TH SALESFORCE STATE OF MARKETING, 9 EDITION 19 02 AI Opens Possibilities For Next-Level Customer Experience Generative AI may be relatively new, but marketers have been quick to add it to their arsenal. Over half of marketers say they use predictive AI and even more cite using generative AI. This could reflect and the behind-the-scenes nature of predictive AI applications and the buzz surrounding the explosive growth and accessibility of generative AI since ChatGPT's release in late 2022. Already, generative AI use cases rank among marketers’ favorites alongside more established predictive AI applications. As a result, marketers are leaning on both flavors of AI to boost creativity, generate content, and do more with fewer resources. Marketers Lean on AI to Automate and Create Marketers' Plans to Use the Following AI Type Top Marketing AI Use Cases Have currently Piloting or planning to have within 18 months 1 Automating customer interactions No plans to have within 18 months Don't know 2 Generating content Predictive AI 54% 42% 3% 3 Analyzing performance Generative AI 63% 35% 3% 4 Automating data integration 5 Driving best offers in real time Base: Marketers who use AI