With the Einstein 1 platform, new business and marketing AI retail tools can enhance the shopping experience, helping businesses through shopper insights, digital storefronts, and AI content creation.

At NRF 2024, AI CRM Salesforce announced the launch of new tools based on data and artificial intelligence designed to transform the shopping experience. By integrating generative AI into the commerce cloud and marketing cloud, retail buyers and marketers can leverage generative tools to understand customer behavior and preferences in real time. This optimizes each customer interaction, increasing loyalty, increasing revenue, and increasing employee productivity. These new retail innovations are supported by the Einstein 1 platform. The Einstein 1 platform seamlessly connects with retail and shopper data and securely integrates with large language models (LLMS) to ensure real-time context, consistency of brand voice, while protecting data governance and security. Shoppers, merchants, and retail marketers can gain new experiences through connected data and AI-powered applications.

1. The Retail Business is undergoing a New Transformation. Some Key Trends Include:

Generative AI-powered Page Designer: Retailers can now leverage generative AI-powered natural language prompts to design, build, and customize e-commerce websites and pages at a faster pace. For example, a retailer can quickly generate a new web page that fits the brand image of their store by entering relevant tips into the page designer. They can also easily build a campaign landing page for a new line of running shoes.

Return Insights Analysis: In order management, retailers can use return insights to analyze data and gain insight into patterns of return activity. By using AI prompts, they can make product presentation changes to minimize future returns. In addition to this, sentiment analysis assesses the sentiment of product reviews, provides cause codes, and suggests ways to quickly fix product-specific issues.

Inventory insights: Digital retailers can leverage inventory to gain clear insights into available inventory to ensure products are always available. With access to inventory data and insights in near real time, retailers are able to easily manage inventory reservations and product retention. They can also predict new inventory needs, and provide product recommendations to customer service representatives so they can add them to their customers' shopping carts.

Customer and product trend analysis: Using Data from Commerce Cloud, Marketing Cloud, and Data Cloud, retailers are better able to visualize trends. This includes the top product bundles sold and the most active shopper demographics to build new targeted commerce experiences. This allows merchants to better understand customer needs and product trends to provide more personalized services and experiences.

2. The Retail Marketing Space is also undergoing a Series of New Changes. Some Key Trends Include:

Global Promotion Management: Through the Global promotion management system, retailers are able to combine customer marketing and promotion data with predictive insights to predict potential promotional revenue in advance. This allows retailers to more flexibly coordinate pricing and reward programs for loyal members and non-loyal customers. Using a guided setup and predefined promotion templates, marketers can quickly define, launch, and distribute omnichannel promotions, including discounts and loyalty rewards, to more specifically engage with customers.
Referral marketing: Brands can quickly increase conversion rates through referral programs. Using pre-built templates and a built-in “Probable recommendation” AI tool, marketers are able to quickly identify customers most likely to participate in the recommendation program. Brands are able to review trends and fine-tune promotions to create A more connected experience in terms of interactive email campaigns, landing pages, A/B testing, and personalization at the time of send.
Segment creation: Retailers can improve targeting and personalization with the help of generative AI tips and trusted Data from Data Cloud. At the moment, retailers are able to build new segments within minutes that can be activated at marketing, commerce, and service touchpoints to provide shoppers with more customized journeys, offers, and recommendations.
Content creation and Marketing Interaction: Marketing Cloud Engagement's content creation feature helps retail marketers address content bottlenecks in their marketing campaigns and personalization strategies. Using natural language prompts powered by generative AI, based on first-party data within Einstein's trust layer, marketers can automatically create personalized brand visual content, email subject lines, and body text at scale, resulting in improved customer satisfaction and conversion rates.