Sales teamreveals Marketing GPTAnd GPT for trading. The new marketing solution enables marketers to automatically generate personalized emails, smarter audience segments and marketing journeys.
- Commerce GPT enables brands to deliver personalized shopping experiences and offers tailored to their customers’ needs, using GPT-powered dynamic buying journeys.
- Research shows that marketers expect generative AI to save them more than five hours of work per week – the equivalent of more than a month per year.
The chief executive officer of a large service company in India was once asked why customer emails were not personalized and his response was that it was a problem to personalize content at scale. The company continues to send “Dear Customer” emails even today. Artificial intelligence and
Global CRM major Salesforce today unveiled two such products that enable content personalization at scale for Internet businesses. With technology companies quickly embracing language models such as GPT (generative pre-trained transformer), the problem of personalization at scale can easily be solved.
Artificial intelligence has been around for a while and companies have used these intelligent tools to engage with their consumers, better supported by their own historical data. But with GPT it is possible to turn data intelligence into action. Salesforce believes that one of the many challenges Internet businesses face is creating personalized content at scale and quickly coming up with promotional materials that are appropriate for different customer segments.
At its annual Salesforce Connections jamboree this year, the CRM company unveiled solutions to solve many of these problems. Key offerings include: Marketing GPT, Commerce GPT, Segment Intelligence For Data Cloud, Rapid Identity Resolution and Segmentation, and Commerce Concierge Experience. These are all aimed at Internet companies that want to better serve their customers across all channels.
According to the Salesforce research, marketers estimate that generative AI will save them more than five hours of work per week – the equivalent of more than a month per year*. But while they see the technology as transformative for their role, marketers also note that human oversight, reliable customer data, and training are critical to using it successfully.
Marketing can be tedious because companies have to analyze huge amounts of data before they can create promotional materials. Since Salesforce already offers cloud services where customer data resides, it has layered its AI capabilities on top of this offering to personalize content and experiences for customers. Stephen Hammond, EVP and GM Cloud Services, addressed the media: “We are excited to launch Marketing GPT, our new AI-connected system that connects AI with data to CRM using the world’s most trusted CRM system. This system brings together the combination of AI from our legacy systems and machine learning to build deep personalization at scale. This will be combined with natural language that will enable marketers to engage with AI in a way they can create content and connect with their consumers.”
Internet companies are now seeing a lot of momentum in customers’ connected journey – from marketing to commerce to service. Artificial intelligence today enables companies to connect with consumers at scale by personalizing experiences. Salesforce has been able to enable businesses to move from software to the cloud and is now pioneering the shift from cloud to AI, Hammond said.
The reason why Salesforce is able to create a system that can distribute personalized content so quickly is because of Salesforce’s underlying system that stores its customers’ data across marketing, commerce, service, and sales systems. In one system you get a complete picture of the consumer thanks to the data that is in the cloud. For companies that want to use these AI products from Salesforce, adequate measures are in place to protect consumer data, which will never be shared with third parties.
Salesforce also launched Rapid Identity Resolution and Segmentation. Consumers enjoy engaging with brands across a variety of devices. With Salesforce’s rapid identity resolution and segmentation, users can identify customers across devices while still delivering personalized experiences. This rapid identity identification segmentation enables systems using AI to discover users.
One of the most difficult content creation challenges is the ability to create the right kind of content that can appeal to the broad audience. It was a challenge to come up with subject lines and main content on a large scale. By using GPT now, companies can provide an assisted experience to marketers that can engage consumers by using AI to create content at scale.
Salesforce has a new offering that helps companies achieve their business goals faster using Commerce GPT. Michael Affronti, SVP and GM Cloud Commerce at Salesforce, announces the launch of the Commerce GPT platform. He said: “We have rebuilt our commerce cloud with AI, data and CRM technology. Customers simply need to type in the instruction that they want to liquidate an obsolete product line and Commerce GPT will understand the intent and recommend store front designs, merchandising setups and promotions within the marketing cloud.
Salesforce is also launching a Commerce Concierge Experience, an application experience built on top of Commerce GPT that will provide a kind of white-glove concierge experience using bot technology and generative technology to help our customers achieve one-to-one personalization experience when reaching their customers on almost any messaging channel. According to Affronti, “It is the next customer interaction platform when it comes to brands engaging with consumers.”
Artificial intelligence may be the next big disruptor in business, but each of these steps will require human intervention. However, digital marketing companies should beware as GPT can create content at scale much faster.