Salesforce enhances Einstein Copilot AI for marketers and salespeople

Salesforce announced an expansion of Einstein Copilot capabilities, introducing new features tailored specifically for marketers and salespeople.

Einstein Copilot, Salesforce’s conversational AI assistant, will now help companies with everyday marketing and merchandising tasks, in addition to existing sales and service tools. The new toolkit aims to unify business and commerce data while offering an AI-powered personalization decision engine that helps companies tailor customer interactions using data from various sources.

Ariel Kelman, president and chief marketing officer of Salesforce, noted: “Marketing and commerce leaders need a trusted advisor to help them realize the promise of generative AI. Thanks to the Einstein 1 platform, we give organizations the opportunity to unify all data on one trusted platform. This is the key to achieving generative AI results that are truly useful in growing your business.”

Recent research highlights the need for such technological advancements. Although 80% of customers believe that customer experiences should be better given the amount of data companies collect, 75% of IT organizations struggle to integrate data insights into user experiences. Additionally, only 31% of marketers feel fully satisfied with the possibility of unifying customer data sources.

Salesforce’s new capabilities aim to address these challenges. Einstein Copilot for Marketers simplifies the campaign creation process by automatically generating marketing briefs, content and email campaigns. Reduces time to market with automatically generated responses based on customer data. For example, a clothing retailer can effectively create a campaign to attract previous customers with targeted product offers using this AI assistant.

Similarly, Einstein Copilot for Merchants focuses on increasing merchant productivity by streamlining trading tasks. With natural language suggestions, it simplifies storefront setup and generates personalized promotions to increase customer satisfaction and conversion rates. For example, an air conditioning manufacturer can use this feature to create product detail pages and AI-generated product descriptions that are optimized for SEO.

Data Cloud for Commerce offers retailers a unified view, harmonizing enterprise data with customer data. This integration helps sellers increase revenue and efficiency with AI-powered analytics and automation. For example, a cosmetics retailer can use this feature to send personalized promotions to first-time shoppers and identify top-performing products by region.

Einstein Personalization, a new AI-powered decision engine, enables brands to leverage real-time customer data to execute marketing campaigns that automatically trigger personalized content. For example, a bank can personalize content for an unknown visitor browsing a business loan website by updating their profile in real time as the visitor interacts with the site.

Salesforce innovations stand out because they are built on the Einstein 1 platform, leveraging company-specific data stored in the data cloud and connected to Salesforce metadata. This ensures that the output generated by AI is contextually accurate and effectively fulfills user commands. Einstein’s trust layer provides an additional layer of security by ensuring confidentiality and governance of the business data used to generate responses.

These new features have been warmly welcomed by customers. Matthew Randall, director of software and integration at Aston Martin, noted: “Salesforce allows us to combine our trusted data from across our business to provide every current and future Aston Martin driver with a high-quality, tailored experience.”

Einstein Copilot for marketers and salespeople, Data Cloud for commerce and Einstein Personalization are scheduled to be rolled out in different phases in winter 2024 and spring 2024.