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“ Ethical AI is a pressing concern for our customers and for our customers ’ customers ”
KATHY BAXTER PRINCIPAL ARCHITECT , RESPONSIBLE AI & TECH , SALESFORCE
As brands increasingly adopt AI to increase efficiency and meet rising customer expectations , nearly three-quarters of respondents said they are concerned about the unethical use of the technology .
Interestingly , the company ’ s research found that consumers have become much less open to using AI over the last year – highlighting concerns about the ethical use of AI . While 73 % of business buyers and 51 % of consumers are open to the use of AI to improve their experiences , those figures have dropped significantly since
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last year ’ s survey . Companies therefore have an opportunity to close this gap by implementing ethical guidelines and providing better visibility into how the technology is applied .
In addition to insights on generative AI , Salesforce ’ s sixth State of the Connected Customer report revealed evolving influences on purchase decisions and what customers look for from marketing , commerce , sales , and service interactions .
Salesforce ’ s survey results show a clear distinction between customers ’ overall trust in companies and their faith that those companies will take advantage of new AI innovations responsibly . For example , while 76 % of customers trust companies to make honest claims about their products and services , only 57 % trust them to use AI ethically . aimagazine . com 95