14.08.2023 Marketing and PR
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
Poczytaj artykuł
w wydaniu polskim
photo: Mojahid Mottakin/Unsplash license/Unsplash.comSalesforce conducted a survey among over 1,000 marketing employees. The results, cited by Newseria Biznes, revealed that
- 51% are already using generative artificial intelligence
- another 22% plan to use it soon.
This means nearly three-quarters of marketers recognize its potential and are already utilizing it. Marketers use generative AI primarily for:
- content creation (76%)
- writing text (76%).
Many foresee significant changes in their work due to this technology. As many as 53% say generative AI is a "game changer," seeing its potential for personalizing messages, creating marketing campaigns, and optimizing SEO strategies.
Benefits and Concerns Related to AI
Thanks to generative artificial intelligence, marketers expect significant time savings. They estimate they could save over five hours per week, translating to over a month annually. Although the technology seems promising, marketers also have concerns.
- As many as 67% state that their company`s data is not adequately prepared for AI.
- A similar percentage (63%) believes that trusted customer data is essential.
- Without high-quality, trusted data, AI becomes "garbage in, garbage out" - comments Clara Shih, General Manager of Salesforce AI, quoted by Newseria Biznes. - AI drawing from irrelevant, unrepresentative, or incomplete data sources can produce toxic results, generate biases, or completely incorrect conclusions.
The Need for Human Oversight and Training
Despite enthusiasm, many believe human oversight is necessary for effective AI use. Additionally, many marketing employees feel the need for training.
- 43% do not know how to fully utilize the technology’s potential,
- 70% say their employer does not provide adequate training.
- 71% of marketers feel AI lacks creativity and contextual knowledge, a significant limitation,
- 66% of marketers believe human oversight is essential for effective use of artificial intelligence.
Research Methodology
The study was conducted by Salesforce in collaboration with YouGov from May 18-25, 2023. Over 4,135 full-time employees from various sectors in the United States, the United Kingdom, and Australia were surveyed. Data were collected online and are representative of all full-time employees in the mentioned countries.
COMMERCIAL BREAK
New articles in section Marketing and PR
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.
When Will Every Advertisement Become... a Store? Omdia Forecasts
KFi
Global consumer spending online is growing at an unprecedented rate. By 2025, it will reach $4.4 trillion, with the US alone accounting for $1.4 trillion. The boundaries between advertising, entertainment, and commerce are blurring, ushering in a new era of digital consumption.
See articles on a similar topic:
What to Do When a Child Bites Nails? Advice from a Child Psychologist
patronat Reporterzy.info
For children, nail-biting is often a way to cope with boredom or stress. However, our role is to intervene when we notice this habit, not only for aesthetic reasons but also to address potential underlying causes. What might these be, and what can we do?
Large Online Ads vs. AdBlock. Poland Leads in Both Metrics
BARD
Large-format online ads make up 14% of Poland's online market, according to analyses by Gemius. This is the highest percentage among all surveyed markets. Paired with data on the rising popularity of ad-blocking—done by one-third of Polish internet users—it raises questions about the future of these ads.
Polish Digital Advertising Market 2023/2024. IAB Poland Report
Krzysztof Fiedorek
The Strategic Internet Report 2023/2024 prepared by IAB Poland provides a detailed analysis of the Polish digital advertising market, showing its dynamic growth in 2023. The market value reached nearly 7.8 billion PLN, indicating an increase of over 870 million PLN compared to the previous year.
Bots on Hotlines. Armatis Customer Experience Index Study
KF
Nearly two-thirds of Poles report encountering a chatbot or voice bot when contacting customer service. This type of service often triggers negative emotions. Almost three-quarters of Poles would prefer to wait in line for human assistance rather than be served immediately by a bot.
