Industry surveySalesforce, 2024

Customers are most comfortable with AI used to improve products (50%) or respond faster (49%)

Positioning & messaging

Share of customers comfortable with specific uses of AI, by use case

Share of customers comfortable with specific uses of AI, by use case
Use case	Share comfortable (%)
To improve products	50%
To respond faster	49%
To resolve my issues faster	47%
To show more relevant info	47%
To better understand my needs	39%

Reader Note:: Figure covers aggregated customers, meaning consumers plus business buyers. It shows the share comfortable with specific uses of AI by use case: 50% to improve products, 49% to respond faster, 47% to resolve issues faster, 47% to show more relevant info, and 39% to better understand needs. The chart reports comfort levels rather than observed use. Fieldwork ran from July 26, 2024, through August 20, 2024.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Double-blind survey of 16,585 third-party panelists worldwide: 15,015 consumers and 1,570 business buyers across 18 countries on six continents.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.

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