The latest “Your Data, Your AI” study from Salesforce suggests that trust is the key to unlocking AI’s ROI. Nearly two-thirds of C-suite executives say trust in AI drives revenue, competitiveness, and customer success. The research also reveals that accurate and secure data are top factors for trusted AI, however, more than half of workers say it’s difficult to find trusted AI tools – indicating that many companies are not realizing the full value of AI for their business. 

Why it matters: Nearly all executives feel pressure to integrate AI tools into their organization. But many companies are struggling to understand how to use it or see results that justify the price. The new survey suggests that data accuracy, data security, and comprehensive customer data not only build trust in AI, but are also key to unlocking ROI.

When AI is grounded in a company’s own complete and accurate data, it creates greater trust in the technology, which drives more adoption and ultimately, ROI.

John Kucera, SVP of Product Management

Salesforce perspective: “AI is only as good as the data powering it. Unfortunately, some of today’s AI assistant or copilot technologies lack trusted data, such as adequate company data, which results in inaccurate or misleading responses. When AI is grounded in a company’s own complete and accurate data, it creates greater trust in the technology, which drives more adoption and ultimately, ROI.” – John Kucera, SVP of Product Management

The Salesforce research found:

C-suite believes that trust unlocks AI’s value for their business

• 65% of global C-suite say trust in AI plays a role in driving revenue.
• 67% say trust in AI plays a role in driving competitiveness.
• 64% say that trust in AI plays a role in driving customer satisfaction. 

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So far, however, the value of AI tools just isn’t clear for most workers

• 56% of AI users say it’s difficult to get what they want out of AI.
• 51% of workers say generative AI lacks the information needed to be useful.
• The perceived lack of value is even worse among workers who are AI critics – 75% of those who don’t trust the data that trains AI also believe that AI lacks the information needed to be useful.

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Path to profit: Businesses can build trust in AI with quality data

• Around 80% of global C-suite respondents cite accurate and secure data as the most critical elements for building trust in AI in their organization.
• More than half (53%) of workers say training AI on comprehensive customer/company data builds their trust in the tool.
• Workers who trust the data used to train AI are 10% more likely to report that AI drives revenue than those who don’t trust the data.

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AI trust beyond C-suite: Sales teams, core revenue drivers also see value

• 62% of global sales teams say trust in AI plays a role in driving revenue.
• A third of global sales teams say trust in AI plays a role in customer satisfaction.

Read more:

• Uncover more insights from Salesforce’s recent Your Data, Your AI survey
• Learn more about Salesforce Data Cloud and how it helps deliver an actionable, comprehensive, 360-degree view of a customer

Methodology: Salesforce conducted a double-anonymous survey in partnership with YouGov from March 20 to April 3, 2024. It included nearly 6,000 full-time knowledge workers representing companies of a variety of sizes and sectors in nine countries, including the United States, the United Kingdom, Ireland, Australia, France, Germany, India, Singapore, and Switzerland. The survey took place online.