Irish marketers using AI to improve customer experience [Video]

Improving use of technologies to benefit customer experience is the top priority for Salesforce‘s marketers in Ireland amid widespread use of artificial intelligence, the customer relationship management software firm has found.

Similarly, outdated tools and technologies and creating a cohesive customer journey were cited as the top challenges by the 100 Irish respondents to the survey conducted for Salesforce’s State of Marketing report.

The report analysed responses from 4,800 marketing leaders globally to see how marketers are using AI and approaching data acquisition, maintenance and application strategies as well as customer security.

Three-quarters (75%) of marketers in Ireland are experimenting with or have fully implemented AI into their workflows, most commonly to automate data integration, generate content and improve customer segmentation or lookalike audience modelling.

AI has proven to be a point of differentiation, and the study shows high performing marketing teams are 2.6x more likely than underperformers to have …