Salesforce’s latest State of Marketing report finds that while 75% of marketers have adopted AI, most still use it to run generic, one-way campaigns, with 84% admitting their outreach lacks personalization. The analysis says customers increasingly expect two-way, conversational interactions across channels, but marketers are held back by siloed and low-quality data that limits timely responses. Teams with unified customer data are more likely to engage customers reliably and to deploy AI agents to scale personalization, Salesforce said.

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