Salesforce (credit image/Pixabay/Gerd Altmann)Salesforce has launched its latest generative AI product offerings, Marketing GPT and Commerce GPT. With Marketing GPT, marketers will be able to automatically generate personalized emails, smarter audience segments, and marketing journeys. With Commerce GPT, brands will be able to deliver personalised shopping experiences and customised offers that adapt to their customers’ needs, using GPT-powered dynamic buying journeys.

Generative AI is accelerating productivity and driving efficiency for businesses. Its potential is clear, with 60% of marketers saying generative AI will transform their role, and 71% reporting they believe it will enable them to focus on more strategic work. However, “accuracy and quality” is marketers’ number one concern, and 63% say trusted customer data is required for generative AI to work.

The large language models (LLMs) and foundation models powering these advances in generative AI are a significant turning point. They have not only cracked the code on language complexity, enabling machines to learn context, infer intent, and be independently creative, but they can also be quickly fine-tuned for a wide range of different tasks.

Harnessing new AI advances

(Credit image/LinkedIn/David Schmaier)
David Schmaier, President and Chief Product Officer, Salesforce.

“Businesses are looking to harness new AI advances and tap into vast troves of data to deliver personalised customer experiences across every interaction. Marketing GPT and Commerce GPT — fuelled by trusted and harmonised first-party data — will revolutionise how businesses interact with customers. At the same time, it will dramatically improve employee productivity.” — David Schmaier, President and Chief Product Officer, Salesforce.

Marketing GPT will support marketers to deliver personalised, relevant, and engaging experiences across every touchpoint with generative AI and trusted first-party data from Data Cloud. With Marketing GPT and Data Cloud, marketers will be able to:
Segment Creation is expected to give marketers the ability to create audience segments quickly. This improves targeting using natural language prompts and AI-driven recommendations based on trusted data from Data Cloud. Reduce writing workload with Email Content Creation, which can auto-generate personalized emails for improved testing and engagement.

Marketing ROI with Segment Intelligence for Data Cloud is expected to improve Marketing ROI. The solution automatically connects first-party data, revenue data, and third-party paid media data for a comprehensive view of audience engagement. Enterprises can deliver the right message at the right time with Rapid Identity Resolution, Segmentation, and Engagement. This automatically resolves customer identities and refreshes segments in Data Cloud to help ensure up-to-date accuracy.

Leverage Typeface’s generative AI content platform to create contextual visual assets for multi-channel campaigns within Marketing GPT. This is based on specific brand voice, style guides, and messaging. Commerce GPT will enable companies to deliver customised commerce experiences at every step of the buyer’s journey. It provides auto-generated insights and recommendations based on unified real-time data from Data Cloud. With Commerce GPT and Data Cloud, brands will be able to:

Automate growth and conversion strategies

Automate growth and conversion strategies while maximising merchant productivity with Goals-Based Commerce. This tool enables businesses to set targets and goals. This provides actionable insights and proactive recommendations on how to meet them. Powered by Data Cloud, Einstein AI, and Flow, Goals-Based Commerce offers recommendations toward delivering desired outcomes, ranging from improving margins to increasing average order value (AOV).

Merchant productivity can be improved with Dynamic Product Descriptions that automatically fill in missing catalogue data for merchants. Salesforce says it will revolutionise the customer experience with auto-generated product descriptions tailored to every buyer.

Retailers can re-define shopping and loyalty with Commerce Concierge to support personalised, engaging conversations. It helps shoppers discover products effortlessly through natural language interactions across channels spanning from digital storefronts to messaging apps.

Salesforce partners DEPT, Media.Monks, NeuraFlash, and Slalom are building a generative AI ecosystem with accelerators, large language and data models. In addition to integrations to help businesses implement Marketing GPT and Commerce GPT with less cost and complexity.

In March, Salesforce unveiled a £250 million Generative AI fund for Salesforce Ventures. The investment arm of Salesforce will seek out startups working on delivering responsible generative AI solutions.

Enterprise Times: What this means for businesses

The spotlight on Generative AI continues at a pace. Microsoft’s investment in OpenAI was followed by the unveiling of Google’s Bard. Every week, a software company is announcing the launch of a new Generative AI solution. ChatGPT’s explosive global popularity has given AI’s first true inflection point in public adoption. Finally, all types of enterprises can see the technology’s disruptive potential for themselves.

This technology is set to fundamentally transform everything from science, business, to healthcare, for instance, to society itself. The possible impact on human creativity and productivity will be massive. Hence, Salesforce’s announcements of its own Generative AI solutions designed to support customer experience. An attempt to place the company at the centre of the Generative AI debate and the necessary disruption across industries.


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