During the Connections event, Salesforce unveiled two new generative AI products - Marketing GPT and Commerce GPT. Marketing GPT helps marketers automatically create personalized emails, smarter audience segments, and customized marketing journeys. At the same time, Commerce GPT enables brands to provide personalized shopping experiences and offers by utilizing dynamic buying journeys driven by GPT technology.
“Businesses are looking to harness new AI advances and tap into vast troves of data to deliver personalized customer experiences across every interaction. Marketing GPT and Commerce GPT — fueled by trusted and harmonized first-party data — will revolutionize how businesses interact with customers and at the same time dramatically improve employee productivity,” said David Schmaier, President and Chief Product Officer, Salesforce.
Introducing generative AI in the form of Marketing GPT and Commerce GPT is a significant development for businesses, as generative AI is seen as a game-changer by marketers. However, the primary concern for marketers is ensuring accuracy and quality in the outputs of generative AI. They also emphasize the importance of having trusted customer data as a prerequisite for effectively implementing generative AI technologies.
Marketing GPT
The new Marketing GPT enables marketers to create personalized and compelling experiences at every customer touchpoint. By combining generative AI capabilities with trusted first-party data from Data Cloud, marketers can deliver relevant and engaging experiences that resonate with their audience. This integration provides marketers with multiple benefits to enhance their marketing efforts.
With the addition of Segment Creation, marketers can now work more efficiently and effectively, allowing them to swiftly create audience segments by utilizing natural language prompts and AI-generated recommendations with trusted data from Data Cloud.
Email Content Creation is designed to alleviate the writing workload for marketers. It automates the process of generating personalized emails, allowing marketers to save time and effort, improve testing and engagement, and create customized email content.
Segment Intelligence for Data Cloud assists marketers in enhancing their marketing return on investment (ROI). It seamlessly integrates first-party data, revenue data, and third-party paid media data, providing them with a holistic and comprehensive understanding of audience engagement.
Rapid Identity Resolution, Segmentation, and Engagement enable the delivery of timely and relevant messages to the audience. These capabilities automatically resolve customer identities and refresh segments in Data Cloud to ensure accurate and up-to-date information.
By leveraging Typeface, a generative AI content platform, marketers can harness its capabilities within Marketing GPT to create contextual visual assets for multi-channel campaigns, generating visual elements that align with a brand's unique voice, style guides, and messaging.
Commerce GPT
Commerce GPT allows companies to provide personalized commerce experiences throughout the entire buyer's journey, by leveraging auto-generated insights and recommendations powered by real-time data from Data Cloud. Integrating Commerce GPT with Data Cloud enables brands to enhance their commerce offerings and cater to the unique needs of customers.
Goals-Based Commerce enables businesses to automate their growth and conversion strategies while optimizing merchant productivity. With this tool, they can set specific targets and goals, and then receive actionable insights and proactive recommendations on how to achieve them. Goals-Based Commerce leverages the power of Data Cloud, Einstein AI, and Flow to provide personalized recommendations that drive desired outcomes, such as improving margins or increasing average order value (AOV).
Dynamic Product Descriptions are designed to enhance merchant productivity, by automatically filling in missing catalog data for merchants, saving them time and effort. Additionally, it enhances the customer experience by generating detailed and tailored product descriptions for every buyer.
Commerce Concierge boosts the shopping experience by enabling personalized and engaging conversations between shoppers and brands and allowing shoppers to discover products through natural language interactions effortlessly. This extends across various channels, from digital storefronts to messaging apps.
Data Cloud for Commerce is currently available, while the rest of the products will be rolled out during this and the beginning of the following year.
Salesforce Extends Partnership with Google Cloud
Besides unveiling its wide range of solutions, Salesforce has also extended its partnership with Google Cloud to help businesses leverage data and AI for personalized customer experiences and better decision-making. The integration between Salesforce Data Cloud and Google BigQuery allows companies to create unified customer profiles and deliver highly personalized experiences.
By combining Salesforce Data Cloud and Google Vertex AI, customers can bring their own AI models and make predictions based on their Salesforce Customer 360 data. This enables industries like fashion retail, healthcare, and financial institutions to improve customer experiences and personalize interactions through data-driven insights and AI predictions.
Speaking of AI tools, Salesforce has recently announced additions to its Flow automation tools portfolio, including Einstein GPT and Data Cloud capabilities.
