Salesforce brings new generative AI tools to marketers

Dive Brief:

Salesforce, the consumer relationship management (CRM) platform, debuted two new products, Marketing GPT and Commerce GPT, per a press release. The new offerings pair the company’s first-party data from Data Cloud with generative artificial intelligence (AI).
With Marketing GPT, marketers will be able to automatically generate personalized emails and create audience segments, among other tools. With Commerce GPT, marketers will be able to generate personalized shopping experiences and offers customized to the consumer.
Each of the new tools under Marketing GPT and Commerce GPT will become available through the course of 2023 and 2024. The move arrives as many brands continue to explore the ways AI can transform operations, including the efficiency of employees.

Dive Insight:

Salesforce is growing its footprint in the AI space with a host of products set to be released over the coming months. The marketing-based and commerce-based tools are meant to help streamline the process for the platform’s users. The move is backed by research cited in release details finding that 60% of marketers believe generative AI will transform their role, and 71% believe it will help them focus on more strategic work.

“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,” said David Schmaier, president and chief product officer at Salesforce, in a press release.

Marketing GPT is intended to streamline the workload of developing personalized communications to target consumers. With one tool, Segment Creation, marketers will be able to more quickly create audience segments and use natural language to help improve targeting. Another, which handles content creation for emails, will help to auto-generate personalized emails. Segment Intelligence for Data Cloud automatically connects first-party data, revenue data and third-party data to provide a stronger overview of audience engagement.

Additional offerings in the Marketing GPT suite include a tool designed to automatically resolve consumer identities and segments for accuracy, while also refreshing segments in Data Cloud. Marketers will also be able to use Typeface AI’s content platform to create contextual visual assets based around brand voice, style guidelines and messaging.

With Commerce GPT, users will be able to automate growth with Goals-Based Commerce, which relies on Data Cloud, Einstein AI and Flow to help marketers reach set goals by offering actionable insights. Dynamic Product Descriptions automatically fills in missing catalog data with relevant, auto-generated product descriptions, while Commerce Concierge is meant to help consumers more easily find products through natural language interactions spanning from digital storefronts to messaging apps.

Along with the new tools, Salesforce partners including Media.Monks, Slalom, NeuraFlash and DEPT are working to build new accelerators, large language and data models and other tools in effort to streamline Marketing GPT and Commerce GPT for businesses.