Salesforce Unveils New Einstein 1 Marketing and Commerce Innovations to Power the Complete Customer Journey with Unified Data and Trusted AI
22 Mai 2024 - 2:00PM
Business Wire
Einstein Copilot for marketers and
merchants allow brands to automatically generate campaign briefs,
personalized content, and promotions from their trusted data
Data Cloud for Commerce unifies business and
customer data to deliver smart insights and help merchandisers
launch personalized promotions, offers, and shopping experiences
for customers, enhancing loyalty and boosting sales
Einstein Personalization enables marketers to
leverage the unified customer data profile in Data Cloud to
automatically trigger the next best interaction for customers based
on their behavior and history with a brand
Today at Connections, Salesforce (NYSE: CRM), the #1 AI CRM,
expanded its Einstein Copilot capabilities by introducing new
features for marketers and merchants. Einstein Copilot,
Salesforce’s trusted and reliable conversational AI assistant, now
helps businesses of all sizes with daily marketing and
merchandising tasks, in addition to its existing functionalities
for sales and service. Salesforce also revealed new tools for
unifying business and commerce data, along with a new AI-powered
personalization decision engine that helps companies personalize
customer interactions at every touchpoint 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 giving organizations the power to unify all of their data on
one trusted platform. This is the key to getting results from
generative AI that are actually useful in driving your business
forward.”
Why it matters: Marketers and merchandisers understand
that personalization is a customer mandate and taking advantage of
AI to create better experiences and business outcomes is a
competitive requirement. Yet, they still struggle to connect the
right data and touch points to fully utilize AI and bring
personalization into every customer engagement.
80% of customers believe customer experiences should be better
considering all the data companies collect. However, 75% of IT
organizations struggle to integrate data insights into user
experiences and only 31% of marketers are fully satisfied with
their ability to unify customer data sources.
What’s new: By unlocking and unifying all of their
organization’s trapped data on a single platform, brands can
harness trusted AI to personalize every customer engagement across
marketing, commerce, sales, and service. New innovations
include:
- Einstein Copilot for Marketers is a trusted AI assistant
that has pre-built actions to simplify the campaign creation
process by automatically generating marketing briefs, content, and
email campaigns. It also helps marketers accelerate time-to-market
with auto-generated responses grounded in customer data and aligned
to brand voice.
- For example, a clothing retailer could use Einstein Copilot for
Marketers to efficiently spin up a campaign to entice previous
customers to return with targeted product offers. To do so, they
would use an AI prompt to build a campaign brief that provides
campaign objectives, KPIs, target audience, and initial content for
campaign assets. From there, they would create the segment and
select audience attributes, hone their email content, and deploy
the campaign all from one conversational console.
- Einstein Copilot for Merchants is a trusted AI assistant
that makes merchandisers more productive by simplifying commerce
tasks. Using natural language prompts, it streamlines storefront
setup and generates personalized promotions to delight customers
and drive higher conversion rates. It also surfaces insights to
improve products discoverability and provides AI-powered SEO
recommendations to increase revenue.
- For example, an air conditioning manufacturer can use Einstein
Copilot for Merchants to quickly create a product detail page for
their new HVAC equipment line by using natural language prompts,
and include AI-generated product descriptions that are optimized
for SEO. The merchant can also optimize sales with auto-generated,
multilingual targeted promotions that are based on buyers’
locations and past purchases.
- Data Cloud for Commerce enables retailers to harmonize
enterprise data – like product details, inventory status, and
transactional history – with customer data to create a single view
to access and leverage across the entire customer journey. This
allows merchants to boost revenue and efficiency with insights from
AI-powered analytics and automation to guide key business
decisions, like choosing to bundle underperforming products, or
sending abandoned cart and back-in-stock notifications.
- A beauty retailer, for example, could use Data Cloud for
Commerce to create and activate segments of first-time shoppers who
made purchases of less than $25 and then send them personalized
promotions to encourage a repeat purchase and increase loyalty. The
beauty retailer could also identify highest-performing products by
region and available inventory to determine the best items to
bundle together to grow average order value (AOV).
- Einstein Personalization is a new AI-based decision
engine that allows brands to leverage real-time customer data from
Data Cloud to deliver marketing campaigns that automatically
trigger next best offers and personalized content – no matter where
a customer engages with a brand or organization.
- For example, an unknown visitor might land on a bank’s business
loan web page, and by the time the visitor navigates back to the
home page they would see personalized content for loans and related
offers. As this user engages with suggested content and provides
their email or name, their profile would update in real time so the
bank's sales reps could send the prospect a relevant white paper to
aid their search for a business loan.
Unified AI assistants powered by trusted data and
metadata
Salesforce’s Einstein Copilot for Marketers and Copilot for
Merchants are unique within the industry because they are unified
conversational AI assistants built on the Einstein 1 Platform,
grounded in company-specific data stored within Data Cloud, and
connected to Salesforce metadata.
A typical LLM can’t find the relevant output just from the data.
It has to know what promotion, territory, customer, and other
concepts mean and where to locate the relevant data to fulfill the
prompt. Einstein Copilot uses this metadata to interpret the user’s
prompt with complete context, working with the LLM to choose the
relevant fields – in this case, for the product promotion email
sent to the customer segment.
The Einstein Trust Layer safeguards the confidentiality of the
data within these responses, preventing the LLM from retaining any
of the information provided. This allows the LLM to access the
necessary business-related data to respond to inquiries while
enabling the business to maintain security, privacy, and governance
over their 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 allows us to give our customers the personalized, VIP
experience they expect, as we look to grow and enable our AI
enterprise.” — Matthew Randall, Head of Software and Integration,
Aston Martin
Availability
- Einstein Copilot for Marketers will be generally available in
summer 2024.
- Copilot for Merchants will be available in beta in fall
2024.
- Data Cloud for Commerce will be generally available in summer
2024 for B2B commerce customers and fall 2024 for B2C commerce
customers.
- Einstein Personalization will be available for restricted
general availability in summer 2024.
Learn more:
- Tune into Connections on Salesforce+
- Learn more about Salesforce Marketing Cloud
- Discover more about Salesforce Commerce Cloud
Any unreleased services or features referenced here are not
currently available and may not be delivered on time or at all.
Customers should make their purchase decisions based upon features
that are currently available.
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version on businesswire.com: https://www.businesswire.com/news/home/20240522670149/en/
Wyatt Fay Product PR, Salesforce 2065616651
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