Change can be scary. As humans, we’re programmed to be wary of anything that may result in a bad outcome — it’s an inbuilt instinct thing that helps us recognise threats and risks that lay ahead. 

Broadly speaking, this fear of the unknown has helped us flourish as a species, and it’s often exercised within relatively controllable environments (like not jumping in a river full of crocodiles, or, at a slightly less dramatic level, wearing a seatbelt). 

But what happens when the coming change is something that we may not be able to control? What if it’s a technological advancement that moves so quickly that there’s no way we can predict what it will look like in 12 months let alone 5 years? 

Going with the AI tide

When it comes to AI, while many of the fears and risks are worth unpacking and mitigating, it’s just as important to recognise the life changing benefits it can bring to society. 

At a business level, generative AI is a transformative technology that completely changes the way organisations operate and interact with their customers. 

As someone deeply connected in Salesforce talent recruitment, over the past couple of years, I’ve been amazed at the transformative impact of AI on efficiency, risk, personalisation and talent matching within the ecosystem. And encouragingly, security and privacy appear to be an inbuilt non-negotiable consideration, not an afterthought.

What do industry leaders say?

At a recent Salesforce Leadership Circle Dinner Series event in Sydney, leaders from various industries across Australia and New Zealand came together to unpack their experiences in tackling the nebulous challenges between AI, data, and security. 

Speakers acknowledged the risks posed at a cybersecurity level with AI, but tempered the concern by saying that if businesses ensured a powerful framework of trust permeating through every aspect of an organisation, AI can deliver the services customers need while supercharging innovation and productivity. 

But what does trust look like — and how does it mitigate risk?

People expect honesty in order to gain trust

Trust and honesty between both customers and organisations, and employers and employers is central to overcoming data protection challenges. So in essence, it’s a systemic cultural consideration. 

Salesforce’s recent State of the Connected Customer report found 88% of customers believe trust becomes a priority in times of change, and 74% say communicating honestly and transparently is more critical now than before the pandemic. And nearly 70% of customers say they’re open to AI improving their experience.

So, at a practical level, it comes down to viewing your CRM through an ethical lens when gathering data. 

The human decisions behind the AI

While generative AI can have a mind of its own (in a sense), there are human decisions behind how it operates and impacts outcomes.

Things like ensuring AI algorithms aren’t making potentially harmful assumptions about demographics, are respecting communications preferences with a customer’s consent, and will safely store and not misuse their personal data are a few simple but impactful examples where trust is a part of a brand’s framework.

It’s all about finding the right mix, according to one local energy company leader at the event. “Tech companies are like jugglers, trying to balance cybersecurity, productivity, and innovation. You can’t put all your eggs in one basket — the trick is to land somewhere in the middle, where everything works together.”

As AI continues to change how we do business, it’s clear that one thing will remain constant — trust can’t be bought, it’s earned. 

Stay curious

There’s so much to consume and digest when it comes to AI, so here a few options to keep the conversation going: 

1. Check out this recap from the recent Salesforce Sydney AI event. Although AI and cybersecurity are globally relevant topics, it’s important to stay across domestic perspectives as this tech evolves. Hearing from Australian industry leaders on how they’re integrating AI into their CRM to further build trust among their customers has lessons for us all. 
2. Date saver: Speaking of global topics from a local point of view — Salesforce World Tour 2024 is coming to Sydney early next year. On March 1, industry-leading experts, new virtual networking opportunities, and live product demos will descend on the Harbour City, with AI + trust certain to be a central theme across the event. 
3. If you’re an employer looking to fill a Salesforce gap in your project (whether it’s AI-related or otherwise) hit me up for a chat. I’ve got skilled candidates ready to slot into a role immediately. Save yourself the time, money and effort that goes into a drawn out recruitment process by letting a specialised Salesforce recruiter do all the hard work for you!
4. And if you’re a skilled candidate looking to make your next career move in AI or anywhere within the Salesforce ecosystem, we’ve got you covered. 

– Garth