Today, CRM giant Salesforce debuted two new generative AI products. Announced at the company’s ongoing Connections conference, Marketing GPT and Commerce GPT will power Salesforce’s Marketing Cloud and Commerce Cloud, enabling enterprises to remove repetitive, time-consuming tasks from their workflows and deliver personalized campaigns and shopping experiences, at scale.
The news follows last month’s launch of Slack GPT and Tableau GPT and highlights Salesforce’s growing focus on AI, where it is moving the needle to make sure generative AI sits at the heart of its core products and services. However, it must be noted that these products’ features are not available right away and will roll out in phases, starting in summer 2023.
How will Marketing GPT and Commerce GPT help?
Driven by the Salesforce Data Cloud, which hosts customer profiles comprised of data from all systems, and the Einstein GPT generative AI assistant, Marketing GPT allows enterprise users to interface with their Marketing Cloud system using natural language.
To start off, the company said, Marketing Cloud users will be able to put in natural language prompts to query the Data Cloud profiles and identify new audience segments to target. They could also ask Einstein GPT to write or modify personalized emails — complete with subject lines and body content — for campaigns, or use Typeface within the platform to create contextual visual assets.
In addition to generative functions, the marketing cloud will get AI-driven segment intelligence and rapid identity resolution capabilities.
The former will automatically connect first-party data, revenue data and paid media data from Meta and Google for a comprehensive view of a campaign’s performance, relative to the audience segment targeted.
The latter will automatically resolve customer identities across different devices/experiences using AI and bring the information together for more personalized experiences.
In a press briefing, Stephen Hammond, EVP and GM for Salesforce Marketing Cloud, noted that the identity resolution capability will require end users to opt in.
