Technology Salesforce doubles down on Generative AI with Marketing GPT...

Salesforce doubles down on Generative AI with Marketing GPT and Commerce GPT


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CRM giant Salesforce today introduced two new generative AI products. Announced on the running of the company Connections conference, Marketing GPT and Commerce GPT will power Salesforce’s Marketing Cloud and Commerce Cloud, enabling enterprises to remove repetitive, time-consuming tasks from their workflows and deliver personalized campaigns and shopping experiences at scale.

The news follows the launch of Slack GPT and Tableau GPT last month and highlights Salesforce’s growing focus on AI, where it is moving the needle to ensure generative AI is at the heart of its core products and services. However, it should be noted that the features of these products are not immediately available and will be rolled out in phases from summer 2023.

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How do Marketing GPT and Commerce GPT help?

Powered by the Salesforce Data Cloud, which hosts customer profiles made up of data from all systems, and the Einstein GPT generative AI assistant, Marketing GPT enables business users to interact with their Marketing Cloud system in natural language.


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For starters, the company said, Marketing Cloud users will be able to enter natural language prompts to search the Data Cloud profiles and identify new audience segments to target. They can also ask Einstein GPT to write or customize personalized emails — complete with subject lines and body content — for campaigns, or use Font style within the platform to create contextual visual assets.

That’s not all.

In addition to generative features, the marketing cloud will gain AI-driven segment intelligence and capabilities to quickly resolve identities.

The former will automatically connect first-party data, revenue data, and paid media data from Meta and Google to provide a comprehensive view of a campaign’s performance relative to its target audience segment.

The latter automatically resolves customer identities across devices/experiences using AI and brings the information together for more personalized experiences.

In a press briefing, Stephen Hammond, EVP and GM for Salesforce Marketing Cloud noted that end users must opt ​​in for identity resolution.

Segment intelligence
Segment intelligence

While Marketing GPT focuses on simplifying how teams create, deliver and analyze personalized campaigns, Commerce GPT looks at creating personalized shopping experiences.

The offering leverages Data Cloud and Einstein GPT to allow users to not only quickly create dynamic product descriptions for digital stores, but also have those descriptions translated into different languages ​​for different audiences.

This would be the first of many content generation features to land in Commerce GPT.

Dynamic product descriptions from Salesforce
Dynamic product descriptions from Salesforce

In addition, the experience also includes Commerce Concierge, a bot-based solution that enterprises can integrate into their communication channels to drive product discovery through one-on-one natural language interactions, as well as a goal-based commerce tool to provide actionable insights and proactive recommendations for desired goals.

“Users just type in what they want… and we understand their intent and recommend things like storefront design, merchandising sets, and even promotions,” said Michael Affronti, SVP and general manager for Commerce Cloud, in the press briefing.

More GPT innovations in the cards

While Salesforce has made some major generative AI announcements in recent months, it’s safe to say the company is just getting started. At the press briefing, Hammond and Affronti laughed that Salesforce is now an “AI company” and noted that they will have more GPT news later this month for other Customer 360 products, most likely Sales and Service Cloud.

Speaking at Salesforce’s May 31 quarter earnings, CEO Marc Benioff noted that the coming wave of generative AI will be more revolutionary than any technological innovation in our lifetime, or perhaps any lifetime.

“Like Netscape Navigator, which opened the door to a bigger internet, a new door has opened with generative AI, reshaping our world in ways we could never have imagined,” he said.

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