How Does Marketing Cloud Use AI for Better Personalisation?

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Customers have had access to Salesforce Marketing Cloud AI features for years. However, with the introduction of Einstein GPT, artificial intelligence is becoming more deeply embedded in account features. One benefit of this is improved personalisation.


Chris Thompson
Chris Thompson

4 mins


3D eBook cover with text Perfecting Personalisation in Salesforce Account EngagementFree ResourceDownload now
For those who might be confused about the difference between Einstein GPT and the Einstein features we already had, here’s a quick explainer.

The previous ‘Einstein’ features act as an AI assistant within Salesforce products, helping to automate tasks and suggest improvements to marketing campaigns. The features include:

Einstein Engagement Scoring
Einstein Messaging Insights
Einstein Send Time Optimization
Einstein Engagement Frequency
Einstein Copy Insights
Einstein Content Selection
Email Recommendations
Web Recommendations

Screenshot of Einstein AI features
Free Perfecting Personalisation Guide
To make personalisation easier for marketers using Salesforce Account Engagement, we’ve put together an entire ebook that outlines the strategies and tools for perfecting personalisation.

Personalisation strategy
Lifecycle marketing
Journey mapping
Top personalisation features
Personalisation challenges
Expert tips & best practices
Personalisation eBook

3D eBook cover with text Perfecting Personalisation in Salesforce Account Engagement
Each can be found in the navigation bar of your chosen Salesforce cameroon phone codemarketing platform i.e. Marketing Cloud Engagement or Marketing Cloud Account Engagement (requires Einstein 1 edition of Sales Cloud).

‘Einstein GPT’ on the other hand, is a generative AI tool, which means it can produce content much like a human can i.e. email copy, reporting insights, images, etc. It leverages the capabilities of GPT-3.5, the latest iteration of OpenAI's renowned language model.

In short, it’s a more sophisticated, advanced level of AI.

To make things extra confusing though, Salesforce uses ‘Einstein’ as the overarching name for all of its AI solutions. Underneath the umbrella of ‘Einstein’ there are four products:

Marketing AI