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Salesforce Launches AI-Based Products for Marketing and E-Commerce

By Tracey E. Schelmetic June 14, 2023

What do customers want today? They want personalized customer support and custom-tailored marketing. And while many businesses probably aren't in a position to assign each of their customers a personal shopper in human form, artificial intelligence (AI) can go a long way towards being the shopper and guide your customers might end up wishing for.

Last week, CRM giant Salesforce introduced 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. And with Commerce GPT, brands will be able to deliver personalized shopping experiences and customized offers that adapt to their customers’ needs, using GPT-powered dynamic buying journeys. The announcement was made recently at the company’s regular customer event, Connections.

Marketing GPT will "empower marketers to deliver personalized, relevant, and engaging experiences across every touchpoint with generative AI and trusted first-party data from Data Cloud," according to Salesforce. With Marketing GPT and Data Cloud, marketers will be able to create audience segments quickly and improve targeting using natural language prompts (NLP) and AI-driven recommendations, reduce writing workload with Email Content Creation (which can auto-generate personalized emails for improved testing and engagement), and deliver the right message at the right time with the company’s new Rapid Identity Resolution, Segmentation, and Engagement module.

Commerce GPT will enable companies 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. With Commerce GPT and Data Cloud, brands will be able to automate growth and conversion strategies while maximizing merchant productivity with Goals-Based Commerce, supercharge merchant productivity with Dynamic Product Descriptions, and redefine shopping and loyalty with 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.

"Businesses are looking to harness new AI advances and tap into vast troves of data to deliver personalized customer experiences across every interaction,” said David Schmaier, Chief Product Officer for Salesforce. “Marketing GPT and Commerce GPT — fueled by trusted and harmonized first-party data — will revolutionize how businesses interact with customers and at the same time dramatically improve employee productivity.”

Edited by Alex Passett
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