{"id":67840,"date":"2023-06-05T06:00:00","date_gmt":"2023-06-05T05:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=67840"},"modified":"2023-06-07T13:40:25","modified_gmt":"2023-06-07T12:40:25","slug":"generative-ai-for-marketing-research","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/uk\/news\/stories\/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

Quick take<\/em><\/strong>: 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.<\/em><\/p>\n\n\n\n

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Salesforce surveyed over 1,000 marketers as part of its Generative AI Snapshot Series<\/em> and found that 51% are currently using** generative AI<\/a>. An additional 22% plan to use it very soon, totaling nearly three-quarters of marketers. <\/p>\n\n\n\n

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. <\/p>\n\n\n\n

From personalization to productivity \u2014 marketers say generative AI is transforming their role <\/h2>\n\n\n\n

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.\u2019 Respondents cite reasons for this that include its ability to transform the way they analyze data, personalize messaging content, build marketing campaigns, and build\/optimize SEO strategy.<\/p>\n\n\n

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