The last two specific Salesforce platforms we’ll zoom in on are the Marketing and Commerce clouds. Just like everything else, AI is sneaking into ever element on every platform. Let’s dig in!
Which Einstein Feature Are You?
Let’s uncover your inner AI-powered marketing or ecommerce persona. Ready? Imagine this:
You’re launching a new campaign. You have three choices:
A: Dive into data to understand which emails your customers love most.
B: Automate everything so you can focus on strategy.
C: Predict customer behavior and tailor their journey.
Your choice reveals:
A: You’re an Einstein Engagement Scoring type—your superpower is customer insight.
B: Say hello to Einstein Messaging Insights—you’re all about optimization.
C:Einstein Behavior Scoring has your back for future-proofed campaigns.
Which option excites you the most?
When AI Got It Wrong
AI is amazing, but sometimes it really misses the mark. Let’s dive into some legendary fails.
Amazon Seller Mishap: Imagine reading a product description on Amazon that proudly states: “This text violates OpenAI’s use policy.” Yes, that happened. AI-generated product descriptions can get creative… a little too creative! Watch out!
Air Canada’s Chatbot Fail: A traveler was relieved when Air Canada’s AI chatbot promised a bereavement refund… until it deliver later. Pro tip: Deploying AI driven commercial interactions with customers is serious business. Customer will rely on what AI says!
Vanderbilt’s AI Email Blunder: In a sensitive moment, Vanderbilt University sent an email clearly written/edited by AI. The result? A backlash from recipients who felt the impersonal use of AI was uncalled for.
Ottawa Food Bank as a Tourist Attraction: Microsoft’s AI listed Ottawa’s food bank as a must-see destination. While the food bank does great work, it’s not quite a hotspot for sightseeing!
Confessions of an AI Commerce Bot
Peek into the diary of a hardworking AI Commerce bot who’s trying its best—until it discovers the real problem:
Day 1:
Dear Diary,
Today was rough. I recommended spatulas to someone browsing luxury watches. I thought they’d be into multipurpose tools, but they weren’t impressed. I don’t get it—my algorithms are solid, right?
Sincerely, A Very Confused Bot
Day 3:
Dear Diary,
I overheard a manager saying, “Why is our AI recommending baby strollers to customers buying mountain bikes?” I swear I’m trying my best, but every day feels like a new disaster. Am I broken?
Signed, Perplexed
Day 7:
Dear Diary,
Breakthrough moment! It turns out the customer data in this org is… well, messy. Profiles are incomplete, preferences are outdated, and some product descriptions are, well, not very descriptive to say the least. No wonder my recommendations have been so off-target!
Hopeful, A Newly Enlightened Bot
Day 8:
Dear Diary,
The data cleanup project has begun, and I can already feel the difference. Today I suggested eco-friendly travel gear to a customer browsing hiking boots—and they bought it! Finally, I’m making sense.
Excitedly, Your Proud AI Friend
Lesson: Even the smartest AI can only work with the data it’s given. Ensure your organization’s customer data is clean, complete, and current to unlock the full potential of tools like Einstein Product Recommendations and Einstein Search Suggestions.
The AI Fundamentals Podcast
Episode 8: Einstein in Marketing and Commerce
Einstein in Marketing Cloud
Marketing Cloud Einstein helps marketers deliver personalized, data-driven campaigns with AI-driven insights and automation.
Einstein Engagement Scoring: Predicts how customers will interact with email campaigns, enabling marketers to tailor messaging to the most engaged audience segments.
Einstein Messaging Insights: Provides real-time insights into email performance, identifying trends, issues, or successes that can help marketers optimize their strategies.
Einstein Campaign Insights: Uses AI to identify which campaign elements (like subject lines or content) drive the most engagement, allowing marketers to refine future campaigns.
Einstein Behavior Scoring: Predicts customer actions based on past behaviors, helping marketers prioritize and target high-value customers for future campaigns.
Einstein Recommendations: Provides personalized content and product recommendations based on customer preferences and behaviors, boosting engagement and conversion rates.
So that’s what’s in our AI tool belt for Marketing Cloud. Keep in mind this list is growing as new AI features are being added often! Let’s move on to the Commerce side which is a topic I’m particularly excited about! Someday we are going to have extremely dynamic and personalized online interactions with the organizations with which we are transacting. It will be powered by the same generative AI that answers questions like “why is the sky blue”. That’s crazy cool!
Einstein in Commerce Cloud
Commerce Cloud Einstein delivers AI-powered insights to help e-commerce businesses drive conversions and provide personalized shopping experiences.
Einstein Product Recommendations: Uses customer behavior and preferences to recommend the most relevant products, enhancing the shopping experience and increasing conversion rates.
Einstein Search Suggestions: Provides intelligent search suggestions based on customer queries, improving product discoverability and search accuracy.
Semantic Search: Uses natural language understanding to improve search results, making it easier for customers to find exactly what they’re looking for.
Einstein Commerce Insights: Analyzes purchasing patterns to help businesses understand which products customers frequently buy together, informing product bundling and cross-selling strategies.
Alright, that covers these two areas of focus. Here is something to keep in mind. Not every business use case requires an AI solution. One of your main jobs as an AI professional is to filter through the business requests and requirements making sure that AI solutions are being applied where they fit best. Over engineering solutions is a major risk in the AI space. Need to send a simple transactional email like an order shipped notification? Don’t create a fully dynamic AI powered customized email template. Save that energy for bigger impact, high-value interactions like implementing an AI powered solution for your first customer engagement!
Now Drop In To Focus
What is Einstein Engagement Scoring?
It predicts customer interactions with your emails, helping you tailor messaging to boost open rates and conversions.
How does Einstein Messaging Insights help campaigns?
It analyzes email performance, identifies trends, and flags issues for quick optimization.
What is Einstein Campaign Insights?
It highlights campaign elements driving engagement so you can refine future strategies.
How does Einstein Behavior Scoring help?
It predicts customer actions to prioritize high-value leads and boost revenue.
How does Einstein Product Recommendations work?
It suggests relevant products based on behavior, boosting conversions and order value.
What are Einstein Search Suggestions?
They offer smart search hints to improve accuracy and help customers find products fast.
How does Semantic Search help customers?
It interprets intent behind queries, delivering accurate results for better shopping experiences.
What does Einstein Commerce Insights provide?
It identifies purchasing trends and suggests effective cross-sell and bundling opportunities.
Quiz Time!
Take this quiz to test your knowledge!
Time limit: 0
Quiz Summary
0 of 3 Questions completed
Questions:
Information
You have already completed the quiz before. Hence you can not start it again.
