Best Practices for the Responsible Use of Data

As emerging AI enters the marketplace, it’s becoming increasingly critical for brands to not only prioritize their own safety, privacy, and personalization work, but also to pay attention to trends in consumer behavior, industry attitudes, and developing solutions that can serve as models for getting innovation right.

This guide synthesizes Salesforce’s research in ethical marketing, responsible personalization, and in the emergence of generative AI. It also includes best practices that have surfaced in response to current trends and how Salesforce is helping our customers, partners, and ISVs (independent software vendors) succeed.