Salesforces’ new AI-based integration is now available for use in the company’s “Marketing Cloud” software. The additions announced today include Einstein Engagement Scoring in Salesforce CDP, Interaction Studio models, and Datorama connectors.
This move aims to make third-party data the trusted foundation of Salesforces’ digital strategy, aimed at maximizing its marketing impact with unified analytics. It’s the result of Salesforce’s work to combine Slack, the already popular business communications platform, with its new AI strategy.
All of Salesforce’s new products work to bring artificial intelligence into the platform. Salesforce CDP acts as an “enterprise customer data platform that energizes interactions with customers everywhere,” according to Salesforce. New Interaction Studio models deliver personalized web, mobile and portal experiences based on real-time engagement. Additionally, Datorama Connectors and Apps for Salesforce CDP and Interaction Studio empower marketers to understand the business impact of their data-driven proprietary marketing and advertising.
“Brands that have accelerated success during the pandemic are data-driven, embrace AI, prioritize privacy, and find agile ways to collaborate across their organization,” said Michael Kostow, EVP & GM, Marketing Cloud, Salesforce. “By combining Marketing Cloud’s new AI innovations with Slack, businesses can quickly deliver highly personalized and relevant messages, build trusting relationships with customers, and drive growth.
According to a study by Salesforce, 60% of customers are open to using AI to improve their experience. Top marketers’ AI use cases include driving recommendations, personalizing the overall customer journey, and automating interactions with customers. Using internal research combined with the company’s “Einstein Engagement Score” metric allows companies to track users based on their likelihood of engaging or not engaging in an event. For example, marketers can use Einstein engagement scores in Salesforce CDP to omit users unlikely to interact with email or mobile, and instead use other channels like advertising or email. social media to interact with them.
Salesforce’s new Marketing Cloud offerings also allow marketers to help their customers in real time. According to Salesforce, customers will also be able to create relevant content with the help of AI in seconds using the company’s new designer Einstein, which is expected to be available early next year – to create Relevant content with AI in seconds using variations of available images, copy, and titles.
Current users of the recently announced products include HBO Max, Momentive, and Boston Scientific.