By now, you’ve heard Salesforce CRM made big news at Connections 2023 by introducing Marketing and Commerce GPT, the latest generative AI products that extend and evolve Einstein’s predictive AI capabilities across every cloud.
The event’s core theme was CRM + Data + AI, positioning Salesforce as a unique player in the generative space. With 62% of customers expecting companies to anticipate their needs, organizations across various industries seek efficient and scalable ways to meet these expectations.
Commerce GPT, the next generation of Commerce Cloud, empowers brands to deliver deeply personalized shopping experiences, offers, and buying journeys. It enables brands to activate “commerce everywhere” in a more personalized and automated manner across every touchpoint.
Salesforce showcased various AI-powered sales and service apps, embedded shoppable social marketing on platforms like Instagram and TikTok, hybrid storefronts, GPT-powered personalized product descriptions (launching in July 2023), concierge services, promotions, and seamless “Pay now” one-click checkout experiences.
Getting to know Marketing GPT is crucial for organizations seeking a competitive edge. Marketing GPT enables brands to generate email content, audience segments, and customer journeys through AI.
Content creation, audience building, and data management have traditionally been manual processes. Marketing GPT automates these processes, allowing marketers to focus on creativity. Marketers can leverage the GPT functionality to query the system, build target audiences, enhance segments, create personalized email subject lines and content, scale personalized content generation, and enrich customer messages using CRM data.
GPT, powered by OpenAI, is a groundbreaking language model that revolutionizes the field of natural language processing. With its advanced capabilities, GPT enables organizations to elevate their marketing strategies to new heights. Whether it’s crafting compelling blog posts, social media captions, or email newsletters, GPT generates personalized and persuasive content that resonates with the target audience. Its natural language generation capabilities ensure that the brand’s voice and tone are maintained consistently across all communication channels.
GPT also excels in market research and analysis. GPT provides valuable insights into consumer trends, preferences, and behaviors by analyzing vast amounts of data. This information helps financial leaders optimize their marketing campaigns, identify new target markets, and stay ahead of the competition.
In addition, GPT streamlines customer interactions and improves customer service. Through chatbots or virtual assistants powered by GPT, organizations can now provide instant and accurate responses to customer inquiries, enhancing the overall customer experience and fostering customer loyalty.
Moreover, GPT enables teams to personalize their marketing efforts at scale. By leveraging customer data and AI-powered algorithms, GPT tailors marketing messages and recommendations based on individual preferences, increasing engagement and conversions.
Salesforce also highlighted the potential for AI to go beyond simply assisting in tasks like website creation; AI has become the website itself. With the correct CRM data, AI generates product images featuring actual customers wearing the products or matching products to specific locations, enhancing the shopping experience. AI also powers chat experiences facilitating two-way conversations, allowing customers to shop with AI assistants. Additionally, brands must consider optimizing their content for platforms like Bard or ChatGPT as AI becomes the new SEO.
However, it’s important to note that while GPT offers powerful capabilities, ethical considerations, and human oversight are crucial in its application. Organizations must ensure that the generated content aligns with their brands’ values and complies with legal and ethical standards.
To effectively leverage Commerce GPT and Marketing GPT, brands must create a clean and unified data foundation. Salesforce recommends prioritizing the establishment of an actionable data foundation through Salesforce Data Cloud to maximize the potential of these AI models.
Commerce GPT is a cutting-edge, AI-powered tool that transforms the landscape of online commerce. Built on advanced language models, Commerce GPT revolutionizes various aspects of the e-commerce industry, empowering organizations to enhance customer experiences, optimize operations, and drive growth.
One of the key advantages of Commerce GPT is its ability to provide personalized shopping experiences. By analyzing customer data, browsing history, and preferences, Commerce GPT generates tailored product recommendations that align with each individual’s interests and needs. This level of personalization not only improves customer satisfaction but also drives higher conversion rates and repeat purchases.
Commerce GPT also plays a crucial role in streamlining customer interactions and support. Through chatbots and virtual assistants powered by Commerce GPT, teams can provide instant and accurate responses to customer inquiries, guiding them through the purchasing process, answering product-related questions, and assisting with post-purchase support. This automation saves time and resources while delivering prompt and helpful customer service.
Moreover, Commerce GPT excels in generating engaging and persuasive product descriptions and marketing content. It generates compelling copy that showcases the unique features, benefits, and value propositions of products. This enables organizations to create captivating product listings, enticing advertisements, and informative content that drives customer engagement and boosts sales.
Learning about Commerce GPT entails going further in getting assistance with market research and competitor analysis. By analyzing vast amounts of data, including customer reviews, social media conversations, and market trends, Commerce GPT provides valuable insights into consumer preferences, sentiment analysis, and competitive intelligence. This data-driven approach empowers organizations to make data-informed decisions, identify market opportunities, and stay ahead of the competition.
However, responsible and ethical use of Commerce GPT is crucial. Teams must ensure that the generated content aligns with ethical guidelines, respects privacy, and avoids biases. Human oversight and continuous monitoring are essential to maintain trust and ensure the accuracy and fairness of AI-generated outputs.
Commerce GPT transforms online commerce by offering personalized recommendations, improving customer support, generating compelling content, and providing valuable market insights. By leveraging the power of Commerce GPT, organizations create exceptional shopping experiences, foster customer loyalty, and drive growth in the dynamic world of e-commerce.
The Power of Data Cloud and Analytics
At Connections, Salesforce showcased the power of recent enhancements in Data Cloud and Analytics to address the data gap marketers face. Marketers often struggle to combine disparate data sources to create a single customer view, which requires complex and costly processes across siloed systems and vast amounts of data. Data Cloud solves this challenge by seamlessly ingesting data from various sources in real-time or via batch processing, eliminating the need to move data around.
With connectors to platforms like Marketing Cloud, CRM, Google Cloud, Amazon, Azure, and POS systems, Data Cloud harmonizes and prepares the data in Data Spaces, enabling marketers to access a unified profile. This data is then utilized in Commerce GPT and Marketing GPT to activate campaigns and personalize experiences across multiple channels, including websites, emails, chat, VIP concierge services, and platforms like Google, Facebook, and Amazon.
Through its integration with Tableau, Data Cloud also offers marketing analytics, sales insights, and performance visualizations. It allows marketers to track outcomes such as email or media performance, customer lifetime value (LTV), and propensity to purchase. Data Cloud is available across every cloud, providing comprehensive data solutions.
With the growing prominence of AI, questions arise about trust, data privacy, and human involvement. Salesforce addresses these concerns by ensuring that AI models, including the Salesforce and brand-specific models, do not commingle customer data with other sources. The AI is designed to assist humans rather than replace them, with humans in the loop to guide AI actions. For instance, humans edit the content when using GPT-powered product descriptions as needed. Nevertheless, humans must validate that AI models align with brand values and goals and that the data is accurate, properly structured, and harmonized.
Salesforce emphasizes the importance of maintaining human oversight and involvement in ensuring the reliability and authenticity of AI recommendations and suggestions.
The integration of Marketing and Commerce GPT into organizational strategies can revolutionize how teams engage with customers and drive growth in the ever-evolving landscape of marketing and commerce. These advanced AI-powered tools offer personalized recommendations, streamline customer interactions, generate compelling content, and provide valuable market insights.
By leveraging the power of Marketing and Commerce GPT, organizations deliver tailored experiences, enhance customer satisfaction, and optimize marketing efforts to boost conversions and revenue. However, it is crucial to approach these technologies responsibly, ensuring ethical guidelines are followed, data privacy is protected, and human oversight is maintained. With the right balance of technology and human input, organizations can harness the full potential of Marketing and Commerce GPT to stay ahead of the competition, foster customer loyalty, and achieve sustainable growth in the digital era.
Salesforce’s introduction of Commerce GPT and Marketing GPT signifies a significant step towards revolutionizing customer interactions through generative AI. These innovations empower brands to deliver personalized experiences, automate manual processes, and leverage the power of data to drive better customer engagement and organizational success.
At Sirius Solutions, we take great pleasure in having an elite team of professionals who come together to generate tailored solutions for each client. We retain extensive experience and expertise with Salesforce CRM, catapulting your organization to new horizons.
Disclaimer: The availability of specific features and dates mentioned in this blog may be subject to change. Please refer to the official Salesforce announcements for the most recent information.