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
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
See articles on a similar topic:
Contextual Advertising in Print Media. PBC Measured Its Effectiveness
BARD
Print advertising, when placed in the appropriate editorial context, attracts 67% more attention than ads in other sections, according to research conducted for Polskie Badania Czytelnictwa (PBC). Contextual ads hold the reader’s gaze longer and engage them more deeply.
Dietary Supplements. How Products Masquerading as Medications are Sold
Ewa Zygadło-Kozaczuk
Colorful packaging entices us with miraculous health benefits, and we buy them, hoping for a fit body, good sleep, great mood, and excellent sex. But do we know what lies behind that magical pill, capsule, or syrup? Are we aware that these advertised products are merely masquerading as medications?
Internet Subscriptions: Market Value, Development Trends, and... Risks
KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!
Influencer Advertising. Teenagers Do Not Always Recognize It
KFi
The rise in the popularity of influencer-promoted content among young people raises issues with their ability to identify the commercial nature of this content. Subtler forms of promotion are often completely unrecognizable to younger teens.
