TH SALESFORCE STATE OF MARKETING, 9 EDITION 20 02 Marketers Have Broad Concerns About AI Data Tops the List of AI Concerns Inspired by generative AI’s use cases, marketers are eager to test the technology out for Ranking of Marketers' Generative AI Concerns themselves, particularly when compared to their 1 Data exposure or leakage peers. Eighty-eight percent of marketers worry 2 Lack of necessary data about missing out on generative AI’s benefits, compared to 78% of sales and 73% of service 3 Lack of strategy or use cases colleagues.* Yet marketers, especially at the executive level, have concerns about embracing 4 Inaccurate outputs the technology while protecting data integrity 5 Copyright or intellectual property concerns and job stability. 6 Distrust in generative AI 41% of CMOs cite data exposure as 7 Biased outputs a top concern compared to 29% of VPs and 32% of team leads. 8 Fear that AI will replace my job 9 Adherence to brand guidelines Ninety-eight percent of marketing leaders believe trustworthy data is essential.* But, just as the data 10 Difficulty learning how to use the technology must be trustworthy, so should its integration 11 Environmental impacts 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. *Salesforce State of Data and Analytics, November 2023.