• by Ray Schultz , Columnist, January 15, 2024

Salesforce has debuted several AI-powered tools to help retailers serve their audiences. 

These new capabilities are powered by the Einstein 1 Platform, a tool that connects brands with their retail or shopper data. They include:

• Einstein Copilot for Shoppers — a consumer-facing extension of Einstein Copilot, a generative AI assistant that powers personalized conversations with shoppers. It will be generally available in summer 2024. 
• Page Designer uses generative AI-powered natural-language prompts to design, build, and customize ecommerce sites and pages more quickly. Currently in pilot. 
• Global Promotion Management helps retailers bring together customer marketing and promotions data to forecast potential promotion revenue. Now in pilot, generally available in spring 2024. 
• Return Insights in Order Management analyzes patterns in returns activity, and uses AI to prompt retailers to make product display changes that minimize future returns.
• Referral Marketing helps brands launch referral programs and quickly improve conversions with pre-built templates and a ‘Likely to Refer’ AI tool. Salesforce says  brands can review trends across interactive email campaigns, landing pages, A/B testing, and send-time personalization.  It is now available. 
• Segment Creation helps retailers improve targeting and personalization using generative AI prompts, with data from Data Cloud. It will be available in spring 2024.  

One user of Salesforce is Show Carnival. “Salesforce’s unified platform empowers us to leverage data and AI to deliver a tailored omni-channel retail experience across marketing, commerce, service, and loyalty management” says Kent Zimmerman, vice president, ecommerce and customer relationship managar, Shoe Carnival.

“Companies that leverage their customer’s data effectively to build trusted, connected commerce experiences will see stronger customer loyalty and profitability,” said Jujhar Singh, executive vice president and general manager, Salesforce Customer 360 Applications and Industries. 

Singh adds, “Every business must focus on driving efficiency and growth with new integrated and AI-powered innovations that enable a faster path to purchase and greater customer satisfaction.”