Marketers Earning Points For Better Personalization, But Shouldn’t Forget This Other Priority

Customers are feeling more like individuals than a number these days, but marketers ready to celebrate and spike that personalization-ball in the endzone might want to consider the “inflection point” that Salesforce says we’re at currently.

A new Salesforce report titled “The State of The AI Connected Customer” asked customers whether companies treat them like an individual or a number, with 73% saying a unique individual (up from 39% last year) and 27% saying a number (down from 61%).

“The balance between personalization and privacy has always been delicate, but now the stakes are higher,” the report says, adding that the feelings of individualism have to be weighed against customers who are now “more protective of their data and seeking greater returns from it.”

The report weighs the omnipresent AI alongside that inflection point. And rightfully so — for as much as has been written about marketers and the uses (and benefits) they get out of AI, it’s vital to remember that consumers on the other side are not only well aware of the technology, but of what potentially betrays their trust as well. The report found that 42% think transparency into how AI is used would increase their trust in AI.

(Source: Salesforce)

“Several of these trust-building measures involve thoughtful collaboration between humans and AI systems,” the report says, adding that 71% believe human validation of AI output is important. “Actions may include the constant monitoring and optimization of AI outputs, easy paths for customers to engage with a human, and allowing users to report errors made by AI systems.”

Half of the customers surveyed were comfortable with AI being used to improve products, with other comfortable uses including brands using AI for faster response (49%), faster issue resolution (47%), more relevant info shown (47%), and better understanding of needs (39%).

“While they appreciate the convenience and efficiency that AI can offer, there is lingering concern about the extent to which AI should be involved in understanding their personal preferences and behaviors,” the report says, specifically of the mere 39% comfortable with having their needs understood by AI. “This is likely due to apprehension around data protection and privacy, but may also speak to satisfaction with current levels of personalization.”

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