po polsku
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
AI will take up to 70% of traffic from online stores. TrustMate Report
KFi
There is a quiet but radical change happening online. Traditional SEO, which for decades determined brand visibility, is losing its relevance. Now, it's no longer search engines that define a company’s online presence, but generative artificial intelligence.
How to find topics for communication
Aleksander Pawzun
"We have nothing to say" is a phrase heard all too often. Yet practice shows that every business has the potential to tell stories. You just need to learn how to spot them and turn them into content that appeals to your audience.
How to reduce food waste? Packaging design matters
KFi
Researchers from China have proven that visual packaging elements and consistent messaging can be effective tools in the fight against global food waste. They published research results showing that designers and marketers can make a real difference.
See articles on a similar topic:
Artificial Intelligence, Real Results in Marketing. HubSpot Report
BARD
Although AI is a term that can sometimes evoke concerns, the "AI Trends Report 2024" compiled by analysts at HubSpot shows that for many, artificial intelligence is the future of marketing.
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.
Poles do not forgive brands' mistakes. Armatis Customer Experience Index
Krzysztof Fiedorek
As many as 57.2% of Poles are willing to abandon a brand after one bad customer service experience. This result is similar to what was noted in the United States. Every third Polish customer prefers phone contact with a consultant, though over 13 percent now prefer chat.
Browser Fingerprinting. Marketing Uses Digital Traces
BARD
A fingerprint created for each browser can identify not only a device but also a specific user. The data collected this way is mainly used for marketing purposes, which can result in cases where, for instance, a Mac user pays up to 30% more for the same product than a PC user.
