Salesforce has announced a suite of new data and AI-powered tools aimed at transforming shopping experiences.

The announcement was made at the National Retail Federation (NRF) 2024 event. The new tools are integrated into the Commerce Cloud and Marketing Cloud, enabling retailers and marketers to optimise customer interactions.

The innovations are powered by the Einstein 1 Platform, which integrates with retail data and large language models (LLMs) for real-time context and data governance. According to Salesforce data, 83% of global retailers have seen operational efficiency improvements with AI, and 63% of marketers say that trusted customer data is important for implementing generative AI.

The new tools include Einstein Copilot for Shoppers, Page Designer, Return Insights in Order Management, Inventory Insights, Customer and Product Insights, Global Promotion Management, Referral Marketing, Segment Creation, and Content Creation.

Einstein Copilot for Shoppers is a consumer-facing version of the generative AI assistant that powers personalised conversations with shoppers. Page Designer uses AI-powered natural language prompts to design commerce sites and pages. Return Insights in Order Management uses AI to prompt retailers to make product display changes that minimise future returns. Inventory Insights gives digital retailers a clear view of available inventory.

Customer and Product Insights use data from Commerce Cloud, Marketing Cloud, and Data Cloud to help merchandisers visualise trends.

Another new offering for retail marketers is Global Promotion Management, which helps forecast potential promotion revenue using predictive insights. Referral Marketing helps brands launch referral programs and improve conversions. Segment Creation helps retailers improve targeting and personalisation using generative AI prompts. Content Creation for Marketing Cloud Engagement helps retail marketers create personalised on-brand visual content, email subject lines, and body copy at scale.

"Companies that leverage their customer's data effectively to build trusted, connected commerce experiences will see stronger customer loyalty and profitability. Every business must focus on driving efficiency and growth with new integrated and AI-powered innovations that enable a faster path to purchase and greater customer satisfaction," said Jujhar Singh, EVP & GM, Salesforce Customer 360 Applications and Industries.

"At Shoe Carnival, we pride ourselves on delivering fun, personalised shopping experiences for our customers and loyalty members, both in our stores and online. Salesforce's unified platform empowers us to leverage data and AI to deliver a tailored omni-channel retail experience across marketing, commerce, service, and loyalty management," said Kent Zimmerman, VP, eCommerce & CRM at Shoe Carnival.

Salesforce also announced a series of solutions for media networks, theft, employee productivity, and real estate. Einstein Copilot for Shoppers and several other tools are currently in pilot and will be generally available in 2024.