AI used to feel like something out of the future, but now it’s here and a key part of the marketing world. In fact, according to Salesforce’s State of Marketing report, the majority of marketers have already jumped on the AI bandwagon: 75% are either experimenting or have fully implemented AI in their operations.
Even with all of the excitement around AI, there still are some worries about trusted data. Marketers are keen on using AI effectively, but want to make sure they’re prioritizing security and customer trust as adoption grows. 98% of marketing leaders believe trustworthy data is essential. But, just as the data must be trustworthy, so should its integration with AI.
Privacy concerns in marketing aren’t a new phenomenon. When digital marketing first became “a thing”, the main worries were around basic data like browsing history, purchase records, and email addresses. As the internet and eCommerce grew, so did the ways companies collected and used data.
Today, AI is revolutionizing marketing by working with even more detailed data like individual behaviors, preferences, and interactions. AI models learn and adapt using vast amounts of personal information to make predictions, automate workflows, and build hyper-targeted campaigns. But with this reliance on sensitive data and the complexity of AI algorithms, new vulnerabilities have emerged.
Feeding inaccurate data into AI can lead to security risks including data privacy violations, data security breaches, and algorithmic biases. With large language models (LLMs), the data you input becomes part of the output through the model’s continuous learning algorithm. In other words, what you put in directly influences what the model spits out. It uses patterns learned from its training data to generate responses that are contextually relevant to the output. But if an AI system isn’t properly secured, it can unintentionally expose personal information or even make biased decisions based on flawed training.
Trust, privacy, and security can’t be an afterthought. They need to be built into your AI systems from the beginning. Without these safeguards, you risk both your customers’ data and your company’s reputation risk. As AI systems continue to process larger amounts of sensitive information, being transparent about your security practices is non-negotiable.
Today’s consumers and more informed and selective than ever. They want greater control over their personal information and are quick to abandon businesses that don’t prioritize data privacy. Leading companies recognize that privacy and trust are not just about meeting compliance requirements but are also drivers of long-term success when using AI in marketing.
So, what can you do to make sure your AI marketing data is secure?
Your data, whether it’s customer and company information, is key to enhancing and personalizing the results of AI models, but it’s important to trust how that data is being used. Secure AI keeps your customer data safe without compromising the quality of its outputs. Here are some ways you can build secure AI in your marketing efforts:
1. Build security into your AI systems from day one
AI systems need strong security measures in place to prevent data breaches. This means encrypting data both at rest and in transit, using secure APIs, setting up secure access controls, and restricting data retention beyond it’s intended use.
2. Put data privacy first
AI systems handle a lot of information that may contain personally identifiable information. Make sure you handle this data securely by considering all applicable data privacy laws and regulations. De-personalizing and masking data whenever possible can help protect sensitive user information and prevent leaks.
3. Train and monitor AI systems for algorithmic bias
Make sure your AI systems are trained on diverse datasets to avoid biases. Consider the quality of the data, size of a dataset, and the relevance of data for each use case. It’s also important to regularly audit AI systems for bias and fairness.
4. Be transparent and give consumers control
AI systems should be able to explain their predictions and decisions. This transparency starts with being upfront that the system’s output is powered by AI. That’s why it’s important to keep clear documentation on how your AI systems are used. Not only does this help build trust with users, but it's increasingly becoming a regulatory requirement.
5. Leverage trusted AI platforms
Work with AI-enabled products that can handle large datasets and are designed with security and trust in mind. Platforms like Salesforce are leading the way by providing marketers with reliable, AI-powered tools that make managing customer relationships easier and safer. It uses both predictive and generative AI to bring intelligence to your workflow and deliver impact where it matters most.
One standout feature is Agentforce, Salesforce’s new AI assistant that allows organizations to build and deploy autonomous agents for tasks across various business departments. Using a low-code platform built for customization, Agentforce can automate repetitive work, generate campaign plans, and evem suggest ways to optimize your campaigns.
Agentforce operates on the Einstein Trust Layer, which includes data security guardrails such as data masking, TLS in-flight encryption, and Zero Data Retention with LLMs. These safeguards make sure you can enjoy all of the benefits of AI without compromising on data security and privacy controls.
As a member of Saleforce’s Agentforce Partner Network, Concord is here to help you implement Agentforce solutions and tailor them to your business needs.
AI-driven marketing is here, and with the right approach to security and trust, you can leverage its potential while building lasting relationships with your customers. At Concord, we help marketers navigate this transition by offering the expertise you need to make sure your AI systems are secure, efficient, and aligned with your business goals. Whether you’re looking to integrate AI-powered tools like Agentforce or want to make sure your data privacy measures are top-notch, we’re here to help. Reach out to our team to see how you can make the most of AI in marketing while prioritizing customer trust and data security.
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