A recent analysis by Salesforce reveals that businesses are eager to adopt artificial intelligence (AI) technologies, but there are significant concerns about data reliability, ethics, and organizational policies that threaten to impede progress. The report “Trends in AI for CRM,” based on multiple studies, highlights the rapid integration of AI across various industries and underlines the challenges that need to be addressed.
According to the report, nearly half of customer service teams, more than two-fifths of salespeople, and one-third of marketers have fully implemented AI to improve their operations. However, 77% of business leaders are concerned about issues related to data trust and ethical use, which could hold back AI implementation.
Key results:
- Reliability and trust in dataThe report indicates that businesses are concerned about the reliability of the data underpinning large language models (LLMs). Only 10% of respondents fully trust AI to assist with decision-making, and 59% of organizations lack the unified data strategies needed to ensure AI accuracy and reliability. This lack of reliable data could significantly hamper AI ambitions.
- Organizational policies and use of AI:There is a notable gap between employee enthusiasm for AI and the establishment of clear company policies. While 80% of those using AI at work believe it increases productivity, only 21% say their companies have articulated policies around approved AI tools and use cases. This has led to a substantial number of employees using unapproved (55%) or explicitly prohibited (40%) AI tools, and 69% say they have not received any training on using AI.
- Ethical concerns and trust:The general population continues to be apprehensive about unethical use of AI, with 74% expressing concern. The report suggests that companies that focus on end-user control and transparency are better positioned to build customer trust. Some 56% of respondents indicated they are open to AI under conditions that emphasize control and transparency.
Why this is important
AI is considered one of the most transformative technologies of the current generation. Salesforce projects a net gain of over $2 trillion in new business revenue by 2028 thanks to its AI initiatives and those of its partners. As companies across all industries develop their AI strategies, there is a strong emphasis on using AI to improve internal efficiency and revolutionize customer experiences.
However, concerns highlighted in the report point to the need for strong data governance and clear ethical guidelines. If these issues are not addressed, companies risk stalling their AI projects and missing out on the significant opportunities that AI presents.
Salesforce Recommendations for AI Success
Salesforce highlights four keys to success in enterprise AI:
- Reliable data:Develop unified data strategies to ensure AI reliability and accuracy.
- Clear policies:Establish clear business policies on approved AI tools and use cases.
- Employee training:Provide comprehensive training to employees on the use of AI.
- Transparency and control:Focus on end-user control to build trust and address ethical concerns.
Image: Salesforce