Artificial intelligence (AI) is capturing the attention of marketers everywhere. A recent Salesforce survey of over 1,000 marketers across the U.S., U.K., and Australia found that 71% believe generative AI will allow them to focus on more strategic work, and 70% believe generative AI will increase their productivity. But many marketers still find themselves unsure of how to get the most value out of the technology.  

In this article, we’ll be highlighting some of the best AI-powered tools coming to Salesforce Marketing Cloud and discuss how you can get the most value out of them.

Personalize Every Campaign and Shopping Experience with Marketing GPT & Commerce GPT

At the 2023 Connections conference, Salesforce announced their latest generative AI product offerings, Marketing GPT and Commerce GPT. Arriving later this year, these tools will not only save marketers time, but also empower them to deliver more personalized, relevant, and engaging experiences across every channel and touchpoint.

Marketing GPT: Deliver Relevant and Engaging Experiences Across Every Touchpoint

Based on your 1st party data located in Salesforce Data Cloud, Marketing GPT works across your Marketing Cloud instance, providing actionable insights on your customers and segments.  

Combining AI and data with your Salesforce CRM, you can equip your marketing team to:  

• Work smarter with Segment Creation. This tool provides you with AI-driven segmentation recommendations based on demographics, engagement insights, and other Data Cloud data sources. Now, you’ll be able to quickly generate segments and improve targeting using natural language prompts.  

• Reduce your email workload with Email Content Creation. Like ChatGPT, you and your team can auto-generate personalized subject lines and 1-to-1 emails directly within Salesforce. This means that you can rapidly create different A/B tests and email templates to uncover what messaging better resonates with your audience.  
• Improve ROI with Segment Intelligence for Data Cloud. When Marketing GPT arrives, you’ll have access to AI-powered insights based on your 1st party, revenue, and 3rd party media data located in Data Cloud, providing you with a more comprehensive view of customer engagement.
• Deliver the right message at the right time with Rapid Identity Resolution, Segmentation, and Engagement. This new tool automatically resolves customer identities and refreshes segments in Data Cloud to help ensure you have access to the most up-to-date information on customers’ behaviors and preferences.  
• Leverage generative AI content with Typeface. Typeface can help you craft contextual visual assets for multi-channel campaigns, empowering you to provide unique experiences cross-channel for all your customers. Maintaining brand standards isn’t an issue since it can generate content based on your specific brand voice and style guides.

While you can’t jump into Marketing GPT quite yet, you don’t have to wait too long. Segmentation Creation is being piloted later this summer and will be available starting October 2023. Other tools, such as Email Content Creation and Rapid Identity Resolution will be available on a rolling basis, with rollouts beginning in October 2023 and continuing into February 2024.  

For more detailed information, please visit Salesforce’s press release.  

Commerce GPT: Craft Cutting-Edge Shopping Experiences

Commerce GPT enables marketers to deliver customized commerce experiences at every step of the buyer’s journey with auto-generated insights and recommendations based on unified real-time data.

This powerful platform will enable your team to:  

• Easily track and reach your goals with Goals-Based Commerce. This incredible tool empowers marketers to automate growth and conversion strategies while maximizing productivity. Based on the targets and goals you set, you can gain actionable insights and proactive recommendations, powered by Data Cloud, Einstein AI, and Flow, that detail how you can accomplish them. From improving margins to increasing average order value, you can guarantee that you have a helping hand that assists in delivering your desired outcomes.  
• Accelerate productivity with Dynamic Product Descriptions. Instead of having to write descriptions for all items missing categorized data, this functionality automatically fills in product descriptions tailored for each buyer, saving your team both time and creative energy.
• Revolutionize shopping and loyalty with Commerce Concierge. Now with personalized natural language interactions, shoppers can discover products effortlessly across all your channels, from digital storefronts to messaging apps.  

Commerce GPT’s tools are coming soon, with Dynamic Product Descriptions launching first in July. Commerce Concierge and Goals-Based Commerce’s launches will follow in February 2024. Though, Salesforce's AI efforts aren't stopping with just Marketing GPT and Commerce GPT.  

AI Cloud: Enterprise-Ready Generative AI Technology

Announced earlier this month, Salesforce is bringing the power of generative AI across their sales, service, marketing, commerce, and IT platforms with AI Cloud, which is their enterprise-ready suite of AI applications.  

Here’s what you can expect from this powerful suite of AI functionality:  

• Sales GPT promises to transform how sellers work by empowering them to sell faster, smarter, and more efficiently. Sellers will be able to generate tailored emails that exceed their customers’ needs, freeing them to focus on building relationships, closing opportunities, and increasing revenue.  
• Service GPT is focused on helping service teams spend less time on repetitive tasks and more on building customer loyalty at scale. By leveraging its AI capabilities, service teams can automatically generate service briefings, case summaries, and work orders based on trusted case data and customer history.  

• Slack GPT makes it easier than ever to integrate conversation AI natively in Slack. Users will be empowered to build no-code workflows with simple language prompts, opening up AI automations to everyone.  
• Tableau GPT will help marketers and data scientists better understand and interact with their data. Using simple language prompts, users can uncover deeper insights and data visualizations in a conversational manner.  
• Flow GPT empowers customers to generate complex workflows, such as one that notifies a sales rep when a lead has converted into an opportunity, with natural language prompts.  
• Apex GPT can enable developers and IT teams to accelerate their software development by generating intelligent Apex and LWC code with language prompts. Inform your IT team that they could code faster by using the platform to scan for code vulnerabilities and suggest inline codes—right in Salesforce’s development environment.  

With all these exciting generative AI-powered tools coming to Salesforce soon, crafting the ultimate customer experience may not be too far off for your team.  

Stay tuned to the Lev blog for the latest generative AI news and trends. In the meantime, if you want to learn more about how AI is revolutionizing marketing, read our blog on how AI is augmenting marketing as we know it. In this article, you’ll learn more about recent updates in the generative AI space, how it's changing current workflows, and how it could transform marketing in the future.

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