02 Ranking of Marketers' Generative AI Concerns Data exposure or leakage Distrust in generative AI Environmental impacts Lack of necessary data Biased outputs Lack of strategy or use cases Fear that AI will replace my job Inaccurate outputs Adherence to brand guidelines Copyright or intellectual property concerns Difficulty learning how to use the technology 1 6 11 2 7 3 8 4 9 5 10 S A L E S F O R C E 20 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Inspired by generative AI’s use cases, marketers are eager to test the technology out for themselves, particularly when compared to their peers. Eighty-eight percent of marketers worry about missing out on generative AI’s benefits, compared to 78% of sales and 73% of service colleagues.* Yet marketers, especially at the executive level, have concerns about embracing the technology while protecting data integrity and job stability. 41% of CMOs cite data exposure as a top concern compared to 29% of VPs and 32% of team leads. Ninety-eight percent of marketing leaders believe trustworthy data is essential.* But, just as the data must be trustworthy, so should its integration with AI. Generative AI systems require access to large datasets to learn, generate content, and create interactive experiences, underscoring the need to follow ethical and accurate guidelines while also taking steps to safeguard sensitive customer information. Marketers Have Broad Concerns About AI *Salesforce State of Data and Analytics, November 2023. Data Tops the List of AI Concerns