Salesforce has introduced its new generative AI tools designed to help marketers and brands offer customers more personalised experiences.
With Marketing GPT, marketers will be able to automatically generate personalised emails, smarter audience segments, and marketing journeys, the company said, while Commerce GPT will help businesses deliver shopping experiences and offers that can be customised to meet particular needs.
According to recent data, 60% of marketers think generative AI will transform their role, while 71% believe it will enable them to focus on more strategic work. However, “accuracy and quality” is marketers’ number one concern with 63% saying trusted customer data is required for generative AI to work.
Using with Data Cloud
Both Marketing GPT and Commerce GPT will combine generative AI with real-time data from Data Cloud to enhance the efficiency of the technology, the company said. Among its benefits, markets can expects a reduced writing workload as well as automated growth and conversion strategies while maximising merchant productivity.
For instance, the Goals-Based Commerce tool focuses on helping businesses to set targets and goals as well as providing actionable insights and proactive recommendations on how to meet them.
“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 — fueled by trusted and harmonised first-party data — will revolutionise how businesses interact with customers and at the same time dramatically improve employee productivity,” said David Schmaier, President and Chief Product Officer at Salesforce.
Data Cloud for Commerce is currently available while a range of other features are schedule to be rolled out at different stages in 2023 and 2024. Salesforce added that its partners, including DEPT, Media.Monks, NeuraFlash, and Slalom, are building a generative AI ecosystem with new accelerators, large language and data models, and integrations to help businesses implement Marketing GPT and Commerce GPT with less cost and complexity.
