Salesforce’s Marketing Automation is … Getting More Automation
What does it mean for Technical Marketers?
Marketing teams will soon have a new assistant.
Salesforce has its own AI capabilities (called Einstein) that have been a part of its tools for years now. In early March they announced that they have layered onto that additional capabilities from OpenAI’s ChatGPT. The mix is known as Einstein GPT. Right now, availability is limited because the functionality is at the closed pilot stage. When it becomes more broadly available though, what could Einstein GPT mean for Salesforce pros and customers moving forward?
“Einstein GPT will infuse Salesforce’s proprietary AI models with generative AI technology from an ecosystem of partners and real-time data from the Salesforce Data Cloud, which ingests, harmonizes, and unifies all of a company’s customer data.”
A marketing use case that Salesforce lists is Einstein GPT being applied to the creation of targeted content across web, mobile, email and ads. In a way, it is hands-off personalization via the dynamic generation of content.
So what are some steps that can be taken to start making sense of things and putting Einstein GPT to use? Here are a few starting points to consider:
Experimentation
Generative AI is still a very new space. We know that strange and unexpected outputs can be expected from a tool like ChatGPT. Due to that, it is practical to take some time out to experiment. By making a point of interacting with the technology in an experimental way, your team can become familiar with its behaviors, quirks, and benefits. Test out tailored scenarios with it to gauge the sorts of outputs that can be expected.
Integration
Seek to understand how this new functionality integrates with the tools and processes that you already have in place. For example, if your company operates in a heavily-regulated context (such as pharma or finance), consider whether or not leveraging a tool like Einstein GPT may come with compliance risks.
It is quite common that organizations do not use Salesforce technologies in isolation. Take a bit of time out (or get consultation if that helps) to gauge what the impacts this new feature may have on the interplay between the Salesforce side and other technologies within your tech stack.
Consultation
As mentioned above, it can make sense to get consultation on the integration side of things. Another are where consultation may be useful is related to knowing what Einstein GPT can unlock for you.
Speak with a partner (or Salesforce itself) and ask for suggestions. There are likely features and functionalities that your team could leverage to support your work that you simply were not aware of. By checking in with a trusted advisor, you can get recommendations for things that you would have never thought to put to use or ask about.
From there, you should be in a good place to figure out how Einstein GPT could best assist with your marketing needs. It is an exciting time to be a marketer. Tools like Einstein GPT can be a great assistant. But like with any assistant, the relationship starts off best when you get to know them a bit before working together.
