For organizations using Salesforce, text messaging is a powerful tool for engaging with stakeholders. Yet, even with its high open and response rates, SMS still has its challenges.
Some of SMS’s friction points can be alleviated by employing AI tools, allowing you to move from basic, generic messages to brilliant, personalized conversations.
But before exploring use cases, it’s crucial to address the issue of AI trust. With many businesses understandably concerned about the safety and security of AI, a solid framework is non-negotiable.
This practical guide will help you build a foundation for responsible AI use in SMS, covering everything from selecting the right models to establishing a continuous feedback loop.
The Current State of Texting and AI
1. Texting Has Overtaken Email
The data on business texting is clear. Audiences prefer to text and engage at higher rates than with email. The SMS channel boasts a 98% open rate and an 18% click-through rate, dwarfing email’s modest 2.5%.
The immediacy of a text message is unmatched, with 77% of respondents doing so within 10 minutes.
2. AI Is Enhancing Everywhere
It isn’t just a buzzword anymore. Generative AI, in particular, is actively being adopted by leading organizations to enhance their tech stacks.
Around 75% of Salesforce customers are already using or planning to use some form of generative AI in their business processes. Of those using it, 76% are leveraging AI for basic content creation and copywriting, like for emails and texts.
However, for many, the path to adoption is blocked by a critical concern: trust. A substantial 64% of non-users cite safety and security as a major barrier to greater implementation.
3. Responsible AI Use in SMS
AI is rapidly evolving, and trust isn’t just a nice-to-have – it’s the most critical pillar in your foundation of AI adoption. To leverage AI responsibly, you need a solid framework to guide your strategy.
This framework should be built on three key pillars: selection, development, and deployment.
The process begins with selecting suitable AI models and partners who prioritize security and transparency. Review the safety features of the model and best practices to avoid hallucinations. Also, take time to learn each provider’s data retention policies.
From there, you must dedicate time and a safe environment for development, allowing for thorough testing and adjustments. Experiment with realistic scenarios using datasets that cover typical and edge cases.
During deployment, a phased rollout can help you monitor performance and stakeholder reception. Be prepared to update your models and refine safety protocols based on real-world performance.
Finally, after deployment, establishing a continuous feedback loop is crucial for evaluating both the safety and the business impact of the solution.
This is the very approach that Mogli has taken within our own organization, and it’s what we recommend when you pair AI with a high-impact channel like SMS.
Where AI and SMS Overlap
Today, stakeholders are overwhelmed by the sheer volume of information always available to them.
In an effort to break through the noise, many organizations are refining their communication strategies. They are choosing higher engagement channels, like SMS, and choosing to deliver just what stakeholders need to know, minus the fluff, as fast as possible.
As a utility, generative AI succeeds by providing an experience that’s lightning-fast, personalized, and hyper-relevant. As a communication channel, SMS succeeds for the same reasons.
These shared characteristics are the key to creating Salesforce SMS automations that both reach your stakeholders and motivate them to take action.
Practical Applications of AI With Salesforce Business Texting
Here are four prominent use cases for Generative AI-enhanced SMS that we’re currently exploring with our clients at Mogli.
1. Conversation Summaries
Generative AI is excellent at distilling conversations, highlighting key topics, and formatting to preference.
This makes it an extremely useful tool to stay updated on lengthy conversations and extract key points, either with clients or internally.
2. Message Recommendations
Correspondence speed is critical for keeping stakeholders engaged over SMS, and GenAI excels at enabling this.
Use it to help keep conversations moving forward by generating contextually relevant messages formatted to match your voice and goals.
3. Translation
Generative AI can leverage translation services to empower your team to communicate in their native language while also delivering messages in the preferred languages of your recipients.
This is a powerful tool for overcoming language barriers and expanding services into new markets.
4. Agentic Experiences
By conducting your agentic experiences through SMS, you provide your stakeholders with the fast, personal, and hyper-relevant communication experience they’re looking for.
It eliminates the need for your stakeholders to navigate to a separate portal, website, or even app to access the agent and get the support or information they need.
Final Thoughts
This is just the beginning. As AI continues to develop, more opportunities to enhance your stakeholders’ experiences over the SMS channel will follow.
If you’re looking for an SMS solutions provider that responsibly leverages the power of AI, reach out to our team at Mogli. It’s our mission to make texting on Salesforce easy, period.
