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Cloud based customer platform (CRM) provider Salesforce has unveiled its latest generative AI product offerings, Marketing GPT and Commerce GPT.
With Marketing GPT, marketers will be able to automatically generate personalised emails, smarter audience segments, and marketing journeys. And with Commerce GPT, brands will be able to deliver personalised shopping experiences and customised offers that adapt to their customers’ needs, all 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, while 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, as generative AI technology has been criticised for peddling inaccurate data at times. Salesforce circumvents this problem by using first party data from Data Cloud.
“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, Salesforce
Related: Salesforce unveils generative AI tools to boost campaign, shopping experience
Marketing GPT will empower marketers to deliver personalised, relevant, and engaging experiences across every touchpoint with generative AI and trusted first-party data from Salesforce Data Cloud.
One of its standout features is Segment Creation, which gives marketers the ability to create audience segments quickly and improve targeting using natural language prompts and AI-driven recommendations.
The tools also allow marketers to reduce writing workload with Email Content Creation, which can auto-generate personalised emails for improved testing and engagement.
This feature is improved with Typeface’s generative AI content platform, which creates contextual visual assets for multi-channel campaigns within Marketing GPT based on specific brand voice, style guides, and messaging.
Meanwhile, Commerce GPT will enable companies to deliver customised 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.
One of Commerce GPT’s most critical features is Goals-based Commerce, a tool that empowers businesses to set targets and goals, and then 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).
