By Sourabh Mahajan, Technical Architect, Salesforce Inc.
Artificial intelligence has transitioned from a futuristic concept to a fundamental pillar shaping the way industries operate. This digital revolution is not merely updating processes; it’s reshaping corporate mindsets, team dynamics, and the very identification of business opportunities.
Adopting AI is now a strategic, organization-wide imperative. Across industries, from content development and automated workflows to advanced analytics, AI is helping companies scale their operations, offer more personalized solutions, and use time and resources more efficiently. Rather than compromising quality, these technologies often enhance it.
Among the most game-changing tools is Salesforce Marketing Cloud Next AI-powered platform that allows businesses to personalize every stage of customer engagement, orchestrate complex cross-channel campaigns, and leverage advanced automation and analytics. It is designed to deliver campaign assets at a scale that was previously “unattainable,” with the capability to rapidly produce and optimize content across channels using automation and AI-driven personalization.
AI is making its mark elsewhere too. In graphic design and printing, applications like Canva can save up to 20 hours a week on content creation and reduce editing time by about 8 hours per campaign. In video production and post-processing, platforms such as Google’s Veo3 are pushing the boundaries of both quality and efficiency, reinventing content creation standards.
Such innovations have generated operational efficiencies estimated at 30%, with even greater gains on the horizon. Yet, the most meaningful measure is how these advancements deliver tangible savings and value to our clients. Whether illustrating concrete improvements for longstanding customers or pitching tailored solutions to new ones, the conversation has shifted from generic presentations to customized strategies addressing specific business needs.
Perhaps the most significant shift, though less visible, is occurring within our teams. AI is redefining traditional job roles: editors now oversee automated workflows, writers curate and refine content generated by machines, and managers are blending technical expertise with strategic thinking. Success today demands the ability to interpret algorithmic outputs, assess automated results, and maintain adaptability in a constantly evolving environment.
According to a 2025 Pew Research Center survey in the United States, about 52% of workers say they are worried about the future impact of AI in the workplace. Additionally, 32% of U.S. workers believe that AI will lead to fewer job opportunities for them in the long run. The survey, conducted among over 5,200 employed U.S. adults, also found that 36% of workers feel hopeful about AI’s use at work, while 33% feel overwhelmed by it. Yet our experience indicates otherwise: when guided by strategic vision, AI becomes a catalyst for job creation, innovation, and ongoing professional growth.
In a world where brands must continually adapt to remain relevant and efficient, artificial intelligence is no longer a luxury, it’s essential for businesses seeking scale, craftsmanship, agility, and personalization.
Ultimately, true advantage lies not just in adopting technology, but in applying it thoughtfully, purposefully, and with a focus on real-world impact. That, we believe, sets truly innovative organizations apart.
