Salesforce has announced an expansion of its conversational AI assistant, Einstein Copilot capabilities by introducing new features for marketers and merchants.
The newly introduced features include new tools for unifying business and commerce data and a new AI-powered personalization decision engine that helps companies personalize customer interactions at every touchpoint using data from any source.
A major one is a GenAI-powered “personalization decision engine”, which enables companies to tailor 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 are 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 useful in driving your business forward.”
As far as the Einstein Copilot advancements are concerned, Salesforce is leveraging generative AI (GenAI) to equip its assistant with marketing and merchandising capabilities, alongside its traditional sales and service functions.
What is new on Einstein 1?
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.
The innovations include:
Einstein Copilot for Marketers: This 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: This 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 product 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 including 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: This 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 carts 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 repeat purchases and increase loyalty.
The beauty retailer could also identify the 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 the 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.
“Salesforce allows us to fuse 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 said about the solution
Salesforce also announced that Einstein Copilot for Marketers will be generally available in the summer of 2024. Copilot for Merchants will be available in beta in the fall of 2024. It also indicated that Data Cloud for Commerce will be generally available in the summer of 2024 for B2B commerce customers and in the fall of 2024 for B2C commerce customers.
Einstein Personalization will be available for restricted general availability in the summer of 2024.
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