How To Maximize The Power Of Generative AI In Sales And Marketing

While surveys frequently find that many workers worry that AI will replace them, technologists say AI agents won’t replace people but assume responsibility for mundane tasks. John Kucera, the senior vice president of product management at Salesforce, recommended that businesses be transparent about what work AI agents can handle and what will remain with workers. He added that businesses should be clear about what an AI agent actually is, saying that not all agentic systems are equal.

Beyond Hype: Practical Applications and Limits of Generative AI in Marketing

Central to these advancements are language transformers and generative adversarial networks (GANs). Newell will also use Adobe Firefly Custom Models that are trained on the marketer’s proprietary assets and ensure that content creation is on-brand. Using the models for its Paper Mate brand accelerated content production by 75% and shortened time-to-market — efficiencies the marketer hopes to replicate across its portfolio. For the first two years of the generative-AI boom — which kicked off after the debut of OpenAI’s ChatGPT in late 2022 — most businesses that adopted the technology scaled it to power chatbots and complete routine tasks like drafting meeting summaries. AI agents represent an evolution of generative-AI technology, built to complete tasks autonomously, though most are still monitored closely by workers. In a recent Deloitte survey of 2,773 business leaders, 26% of respondents said their organizations were exploring autonomous agents to a “large or very large extent.”

• Generative AI (gen AI) in marketing holds immense potential but comes with a series of challenges that businesses must address to harness its full capabilities.
• With Cyber Monday around the corner, both Adobe and Salesforce anticipate sustained online shopping growth, with Adobe predicting a 7% rise in online spending during Cyber Week compared to last year.
• In marketing and sales for example, AI adoption tripled from 20% last year to 62% at the current time.
• With many business leaders unsure where to start the digital transformation, there’s an opportunity for HR to lead by example – by embracing generative AI and digital transformation in general.

Content Creation And Automation

For sure, her marketing teams get reassurance and new ideas for SEO best practices through generative AI, but that doesn’t always mean the content will rank well. Given the right information, generative AI can improve processes and help build content—even generate revenue by giving users the ability to more effectively identify, reach and engage with prospects. Newell joins a list of other marketers betting on generative AI to boost content marketing, including others who are leveraging Adobe’s AI services this year.

• With their advanced language capabilities, generative AI chatbots can understand context as well as content – making them infinitely better than the basic chatbots of old.
• To succeed, practices must uphold data compliance, maintain human oversight and adopt flexible strategies as search behavior evolves.
• In 2025, local SEO and AI tools like ChatGPT are reshaping the landscape of healthcare marketing.
• HR teams will need to guide business leaders accordingly, striking a balance between the efficiency boosts that generative AI can provide and the human qualities that will still be essential for businesses.

Company Announcements

There are many parts of the business world where AI is going to have a huge impact, but sales and marketing is one of the big ones. Never have we seen a technology emerge with this much executive support, clearly defined business outcomes, and rapid adoption. Elisandra Singh, director, digital strategy at AIG Retirement Services, shared some real challenges of implementing AI in her marketing operations for her organization. Flores also discussed a balancing act between producing a high quantity of content and ensuring it meets quality standards that genuinely serve customer needs. When content truly meets customer needs and is perceived as being written by a real human, it tends to rank better, she said.

How companies are tailoring AI agents with employee feedback

Agents can quickly understand the nature of each customer’s request or issue, allowing them to get to a resolution faster. Today the CMSWire community consists of over 5 million influential customer experience, customer service and digital experience leaders, the majority of whom are based in North America and employed by medium to large organizations. Her company is currently not utilizing AI extensively but is in the research phase.

Applications in Marketing

Her marketing teams are starting to think about where generative AI can help those efforts. LAS VEGAS — Adobe’s spent a good chunk of its stage time here this week at the Adobe Summit at the Venetian touting its generative AI marketing innovations in its digital customer experience software stack. Learn more about Adobe’s differentiated approach to generative AI – including next-generation customer experiences enhanced by Adobe Sensei GenAI, and our creative co-pilot Adobe Firefly. Generative AI is one of the most transformative technologies that humans have ever had access to. And the impact of this new technology will be felt right across organizations – including, of course, in the HR function.

According to Gartner, 76 percent of HR leaders believe that if their organization does not adopt AI solutions, including generative AI, in the next 12–24 months, they will lag behind those companies that do. Modern organizations can use AI to take the huge volumes of data they have access to and turn that data into intelligence. In B2B marketing and selling, for example, companies use incredible depth and variety of data to reach the right customers with relevant messages at the ideal time in their buying journey.

This includes looking into AI tools for enhancing customer experience and engagement. The truth is, the days of Mad Men-style creative marketing and advertising campaigns are long gone. In 2025, local SEO and AI tools like ChatGPT are reshaping the landscape of healthcare marketing. Local SEO captures patient intent and builds community trust, while AI accelerates content creation, engagement and insights. To succeed, practices must uphold data compliance, maintain human oversight and adopt flexible strategies as search behavior evolves. Early adopters who master these technologies will stand out in the competitive, digital-first healthcare landscape and win the trust of patients searching for care in their local community.

A mere 37% of customers trust AI’s outputs to be as accurate as those of an employee. Brands are turning to generative AI to boost efficiency while improving customer engagement. Customers — wary of the technology risks — demand a thoughtful approach built on trust. Eighty percent of customers say it’s important for humans to validate AI’s outputs. Oracle’s announcements today weren’t limited to generative AI, as the company also unveiled a new Fusion Data Intelligence Platform within Oracle Fusion Cloud. According to SOCi CMO Monica Ho, most marketers get trapped in FOMO — fear of missing out.

Writer’s Habib emphasized that CMOs have the opportunity to become “true drivers of innovation” for the whole company, not just marketing. “They’re not just driving their teams forward, they’re driving their companies forward with AI at the core,” she said. Join leaders from Block, GSK, and SAP for an exclusive look at how autonomous agents are reshaping enterprise workflows – from real-time decision-making to end-to-end automation.

A McKinsey report recently found that 75% of the value that generative AI use cases could deliver falls across just four areas, including sales and marketing, customer operations, software engineering, and R&D. Generative AI now does this within Oracle Fusion Cloud CX in a number of ways, with assisted agent responses helping customer service reps to generate an instant response to service requests, based on the history of the client’s previous interactions. It also helps generate new knowledge base content with regard to emerging service issues, helping to create standard operating procedures for common problems. According to Rob Tarkoff, executive vice president and general manager of Oracle Cloud CX, customer service professionals can benefit from faster access to accurate information on each client or customer. “With the ability to summarize, author and recommend content, generative AI has the potential to significantly enhance customer service engagements,” he said. Oracle Fusion Cloud CX is a cloud-native platform that connects data across marketing, sales and service to improve customer satisfaction, and the first set of features announced by Oracle are expected to help with this in a number of ways.

5 Customer Service And Customer Experience Flaws That Are Losing You Customers

This futuristic Jetsonian approach, however, can be a magnet for mischief. Once you’ve saved resources by automating tasks and services, it’s tempting to pocket the savings and call it a day. But improving automated customer service is no excuse to offer lousy human-powered service. Instead, take the resources recouped through digitization and focus them on meaningful human interactions. Using the data you already have is important to see what you can evaluate and see how to improve your customer experience. The more you can customize the interactions and see where you can remove friction from the customer experience, the better the experience may be for both your customers and your employees.

The Disney Experience

An AI enabled customer experience program can analyze these conversations and pinpoint why customers are calling, what they need and what would streamline and elevate their experience. Belarmino, who has a Ph.D. in hospitality administration, remembers managing a call center for a reservations system, where her predecessor would monitor how much time agents spent on a call. But Belarmino recognized that time only told one part of a story. “The customers who don’t need to call won’t call,” she says, adding that many travelers will simply book online.

• According to Wallace, students in this concentration will gain skills in communication, marketing, project management, data analysis, customer journey mapping and customer experience strategy.
• In fact, research from Deloitte found that customer-centric companies are 60% more profitable than companies not focused on the customers.
• Meanwhile, based on a bar set by leaders across industries, consumers anticipate superior customer service across businesses — a phenomenon known as expectation transfer.
• In fact, a report from Microsoft on the global state of customer service indicated that 61% of customers have ceased to do business with a brand due to poor customer service.
• Every great customer service culture has a “default of yes,” an ethos where “the answer is yes, now what’s your question?
• Instead, take the resources recouped through digitization and focus them on meaningful human interactions.

How to Measure Customer Experience

Our dedicated editorial and research teams focus on bringing you the data and information you need to navigate today’s complex customer, organizational and technical landscapes. The curse of knowledge can also lead marketers to design overly complex offers and to create offers that solve problems that loom large for insiders in the industry but that customers aren’t even concerned about. More subtly, the curse of knowledge can lead to not really listening to customers who complain, because they feel that they’ve heard identical complaints before. So they jump to interrupt a customer before she’s done with her exposition, and end up misdiagnosing their problem and presenting a solution that may not be what the customer’s looking for at all. The customer, Ibby Piracha, was surprised one day when he arrived at Starbucks with a note from Payne explaining her efforts.

Employee engagement, in turn, is propelled by organizational leadership. If you want to deliver consistently great service and a sustainably great customer experience, your leadership focus needs to be different from what’s required to maintain production capacity in manufacturing. Let’s take a deeper dive into today’s available customer experience management tools. Two holistic measurements you can turn to are the customer satisfaction (CSAT) survey and the Net Promoter Score (NPS) survey, which do not evaluate one aspect of the customer’s journey, but the entire journey, said Crowley. “CX involves learning how to design, measure, and improve these experiences to meet customer needs and drive business success,” Wallace said. The best CX applies the same strategies typically used for acquisition, namely search-engine optimization — delivering the customized content the customer needs to solve their problem in real time.

• No matter where a customer decides to interact with a brand, they expect consistency in service and quality to ultimately develop trust and consider the brand reliable.
• In fact, according to a Forrester report, emotion is the most important driver behind customer experience.
• In terms of service/product provision, at its simplest it means flexibility such as letting a customer pick up at one location and make a return at another.
• We serve over 5 million of the world’s top customer experience practitioners.
• Personalization is a powerful tool for creating memorable customer experiences.
• Additionally, 73% of consumers say a differentiated experience is what inspires their loyalty.

The curse of knowledge isn’t just a problem when you’re lost on a rural road with a spotty GPS connection. The curse of knowledge is also a barrier to connecting with customers in the disciplines of customer service, sales, and the customer experience (CX). And it’s a major factor in why the user experience (UX) so often suffers from catastrophic mis-designs. AI can also match consumers to agents based on their unique needs.