At Marketing In Asia (M.I.A), we’re all about bringing you the latest insights straight from the front lines of the marketing world. In an exclusive discussion with Steve Hammond, EVP & GM, of Marketing Cloud, we explore how the newly introduced Marketing GPT and Commerce GPT are poised to redefine the marketing and business landscape. With responses personally collected by M.I.A, we delve into the power of generative AI and the future of customer engagement.
Marketing and Commerce are entering a new era, Generative AI is here. If it’s not already in your business, it will be. And it’s an exciting time. Done right, with trusted data, generative AI can help every company realize their goals of driving growth with greater efficiency to build lasting customer relationships.
Steve Hammond, EVP & GM, of Marketing Cloud
The New Landscape: Marketing GPT and Commerce GPT
The dawn of Generative AI signifies a new era for marketing and commerce. Marketing GPT leverages this powerful technology to enable marketers to harness trusted first-party data from Data Cloud and craft smarter audience segments and personalized emails, revolutionizing customer engagement. On the other hand, Commerce GPT allows brands to create personalized shopping experiences and offer tailored solutions to meet their customers’ unique needs.
Segment Creation: A Marketing Revolution
The Marketing GPT system utilizes generative AI prompts to understand trends and generate relevant segments, seamlessly tapping into customer data from the Data Cloud. This secure method allows for improved targeting and email content creation, all while ensuring sensitive customer data is safeguarded through Salesforce’s Einstein GPT Trust Layer.
Marketing GPT and Commerce GPT — fueled by trusted and harmonized first-party data — will revolutionize how businesses interact with customers and at the same time dramatically improve employee productivity.
David Schmaier, Chief Product Officer, Salesforce
Commerce GPT: Crafting Customized Experiences
Commerce GPT provides businesses the power to create customized experiences at every step of the buyer’s journey. With dynamic product descriptions and a ‘Commerce Concierge’ feature, customers enjoy a tailored and engaging shopping experience. Imagine a tent buyer in Seattle receiving a product description highlighting the product’s waterproof capabilities – that’s the power of Commerce GPT.
Salesforce’s combination of trusted AI, data, and CRM has allowed us to deliver personalized customer engagement for over 10 years. We’re excited to leverage the latest innovations from Einstein GPT across marketing, commerce, and service to drive greater efficiency, increase productivity, and strengthen customer loyalty.
Vincent Wauter, CEO, Rossignol
Goals-Based Commerce: A Paradigm Shift
The concept of ‘Goals-Based Commerce’ brings a new dimension to business strategies. Brands can automate growth and conversion strategies, set targets, and receive actionable insights to meet them. Whether it’s offloading last season’s inventory, improving margins, or increasing average order value (AOV), Goals-Based Commerce is the tool that delivers results.
Goals-Based Commerce assesses the brand’s goal based on the given prompt – such as “how can most quickly offload last season’s existing inventory” – and then offers recommendations toward delivering desired outcomes, ranging from improving margins to increasing average order value (AOV). This is all powered by Data Cloud, Einstein AI, and Flow.
Steve Hammond
Salesforce-Google Partnership: Powering Businesses
The extension of the Salesforce-Google partnership promises to enhance businesses’ abilities to leverage their data and AI. With the integration between Data Cloud, Google Vertex AI, and Google BigQuery, companies can create unified profiles of their customers and deliver highly personalized experiences. The “bring your own AI model” approach empowers businesses to meet specific needs, like predicting buying behavior or churn likelihood, across their Salesforce Customer 360 data.
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AI and data are revolutionizing the way businesses operate and innovate, and together Salesforce and Google are empowering organizations to unlock the full potential of their trusted data, put AI insights into action, and personalize customer experiences like never before. This partnership paves the way for unprecedented innovation and business value for our customers.
David Schmaier
Future of AI with Salesforce-Google Partnership
The Salesforce-Google partnership aims to drive improvements in AI capabilities, leading to enhanced user experiences. For instance, a fashion retailer can deploy custom AI models using the new Data Cloud and Vertex AI integration, to predict customers’ buying behavior based on data from Salesforce Data Cloud and Google BigQuery. They can then deliver custom-tailored recommendations across preferred channels, creating an unprecedented level of personalized customer experience.
Google Cloud and Salesforce share a commitment to helping businesses accelerate their data-driven transformations. This new partnership brings together one of the world’s largest data clouds from Salesforce with analytics and AI capabilities from Google Cloud, and represents a significant leap forward in businesses’ ability to generate more value and insights from their customer data.
Thomas Kurian, CEO, Google Cloud
At the heart of the digital revolution, generative AI continues to push the boundaries of customer engagement, marketing efficiency, and commerce personalization. This transformative conversation with Steve Hammond offers a peek into the future where Marketing GPT and Commerce GPT redefine customer experiences, carving a new chapter in the marketing and commerce world.
