Marketers’ Top Priorities Implementing or leveraging AI Improving our use of tools and technologies Improving marketing ROI/attribution Engaging with customers in real time Building/retaining trust with customers 1 2 3 4 5 Marketers’ Top Challenges Difficulties implementing or leveraging AI Engaging with customers in real time Building/retaining trust with customers Measuring marketing ROI/attribution Creating a cohesive customer journey 1 2 3 4 5 S A L E S F O R C E 8 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Marketers are at the start of a renaissance. The spark? Advancements in data and AI technologies prompting them to rethink, reconfigure, and revolutionize how companies connect with customers. Taking advantage of AI is marketers' biggest priority — and biggest challenge. Maintaining trust, another key area of focus, is a core part of successful AI deployment. In fact, 68% of customers say advances in AI make it more important for companies to be trustworthy.* In addition to ramping up new or maturing technologies like AI, marketers are focusing on better use of their existing toolsets. CMOs, often pressed to maintain or exceed performance with fewer resources, may see optimizing their current tech stack as a promising solution. AI Tops Marketing’s Agenda * Salesforce State of the Connected Customer , August 2023. AI Is Marketers’ Main Focus — and Biggest Headache