In today’s digital landscape, businesses are constantly seeking ways to deliver personalized experiences to their customers. Salesforce, the global leader in CRM, has taken a significant step in this direction with the introduction of its latest generative AI products – Marketing GPT and Commerce GPT. These innovative solutions combine the power of generative AI with real-time data from Salesforce’s Data Cloud to transform how companies connect with their customers and enhance their marketing strategies. With Marketing GPT, marketers can automate the generation of personalized emails, audience segments, and marketing journeys, while Commerce GPT enables brands to deliver customized shopping experiences and tailored offers that adapt to their customers’ needs. Let’s dive deeper into these exciting new developments.
The Significance of Generative AI
Generative AI is rapidly gaining traction among marketers due to its ability to accelerate productivity and drive efficiency for businesses. According to Salesforce, 60% of marketers believe that generative AI will transform their role, allowing them to focus on more strategic work. However, accuracy and quality remain a concern for marketers, with 63% stating that trusted customer data is essential for generative AI to work effectively.
Introducing Marketing GPT
Marketing GPT is set to revolutionize how marketers deliver personalized, relevant, and engaging experiences across every touchpoint. By harnessing the power of generative AI and leveraging trusted first-party data from Salesforce’s Data Cloud, marketers can enhance their marketing strategies in several ways:
Segment Creation
Segment Creation within Marketing GPT empowers marketers to create audience segments quickly and improve targeting using natural language prompts and AI-driven recommendations based on trusted data from Data Cloud. This feature allows marketers to work smarter and optimize their audience segmentation processes, ultimately enhancing the effectiveness of their marketing campaigns.
Email Content Creation
With Email Content Creation, Marketing GPT can automatically generate personalized emails, reducing the writing workload for marketers while improving testing and engagement. This feature enables marketers to scale their email marketing efforts and deliver more personalized messages to their audience, leading to increased customer satisfaction and higher conversion rates.
Segment Intelligence for Data Cloud
Marketing GPT’s Segment Intelligence for Data Cloud automatically connects first-party data, revenue data, and third-party paid media data, providing marketers with a comprehensive view of audience engagement. By leveraging this feature, marketers can make data-driven decisions, improve marketing ROI, and gain valuable insights into their audience’s behavior and preferences.
Rapid Identity Resolution, Segmentation, and Engagement
Marketing GPT also offers Rapid Identity Resolution, Segmentation, and Engagement capabilities. This feature automatically resolves customer identities and refreshes segments in Data Cloud, ensuring up-to-date accuracy. Marketers can deliver the right message at the right time, improving customer engagement and driving better marketing outcomes.
Typeface Integration for Visual Assets
To enhance multi-channel campaigns, Marketing GPT integrates with Typeface’s generative AI content platform. This integration enables marketers to create contextual visual assets based on specific brand voice, style guides, and messaging. With this powerful combination of generative AI and visual content creation, marketers can create compelling and consistent brand experiences across various marketing channels.
Exploring Commerce GPT
While Marketing GPT focuses on enhancing the marketing process, Commerce GPT aims to transform the shopping experience for customers. By leveraging generative AI and real-time data from Salesforce’s Data Cloud, Commerce GPT enables brands to deliver highly personalized and customized commerce experiences at every step of the buyer’s journey. Here are the key capabilities of Commerce GPT:
Goals-Based Commerce
Goals-Based Commerce is a cutting-edge tool that empowers businesses to set targets and goals for their commerce strategies. Powered by Data Cloud, Einstein AI, and Flow, Goals-Based Commerce provides actionable insights and proactive recommendations to help businesses achieve their desired outcomes. Whether it’s improving margins or increasing average order value, this feature helps businesses automate growth and conversion strategies while maximizing merchant productivity.
Dynamic Product Descriptions
Dynamic Product Descriptions revolutionize the customer experience by automatically filling in missing catalog data for merchants. This feature uses generative AI to generate product descriptions tailored to each buyer, enhancing the relevance and personalization of product information. With Dynamic Product Descriptions, brands can provide a seamless and engaging shopping experience, leading to increased customer satisfaction and sales.
Commerce Concierge
Commerce Concierge is a powerful feature that facilitates personalized and engaging conversations between brands and customers. By leveraging natural language interactions, Commerce Concierge helps shoppers discover products effortlessly across various channels, from digital storefronts to messaging apps. This feature enables brands to redefine shopping and loyalty, providing a seamless and tailored experience to each customer.
Building a Generative AI Ecosystem
Salesforce is actively working with partners like DEPT, Media.Monks, NeuraFlash, and Slalom to build a generative AI ecosystem. These partnerships aim to provide businesses with new accelerators, large language and data models, and integrations to help them implement Marketing GPT and Commerce GPT with ease and affordability. By leveraging these resources, businesses can unlock the full potential of generative AI and deliver exceptional customer experiences.
Soundbites
- “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.” – David Schmaier, President and Chief Product Officer, Salesforce
- “Salesforce’s combination of trusted AI, data, and CRM has allowed us to deliver personalized customer engagement for over 10 years. We’re excited to leverage the latest innovations from Einstein GPT across marketing, commerce, and service to drive greater efficiency, increase productivity, and strengthen customer loyalty.” – Vincent Wauter, CEO, Rossignol
Availability and Conclusion
The availability of Marketing GPT and Commerce GPT varies for different features. Segment Creation, Segment Intelligence for Data Cloud, and Dynamic Product Descriptions are scheduled to be generally available in October 2023. Email Content Creation, Rapid Identity Resolution, Segmentation, and Engagement are expected to be generally available in February 2024. Goals-Based Commerce and Commerce Concierge will be available in pilot in October 2023, with general availability in February 2024. It’s clear that Salesforce’s Marketing GPT and Commerce GPT, powered by generative AI and real-time data, have the potential to revolutionize customer experiences and drive business growth. By personalizing every campaign and shopping experience, businesses can build stronger customer relationships and stay ahead in today’s competitive market. With Salesforce leading the way in AI-powered CRM solutions, the future of personalized marketing and commerce looks brighter than ever.
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