Salesforce has expanded its Einstein Copilot capabilities, introducing new features designed to assist marketers and merchants in their daily tasks.

The conversational AI assistant is now equipped to help businesses streamline their marketing and merchandising efforts, offering tools for unifying business and commerce data, and a new AI-powered personalisation decision engine.

The new engine aims to help companies personalise customer interactions at every touchpoint, leveraging data from any source. This move signifies Salesforce's commitment to enabling businesses to deliver a more personalised customer experience, a key differentiator in today's competitive market.

In addition to the AI assistant, Salesforce has introduced new tools for unifying business and commerce data. The Data Cloud for Commerce, available in summer 2024 for B2B commerce customers and fall 2024 for B2C commerce customers, aims to harmonise enterprise data with customer data, creating a single view to access and leverage across the entire customer journey.

Salesforce's Einstein Copilot for Marketing simplifies the campaign creation process by automatically generating marketing briefs, content, and email campaigns. This tool is set to be generally available in summer 2024. Meanwhile, Einstein Copilot for Merchants, available in beta in fall 2024, simplifies commerce tasks, streamlines storefront setup, generates personalised promotions, and provides AI-powered SEO recommendations.

President and CMO of Salesforce, Ariel Kelman, said: "Marketing and commerce leaders need a trusted advisor to help them tap into the promise of generative AI,” said Kelman. “With the Einstein 1 Platform we’re giving organisations the power to unify all of their data on one trusted platform. This is the key to getting results from generative AI that are actually useful in driving your business forward.”

Head of Software and Integration at Aston Martin, Matthew Randall, said: "Salesforce allows us to fuse together our trusted data from across our business to deliver tailored quality experiences to every current and future Aston Martin driver. The Einstein 1 Platform allows us to give our customers the personalised, VIP experience they expect, as we look to grow and enable our AI enterprise.”

Einstein Personalisation, which allows brands to leverage real-time customer data from Data Cloud to deliver marketing campaigns that automatically trigger next best offers and personalised content, will be available for restricted general availability in summer 2024.