It’s likely that you’ve noticed a rise in “copilots” from major technology vendors. In essence, copilots use generative AI to work alongside human users like virtual assistants. Not surprisingly, Salesforce is no exception to this trend of making generative AI more accessible to people interfacing with its technology every day. Salesforce Copilot has made an appearance on multiple occasions that demonstrated its application in scenarios across a typical organization.
We first met Einstein Copilot in its infancy over a year ago. Back then, Copilot for marketing was able to dynamically generate personalized content across email, mobile, web, and advertising; now, we’re looking at a wider range of use cases, such as generating audience segments from your database in natural language (i.e. having a conversation with AI). This isn’t a guide that will go into the specifics of Salesforce’s Copilot and its progression; instead, we want to explain what Einstein Co-Create does, and how it’s an extension of Copilot.
Einstein Co-Create
It’s been a big month or two for the Salesforce marketing community. While Data Cloud continues to harbor the spotlight, the Marketing Cloud Growth Edition announcement also got everyone talking.
One feature of Marketing Cloud Growth Edition is Einstein Co-Create. Similar to Copilot, this enables users to interact in natural language (as mentioned, like having a conversation with someone) to generate email copy, build landing pages, produce segments, and more.
The main difference between Co-Create and Copilot is the starting point. Co-Create kicks into gear when marketers first begin creating a campaign in Marketing Cloud Growth Edition, presenting a number of options, including “Single Send with Einstein”, where you will dive straight into a chat window to converse with Einstein.
Aside from message generation, you can produce campaign briefs detailing who you want to engage with and what the desired outcome is. You can see examples of both of these below:
Summary
The Marketing Cloud Growth Edition announcement got everyone talking, especially due to its simplified, end-to-end campaign planning and building guided steps. Co-create is the generative AI feature that makes this possible – which we are sure will see much more of in the future.