TH SALESFORCE STATE OF MARKETING, 9 EDITION 8 AI Tops Marketing’s Agenda AI Is Marketers’ Main Focus — and Biggest Headache Marketers are at the start of a renaissance. The spark? Advancements in data and AI technologies prompting them to rethink, Marketers’ Top Priorities reconfigure, and revolutionize how 1 Implementing or leveraging AI companies connect with customers. 2 Improving our use of tools and technologies Taking advantage of AI is marketers' biggest priority — and biggest challenge. 3 Improving marketing ROI/attribution Maintaining trust, another key area of 4 Engaging with customers in real time focus, is a core part of successful AI deployment. In fact, 68% of customers 5 Building/retaining trust with customers say advances in AI make it more important for companies to be trustworthy.* Marketers’ Top Challenges In addition to ramping up new or 1 Difficulties implementing or leveraging AI maturing technologies like AI, marketers are focusing on better use of their 2 Engaging with customers in real time existing toolsets. CMOs, often pressed 3 Building/retaining trust with customers to maintain or exceed performance with fewer resources, may see optimizing their 4 Measuring marketing ROI/attribution current tech stack as a promising solution. 5 Creating a cohesive customer journey *Salesforce State of the Connected Customer, August 2023.