:26:39","modified_gmt":"2024-02-13T23:26:39","slug":"generative-ai-for-marketing-research","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/generative-ai-for-marketing-research\/","title":{"rendered":"New Research: 60% of Marketers Say Generative AI will Transform Their Role, But Worry About Accuracy"},"content":{"rendered":"\n<p><em>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go&nbsp;<\/em><a href=\"https:\/\/www.salesforce.com\/news\/topics\/artificial-intelligence\/\"><em>here<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<p>Salesforce surveyed over 1,000 marketers as part of its&nbsp;<em>Generative AI Snapshot Series<\/em>&nbsp;and found that 51% are currently using**&nbsp;<a href=\"https:\/\/www.salesforce.com\/news\/stories\/what-is-generative-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">generative AI<\/a>. An additional 22% plan to use it very soon, totalling nearly three-quarters of marketers.&nbsp;<\/p>\n\n\n\n<p>However, over a third (39%) also say they don\u2019t 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.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-from-personalisation-to-productivity-marketers-say-generative-ai-is-transforming-their-role\">From personalisation to productivity \u2014 marketers say generative AI is transforming their role<\/h2>\n\n\n\n<p>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 \u2018game changer.\u2019 Respondents cite reasons for this that include its ability to transform the way they analyse data, personalise messaging content, build marketing campaigns, and build\/optimise SEO strategy.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d2ce5444472&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d2ce5444472\" class=\"wp-block-image size-large wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" height=\"576\" width=\"1024\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/02\/StatCard1-Gen-AI-mktg.webp?w=1024\" alt=\"\" class=\"wp-image-5932\" srcset=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/02\/StatCard1-Gen-AI-mktg.webp 1200w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/02\/StatCard1-Gen-AI-mktg.webp?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/02\/StatCard1-Gen-AI-mktg.webp?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/02\/StatCard1-Gen-AI-mktg.webp?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/uploads\/sites\/8\/2024\/02\/StatCard1-Gen-AI-mktg.webp?w=150&amp;h=84 150w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>With generative AI, marketers also say they expect to save time and be able to focus on more strategic work:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>71% say generative AI will eliminate busy work.&nbsp;<\/li>\n\n\n\n<li>71% say generative AI will allow them to focus on more strategic work.<\/li>\n\n\n\n<li>In fact, they estimate generative AI will save them over five hours per week \u2013 the equivalent of over a month per year* at work.<\/li>\n<\/ul>\n\n\n\n<div class=\"layout-two wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">3 Things Marketers Can Do Faster with Generative AI<\/h2>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/in\/blog\/outreach-marketing-use-cases-generative-ai\/\">Read the blog<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-two.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-two.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-two.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Marketers report accuracy and quality as top concerns \u2014 say trusted customer data and human oversight are required to use generative AI successfully at work<a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-for-marketing-research\/#\"><\/a><\/h2>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d2ce54452f5&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d2ce54452f5\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/wp.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/09\/image-3.png\" alt=\"\" class=\"wp-image-60856\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Accuracy and quality depend on data. However, 67% of marketers say their company\u2019s data is not properly set up for generative AI \u2014 despite a similar number (63%) saying trusted customer data is important for the successful use of generative AI at work.&nbsp;<\/p>\n\n\n\n<p>This is a sentiment echoed by experts.&nbsp;<a href=\"https:\/\/www.salesforce.com\/news\/stories\/clara-shih-ai-salesforce\/\" target=\"_blank\" rel=\"noreferrer noopener\">According to Clara Shih,<\/a>&nbsp;Salesforce\u2019s CEO of AI, \u201cData is fuel for AI \u2014 without high-quality, trusted data, it becomes \u2018garbage in, garbage out.\u2019 AI pulling from data sources that are irrelevant, unrepresentative, or incomplete, can create bias, hallucinations, and toxic outputs.\u201d&nbsp;<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Data is fuel for AI \u2014 without high-quality, trusted data, it becomes \u2018garbage in, garbage out.\u2019 AI pulling from data sources that are irrelevant, unrepresentative, or incomplete can create bias, hallucinations, and toxic outputs.<\/p>\n<cite>Clara Shih<\/cite><\/blockquote>\n<span class=\"citation-role\">Salesforce&#8217;s CEO of AI<\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fgenerative-ai-for-marketing-research%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=New%20Research%3A%2060%25%20of%20Marketers%20Say%20Generative%20AI%20will%20Transform%20Their%20Role%2C%20But%20Worry%20About%20Accuracy\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=New%20Research%3A%2060%25%20of%20Marketers%20Say%20Generative%20AI%20will%20Transform%20Their%20Role%2C%20But%20Worry%20About%20Accuracy&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fgenerative-ai-for-marketing-research%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fgenerative-ai-for-marketing-research%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"New Research: 60% of Marketers Say Generative AI will Transform Their Role, But Worry About Accuracy\" https:\/\/www.salesforce.com\/ap\/blog\/generative-ai-for-marketing-research\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>Many (71%) marketers also believe generative AI\u2019s lack of human creativity and contextual knowledge is a potential barrier to successfully using generative AI in the workplace. As a result, 66% percent of marketers say human oversight is needed to successfully use generative AI in their role.<\/p>\n\n\n\n<div class=\"layout-two wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">How Salesforce Approaches the Development of Trusted Generative AI<br><a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-guidelines\/%20\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><\/h2>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-guidelines\/\">Read the guidelines<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-two.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-two.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-two.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketers-need-training-to-realise-the-potential-of-generative-ai\">Marketers need training to realise the potential of generative AI<\/h2>\n\n\n\n<p>While marketers are excited about the opportunities of generative AI to transform their work, many feel unprepared to take full advantage of it, with 43% saying they don\u2019t know how to get the most value out of the technology.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d2ce5446ce8&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d2ce5446ce8\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/wp.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2023\/09\/StatCard3.webp\" alt=\"\" class=\"wp-image-60857\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>And while 54% of marketers believe generative AI training programs are important for them to successfully use generative AI in their role, 70% say their employer does not yet provide generative AI training.<\/p>\n\n\n\n<p>\u201cGenerative AI has the potential to transform how marketers connect with their customers by powering more personalised, automated, and effective campaigns \u2014 quickly and at scale,\u201d said Stephen Hammond, EVP and GM, Marketing Cloud at Salesforce. \u201cBut as companies look to adopt the technology, they need to unify their first-party data and leverage trusted AI innovations to ensure safety and accuracy.\u201d<\/p>\n\n\n\n<div class=\"layout-two wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Want to Learn the Latest Trends in Ethical Marketing?<\/h2>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_blank\" href=\"https:\/\/www.salesforce.com\/resources\/guides\/ethical-marketing-trends\/\">Get the guide<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-two.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-two.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-two.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-more-information\">More information<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/connections\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Tune<\/a>&nbsp;into Connections on Salesforce+ to learn more about the future of generative AI for marketing and commerce<\/li>\n\n\n\n<li>Learn about Salesforce\u2019s new Marketing GPT product&nbsp;<a href=\"https:\/\/www.salesforce.com\/news\/press-releases\/2023\/06\/07\/marketing-commerce-gpt-news\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a><\/li>\n\n\n\n<li>Learn AI skills on&nbsp;<a href=\"https:\/\/trailhead.salesforce.com\/content\/learn\/modules\/einstein-gpt-quick-look\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Trailhead<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">Read<\/a>&nbsp;senior IT leaders\u2019 perspectives on generative AI for their business<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-research-methodology\">Research methodology<\/h4>\n\n\n\n<p>Salesforce conducted a generative AI survey in partnership with YouGov May 18 \u2013 25, 2023. It included over 4,135 full-time employees across sales, service, marketing, and commerce. The data above reflects responses from&nbsp;<strong>1,029 full-time marketers<\/strong>&nbsp;representing companies of a variety of sizes and sectors in the United States, UK, and Australia. The survey took place online. The figures have been weighted and are representative of all US, UK, and Australian full-time employees (aged 18+).&nbsp;<\/p>\n\n\n\n<p><em>*(5 hours per week on average saved using \u2018generative AI\u2019 x 52 weeks in one year) \/ 8-hour working day = 32.5 days or over a month per year saved on average<\/em><\/p>\n\n\n\n<p><em>**have leveraged generative AI into their workflows&nbsp;or&nbsp;are experimenting with it at work.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>New research reveals that marketers estimate generative AI will save them over five hours of work per week \u2013 the equivalent of over a month per year*. Yet, while they see the technology as transformative to their role, marketers also note the need for human oversight, trusted customer data, and training as critical to successfully use it.<\/p>\n","protected":false},"author":28,"featured_media":4685,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[23],"sf_content_type":[],"coauthors":[3],"class_list":["post-4683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-artificial-intelligence"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>New Research: 60% of Marketers Say Generative AI will Transform Their Role, But Worry About Accuracy - Salesforce<\/title>\n<meta name=\"description\" content=\"Quick take: New research reveals that marketers estimate generative AI will save them over five hours of work per week \u2013 the equivalent of over a month per year*. 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