AI is no longer a luxury, but a basic condition for marketing

The latest “State of Marketing” report from US Salesforce provides amazing findings. AI, that is, artificial intelligence, is helping companies work on more and more fronts, with an increasingly intense presence and increasing creativity. Today it is no longer a question: the integration of artificial intelligence (AI, AI) and CRM systems opens up new horizons for companies operating in the competitive sector, especially in the field of marketing and customer relationship management. A Salesforce's 2024 researchreading my own, domestic experience on the future of the marketing profession.

The question rightly arises as to where the growing role of AI in the digital business world can best be realized, and how technology can be effectively applied to gain a competitive advantage in Hungarian markets.

The rise of artificial intelligence in marketing

According to Salesforce, 32% of marketers have already fully integrated AI into their processes, and another 43% are actively experimenting with the new technology. This also proves that the introduction of artificial intelligence is no longer just an innovative, trendy option, but increasingly necessary and inevitable in order to increase efficiency.

Companies in Hungary are increasingly recognizing the potential of using artificial intelligence, but many are still very cautious. AI integration is often just beginning to take shape in companies, but the reality is that workers are already using it in many cases, although less spectacularly. If we want to approach the issue from the side of statistics, then according to a Salesforce survey, 51% of marketers are already actively using generative AI, while another 22% plan to use it in the near future.

Personalised automation

One of the biggest benefits of artificial intelligence is, without a doubt, that it allows marketers to automate processes and personalize the customer experience. According to the “State of Marketing” report, on average, the best performing marketing teams fully personalize customer experiences through six different channels, while the underperformers use only three marketing communication channels.

The use of artificial intelligence is especially advantageous in creative processes and in the automation of repetitive tasks. AI has already become an integral part of everyday workflows for many Hungarian companies, such as designing marketing campaigns, where it helps to develop and refine ideas. However, it is important to highlight that it does not replace the expertise of marketers, since the results depend a lot on how we teach and parameterize the algorithm. AI not only plays a role in optimizing content creation and campaigns, but also gives us the ability to predict page visits or the return on online ads.

What pitfalls should you pay attention to?

Of course, the new technology requires a new approach and a more consistent operation from companies and professionals using AI. Effective data management and standardization is key to the operation of CRM systems, this is especially important for AI-based solutions. A report by Salesforce reveals that only 31% of marketers are completely satisfied with unifying customer data from different sources. This data reflects well that proper data integration remains a serious challenge for companies, which has a significant impact on the conditions and timeliness of AI application.

Companies should pay special attention to the proper handling of data when implementing AI, since this is a fundamental condition for the efficient operation of systems that rely on the use of artificial intelligence. The implementation of AI requires careful planning, and it may be worth using the appropriate expert help for this.

Salesforce's AI solution

Salesforce's latest AI-powered tool, AgentforceAssists marketers and sales professionals through, among other things, customer relationship management and predictive analytics. Salesforce's big launch, Agentforce, unveiled at Dreamforce in 2024, could give companies a huge competitive advantage.

This innovation supports companies in automating repetitive tasks, such as administration, and allows marketers to use AI to manage their campaigns more efficiently.

So why is this all good?

The introduction of AI into CRM systems brings many benefits, but as we have seen, it also presents serious challenges. This technology offers new opportunities for companies to improve their customer relationships and increase their efficiency. The Salesforce report and our professional experience confirm that the application of artificial intelligence for marketing purposes is essential to remain competitive in a rapidly changing digital world. AI not only helps with automation and data management, but also gives you the opportunity to implement campaigns even more creatively and personalize customer relationships even more effectively, all with competent professional supervision.

Author: Lilla Hegedűs-Cser, Head of Marketing at United Consult
Featured image: Salesforce