Last week, I wrote about how marketers are using AI to further improve customer engagement.
A new Salesforce report, created in conjunction with the Retail AI Council, put further focus on the shopping experiences both online and in-store. And while 93% of retailers are using generative AI for personalization in some capacity (such as email text or product recommendations), many are running into hurdles with their data strategies.
“Nearly half of the 1,300 retailers surveyed are struggling to make their data accessible,” the study says. “and just 42% are connecting their various data silos, which can lead to ineffective or inaccurate artificial intelligence (AI) outputs.”
The top 2 areas where retailers are planning to use gen AI are customer service and marketing, hence the importance of data … not to mention the alarm in stats like only 17% of survey respondents having a “complete, single view of their customers.”
“49% are still in the preliminary stages of building or even considering the creation of a complete customer data profile,” the study says. “The inability to unify and harmonize data means that a retailer’s generative AI model could deliver ineffective or inaccurate results, or responses laced with toxicity and biases.”
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