Aston

2024

Salesforce has announced an expansion of its conversational AI assistant, <a href="https://www.salesforce.com/einsteincopilot" target="_blank" rel="noreferrer noopener">Einstein Copilot</a> capabilities by introducing new features for marketers and merchants. 
The newly introduced features include new tools for unifying business and commerce data and a new AI-powered personalization decision engine that helps companies personalize customer interactions at every touchpoint using data from any source. 
A major one is a GenAI-powered “personalization decision engine”, which enables companies to tailor customer interactions at every touchpoint using data from any source. 
“Marketing and commerce leaders need a trusted advisor to help them tap into the promise of generative&nbsp;AI,”&nbsp;said&nbsp;Ariel&nbsp;Kelman,&nbsp;President&nbsp;and&nbsp;CMO&nbsp;of&nbsp;Salesforce.&nbsp;“With&nbsp;the&nbsp;Einstein&nbsp;1&nbsp;Platform,&nbsp;we are giving organizations the power to unify all of their data on one trusted platform. This is the key to getting results from generative AI that are useful in driving your business forward.” 
As far as the Einstein Copilot advancements are concerned, Salesforce is leveraging generative AI (GenAI) to equip its assistant with marketing and merchandising capabilities, alongside its traditional sales and service functions. 
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Similar: <a href="https://technext24.com/2024/03/14/needs-done-build-career-paths-women-ai/">Insights from Salesforce, Uber, Huawei on what needs to be done to build career paths for women in AI</a> 
<h5 id="what-is-new-on-einstein-1" class="wp-block-heading">What is new on Einstein 1?</h5> 
&nbsp;By unlocking and unifying all of their organization’s trapped data on a single platform, brands&nbsp;can&nbsp;harness&nbsp;trusted&nbsp;AI&nbsp;to&nbsp;personalize&nbsp;every&nbsp;customer&nbsp;engagement&nbsp;across&nbsp;marketing,&nbsp;commerce, sales, and service. 
The innovations include: 
Einstein&nbsp;Copilot&nbsp;for&nbsp;Marketers:&nbsp;This is&nbsp;a&nbsp;trusted&nbsp;AI&nbsp;assistant&nbsp;that&nbsp;has&nbsp;pre-built&nbsp;actions&nbsp;to&nbsp;simplify&nbsp;the campaign creation process by automatically generating marketing briefs, content, and email campaigns.&nbsp;It&nbsp;also&nbsp;helps&nbsp;marketers&nbsp;accelerate&nbsp;time-to-market&nbsp;with&nbsp;auto-generated&nbsp;responses grounded in customer data and aligned to brand voice. 
For example, a clothing retailer could use Einstein Copilot for Marketers to efficiently spin&nbsp;up&nbsp;a&nbsp;campaign&nbsp;to&nbsp;entice previous&nbsp;customers&nbsp;to return&nbsp;with&nbsp;targeted&nbsp;product&nbsp;offers. 
To&nbsp;do&nbsp;so,&nbsp;they&nbsp;would&nbsp;use&nbsp;an&nbsp;AI&nbsp;prompt&nbsp;to&nbsp;build&nbsp;a&nbsp;campaign&nbsp;brief&nbsp;that&nbsp;provides&nbsp;campaign objectives, KPIs, target audience, and initial content for campaign assets. From there, they would create the segment and select audience attributes, hone their email content, and deploy the campaign all from one conversational console. 
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Einstein Copilot for Merchants:&nbsp;This is a trusted&nbsp;AI assistant that makes merchandisers more productive by simplifying commerce tasks. Using natural language prompts, it streamlines storefront&nbsp;setup&nbsp;and&nbsp;generates&nbsp;personalized&nbsp;promotions&nbsp;to&nbsp;delight&nbsp;customers&nbsp;and&nbsp;drive&nbsp;higher conversion rates. 
It also surfaces insights to improve product discoverability and provides AI-powered SEO recommendations to increase revenue. 
For&nbsp;example,&nbsp;an&nbsp;air&nbsp;conditioning&nbsp;manufacturer&nbsp;can&nbsp;use&nbsp;Einstein&nbsp;Copilot&nbsp;for&nbsp;Merchants&nbsp;to quickly create&nbsp;a product detail page for their new&nbsp;HVAC equipment line by using&nbsp;natural language&nbsp;prompts&nbsp;and&nbsp;including&nbsp;AI-generated&nbsp;product&nbsp;descriptions&nbsp;that&nbsp;are&nbsp;optimized&nbsp;for SEO. 
The merchant can also optimize sales with auto-generated, multilingual targeted promotions that are based on buyers’ locations and past purchases. 
Data Cloud for Commerce: This&nbsp;enables retailers to harmonize enterprise data – like product details, inventory&nbsp;status,&nbsp;and&nbsp;transactional&nbsp;history with&nbsp;customer&nbsp;data&nbsp;to&nbsp;create&nbsp;a&nbsp;single&nbsp;view&nbsp;to&nbsp;access and leverage across the entire customer journey. 
This allows merchants to boost revenue and efficiency with insights from AI-powered analytics and automation to guide key business decisions, like choosing to bundle underperforming products or sending abandoned carts and back-in-stock notifications. 
A beauty retailer, for example, could use Data Cloud for Commerce to create and activate segments&nbsp;of&nbsp;first-time&nbsp;shoppers&nbsp;who&nbsp;made purchases&nbsp;of&nbsp;less&nbsp;than&nbsp;$25 and&nbsp;then send them personalized promotions to encourage repeat purchases and increase loyalty. 
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The beauty retailer could also identify the highest-performing products by region and&nbsp;available&nbsp;inventory&nbsp;to&nbsp;determine&nbsp;the&nbsp;best&nbsp;items&nbsp;to&nbsp;bundle&nbsp;together&nbsp;to&nbsp;grow&nbsp;average order value (AOV). 
Einstein&nbsp;Personalization&nbsp;is&nbsp;a&nbsp;new AI-based&nbsp;decision&nbsp;engine that allows&nbsp;brands&nbsp;to leverage real-time&nbsp;customer&nbsp;data&nbsp;from&nbsp;Data&nbsp;Cloud&nbsp;to&nbsp;deliver&nbsp;marketing&nbsp;campaigns&nbsp;that&nbsp;automatically&nbsp;trigger the next best&nbsp;offers&nbsp;and&nbsp;personalized&nbsp;content –&nbsp;no&nbsp;matter&nbsp;where a&nbsp;customer&nbsp;engages&nbsp;with&nbsp;a&nbsp;brand or organization. 
For&nbsp;example,&nbsp;an&nbsp;unknown&nbsp;visitor&nbsp;might&nbsp;land&nbsp;on&nbsp;a&nbsp;bank’s&nbsp;business&nbsp;loan&nbsp;web&nbsp;page,&nbsp;and&nbsp;by the time the visitor navigates back to the home page they would see personalized content for loans and related offers. 
As this user engages with suggested content and provides&nbsp;their&nbsp;email&nbsp;or&nbsp;name,&nbsp;their&nbsp;profile&nbsp;would&nbsp;update&nbsp;in&nbsp;real-time&nbsp;so&nbsp;the&nbsp;bank’s&nbsp;sales reps could send the prospect a relevant white paper to aid their search for a business&nbsp;loan. 
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“Salesforce allows us to fuse our trusted data from across our business to deliver tailored quality experiences to every current and future Aston Martin driver. The Einstein 1 Platform&nbsp;allows&nbsp;us&nbsp;to&nbsp;give&nbsp;our&nbsp;customers&nbsp;the&nbsp;personalized,&nbsp;VIP&nbsp;experience&nbsp;they&nbsp;expect,&nbsp;as&nbsp;we look to grow and enable our AI enterprise”, Matthew Randall, Head of Software and Integration, Aston Martin said about the solution 
Salesforce also announced that Einstein&nbsp;Copilot&nbsp;for&nbsp;Marketers&nbsp;will&nbsp;be&nbsp;generally&nbsp;available&nbsp;in&nbsp;the summer&nbsp;of 2024. Copilot&nbsp;for&nbsp;Merchants&nbsp;will&nbsp;be&nbsp;available&nbsp;in&nbsp;beta&nbsp;in&nbsp;the fall&nbsp;of 2024. It also indicated that Data Cloud for Commerce will be generally available in the summer of 2024 for B2B commerce customers and in the fall of 2024 for B2C commerce customers. 
Einstein&nbsp;Personalization&nbsp;will&nbsp;be&nbsp;available&nbsp;for&nbsp;restricted&nbsp;general&nbsp;availability&nbsp;in&nbsp;the summer&nbsp;of 2024.

Salesforce unveils new marketing, data and AI capabilities in Einstein 1

Technext.ng

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