Play
Show Navigation
Show Transcript
00:00
Play
Seek 10 seconds backwards
Seek 10 seconds forward
00:00 / 14:48
Mute
Disable Captions
Settings
Picture in picture
Fullscreen
Search in video
You can search the video captions for specific words or phrases.
Popout transcript
Hide Transcript
Skip transcript
I'm Diane Mizota, and I'm
joined by some product
marketing rock stars,
Carolyn Bathauer, Leigh
Price, and Jodi
Innerfield.
Welcome to the AI
Enterprise, everyone.
Now, let's talk about
the trifecta, Jodi, AI,
marketing, and commerce.
Quite the combo.
It is quite the combo, and
we just learned so much.
And we're here at a
conference for marketing,
and it's very
fitting that we just
released the ninth state
of marketing report.
And actually, what did
we find from that report?
Well, a marketer's
top priority
is AI and a marketers top
challenge, wait for it,
is also AI.
And so what we
just saw was
how Salesforce is
making it easier
to implement and use AI,
how Salesforce continues
to innovate with Data
Cloud and Einstein Copilot
so that we can bring that
trifecta together, AI,
marketing, and commerce.
Yeah, and Leigh,
how does AI
make more personalized
experiences for marketers
and customers?
Yeah, well, you just
saw that great feature
of Copilot Studio, which
I've been lucky enough
to use hands on.
It really is true,
it's clicks, not code.
It's really
simple to build,
but that means
for marketers,
you're building a
profile on your customers
that doesn't just
take their marketing
activity into account,
but also their service,
their purchase history,
even from applications
outside Salesforce.
That means it
just gives you
a much better idea of what
your customer is looking
to achieve.
And Copilot really
helps you personalize
that experience for your
own business as well.
And it saves you
a ton of time.
Exactly, yeah.
Really time-saving.
I'm really excited to see.
We've got a stat that I
think most marketers are
saying they're expecting
to save at least
five hours per week.
I think that's on the
low end of the scale,
honestly.
So we're seeing a
lot of excitement
out there from
marketers today.
Super exciting.
Now, Carolyn, what's
the end goal here,
what is AI doing that
couldn't be done before?
Yeah, you mentioned
two things.
First, it's saving that
time, but a lot of it
is based on that data.
So the things that we
used to do manually
are now being able
to be automated.
So if you think about a
marketer and the amount
of data sources
that they have,
being able to
activate that
within a prompt builder
and asking the AI tool
questions, specifically
of, based on my customer,
here are the
things that I need
to include in an
email, in an offer,
and can you
customize that.
That manual writing
of that email,
imagine trying to sift
through 10 data sources,
linking those, and
then deploying.
Now, it's all
done with clicks.
So you identify
that data source,
you write the prompt,
the query is run,
and then you
have that output
in natural language.
It's absolutely
fascinating.
And it's not only
just for emails,
we saw it also at
how Einstein Copilot
is being used for
campaign building.
And you just talked
about how marketers
have so many data sources
they have to go through.
I remember
years ago having
to go into the notes in
Salesforce to understand
who a competitor was, why
a deal was won or lost.
Then you have to go and
talk to sales teams,
you have to go into
your other data sources,
all to get this
information
to build the
right campaign.
And now, Einstein
Copilot for marketers
is able to connect all
of those data sources
because they're
connected to Data Cloud
and put forth your
campaign brief.
That saves way more
than five hours.
Yes, absolutely.
And it really makes
a marketer's job
so much faster and
easier because it's
scaling their time
and their impact.
Yeah, I love what you
just mentioned as well
about pulling together
all these data sources,
because when
you're talking
about these scenarios
where you are generating
emails, that can pull
together great information
you might not
otherwise have.
Their loyalty status
might give them
access to great offers
that they weren't
aware of, and maybe
you weren't aware of it
at first glance
too, but AI knows
how relevant that is.
And it just makes
the experience.
And their customer
service records,
it is so important to
take into consideration
what other support tickets
a customer might have out.
You don't want to send a
promotion to a customer
that has an open issue.
You want to make
sure that you're
creating relevant
experiences
for your customers,
and you can only
do that when you have all
of those sources of data
connected, and then you
can act on that data.
Yeah, in fact, that's
a really interesting
insight, especially
if you're watching
and you have a digital
product of some sort,
like an app or a
web experience,
you've got extra
juice there
because you can look
at all the things
like the signals on how
people are using your app.
So you can
understand things
like, maybe someone's
on a welcome journey,
they're a new customer,
but we can see the signals
from the app going into
Data Cloud, where we know
that they're
probably going down
a path where they're
likely to generate
a service query.
So rather than
have them reach out
to customer service,
in real-time, AI
can understand, maybe
we should hold off
on the welcome
journey at this point,
and send them some
proactive service
material.
That's the kind of thing
that AI can do at scale.
And then the metadata.
I think we don't talk
about this enough,
is not just are those
things happening,
but what time of day.
Is there a common
time that people
are opening those offers?
And now, you can
aggregate that
across your
entire business
and really focus on when
the delivery happens.
Wow, super,
super impressive.
All right, well, to make
the AI Enterprise work
better, you need
better tools.
And we sure did hear about
some incredible new tools
for marketing
and for shoppers.
Let's take a look back.
What's really
exciting-- and this
is perhaps my
favorite part of what
I get to talk
to you about--
is that we are delivering
new Copilot experiences
today for my two favorite
clouds, marketing
and commerce cloud.
OK, so for our marketing
cloud customers,
our new Copilot
for marketers
is like your digital
campaign assistant.
It helps you write
campaign briefs.
It'll generate content
for you, generate images.
It'll even write entire
emails to your customers.
Now, on the
commerce cloud side,
we decided to give you
two different copilots.
Now, has anyone ever
walked into a store
and had this
incredible experience
with an in-store
associate,
where they sort of know
everything that you need,
they can help you find
specific products,
and they also
remember everything
about the last time
you were there?
Generally, yeah, we've
all had those experiences.
Our Copilot for shoppers
is exactly that.
It is a generative AI
assistant that sits on top
of your commerce cloud
storefront and actually
talks to your customers
like a 24/7 in-store
associate.
It's truly incredible.
We've been building
this in-pilot
with a handful of
customers over the last 12
months, and the results
have been phenomenal.
Now, on the
merchant side, we've
built a Copilot
for merchants,
and this helps
you do everything
from create new
storefronts,
to write product
descriptions,
and even optimize
your SEO with AI.
That's one conversational
AI assistant
for every step of the
marketing campaign life
cycle and one
conversational AI
assistant to guide
shoppers in their journey
with targeted
recommendations
and proactive service.
I mean, does it get any
better than this, Leigh?
I mean, the level
of personalization
that we now can take
advantage of is fantastic.
So we were talking earlier
on that personalization
makes the experience more
relevant for customers
and tends to convert
at a much higher rate
for a business.
Now, if we're
looking at it,
we just saw hundreds of
new connectors announced
for data cloud, which
is very exciting.
What this means
is that you've now
got 100 more ways to
understand your customer.
So if you're a marketer,
for example, rather
than just looking at
your marketing history
with your
contacts, you can
look at their sales
history, their purchase
history, even from
other sources.
If you have an
Amazon data lake,
you can bring that in and
understand the signals
from that.
So we're not only
understanding customers
a lot better, but it
becomes a much more
relevant for customers,
ultimately better
for everyone.
Absolutely.
You're understanding
customers,
but you're also
making it easier
for them to make
purchase, you're
removing the friction
within the purchase
process.
So we saw Einstein Copilot
for shoppers, how the demo
they were able to actually
customize your Aston
Martin via WhatsApp.
I mean, talk about
a new life goal.
I would like to be
able to do that,
but that makes it easier.
It removes the friction in
the buying process, which
is so important in order
to increase loyalty,
it increases sales.
And then we also
saw Einstein Copilot
for merchants, how we
can use all of that data
to understand-- you were
talking earlier about all
of the different
signals that we
get from customers.
Well, let's use those
signals to build a better
offer, build a
better bundle.
So it makes the
merchants side
that much more productive
and faster, and then
it's also better
for the customer
so they don't have
to go, wait a second.
You didn't tell
me about there
was this other thing I
could have bought as well.
Yeah, and we've talked
about multiple times
that I'm the
ultimate consumer.
But when you think
about that journey
and getting people to
activate and to purchase,
I think one of
the things that
can become super
frustrating is,
if you don't have your
data sources connected,
you're serving offers
or ads to individuals,
and it might be perfect.
And they click on it,
and it's sold out,
there is nothing
more frustrating.
I hate those ads.
[INTERPOSING VOICES]
They really piss me off.
I sense there's personal
experience there.
Yes, so many times.
That really touched
a nerve, didn't it?
But that is a
practical example of,
if you have your
inventory data connected
to your marketing data
and your advertising
promotions, then
you eliminate
that friction and that bad
experience for a customer.
And I don't want to
have to go and sign up
to be notified when
it's back in stock,
I would like to
purchase that thing.
And so removing those
little points of friction
make a really
big difference
in just that
consumer experience.
Another great way
that helps you scale
is that we saw some of
those new connectors that
just got announced,
lots of advertising
channels in there.
So Snap, a whole bunch
of other stuff in there.
When you're talking
about that scenario
where it's not
the right moment
to market this
product to a customer,
you don't have to
worry about managing
all these dozens of
channels that might be
going out to a customer.
Data Cloud can take care
of that automatically.
And it's also probably
doing a really good job
of making sure
it's going out
to the right channel
for you personally,
which would be WhatsApp.
Where I engage.
And there are
so many channels
going back and forth
between wearing my shopper
hat and wearing
my marketer hat.
Because as a
shopper, I do want
to use the channel
that's convenient for me,
whether that's
TikTok, or WhatsApp,
or I'm on web
or mobile, and I
want to make sure
that a company
that I'm shopping with,
they know who I am.
But then if I put
my marketer hat on,
oh my goodness, that's a
lot of different places
that this one customer is.
How do I know it's the
same customer so that I'm
serving appropriate
and relevant ads
for that customer
and creating
a relevant experience?
But also, how
do I just make
sure that I'm bringing
it all together
in one place in a way
that doesn't drive me
as a marketer
totally crazy?
Yeah, the variables
and variations, that
grows exponentially.
So having to figure that
out manually currently
today is impossible.
So when we were
joking about,
I'm never going to use
this math when I grow up,
well, this is one-- yeah,
this is one instance
that we actually do.
It is trying to figure
out that compounding
just delivery of all of
that is very difficult.
But now, the way
we have it set up
makes it so much easier
because preferences
are stored, and then
that's sent out.
Yeah, and we've got to
touch on Data Cloud really
quick.
Now, AI is only as good
as the data that fuels it.
So why is data so huge,
especially this year?
I mean, I'm
going to go back
to the state of marketing.
Only 31% of marketers
are actually
satisfied with
their ability
to unify this data.
And data, as we said,
is gold for marketers,
it's the only way we know
who our customers are,
what their
preferences are,
what's important to
them, where are they.
So this data that
is in Data Cloud,
that Data Cloud is
bringing together,
it powers personalization,
personalized experiences,
it helps create engaging
and relevant experiences.
And that's what's going to
create customer loyalty.
Customer loyalty helps you
move your business forward
and gives you
even more data.
It's just an
ongoing flywheel.
Yeah, and Leigh,
we heard about
data-driven marketing,
the power of that.
What does that mean?
Yeah, so really
we're looking
at understanding insights
that only AI can find.
We could go
through reports
with our naked eyes
for days on end,
and we just simply
won't find the insights
that AI can find.
So there's often
little hidden segments
of customers that
are very valuable,
and we know they're
valuable because we've
got all these connected
data sources all
coming into one place.
So that really makes it
much more interesting
from a data perspective.
And something I think that
is maybe easily missed
is that this is one
co-pilot running
across all our
applications.
So the same experience
in every app.
Absolutely.
Now, we're going to be
hearing a lot about Data
Cloud throughout
connections
and we're going to dive
deeper even later today.
But we did hear
an announcement
around Data Cloud
for commerce.
Let's take a look.
Now, I want to talk about
what you all actually came
here for, which
is announcements.
So if you haven't
been picking up
what I've been
dropping down,
it's that Data Cloud makes
marketing and commerce
better.
And we've got two
new innovations
to put our money
where our mouth is.
First, we've got Data
Cloud for commerce.
This power is every part
of the commerce experience
with trusted data.
It powers segments,
it powers insights,
it powers journeys.
And second, we've got
Einstein Personalization.
And this is built
into Data Cloud
to help you build
one-to-one customer
relationships through
AI decisioning
and real-time
recommendations.
And both of
these innovations
are available this summer.
All right, Carolyn,
over to you.
Data is making
everything better.
Yeah, so smarter
segments, I
think, for marketers is
super important, having
intelligent
analytics and being
able to engage with that.
And then the personalized
cross-cloud journeys
allows you to target
your customers
where they are delivering
the right thing
at the right time and
getting them to take
action and purchase.
So it's driving revenue.
Yeah, and Leigh, what's
your big takeaway
from the keynote?
I'm seeing a lot
of opportunity
for personalization.
I've said it a number
of times today,
I'm a massive
personalization nerd.
But seeing the launch
of Einstein One
Personalization
is so exciting
because now we're
taking advantage
of all those Data
Cloud data sources.
We're really providing
great experiences that
are one-to-one level,
personalized web
experiences, product
recommendations,
all becomes turbocharged
and much more relevant.
Yeah, and Jody,
let's lens out.
AI now versus a year
ago, where are we?
Ooh, you left
me with no time
to talk about the
biggest topic ever.
AI is continuing
to evolve.
It's here to stay.
It's not going
anywhere, folks.
And I think what we saw
today was a continued
commitment to innovation
from Salesforce
and how we're bringing
AI to marketers,
to commerce, to shoppers,
to make the marketing
experience easier,
to make the customer
experience more
engaging, to create
more loyal and
engaged customers.
And that all comes
back to making
sure you have the right
data about your customers
to power those
AI experiences.
Absolutely.
And AI is here to stay.
Here to stay.
If you're struggling with
it, you're not alone.
We're here to help.
Salesforce has the
tools, and the expertise,
and the programming
to help you.
I want to thank you guys
so much for being here
today.
Thank you.
Awesome.
[MUSIC PLAYING]
Resume AutoScroll
Questions about Salesforce+? We have answers.
What is Salesforce+?
Salesforce+ is the free streaming service for business. It’s a place to watch live events and original series that help you grow your career and company, on your own time. Salesforce+ is produced by Salesforce, so you’ll find our company’s big events like Dreamforce here — as well as new original shows and virtual learning made for your role and industry. Everything is free and unlimited.
What can I watch on Salesforce+?
You can watch all kinds of helpful, entertaining, and inspiring videos on Salesforce+. One thing our members love is our events. Whether you catch them live or on demand, Salesforce+ gives you a free front-row seat to our biggest global events, like Dreamforce, TrailblazerDX, and Connections. Our members are also big fans of our original series. These entertaining business shows star people in roles and industries just like yours, giving you fresh ideas for how to grow your company and do better work. The best part is, it’s all free.
Do I have to pay for Salesforce+?
Salesforce+ is free. Watch any Salesforce+ events or series at no cost. To enjoy unlimited free access to our entire library of videos, become a member by signing up for Salesforce+ with a Trailblazer account. You don’t need a Trailblazer account to watch original series. To join us for virtual events like Dreamforce or Connections, you need to create your own Trailblazer account (it’s free!).
What is a Trailblazer account?
Your Trailblazer account gives you access to a unified profile across the Salesforce ecosystem and allows you to manage your settings and access across multiple Salesforce sites.
How do I sign up to register for live and on-demand events, like Dreamforce?
Sign up or log in to your Trailblazer account and complete a few additional details to watch Salesforce+ events live and on demand. We recommend preregistering for all events on Salesforce+ to get your own personalized journey, reminders, recommendations, and more.
Do I need to be a Salesforce customer to watch Salesforce+?
You don’t need to be a Salesforce customer to watch Salesforce+. Our virtual learning is open to everyone.
