A new survey conducted by Salesforce and YouGov has found that marketers see generative AI as a “game-changer” that can save them about five hours of work every week — that’s more than a month every year, assuming eight-hour work days.
As part of their Generative AI Snapshot series, the companies polled more than 1,000 full-time marketers in the United States, UK and Australia in May. The results show most marketers are bullish on the technology, with many already using it in their workflow.
Nearly 75% say ‘yes’ to generative AI
Out of the 1,029 full-time marketers surveyed, 51% said they are already in the process of using or experimenting with generative AI at work, while 22% said they plan to bring it into their workforce very soon. The general benefits, most of them said, would be eliminating gruntwork, allowing more time to focus on strategic work and increasing productivity.
Among those using generative AI at present, the most popular use case is basic content creation and writing marketing copy, with as many as 76% handling those tasks with LLM-driven apps like ChatGPT. The next popular use cases are inspiring creative thinking (71%), analyzing market data (63%) and generating image assets (62%).
More broadly, the surveyed marketers suggested that generative AI is expected to help with multiple tasks in their job, starting from creating groups for marketing campaigns and producing those campaigns and journey plans, and progressing to personalizing content, conducting copy testing, and 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,” Stephen Hammond, EVP and GM for marketing cloud at Salesforce, said in a statement.
