Salesforce Analysis Finds Businesses Eager for AI But Worried About Trust, Data, and Behavior

A recent Salesforce analysis reveals that businesses are eager to embrace artificial intelligence (AI) technology, yet significant concerns about trusted data, ethics, and organizational policies threaten to hinder progress. The “Trends in AI for CRM” report, based on a number of studies, highlights the rapid integration of AI in various sectors while emphasizing the challenges that need to be addressed.

According to the report, nearly half of customer service teams, more than two-fifths of retailers, and a third of retailers have fully leveraged AI to improve their operations. However, 77% of business leaders are concerned about issues related to reliable data and ethical usage, which could halt the deployment of AI.

Key Findings:

1. Data Trust and Reliability: The report shows that companies are concerned about the reliability of data supporting large-scale linguistic models (LLMs). Only 10% of respondents fully trust AI to help them make decisions, and 59% of organizations lack the integrated data strategies needed to ensure the accuracy and reliability of AI. This lack of reliable data can seriously hamper AI ambitions.
2. Organizational policies and the use of AI: There is a significant gap between AI enthusiasm among employees and the establishment of clear company policies. While 80% of those using AI at work find it increases productivity, only 21% report that their companies have defined policies regarding approved AI tools and use cases. This led to a large number of employees using unauthorized (55%) or clearly prohibited AI tools (40%), and 69% said they had not received training on the use of AI.
3. Ethical Concerns and Trust: The general public remains apprehensive about the unethical use of AI, with 74% expressing concern. The report suggests that companies that focus on end-user control and transparency are in a better position to build customer trust. About 56% of respondents indicated openness to AI under conditions that emphasize control and transparency.

Why This Matters

AI is considered to be one of the most transformative technologies of the current generation. Salesforce projects a net profit of more than $2 trillion in new business revenue by 2028 from its AI programs and those of its partners. As businesses across industries develop their AI strategies, there is a greater emphasis on using AI to improve internal efficiencies and transform the customer experience.

However, the concerns raised in the report point to the need for stricter data management and clear ethical guidelines. Without addressing these issues, companies risk stalling their AI projects and missing out on significant opportunities that AI brings.

Salesforce recommendations for AI success

Salesforce emphasizes four keys to business AI success:

1. Reliable Data: Developing integrated data strategies to ensure the reliability and accuracy of AI.
2. Clear Policies: Establishing clear company policies on approved AI tools and use cases.
3. Employee Training: Providing comprehensive training for employees on the use of AI.
4. Transparency and control: Focusing on end-user control to build trust and address ethical concerns.

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