Nearly half of customer service teams, over 40% of salespeople, and a third of marketers have fully implemented artificial intelligence (AI) to enhance their work. However, 77% of business leaders report persistent challenges related to trusted data and ethical concerns that could stall their AI initiatives, according to Salesforce research released today.
The Trends in AI for CRM report analyzed data from multiple studies, revealing that companies are worried about missing out on the opportunities generative AI presents if the data powering large language models (LLMs) isn’t rooted in their own trusted customer records. At the same time, respondents expressed ongoing concerns about the lack of clear company policies governing the ethical use of AI, as well as the complexity of a vendor landscape where 80% of enterprises are currently using multiple LLMs.
Salesforce’s Four Keys to Enterprise AI Success
Why it matters: AI is one of the most transformative technologies in generations, with projections forecasting a net gain of over $2 trillion in new business revenues by 2028 from Salesforce and its network of partners alone. As enterprises across industries develop their AI strategies, leaders in customer-facing departments such as sales, service, and marketing are eager to leverage AI to drive internal efficiencies and revolutionize customer experiences.
Key Findings from the Trends in AI for CRM Report
- Lack of Trusted Data Could Hamper AI Ambitions: While AI adoption rates are expected to surge, only 10% of respondents fully trust AI to help them make informed decisions. Additionally, 59% of organizations admitted they lack unified data strategies, which are crucial for AI’s reliability and accuracy.
- Employee AI Enthusiasm Outpaces Organizational Policies: Eighty percent of employees who have used AI at work said it boosts their productivity, driving rapid AI adoption across the workforce. However, only 21% of surveyed workers reported that their company has clearly defined policies regarding approved AI tools and use cases. Despite this, many employees are using unapproved (55%) or explicitly banned (40%) tools, and 69% said their employers haven’t provided training on AI use in the workplace.
- Trust, Data Security, and Transparency Are Essential for AI Success: The report found that 74% of the general population is concerned about the unethical use of AI. Companies that emphasize end-user control are in the best position to build customer trust, with 56% of respondents indicating openness to AI under such conditions.
Expert Perspective
“This is a pivotal moment as business leaders across industries look to AI to unlock growth, efficiency, and customer loyalty,” said Clara Shih, CEO of Salesforce AI. “But success requires much more than an LLM. Enterprise deployments need trusted data, user access control, vector search, audit trails and citations, data masking, low-code builders, and seamless UI integration. Salesforce brings all of these components together with our Einstein 1 Platform, Data Cloud, Slack, and dozens of customizable, turnkey prompts and actions offered across our clouds.”
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