Trends
in Ethical
Marketing
Best Practices for the Responsible
Use of Data
Brought to you by Salesforce’s Office of
Ethical
and Humane Use of Technology
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TRENDS IN E THIC AL MARKE T ING
SALE SFORCE
The Landscape for Marketers
It’s an exciting time to be a marketer. Emerging technologies
like generative AI are putting incredibly
powerful tools in the
hands of marketers, like real-time
automated support that
delivers satisfying solutions, and more dynamic and accurate
personalization. And those enhanced tools could lead to major
business advantages, like reduced wait times, lower operational
costs, and greater ability to scale with the resources at hand.
Sixty-two percent of marketers say they’ve invested in
the power of AI.
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As emerging AI enters the marketplace,
it is becoming increasingly critical
for brands to not only
prioritize their own safety, privacy, and personalization work,
but also to pay attention to trends in consumer behavior,
industry attitudes, and developing solutions that can serve
as models for getting innovation right.
The scale and scope of these technologies are pushing a
conversation about trust that will play out between regulators,
consumers, and companies trying
to balance the benefits
with the risks.
This guide synthesizes Salesforce’s research in ethical marketing,
responsible personalization, and in the emergence of
generative AI. It also includes best practices that have surfaced
in response to current trends and how
Salesforce is helping our
customers, partners, and ISVs (independent software vendors)
succeed.
