{"id":69835,"date":"2023-08-28T05:00:00","date_gmt":"2023-08-28T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=69835"},"modified":"2024-09-16T13:43:17","modified_gmt":"2024-09-16T20:43:17","slug":"customer-engagement-research-2023","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/customer-engagement-research-2023\/","title":{"rendered":"Businesses Adopting AI Risk a &#8216;Trust Gap&#8217; with Customers &#8211; Salesforce Report"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-shadow-box is-style-takeaways\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-9a62797e6b2a1479b492732732365fbf\" id=\"h-quick-take\">Quick Take<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>The sixth edition of Salesforce&#8217;s State of the Connected Customer reveals how customer engagement with businesses has changed with the rise of artificial intelligence (AI) and a shifting economy.<\/em><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p>Businesses could soon face an AI trust gap with customers, according to a new survey of more than 14,000 consumers and business buyers across 25 countries. As brands <a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">increasingly adopt AI<\/a> to increase efficiency and meet increasing customer expectations, nearly three quarters of their customers are concerned about unethical use of the technology.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>As brands <a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">increasingly adopt AI<\/a> to increase efficiency and meet increasing customer expectations, nearly three quarters of their customers are concerned about unethical use of the technology.&#8221;<\/p>\n<\/blockquote>\n\n\n\n<p>Notably, consumers have become much less open to using AI over the last year. While 73% of business buyers and 51% of consumers are open to the use of AI to improve their experiences, those figures have dropped significantly since <a href=\"https:\/\/www.salesforce.com\/news\/stories\/customer-engagement-research\/\" target=\"_blank\" rel=\"noreferrer noopener\">2022\u2019s survey<\/a>, from 82% and 65%, respectively. Companies therefore have an opportunity to close this gap by implementing ethical guidelines and providing better visibility into how the technology is applied.&nbsp;<\/p>\n\n\n\n<p>In addition to insights on generative AI, Salesforce\u2019s sixth <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">State of the Connected Customer<\/a> report reveals evolving influences on purchase decisions and what customers look for from marketing, commerce, sales, and service interactions. See highlights from the research below.<\/p>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--einstein\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tGet the State of the Connected Customer report\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/?d=cta-body-promo-8\" target=\"_blank\">\n\t\t\t\t<span>Download it here<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-customers-seek-trust-responsible-use-as-companies-embrace-generative-ai\">Customers seek trust, responsible use as companies embrace generative AI<\/h2>\n\n\n\n<p>Survey results show a clear distinction between customers\u2019 overall trust in companies and their faith that those companies will take advantage of new AI innovations responsibly. For example,&nbsp; while 76% of customers trust companies to make honest claims about their products and services, only 57% trust them to use AI ethically.&nbsp;<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>68% of customers say advances in AI make it <em>more<\/em> important for companies to be trustworthy.&#8221;<\/p>\n<\/blockquote>\n\n\n\n<p>This is striking because 68% of customers say advances in AI make it <em>more<\/em> important for companies to be trustworthy, putting a growing onus on brands to earn customers\u2019 confidence as technology matures.<\/p>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/ExtenttoWhichCustomerTrustCompaniestoDotheFollowing\/Q16dash3?:language=en-US&#038;:display_count=n&#038;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>Brands are racing to <a href=\"https:\/\/www.salesforce.com\/news\/stories\/what-is-generative-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">take advantage of generative AI<\/a> as its growing power to transform marketing, commerce, sales, and customer service comes into focus. Their customers, however, urge a thoughtful approach to adopting the technology, grounded in security, ethics, and human oversight.&nbsp;<\/p>\n\n\n\n<div class=\"featured-stats-block wp-block-newsroom-featured-stats\">\n\t\t\t<h2 class=\"featured-stats-block__title\"><\/h2>\n\t\n\t<div id=\"infinite_loading\" class=\"featured-stats-block__wrapper\">\n\t\t\n\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"0\"\n\t\tclass=\"content-card content-card--boxed content-card--stat\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=1024\" class=\"content-card__image\" alt=\"89%\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png 1280w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_89.png?w=1218&amp;h=685 1218w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-default\">\n\t\t\n\t\t\t\t\t<div class=\"content-card__head-meta\">\n\t\t\t\t\t\t\t\t\t<div itemprop=\"category\" class=\"content-card__taxonomy content-card__taxonomy--artificial-intelligence sf-tag sf-tag--artificial-intelligence\">\n\t\t\t\t\t\tArtificial Intelligence\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"description\" class=\"content-card__description\">\n\t\t\t\t89% of customers say it&#8217;s important to know when they&#8217;re communicating with AI or a human\t\t\t<\/div>\n\n\t\t\t<div class=\"content-card__show\">\n\t\t\t\t<button type=\"button\" class=\"content-card__show-hide\" data-show-text=\"Show more\" data-hide-text=\"Show less\">\n\t\t\t\t\tShow more &hellip;\n\t\t\t\t<\/button>\n\t\t\t<\/div>\n\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"content-card__footer\">\n\t\t\t\t\t\n<div class=\"content-card__actions content-card__actions--2\">\n\t<div class=\"content-card__footer-meta\">\n\t\t<div class=\"content-card__footer-date-source\">\n\t\t\t<div class=\"content-card__footer-source\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"content-card__footer-icons\">\n\t\t\t\t\t\t<div class=\"content-card__footer-icon content-card__footer-icon--copy\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\thref=\"#\"\n\t\t\t\t\tclass=\"copy-js content-card__action\"\n\t\t\t\t\t\t\taria-label=\"Copy stat to your clipboard\" data-clipboard-text=\"\" \t\t\t\t\t>\n\t\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" height=\"40\" aria-hidden=\"true\"><rect x=\".313\" y=\".313\" width=\"39.375\" height=\"39.375\" rx=\"19.687\" stroke=\"#032D60\" stroke-width=\".625\" \/><path fill=\"#032D60\" d=\"M 27.447 10 L 16.587 10 C 15.727 10 15.027 10.73 15.027 11.62 L 15.027 12.63 C 15.027 12.95 15.307 13.23 15.617 13.23 L 22.787 13.23 C 24.497 13.23 25.887 14.68 25.887 16.46 L 25.887 23.92 C 25.887 24.24 26.167 24.52 26.477 24.52 L 27.447 24.52 C 28.297 24.52 28.997 23.8 28.997 22.91 L 28.997 11.62 C 28.997 10.73 28.297 10 27.447 10 Z M 22.787 14.85 L 11.927 14.85 C 11.077 14.85 10.377 15.57 10.377 16.46 L 10.377 27.75 C 10.377 28.64 11.077 29.37 11.927 29.37 L 22.787 29.37 C 23.637 29.37 24.337 28.64 24.337 27.75 L 24.337 16.46 C 24.337 15.57 23.637 14.85 22.787 14.85 Z M 21.237 25.74 C 21.237 25.98 21.077 26.14 20.847 26.14 L 13.867 26.14 C 13.637 26.14 13.477 25.98 13.477 25.74 L 13.477 24.93 C 13.477 24.69 13.637 24.52 13.867 24.52 L 20.847 24.52 C 21.077 24.52 21.237 24.69 21.237 24.93 L 21.237 25.74 Z M 21.237 22.51 C 21.237 22.75 21.077 22.91 20.847 22.91 L 13.867 22.91 C 13.637 22.91 13.477 22.75 13.477 22.51 L 13.477 21.7 C 13.477 21.46 13.637 21.3 13.867 21.3 L 20.847 21.3 C 21.077 21.3 21.237 21.46 21.237 21.7 L 21.237 22.51 Z M 21.237 19.28 C 21.237 19.52 21.077 19.68 20.847 19.68 L 13.867 19.68 C 13.637 19.68 13.477 19.52 13.477 19.28 L 13.477 18.48 C 13.477 18.23 13.637 18.07 13.867 18.07 L 20.847 18.07 C 21.077 18.07 21.237 18.23 21.237 18.48 L 21.237 19.28 Z\" \/><\/svg>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"content-card__footer-icon content-card__footer-icon--link\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\taria-label=\"Open stat link\"\n\t\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/stories\/customer-engagement-research-2023\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_self\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" height=\"40\" aria-hidden=\"true\"><rect x=\".313\" y=\".313\" width=\"39.375\" height=\"39.375\" rx=\"19.688\" stroke=\"#032D60\" stroke-width=\".625\" \/><path d=\"M24.583 15.417h-3.666v1.833h3.666a2.758 2.758 0 0 1 2.75 2.75 2.758 2.758 0 0 1-2.75 2.75h-3.666v1.833h3.666A4.585 4.585 0 0 0 29.167 20a4.585 4.585 0 0 0-4.584-4.583Zm-5.5 7.333h-3.666a2.758 2.758 0 0 1-2.75-2.75 2.758 2.758 0 0 1 2.75-2.75h3.666v-1.833h-3.666A4.585 4.585 0 0 0 10.833 20a4.585 4.585 0 0 0 4.584 4.583h3.666V22.75Zm-2.75-3.667h7.334v1.834h-7.334v-1.834Z\" fill=\"#032D60\" \/><\/svg>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\n<\/article>\n\n\n\n\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"0\"\n\t\tclass=\"content-card content-card--boxed content-card--stat\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=1024\" class=\"content-card__image\" alt=\"\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png 1280w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_80.png?w=1218&amp;h=685 1218w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-default\">\n\t\t\n\t\t\t\t\t<div class=\"content-card__head-meta\">\n\t\t\t\t\t\t\t\t\t<div itemprop=\"category\" class=\"content-card__taxonomy content-card__taxonomy--artificial-intelligence sf-tag sf-tag--artificial-intelligence\">\n\t\t\t\t\t\tArtificial Intelligence\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"description\" class=\"content-card__description\">\n\t\t\t\t80% of customers say it&#8217;s important for humans to validate AI\u2019s outputs.\t\t\t<\/div>\n\n\t\t\t<div class=\"content-card__show\">\n\t\t\t\t<button type=\"button\" class=\"content-card__show-hide\" data-show-text=\"Show more\" data-hide-text=\"Show less\">\n\t\t\t\t\tShow more &hellip;\n\t\t\t\t<\/button>\n\t\t\t<\/div>\n\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"content-card__footer\">\n\t\t\t\t\t\n<div class=\"content-card__actions content-card__actions--2\">\n\t<div class=\"content-card__footer-meta\">\n\t\t<div class=\"content-card__footer-date-source\">\n\t\t\t<div class=\"content-card__footer-source\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"content-card__footer-icons\">\n\t\t\t\t\t\t<div class=\"content-card__footer-icon content-card__footer-icon--copy\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\thref=\"#\"\n\t\t\t\t\tclass=\"copy-js content-card__action\"\n\t\t\t\t\t\t\taria-label=\"Copy stat to your clipboard\" data-clipboard-text=\"\" \t\t\t\t\t>\n\t\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" height=\"40\" aria-hidden=\"true\"><rect x=\".313\" y=\".313\" width=\"39.375\" height=\"39.375\" rx=\"19.687\" stroke=\"#032D60\" stroke-width=\".625\" \/><path fill=\"#032D60\" d=\"M 27.447 10 L 16.587 10 C 15.727 10 15.027 10.73 15.027 11.62 L 15.027 12.63 C 15.027 12.95 15.307 13.23 15.617 13.23 L 22.787 13.23 C 24.497 13.23 25.887 14.68 25.887 16.46 L 25.887 23.92 C 25.887 24.24 26.167 24.52 26.477 24.52 L 27.447 24.52 C 28.297 24.52 28.997 23.8 28.997 22.91 L 28.997 11.62 C 28.997 10.73 28.297 10 27.447 10 Z M 22.787 14.85 L 11.927 14.85 C 11.077 14.85 10.377 15.57 10.377 16.46 L 10.377 27.75 C 10.377 28.64 11.077 29.37 11.927 29.37 L 22.787 29.37 C 23.637 29.37 24.337 28.64 24.337 27.75 L 24.337 16.46 C 24.337 15.57 23.637 14.85 22.787 14.85 Z M 21.237 25.74 C 21.237 25.98 21.077 26.14 20.847 26.14 L 13.867 26.14 C 13.637 26.14 13.477 25.98 13.477 25.74 L 13.477 24.93 C 13.477 24.69 13.637 24.52 13.867 24.52 L 20.847 24.52 C 21.077 24.52 21.237 24.69 21.237 24.93 L 21.237 25.74 Z M 21.237 22.51 C 21.237 22.75 21.077 22.91 20.847 22.91 L 13.867 22.91 C 13.637 22.91 13.477 22.75 13.477 22.51 L 13.477 21.7 C 13.477 21.46 13.637 21.3 13.867 21.3 L 20.847 21.3 C 21.077 21.3 21.237 21.46 21.237 21.7 L 21.237 22.51 Z M 21.237 19.28 C 21.237 19.52 21.077 19.68 20.847 19.68 L 13.867 19.68 C 13.637 19.68 13.477 19.52 13.477 19.28 L 13.477 18.48 C 13.477 18.23 13.637 18.07 13.867 18.07 L 20.847 18.07 C 21.077 18.07 21.237 18.23 21.237 18.48 L 21.237 19.28 Z\" \/><\/svg>\n\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"content-card__footer-icon content-card__footer-icon--link\">\n\t\t\t\t\t\t<a\n\t\t\t\t\t\t\taria-label=\"Open stat link\"\n\t\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/stories\/customer-engagement-research-2023\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_self\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" height=\"40\" aria-hidden=\"true\"><rect x=\".313\" y=\".313\" width=\"39.375\" height=\"39.375\" rx=\"19.688\" stroke=\"#032D60\" stroke-width=\".625\" \/><path d=\"M24.583 15.417h-3.666v1.833h3.666a2.758 2.758 0 0 1 2.75 2.75 2.758 2.758 0 0 1-2.75 2.75h-3.666v1.833h3.666A4.585 4.585 0 0 0 29.167 20a4.585 4.585 0 0 0-4.584-4.583Zm-5.5 7.333h-3.666a2.758 2.758 0 0 1-2.75-2.75 2.758 2.758 0 0 1 2.75-2.75h3.666v-1.833h-3.666A4.585 4.585 0 0 0 10.833 20a4.585 4.585 0 0 0 4.584 4.583h3.666V22.75Zm-2.75-3.667h7.334v1.834h-7.334v-1.834Z\" fill=\"#032D60\" \/><\/svg>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\n<\/article>\n\n\n\n\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"0\"\n\t\tclass=\"content-card content-card--boxed content-card--stat\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" itemscope itemtype=\"https:\/\/schema.org\/ImageObject\">\n\t\t\t<img width=\"1024\" height=\"576\" src=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=1024\" class=\"content-card__image\" alt=\"\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" loading=\"lazy\" decoding=\"async\" srcset=\"https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png 1280w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=300&amp;h=169 300w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=768&amp;h=432 768w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=1024&amp;h=576 1024w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=264&amp;h=149 264w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=500&amp;h=281 500w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=678&amp;h=381 678w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=150&amp;h=84 150w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=314&amp;h=177 314w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=343&amp;h=193 343w, https:\/\/www.salesforce.com\/news\/wp-content\/uploads\/sites\/3\/2023\/08\/Stat-library-card_63.png?w=1218&amp;h=685 1218w\" \/>\t\t\t\t\t<\/div>\n\t\n\t<div class=\"content-card__content-container content-card__content-container--style-default\">\n\t\t\n\t\t\t\t\t<div class=\"content-card__head-meta\">\n\t\t\t\t\t\t\t\t\t<div itemprop=\"category\" class=\"content-card__taxonomy content-card__taxonomy--artificial-intelligence sf-tag sf-tag--artificial-intelligence\">\n\t\t\t\t\t\tArtificial Intelligence\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\n\t\t\n\t\t\t\t\t<div itemprop=\"description\" class=\"content-card__description\">\n\t\t\t\t63% of customers are concerned about bias in AI.\t\t\t<\/div>\n\n\t\t\t<div class=\"content-card__show\">\n\t\t\t\t<button type=\"button\" class=\"content-card__show-hide\" data-show-text=\"Show more\" data-hide-text=\"Show less\">\n\t\t\t\t\tShow more &hellip;\n\t\t\t\t<\/button>\n\t\t\t<\/div>\n\t\t\t\t\n\t\t\n\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"content-card__footer\">\n\t\t\t\t\t\n<div class=\"content-card__actions content-card__actions--2\">\n\t<div class=\"content-card__footer-meta\">\n\t\t<div class=\"content-card__footer-date-source\">\n\t\t\t<div class=\"content-card__footer-source\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"content-card__footer-icons\">\n\t\t\t\t\t\t<div class=\"content-card__footer-icon content-card__footer-icon--copy\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\thref=\"#\"\n\t\t\t\t\tclass=\"copy-js content-card__action\"\n\t\t\t\t\t\t\taria-label=\"Copy stat to your clipboard\" data-clipboard-text=\"\" \t\t\t\t\t>\n\t\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" height=\"40\" aria-hidden=\"true\"><rect x=\".313\" y=\".313\" width=\"39.375\" height=\"39.375\" rx=\"19.687\" stroke=\"#032D60\" stroke-width=\".625\" \/><path fill=\"#032D60\" d=\"M 27.447 10 L 16.587 10 C 15.727 10 15.027 10.73 15.027 11.62 L 15.027 12.63 C 15.027 12.95 15.307 13.23 15.617 13.23 L 22.787 13.23 C 24.497 13.23 25.887 14.68 25.887 16.46 L 25.887 23.92 C 25.887 24.24 26.167 24.52 26.477 24.52 L 27.447 24.52 C 28.297 24.52 28.997 23.8 28.997 22.91 L 28.997 11.62 C 28.997 10.73 28.297 10 27.447 10 Z M 22.787 14.85 L 11.927 14.85 C 11.077 14.85 10.377 15.57 10.377 16.46 L 10.377 27.75 C 10.377 28.64 11.077 29.37 11.927 29.37 L 22.787 29.37 C 23.637 29.37 24.337 28.64 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link\"\n\t\t\t\t\t\t\thref=\"https:\/\/www.salesforce.com\/news\/stories\/customer-engagement-research-2023\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"_self\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-card__title-link\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" fill=\"none\" height=\"40\" aria-hidden=\"true\"><rect x=\".313\" y=\".313\" width=\"39.375\" height=\"39.375\" rx=\"19.688\" stroke=\"#032D60\" stroke-width=\".625\" \/><path d=\"M24.583 15.417h-3.666v1.833h3.666a2.758 2.758 0 0 1 2.75 2.75 2.758 2.758 0 0 1-2.75 2.75h-3.666v1.833h3.666A4.585 4.585 0 0 0 29.167 20a4.585 4.585 0 0 0-4.584-4.583Zm-5.5 7.333h-3.666a2.758 2.758 0 0 1-2.75-2.75 2.758 2.758 0 0 1 2.75-2.75h3.666v-1.833h-3.666A4.585 4.585 0 0 0 10.833 20a4.585 4.585 0 0 0 4.584 4.583h3.666V22.75Zm-2.75-3.667h7.334v1.834h-7.334v-1.834Z\" fill=\"#032D60\" \/><\/svg>\n\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\n<\/article>\n\n\n\t<\/div>\n<\/div>\n\n<div class=\"modal modal--tableau\" aria-hidden=\"true\" role=\"dialog\">\n\t<div class=\"modal__content\">\n\t\t<div class=\"modal__body\">\n\t\t\t<tableau-viz id=\"tableauViz\" hide-tabs><\/tableau-viz>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>\u201cEthical AI is a pressing concern for our customers and for our customers\u2019 customers,\u201d said Kathy Baxter, Principal Architect, Responsible AI &amp; Tech, Salesforce. \u201cGetting it right means creating AI with trust at the center of everything you do. That means gathering data with transparency and consent, training algorithms on diverse data sets, and never storing customer information insecurely.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-sentiments-and-motivations-vary-by-age-impacting-customer-loyalty\"><strong>Sentiments and motivations vary by age, impacting customer loyalty<\/strong><\/h2>\n\n\n\n<p>Millennials and Gen Z have a generally brighter view of generative AI than baby boomers and Gen X. This underscores that brands deploying generative AI for a broad customer base will need to tailor messaging for different demographics and prepare for varying degrees of uptake and reception.<\/p>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/GenerativeAISentimentbyAgeGroup\/Q24dash?:language=en-US&#038;:display_count=n&#038;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>Emerging technologies are far from the only influence on differing generational attitudes. Gen Z stands out for their willingness to take their dollars elsewhere in search of brands that better reflect their priorities. In the past year, 59% of Gen Z consumers switched brands, far exceeding older generations and introducing a new battleground for customer loyalty. In fact, Gen Z is nearly twice as likely than baby boomers to switch brands that better align with their personal values (21% vs 11%), showing the importance for brands to tap into what guides this group\u2019s beliefs.&nbsp;<\/p>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/ConsumersWhoSwitchedBrandsinthePastYear\/Q11dash?:language=en-US&#038;:display_count=n&#038;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>Of course, the quest for better deals is the leading reason for switching brands across every generation \u2014 reflecting <a href=\"https:\/\/www.salesforce.com\/news\/stories\/financial-services-trends-ai\/\" target=\"_blank\" rel=\"noreferrer noopener\">concerns around the rising costs of living<\/a>. This is unlikely to change soon, keeping pressure on brands to increase efficiencies.<\/p>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/ConsumersWhoSwitchedBrandsfortheFollowingReasons\/Q12dash?:language=en-US&#038;:display_count=n&#038;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>&#8220;As brands find new ways to keep up with rising customer expectations, they must also consider diverse viewpoints among their base,\u201d said Michael Affronti, SVP &amp; GM, Commerce Cloud, Salesforce. \u201cLeading with strong values and ethical use of emerging technologies like generative AI will be a key indicator of future success.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-customers-reveal-how-experience-demands-may-be-met\">Customers reveal how experience demands may be met<\/h2>\n\n\n\n<p>Customer experience remains the defining brand differentiator: 80% of customers say the experience a company provides is just as important as its products and services. However, customer demands can be tricky to meet at scale \u2014 for instance, 77% of customers expect to interact with someone immediately when they contact a company, and 67% expect companies to understand their needs as they change.<\/p>\n\n\n\n<p>Fortunately, there are multiple ways to boost customer experience at scale.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>While personal assistance is crucial in complex cases, for simpler issues, customers generally prefer the convenience of self service tools like account portals, FAQs, and chatbots. This is particularly true for digital natives \u2014 i.e., millennials and Gen Z.<\/li>\n\n\n\n<li>Close to half of customers express that they would be willing to pay extra for better customer support.&nbsp;<\/li>\n\n\n\n<li>If companies clearly explain why they are requesting personal data, customers are more likely to trust them with it \u2014 increasing opportunities to build great sales, commerce, marketing, and service experiences.<\/li>\n<\/ul>\n\n\n<div class=\"tableau-viz-embed-container \">\n\t<tableau-viz\n\t\tclass=\"tableau-viz-embed\"\n\t\tsrc=\"https:\/\/public.tableau.com\/views\/CustomersWhoSaytheFollowing\/Q21Q15dash?:language=en-US&#038;:display_count=n&#038;:origin=viz_share_link\"\n\t\ttoolbar=\"hidden\"\n\t\thide-tabs\n\t><\/tableau-viz>\n<\/div>\n\n\n\n<p>\u201cAt Salesforce, we believe now is the time for companies to build secure, innovative, and efficient experiences with trust at the forefront,\u201d said Affronti. \u201cAnd insights from today\u2019s \u2018connected customers\u2019 are an essential guide for how to do that.\u201d<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">More information:<\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Download<\/a> the full State of the Connected Customer report<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/retail-holiday-insights\/?d=cta-body-promo-8\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Discover<\/a> Salesforce\u2019s holiday shopping insights<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">Explore<\/a> more top generative AI statistics&nbsp;<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Methodology<\/h4>\n\n\n\n<p>Data is from a double-blind survey of 11,000 consumers and 3,300 business buyers conducted from May 3 through July 14, 2023. Data was collected from respondents in Australia, Belgium, Canada, Denmark, Finland, France, Germany, India, Ireland, Italy, Japan, Netherlands, New Zealand, Norway, Philippines, Poland, Singapore, South Africa, Spain, Sweden, Switzerland, Thailand, United Arab Emirates, United Kingdom, and the United States. Additional methodology and survey demographic details can be found in the <a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/state-of-the-connected-customer\/\" target=\"_blank\" rel=\"noreferrer noopener\">State of the Connected Customer report<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quick Take Businesses could soon face an AI trust gap with customers, according to a new survey of more than 14,000 consumers and business buyers across 25 countries. As brands increasingly adopt AI to increase efficiency and meet increasing customer expectations, nearly three quarters of their customers are concerned about unethical use of the technology. 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