Salesforce introduces AI-driven features to their Marketing Cloud

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The updates aim to help marketers engage customers in real-time.

Salesforce this week unveiled a series of AI-powered enhancements to the Marketing Cloud. The new features seek to improve personalized messaging and engaging with customers in real-time. Several of the updates will improve Interaction Studio, This is the real-time engagement tool within the Marketing Cloud. 

Salesforce detailed the new features in a blog post on Wednesday. “Today, Salesforce introduced new AI-powered innovations for Marketing Cloud that help companies humanize every interaction.” they write. They also help customers “make trusted, first-party data the foundation of their digital strategy.” They can also optimize marketing impact with unified analytics, they add.

The innovations introduced include Einstein Engagement Scoring in Salesforce CDP, Einstein Designer, Interaction Studio Templates, and Datorama Connectors.

Companies need to deliver moments that are relevant and human in order to develop trusted relationships that build loyalty and grow revenue, they claim.

Balancing AI with Privacy

The blog also notes that 84% of marketers say that customer expectations are changing as digital experiences become more sophisticated. They conclude that “companies must harness the power of data and leverage AI— while also respecting privacy and using data with consent.”

Michael Kostow, EVP & GM, Marketing Cloud for Salesforce, commented on the new features. “Brands that have accelerated success during the pandemic are data-focused, embrace AI, prioritize privacy, and find agile ways to collaborate across their entire organization,” said Salesforce. “By combining Marketing Cloud’s new AI innovations with Slack, companies can quickly deliver highly personalized and relevant messages, build trusted customer relationships and drive growth.”

“Today’s news builds on the recently announced innovations that combine the power of Slack and Salesforce,” they add. Together, these two platforms “help marketers build digital HQs that transform collaboration and deliver insights fast, improve their strategies through streamlined workflows, and enable quicker decisions.”