According to an article from Adnkronos, a Salesforce report highlights that artificial intelligence (AI) is both the top priority and the most significant concern for Italian marketers. The "State of Marketing" report indicates that marketers in Italy are increasingly focusing on AI to enhance customer engagement, personalize experiences, and improve operational efficiencies. However, they are also grappling with challenges such as data privacy concerns, integration issues, and the need for upskilling their teams to effectively use AI tools. The report underscores the dual nature of AI as a transformative technology that offers substantial benefits but also requires careful management and strategic planning to mitigate associated risks.