Some 77% of customers who use augmented intelligence expect to increase their investment within the next 12 months, according to research.
Bluewolf’s sixth annual State of Salesforce report examined insights from more than 1800 Salesforce customers worldwide.
C-suite have trust in the results of augmented intelligence
At c-suite level, 63% of executives were counting on augmented intelligence to improve CX, while 46% said the most important fact when implementing a new Salesforce initiative was implementation time.
Organisations using Salesforce found their use of the platform was three times more likely to be used for ongoing innovation, while 67% of ‘Lightning’ users (a newer version of Salesforce) experienced greater speed in updating and accessing information required for their job role.
Small businesses were struggling to attain the benefits of data
Moreover, an integration of marketing and transactional data was found to be 40% more likely to prove ROI.
However, small and medium-sized businesses appear to be struggling with the data that augmented intelligence brings, with 72% confessing data inconsistencies was the top reason for having an incomplete view of the customer.
Vera Loftis, MD of Bluewolf UK, said: “Only through properly utilising the troves of data at their disposal can marketers hope to meet these increased demands. Our research validates Bluewolf’s view that savvy marketers have already realised that exploiting AI can allow them to use data at scale and connect more directly with customers than ever before. In fact, every marketing organisation involved in the study is increasing its analytics investment in predictive capabilities within the next year.”
According to separate research from Demandbase conducted last year, 80% of B2B marketers predicted AI will revolutionise the marketing landscape by 2020, yet only 10% were actively using it.
