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
Artificial intelligence in shopping. E-commerce 2026 report
Piotr Michalak, Altavia Kamikaze + K2
Already nearly 40% of Polish consumers use artificial intelligence on their shopping journey, although they often do so unconsciously. According to a report by the Altavia Kamikaze + K2 agency, the current year marks the final transition from traditional searching to recommendations based on AI.
AI marketing versus AI-powered marketing
Karolina Łukasiewicz
How to distinguish a buzzword from artificial intelligence that actually increases business efficiency? Is every marketing strategy using algorithms truly driven by AI? No, because in many cases, AI marketing is merely the automation of specific, previously known processes.
Brand visibility in the age of algorithms
Aleksander Pawzun
A few years ago, everything was simpler. It was enough to have a good website, do SEO, run a blog, and publish on social media. Whoever was systematic was visible. Whoever invested in content and positioning gained customers. That world no longer exists.
See articles on a similar topic:
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.
Dance in the media mirror. Between culture, business and viral fame
KFi
Over 78,000 media pieces, 1.6 billion potential views, and 197,500 social media mentions-dance in Poland is no longer niche. With a combined media value exceeding PLN 800 million, it now outperforms MMA, handball, and hockey.
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.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
