Scaling customer experiences with artificial intelligence

Finding the right platform

Building customer experience and applying personalisation at nearly every touchpoint is unrealistic for a marketing team to do alone. The level of effort for 1:1 tailoring is too time consuming to deliver sustainably. Finding a platform that already encompasses Artificial Intelligence (AI) and Machine Learning (ML) is the most effective way to uplift personalised customer experience at scale. In Salesforce’s State of Marketing 8th Edition, they identify a surge in using AI to bridge online and offline experiences between 2021 and 2022.

While more customers are online than ever, 43% of customers still say they prefer non-digital channels.

State of Marketing: 8th Edition, 2022, Salesforce

Choosing the right productWe’ve compiled a summary to show how you can already apply AI/ML to your marketing with Salesforce’s Marketing Cloud suite of products.

State of the Connected Customer: 5th Edition, 2022, Salesforce

60%

of customers would better trust AI if they had more control over how it's used.

84%

of customers say AI can be a force for good or bad, depending on how it's used.

68%

of marketers say that have a fully defined AI strategy to help scale efforts.

AI-Scalable Area	Scalable Benefit	Product Suite	Feature
Automate customer interactions	Uplifting brand top-of-mind and engagement preferences	Marketing Cloud Engage Marketing Cloud Account Engagement	Einstein Send Time Optimization Einstein Engagement Frequency
Automate data integrations	Reduction of data scientists dependency Quicker response times	Marketing Cloud Intelligence	AI-Powered Data Integrations
Personalise customer journey across channels	Shortening sales lifecycle	Marketing Cloud Engage	Einstein Web/Email Recommendations Einstein Content Selection
Personalise customer journey across channels	Shortening sales lifecycle	Marketing Cloud Personalization	Einstein Recipes and Decisions

AI-Scalable Area	Scalable Benefit	Product Suite	Feature
Process automation (e.g. reporting)	Operational effectiveness and increasing visibility across functions	Marketing Cloud Engage	Einstein Messaging Insights Einstein Copy Insights
		Marketing Cloud Intelligence	AI-Assisted Marketing Insights
		Marketing Cloud Account Engagement	Einstein Campaign Insights Einstein Attribution
Resolve customer identity	Reduction of operational duplication efforts Operating from a central unified record	Marketing Cloud CDP Marketing Cloud Personalization	Identity Matching
Bridge online and offline experiences	Strengthening experientials and personalised CX	Marketing Cloud Personalization Marketing Cloud CDP	Einstein Recipes and Decisions Identity Matching

AI-Scalable Area	Scalable Benefit	Product Suite	Feature
Drive best offers in real-time	Increase meaningful interactions Drive revenue	Marketing Cloud Personalization	Einstein Recipes and Decisions
Predictive customer / prospect behaviour	Proactively reduce churn Increase CLV	Marketing Cloud Personalization	Einstein Recipes and Decisions
Predictive customer / prospect behaviour	Proactively reduce churn Increase CLV	CRM Analytics Einstein	CRM Analytics Einstein Discovery
Improve customer segmentation	Speed up time from criteria forming to customer targeting	Marketing Cloud Engage	Einstein Engagement Scoring
Improve customer segmentation	Speed up time from criteria forming to customer targeting	Marketing Cloud Account Engagement	Einstein Lead Scoring Einstein Behaviour Scoring Einstein Key-account Identification