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Breaking News: Salesforce Announce Marketing GPT

By Lucy Mazalon

Marketing GPT is the next addition to the AI capabilities that Salesforce are adding under the Einstein GPT ‘umbrella’. With Marketing GPT, Salesforce aims to give marketers an AI-connected user interface that augments campaign brief conception, audience/segment discovery, and content creation. 

By accelerating the most time-consuming and mundane tasks, marketers are freed to flex their creative muscles not only by gaining efficiency in their days, but also by being able to scale content creation to achieve more advanced personalization.

Marketer users will interact with GPT by using natural language – conversational prompts that continually refine results until the marketer is satisfied with the information. This emphasizes the importance of keeping the human ‘in the loop’ as the decision maker with each interaction. 

The question on many minds is: how can you adopt AI in a meaningful way for your organization? The use cases that Marketing GPT caters to encourage rapid user adoption. Let’s take a look at what the launch of Marketing GPT has in store…

Segment Creation 

Marketers are given the ability to create audience segments quickly and improve targeting using natural language prompts to query Data Cloud, Salesforce’s CDP offering. Also, AI-driven recommendations guide marketers to generate the most impactful segments that are predicted to increase overall campaign engagement.

This accelerates a significant chunk of what has been time-consuming with regards to segmentation – namely discovering what has worked historically by scouring through rows of data to perform analysis, and writing queries for audience segmentation.

Availability: In pilot later this summer, GA in October 2023.

Email Content Creation

We saw the content creation use case when Einstein GPT was unveiled at Trailblazer DX earlier this year. Now, Salesforce has built on this assisted experience to build email body content, create subject lines, and more.

In action, as a marketer builds an email, they can: 

  • Generate messaging using content that was successful in past campaigns. This content delivery is powered by Data Cloud. 
  • Have GPT automatically add custom email components that are relevant to the prompt.
  • Adjustment copy and/or refine the tone rapidly. For example, they can generate three subject line variations, based on top performing emails. The marketer has the decision making power to accept the suggestions, or they can opt to A/B test. 

Then, there’s the new partnership between Salesforce and Typeface, a company that came into the limelight only a few months ago. Typeface delivers generative content (images and layouts) that are specific to your brand guidelines. This will be connected into existing Salesforce products.

Availability: In pilot in October 2023, GA in February 2024.

Segment Intelligence for Data Cloud 

Segment Intelligence steps in to help marketers understand campaign performance, relative to an audience segment. Prove ROI by automatically connecting first-party data, revenue data (from Salesforce Opportunities), with paid media data (Meta/Google).

Availability: Segment Intelligence for Data Cloud will be GA in October 2023.

Rapid Identity Resolution, Segmentation, and Engagement

This is a big step forward for personalization to deliver the right message at the right time. This is achieved by automatically resolving customer identities and refreshing segments in Data Cloud to ensure up-to-date accuracy. 

With this capability, you can build a complete understanding of users across devices, browsers, and channels. Using AI, discover users who have opted in to design multi-channel experiences where they will be considered as one individual.

Availability: Rapid Identity Resolution will be GA in October 2023. Rapid Segmentation will be GA later this summer.

Slack GPT for Marketing Collaboration

Last month, Salesforce announced Slack GPT, which will bring generative AI natively into the user experience to help users work smarter, learn faster, and communicate better.  

For marketing teams collaborating using Slack, you can take advantage of the Einstein GPT command /einstein-gpt to input a natural language prompt and have the answer presented. The example below shows a user who wants to find out the latest marketing stats (this particular data is from Tableau GPT, however, Einstein GPT can surface answers from wherever the data ‘lives’ in Salesforce).

Einstein GPT can also proactively make recommendations in Slack, for example to bring the colleague into the conversation.

Google Cloud Platform Partnerships (for Data Cloud)

Salesforce recognizes that customers could have data in external systems. The new partnership with Google Cloud Platform allows organizations to bring data and large language models (LLMs) from Google, to support what happens within Salesforce.

  • BigQuery: This is a secure link between Data Cloud and the data outside of the Salesforce platform – to have it show up in Salesforce as if it is stored there. You can query first-party (known) CRM data, and other data stored in the Google Cloud Platform, directly and use within Salesforce Data Cloud. 
  • Vertex AI: Build AI models in Vertex, then bring those models into Salesforce to be used alongside Salesforce data. 
READ MORE: Salesforce Extends Data Cloud With Google Cloud Platform Partnership

Final Thoughts

Let’s return to the question: how can you adopt AI in a meaningful way for your organization? As we’re seeing today, the use cases that Marketing GPT caters to encourages rapid user adoption. 

Marketing GPT accelerates multiple tasks involved in campaign creation – from discovering what has worked historically (instead of scouring through rows of data), to audience segmentation, to queries and analysis. This functionality makes time-consuming content creation quick and scalable. And most of all, Salesforce is minimizing barriers by providing the tools right there, within the user interface. 

You may be thinking: “do we need to invest in Data Cloud to take advantage of Marketing GPT?”. That’s a sensible question, as Data Cloud has been mentioned at every turn. Data Cloud is at the foundation that connects different ‘clouds’ across the platform, however, not all customers have purchased/licensed Data Cloud. Customers will be able to use GPT functionality, regardless of whether they are using Data Cloud directly – but of course, this all becomes even stronger with Data Cloud as a personalization and data unification platform. 

Finally, what about data privacy and security? A looming concern for many organizations. Not all customers have to enable Einstein GPT – the choice is in your hands. Salesforce designed with trust and safety as a primary driver, principles that are considered differentiators to some other generative AI providers on the market. Salesforce are staying abreast of potential regulations, and their product/technology teams are aligned on where the landscape is moving. As we’ve seen with the Google Cloud partnership, Salesforce recognizes that customers could have data in external systems, and are providing ways to securely transfer data in and out of the Salesforce platform. 

READ MORE: Salesforce Unveils Commerce GPT: Goals-Based Commerce, Concierge (and More)

The Author

Lucy Mazalon

Lucy is the Operations Director at Salesforce Ben. She is a 10x certified Marketing Champion and founder of The DRIP.


    June 08, 2023 5:03 pm
    Will any of this be integrated into Account Engagement?
    Lucy Mazalon
    June 26, 2023 8:49 am
    Currently, the demo showed at Connections was for Marketing Cloud Content Builder and Data Cloud. For Account Engagement... watch this space!

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