A recent survey conducted by Salesforce and YouGov has revealed that generative AI is a “game-changer” for marketers, potentially saving them up to five hours of work per week. That’s over a month every year, assuming eight-hour work days!
The survey, which polled over 1,000 full-time marketers in the United States, UK, and Australia in May, found that most marketers are already using generative AI in their workflow and are bullish on the technology’s potential. However, concerns remain about the quality and accuracy of generative AI outputs and the lack of skills needed to get the most out of these tools.
Despite these concerns, nearly 75% of respondents said they are already using or plan to use generative AI in their workforce soon. The most popular use cases include basic content creation and writing marketing copy, inspiring creative thinking, analyzing market data, and generating image assets.
Generative AI is expected to help with multiple tasks in marketers’ jobs, from creating groups for marketing campaigns to building and optimizing SEO strategy. “Generative AI has the potential to transform how marketers connect with their customers by powering more personalized, automated, and effective campaigns — quickly and at scale,” said Stephen Hammond, EVP and GM for marketing cloud at Salesforce.
However, the survey also highlighted certain roadblocks that can hinder the technology’s adoption in the field, including concerns about accuracy and quality, bias, and lack of skills. To address these problems, marketers called for human oversight, the use of trusted customer data, and adequate training to leverage the models in their workflow.
