Salesforce Enhances Merchant Capabilities

Salesforce, the leading AI-powered CRM platform, announced significant expansions to its Einstein Copilot capabilities, introducing new features specifically designed for marketers and merchants.

Einstein Copilot, Salesforce’s reliable conversational AI assistant, now supports daily marketing and merchandising tasks alongside its existing functionalities for sales and service.

Salesforce also introduced tools for unifying business and commerce data, as well as a new AI-powered personalization decision engine to enhance customer interactions using data from any source.

“Marketing and commerce leaders need a trusted advisor to help them tap into the promise of generative AI,” said Ariel Kelman, President and CMO of Salesforce. “With the Einstein 1 Platform, we’re empowering organizations to unify all of their data on one trusted platform, enabling useful generative AI results that drive business forward.”

The Importance of Personalization:

Personalization is crucial for improving customer experiences and achieving business success. Despite this, many marketers and merchandisers struggle to effectively connect data and touchpoints to fully utilize AI. According to Salesforce, 80% of customers believe their experiences should be better given the data companies collect, but 75% of IT organizations find it challenging to integrate data insights into user experiences, and only 31% of marketers are satisfied with their ability to unify customer data sources.

New Innovations:

Salesforce’s latest updates allow businesses to unlock and unify their data on a single platform, enabling them to use trusted AI for personalized customer engagements across marketing, commerce, sales, and service. Key innovations include:

  1. Einstein Copilot for Marketers:
  • This AI assistant simplifies campaign creation by generating marketing briefs, content, and emails. It accelerates time-to-market with auto-generated responses based on customer data and aligned with brand voice.
  • Example: A clothing retailer can quickly create a campaign to re-engage past customers using AI prompts to build campaign briefs, create segments, and deploy the campaign.
  1. Einstein Copilot for Merchants:
  • This tool streamlines commerce tasks with natural language prompts, creating personalized promotions and improving product discoverability with AI-powered SEO recommendations.
  • Example: An air conditioning manufacturer can efficiently create product detail pages and targeted promotions using natural language prompts and AI-generated content.
  1. Data Cloud for Commerce:
  • This feature harmonizes enterprise and customer data to create a single view accessible throughout the customer journey. It boosts revenue and efficiency with AI-powered analytics and automation.
  • Example: A beauty retailer can segment first-time shoppers and send personalized promotions, while also identifying top-performing products for strategic bundling.
  1. Einstein Personalization:
  • An AI-based decision engine that uses real-time customer data to deliver personalized marketing campaigns, automatically triggering next best offers and content across various touchpoints.
  • Example: A bank can provide personalized loan offers and content based on real-time updates to a visitor’s profile as they navigate the website.

Unique Features and Security:

Salesforce’s Einstein Copilot for Marketers and Merchants are unique in the industry, built on the Einstein 1 Platform, and grounded in company-specific data stored within Data Cloud. The Einstein Trust Layer ensures data confidentiality, preventing the AI from retaining sensitive information while allowing secure access to necessary business-related data.

Customer Perspective:

“Salesforce allows us to fuse together our trusted data from across our business to deliver tailored quality experiences to every current and future Aston Martin driver.

The Einstein 1 Platform enables us to provide the personalized, VIP experience our customers expect, helping us grow and enhance our AI capabilities,” said Matthew Randall, Head of Software and Integration at Aston Martin.

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