The News:
Salesforce announced on June 7 at Connections its latest generative AI product offerings, Marketing GPT and Commerce GPT. The two products combine generative AI technology with trusted, real-time data from Data Cloud, transforming how companies connect with their customers, and are focused on improving marketing efficiency and personalized buying experiences, respectively.
According to Salesforce, marketers will be able to automatically generate personalized emails, smarter audience segments, and marketing journeys via Marketing GPT, and will be able to deliver personalized shopping experiences and customized offers that adapt to their customers’ needs, using Commerce GPT-powered dynamic buying journeys. These two products will help organizations create a data-led, end-to-end personalized customer journey.
You can read the full press release here.
Salesforce Unveils Marketing GPT & Commerce GPT for End-to-End Personalization
Analyst Take:
Salesforce announced at Salesforce Connect two new generative AI-infused products designed to streamline and improve marketing processes and customer commerce journeys. Marketing GPT integrates real-time customer data held in Data Cloud with generative AI technology that allows greater speed and efficiency with handling marketing and productivity tasks. For Commerce GPT, customer data is combined with generative AI technology to deliver customized commerce experiences at every step of the buyer’s journey with auto-generated insights and recommendations based on unified real-time data from Data Cloud.
Leveraging Generative AI to Improve Marketing Speed and Efficiency
Today’s customers expect the companies, brands, and service providers with which they interact to be responsive to both internal actions, such as customer activity, as well as external activity, including economic activity or news. Salesforce announced the following features within Marketing GPT:
- Segment Creation, which gives marketers the ability to create audience segments quickly and improve targeting using natural language prompts and AI-driven recommendations based on trusted data from Data Cloud.
- Email Content Creation, which can auto-generate personalized emails for improved testing and engagement.
- Segment Intelligence for Data Cloud, which automatically connects first-party data, revenue data, and third-party paid media data for a more comprehensive view of audience engagement.
- Rapid Identity Resolution, Segmentation, and Engagement, which automatically resolves customer identities and refreshes segments in Data Cloud to help ensure up-to-date accuracy, as well as allowing delivery of the correct message at the most appropriate time.
- Leverages Typeface’s generative AI content platform to create contextual visual assets for multichannel campaigns within Marketing GPT based on specific brand voice, style guides, and messaging.
Marketers must be able to quickly generate and push out relevant marketing content that is driven by this data, and generative AI provides more efficient content summary, generation, and task automation without requiring additional skillset development or training time, to ensure end-to-end personalized experiences and engagement.
Using First Party Data to Replace Third-Party Data Sources
As marketers lessen their reliance on third-party marketing data, customer experience management software platforms increasingly need to leverage first-party data held within the organization to create more personalized and relevant marketing campaigns and end-to-end customer purchase journeys. Marketing GPT and Commerce GPT enable this data to be more easily leveraged across the organization, resulting in greater productivity and efficiency, and a far more customized and personalized user experience.
Deepen Engagement with Customers via Generative AI
The use of generative AI will be critical to creating deeper levels of engagement with customers, which are very important as customers demand more relevant experiences in exchange for sharing their information with brands and service providers. Some of the key features incorporated into Commerce GPT include:
- Goals-Based Commerce, a tool that allows businesses to set targets and goals, and then provides recommendations toward delivering desired outcomes, ranging from improving margins to increasing average order value (AOV).
- Dynamic Product Descriptions, which automatically fill in missing catalog data for merchants and revolutionize the customer experience with auto-generated product descriptions tailored to every buyer.
- Commerce Concierge to power personalized, engaging conversations and help shoppers discover products effortlessly through natural language interactions across channels spanning from digital storefronts to messaging apps, reducing friction and improving loyalty.
Further, the development of richer, more personalized customer purchase journeys can extend across the entire customer lifecycle, enabling stronger CSAT, customer success, and support.
Author Information
Keith Kirkpatrick is VP & Research Director, Enterprise Software & Digital Workflows for The Futurum Group. Keith has over 25 years of experience in research, marketing, and consulting-based fields.
He has authored in-depth reports and market forecast studies covering artificial intelligence, biometrics, data analytics, robotics, high performance computing, and quantum computing, with a specific focus on the use of these technologies within large enterprise organizations and SMBs. He has also established strong working relationships with the international technology vendor community and is a frequent speaker at industry conferences and events.
In his career as a financial and technology journalist he has written for national and trade publications, including BusinessWeek, CNBC.com, Investment Dealers’ Digest, The Red Herring, The Communications of the ACM, and Mobile Computing & Communications, among others.
He is a member of the Association of Independent Information Professionals (AIIP).
Keith holds dual Bachelor of Arts degrees in Magazine Journalism and Sociology from Syracuse University.
