Undoubtedly, it’s been a year of generative AI. On one hand, bots such as ChatGPT and Bing have already taken the internet by storm. On the other side, AI keeps evolving, and the advent of new AI tools in the market is piling up.
Now, the major difference that Einstein GPT has that can make it meaningful is its capability to combine company-specific knowledge with the skills of the large language models.
We have already mentioned our expectations from Einstein GPT following Salesforce’s Einstein GPT teaser announcement on Twitter.
Simply put, three of our major expectations from Einstein GPT for marketers were the capability to sharpen customer segmentation, accelerate integration, and sharpen messaging.
We are excited that two of our expectations have been fulfilled. That is, Einstein GPT is paving the way to sharpen messaging for increasing customer engagement and accelerating integration by improving Salesforce marketing cloud developers' productivity, on whom marketers depend most.
But the only thing left out is customer segmentation.
Appropriate customer segmentation is important for the success of marketing campaigns. But to keep it on track, marketers rely on subjective intelligence to analyse a large amount of customer data in order to create personalised customer experiences. With an Einstein-like AI tool in place, it can save lots of time for marketers. In addition, it can improve the effectiveness of campaigns by analysing data from various sources and creating valuable customer segments based on target markets. Although it is currently missing, we believe Einstein will be equipped with this capability in the future. This way, it can become irreplaceable and make a mark in the industry.
Yet, the personalized content creation capability of Einstein GPT will have a significant impact on marketers. Besides, it can also design landing pages. This way, marketers can test multiple variants of designs and copies—be it for email, ads, landing pages, etc.—in a short period of time. Needless to say, all the content provided by Einstein is based on the insights derived from successful campaigns. So the possibility of them resonating with the audience is also higher.
In a nutshell, Salesforce Einstein GPT seems to make marketers work processes easy and effective in many ways. It is entirely up to marketers to leverage AI advancements and make the most out of them.