Creating AI Marketing that Customers and Society Can Trust

When personalizing marketing messages with AI, the onus is on marketers to respect consumers’ privacy.

Nearly 90% of consumers want more transparency into how their data is used, according to the Sixth Edition State of Marketing, a Salesforce research report. Likewise, audiences are becoming more informed about the ethical use of data.

With that said, marketers walk a fine line between useful, targeted ads and ones that are invasive. It’s also easy to slip into stereotype bias—attribution of particular qualities to a member of a particular social group—or exclude segments of your customer base by focusing on demographic variables.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Salesforce's Kathy Baxter, architect, ethical AI practice. She will discuss how to use AI marketing to build customer trust as the third-party cookie deprecates and marketers must collect data directly.

Join this webinar and learn how to:

Collect data and build a useful data bank

Ensure that your brand marketing is accurate, inclusive, and valuable to your audience

Preserve privacy while building trust with your core customers

Date: April 20, 2021
Time: 2:00 PM ET


Kathy Baxter Kathy Baxter is architect, ethical AI practice at Salesforce. Kathy develops research-informed best practices to educate Salesforce employees, customers, and the industry on the development of responsible AI. She collaborates and partners with external AI and ethics experts to continuously evolve Salesforce policies, practices, and products. She received her MS in Engineering Psychology and BS in Applied Psychology from the Georgia Institute of Technology.


Marissa Coslov is vice president of business development at eMarketer. She is an experienced sales and account executive, with a proven track record of selling on an enterprise level while educating and building value among the world’s largest and most recognizable brands, agencies and ad-tech companies.

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