CINXE.COM

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"link":{ "url":"/ap/blog/category/retail/", "label":"Retail", "ariaLabel":"Retail", "target":"_self" } } ] } ] } ] } }"></hgf-c360contextnav> </div> <main id="main-content"> <article class="post post--v2 post--article"> <header class="post__header"> <div class="container"> <div class="hero-v2 "> <div class="hero__taxonomies"> <a href="https://www.salesforce.com/ap/blog/category/marketing-automation/" class="sf-tag topic topic--marketing-automation sf-tag--marketing-automation" aria-label="Filed under Marketing Automation" > Marketing Automation</a> </div> <h1 class="h2">3 Ways Generative AI Will Help Marketers Connect With Customers</h1> <div class="hero-v2__ornaments-container "> <figure class="hero-v2__image"><span class="img-object-fit"><img src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/08/3-ways-generative-ai-will-help-marketers.jpg?w=300" sizes="(min-width: 48em) 500px, 100vw" srcset="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/08/3-ways-generative-ai-will-help-marketers.jpg 500w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/08/3-ways-generative-ai-will-help-marketers.jpg?w=300&h=169 300w, https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/08/3-ways-generative-ai-will-help-marketers.jpg?w=150&h=84 150w" alt="" loading="eager" fetchpriority="high" /></span></figure> <div class="hero-v2__background"> <img src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/hero-legacy-back.png" alt="" fetchpriority="high" loading="eager"/> </div> <div class="hero-v2__foreground"> <img src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/hero-legacy-front.png" alt="" fetchpriority="high" loading="eager"/> </div> </div> <h2 class="hero-v2__excerpt">Generative AI has the potential to change the way we work. Could it be the next step toward reshaping marketing, helping you focus more on customers?</h2><article class="hero-byline hero-byline--1"> <a href="https://www.salesforce.com/ap/blog/author/bobby-jania/" class="hero-byline__author"> <div class="hero-byline__thumbnail"> <span class="img-object-fit img-object-fit--is-round"><img src="https://www.salesforce.com/ap/blog/wp-content/uploads/sites/8/2023/08/bobby-jania.jpg?w=140" alt="" loading="lazy" /></span> </div> <div class="hero-byline__contents"> <h3 class="hero-byline__full-name"> <span class="hero-byline__name">Bobby</span> <span class="hero-byline__name">Jania</span> </h3> <div class="hero-byline__meta"> <div class="hero-byline__info"> <time class="hero-byline__date" datetime="2023-06-30">June 30, 2023</time> <span class="hero-byline__reading-time"> 3 min read </span> </div> </div> </div> </a> </article> </div> </div> </header> </div> <div class="post__social post__social--v2 post__social--top post__social--has-title"> <h2 class="screen-reader-mobile-only post__social-title">Share article</h2> <ul class="social-nav social-nav-v2"> <li class="social-nav__item"> <a aria-label="Share on LinkedIn (Opens in a new tab)" href="http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Foutreach-marketing-use-cases-generative-ai%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&title=3%20Ways%20Generative%20AI%20Will%20Help%20Marketers%20Connect%20With%20Customers" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" fill="none"><path fill="#032D60" d="M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Twitter (Opens in a new tab)" href="https://x.com/intent/tweet?text=3%20Ways%20Generative%20AI%20Will%20Help%20Marketers%20Connect%20With%20Customers&url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Foutreach-marketing-use-cases-generative-ai%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&via=salesforce" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="32" height="32" fill="#032D60" viewBox="0 0 32 32"><path d="M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z" /></svg> </a> </li> <li class="social-nav__item"> <a aria-label="Share on Facebook (Opens in a new tab)" href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Foutreach-marketing-use-cases-generative-ai%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt" target="_blank" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="19" fill="none"><path fill="#032D60" d="M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5" /></svg> </a> </li> <li class="social-nav__item"> <button class="copy-share js-copy-link" aria-label="Copy link to clipboard" href="#" data-clipboard-text='"3 Ways Generative AI Will Help Marketers Connect With Customers" https://www.salesforce.com/ap/blog/outreach-marketing-use-cases-generative-ai/' > <svg xmlns="http://www.w3.org/2000/svg" width="20" height="10" fill="none"><path fill="#032D60" d="M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z" /></svg> </button> </li> </ul> </div> <div class="post__content post__content-v2"> <p>Generative AI has <a href="https://www.salesforce.com/blog/three-ways-service-impact-generative-ai/" target="_blank" rel="noreferrer noopener">raised considerable buzz lately</a>, but with this hype comes a lot of misconceptions and confusion on <a href="https://www.salesforce.com/news/stories/generative-ai-for-marketing-research" target="_blank" rel="noreferrer noopener">how it can help marketers</a>. With customer expectations rising and personalisation now an expectation, marketers can use generative AI to help maintain customer loyalty and gain insights in a post-cookie world.  </p> <p>We’ve already seen <a href="https://www.salesforce.com/ap/products/einstein/overview/" target="_blank" rel="noreferrer noopener">how AI can help marketers</a>, commerce teams, salespeople, and more make informed decisions. This merely scratches the surface on how brands can use <a href="https://www.salesforce.com/news/press-releases/2023/03/07/einstein-generative-ai/" target="_blank" rel="noreferrer noopener">AI in their marketing</a> to become more efficient and productive.</p> <div class="layout-einstein wp-block-salesforce-blog-related-trail"> <img decoding="async" class="related-trail__illustration related-trail__cloud" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-cloud-layout-einstein.png" alt=""> <div class="related-trail__illustration related-trail__contour"> <img decoding="async" class="related-trail__illustration related-trail__contour-cloud" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-contour-cloud-layout-einstein.png" alt=""> </div> <img decoding="async" class="related-trail__illustration related-trail__background" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-background-layout-einstein.png" alt=""> <div class="related-trail__wrapper"> <div class="related-trail__content"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 345.8 82.8" aria-hidden="true" class="related-trail__logo"><path fill="#1d3767" d="M96.6 33h9v22.6h4.8V33h8.8v-4.3H96.6zm49.8 5.3c0-5.7-3.6-9.6-10.8-9.6H127v27h4.8v-7.9h3l2.3-.1 5.7 8h5.6l-7-9.2c3.4-1.6 5-4.5 5-8.2m-11.1 5.3h-3.6V33h3.6c4.4 0 6 2.3 6 5.3s-1.6 5.3-6 5.3m30.8-15.2-12.6 27.2h5l2.3-5.3h11.6l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm25.2-17.7h4.8v27h-4.8zm20.7 0h-4.8v27h17.6v-4.4h-12.8zm38.4 12.1h-13.2V28.7H229v27h4.7V45h13.2v10.6h4.7V28.7h-4.7zm15.9 14.8h17.5v-4.4h-12.7v-6.4H279v-4.2h-11.5v-7.5h12.7v-4.4h-17.5zm36.9-27.2L287 55.6h5l2.3-5.3H306l2.4 5.3h5l-12.6-27.1zm-3.6 18 4.1-9.2 4.1 9.3zm35.4-17.7h-10.2v27h10.2c8.2 0 14.4-5.9 14.4-13.6s-6-13.4-14.4-13.4m0 22.6H326V33h5.4a9.1 9.1 0 1 1 0 18.1z" /><path fill="#1d315f" d="M43 82.8h.1a74 74 0 0 0 38.5-12.3 3 3 0 0 0 1.3-2.4v-6A66.2 66.2 0 0 0 42.5.2a3 3 0 0 0-2.3 0A66.2 66.2 0 0 0 0 62.2V68a3 3 0 0 0 1.2 2.4 74 74 0 0 0 40.2 12.4z" /><path fill="#8ed1f4" d="M13.8 51.8a.3.3 0 0 0 0-.1L33 23.6a3.1 3.1 0 0 1 .8-.8 3 3 0 0 1 4 .8l9.5 13.8 3.5-5a3 3 0 0 1 4.9 0L69 51.6a.3.3 0 0 1 .1.3h7C70.7 17.7 43.7 7.2 41.4 6.2c0 0-11.2 4-21.2 16A59.6 59.6 0 0 0 6.8 51.8zm21.7-21.3" /><path fill="#aa76b3" d="m62 51.9-8.7-12.6-4.2 6.1 4.8 6.4z" /><path fill="#722a87" d="m49 45.4-4.4 6.4H54z" /><path fill="#8ed1f4" d="m37 32.6-1.5-2.1z" /><path fill="#aa76b3" d="m28 41.4 7.6 10.4h1.8l6.4-9.2-6.8-10-1.5-2.1z" /><path fill="#722a87" d="m28 41.4-7 10.4h14.6z" /><path fill="#069a49" d="M43.8 72.5a1.8 1.8 0 0 0-1-2.4L40.1 69a8 8 0 0 1-1-.5 7.8 7.8 0 0 1-2.4-10.7H6a44 44 0 0 0-.2 4.4v4.4A70 70 0 0 0 26 75a70 70 0 0 0 15.2 2l2.4-4.3zm33-14.8H44.3l-2.5 3a1.7 1.7 0 0 0-.2.5 1.8 1.8 0 0 0 1 2.3l2.7 1.2.7.4a7.8 7.8 0 0 1 3 10.6l-.5.9 4.8-.8a71 71 0 0 0 8.4-2.2l1.3-.4a71 71 0 0 0 14-6.7v-8.8z" /><path fill="#fff" d="m46 65-.7-.3-2.7-1.2a1.8 1.8 0 0 1-1-2.4 1.7 1.7 0 0 1 .2-.4l2.5-3h-7.6A7.8 7.8 0 0 0 39 68.4a8 8 0 0 0 1 .5l2.7 1.2a1.8 1.8 0 0 1 1 2.4l-.1.2-2.5 4.3a52.5 52.5 0 0 0 7.2-.4l.5-.9A7.8 7.8 0 0 0 46 65.1z" /><path fill="#157139" d="M56.9 67.3h8.8l-4.4-5zM23 71h9l-4.5-5.1zm-4.1-10.4-4.5 5h8.9z" /></svg> <h2 class="wp-block-related-trail__title">Explore generative AI basics</h2> <p>Discover how generative AI is transforming the future of work — helping your teams work more efficiently and create better customer experiences. This Trail is a helpful learning module that breaks it all down clearly.</p> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://trailhead.salesforce.com/content/learn/modules/einstein-gpt-quick-look">Start this Trail</a></div> </div> <div class="related-trail__mock"> <div class="related-trail__points">+100 points</div> <div class="related-trail__eyebrow">Module</div> <p class="related-trail__trail-title h3">Einstein GPT: Quick Look</p> <p class="related-trail__trail-description">Get started with Einstein GPT</p> <div class="related-trail__actions"> <div class="related-trail__action"> <svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 10 10" aria-hidden="true"><path fill="#747474" fill-rule="evenodd" d="m4.93.69.88 2.88c.04.12.16.18.27.18h2.89c.29 0 .4.38.17.56L6.79 6.04c-.1.07-.13.2-.1.32l1.12 2.96c.08.27-.2.5-.44.33L4.85 7.77c-.1-.08-.23-.08-.34 0L1.97 9.65a.29.29 0 0 1-.45-.33L2.6 6.36a.3.3 0 0 0-.1-.32L.17 4.3c-.23-.18-.1-.56.17-.56h2.89c.13 0 .23-.04.27-.18l.9-2.9c.08-.27.46-.25.54.02Z" clip-rule="evenodd" /></svg> </div> <div class="related-trail__action"> <svg xmlns="http://www.w3.org/2000/svg" fill="none" viewBox="0 0 9 5" aria-hidden="true"><path fill="#747474" d="M4.16 4.5.26 0h7.8z" /></svg> </div> </div> </div> </div> <img decoding="async" class="related-trail__illustration related-trail__foreground" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-foreground-layout-einstein.png" alt=""> <img decoding="async" class="related-trail__illustration related-trail__parks" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/related-trail-parks-layout-einstein.png" alt=""> </div> <p>We <a href="https://www.salesforce.com/news/stories/generative-ai-for-marketing-research" target="_blank" rel="noreferrer noopener">recently asked marketers</a> how this technology will help, with 60% saying it will transform their role. More than half (51%) are already experimenting with generative AI or using it at work already.</p> <p>In our survey, marketers estimated that generative AI could save them 5 hours per week — that adds up to over one month a year. Imagine how much more you could do with that time back.</p> <p>Though <a href="https://www.salesforce.com/blog/smb-automation-benefits-of-generative-ai/" target="_blank" rel="noreferrer noopener">generative AI</a> is still in its early stages, here are three ways marketers can use it today to better connect with customers.</p> <h2 class="wp-block-heading" id="what-generative-ai-for-marketing-could-look-like">What generative AI for marketing could look like</h2> <p>Generative AI can help with drafting marketing materials or providing <a href="https://www.salesforce.com/ap/products/service-cloud/automated-customer-service/" target="_blank" rel="noreferrer noopener">quick answers to customer responses</a>. But that’s just the start of what businesses can do with this technology. </p> <p>Combining generative AI with an intuitive customer data platform can arm companies with the tools to take action on <a href="https://www.salesforce.com/blog/what-is-real-time-marketing/">real-time insights</a>. This can help you deliver <a href="https://www.salesforce.com/news/stories/caseys-customer-loyalty/" target="_blank" rel="noreferrer noopener">personalisation at scale</a>, such as product recommendations, tailored to individual customers based on their browsing and purchase history. </p> <p>Consumers also expect brands to use their data to offer more relevant services. We found that over <a href="https://www.salesforce.com/news/stories/customer-spending/" target="_blank" rel="noreferrer noopener">60% of customers expect that companies</a> instantly react with the most up-to-date information when transferring across departments. Generative AI can satisfy this customer need by giving agents suggested responses generated right in the moment, based on real-time data. </p> <p>The next step for brands? Education. In our latest research, 54% of marketers told us that generative AI training programs are essential to them successfully using this technology. And 72% expect that their employers will provide them with the opportunities to learn how to use generative AI.</p> <h2 class="wp-block-heading" id="the-last-mile-of-personalisation">The last mile of personalisation</h2> <p>Today’s customers expect personalisation at every step. Recently, we found <a href="https://www.salesforce.com/news/stories/customer-spending/" target="_blank" rel="noreferrer noopener">65% of customers</a> say they will stay loyal if the company offers a more tailored experience. </p> <p>Combining the power of generative AI with your CRM data gives marketers the ability to create those kinds of digital experiences for their customers. Altogether, this results in more efficient marketing journeys that are better tailored to their audience across content generation, design, and targeting.</p> <h2 class="wp-block-heading" id="3rd-party-cookie-replacement">3rd-party cookie replacement</h2> <p>Third-party cookie deprecation and <a href="https://www.salesforce.com/blog/what-is-a-data-lakehouse/" target="_blank" rel="noreferrer noopener">access to high-quality data</a> — data that’s well-structured and useful — is a growing challenge for marketing organisations. We discovered that <a href="https://www.salesforce.com/news/stories/data-skills-research/" target="_blank" rel="noreferrer noopener">41% of business leaders</a> cite a lack of understanding of data because it’s too complex or not accessible enough. </p> <p>As data becomes increasingly difficult to collect, store, and analyse, marketers can now turn to AI tools to help analyse the data they do have and make the right decision. AI will help marketers process their existing, perhaps limited, first-party data and provide them with rich insights.</p> <p>That trusted first-party data is important for generative AI to work well, 63% of marketers told us. Marketers themselves also play a pivotal role in generative AI’s success, with 66% saying that human oversight is necessary to make sure a brand’s voice stays authentic.</p> <div class="layout-one wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">Ways to develop generative AI responsibly</h2> <p class="wp-block-offer__description">Generative AI has the power to transform the way we live and work, but it’s not without risks. Here are five guidelines for building it inclusively and intentionally.</p> <div class="wp-block-button"> <a class="wp-block-button__link" target="_self" href="https://www.salesforce.com/news/stories/generative-ai-guidelines/">Read the blog</a> </div> </div> <div class="wp-block-offer__media"> </div> </div> <div class="wp-block-offer__graphics wp-block-offer__contour"></div>  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__illustration" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-illustration-layout-one.png" alt="">  <img decoding="async" class="wp-block-offer__graphics wp-block-offer__accent" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-accent-layout-one.png" alt="">   <img decoding="async" class="wp-block-offer__graphics wp-block-offer__cloud" src="https://www.salesforce.com/ap/blog/wp-content/themes/salesforce-blog/dist/images/offer-block/offer-cloud-layout-one.png" alt=""> </div> <h2 class="wp-block-heading" id="letting-you-focus-on-the-customer">Letting you focus on the customer</h2> <p>This shift in focus and conversation around generative AI is imperative, not a nice-to-have. By eliminating the confusion and delay in analysing data, generative AI takes the heavy lifting out of content creation. This technology can generate product descriptions that are accurate, compelling, and optimised for search engines. </p> <p>With generative AI handling lower-level tasks, marketers are able to focus on strategic campaigns, executing on creative, and creating connections with customers. Generative AI can fundamentally change how marketing departments operate, allowing teams to place more focus where it belongs — on the customer.</p> <div class="layout-four wp-block-salesforce-blog-offer"> <div class="wp-block-offer__wrapper"> <div class="wp-block-offer__content"> <h2 class="wp-block-offer__title">What are marketers saying about generative AI?</h2> <p class="wp-block-offer__description">Generative AI can be the next big innovation in marketing. How can it help? What needs to be done next? 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