AI capabilities are on the rise for businesses; will they unlock a new level of personalization?

Published: June 28, 2023

min read

Publishing content that resonates with the target audience and drives ROI is not at all an easy game for any business, be it an enterprise or a small business. Even though established brands can bring in some clicks for their name recognition, they still need to focus on providing relevant content to their users to maximise their campaign efficiency.

With the emergence of technologies like generative AI and others, tech giants, on the one hand, are fiercely incorporating advanced capabilities into their platforms, and businesses are striving to leverage those to keep up with emerging technologies and stay ahead of the race.

Recently, Typeface, a generative AI platform for enterprise content creation, revealed a new collaboration with Salesforce to combine their brand-personalised generative AI capabilities with Salesforce Marketing GPT. The collaboration enables customers of Salesforce and Typeface to deliver generative AI-powered personalised content across the entire customer journey.

Typeface essentially offers dedicated AI models for every consumer, allowing them to customise AI-generated multimodal content for various audiences and segments without fear of data leakage. Now, by integrating with Salesforce's Marketing GPT, it allows businesses to achieve scalable content personalization and increase customer engagement.

Through our collaboration with Salesforce, we are bringing the power of Typeface brand-affinitized AI into Salesforce's marketing services. Typeface and Salesforce will work together to provide comprehensive, high-quality customer and brand intelligence, allowing marketers to create significantly more customised content in a fraction of the time and cost.

Abhay Parasnis,

Founder and CEO of Typeface

How impactful is the collaboration for businesses?

With the rise of customers’ expectations in today’s digital landscape, providing personalised customer experiences is not just one of the options businesses have to differentiate themselves from others but has become a key point of survival for businesses.

Consumers’ expectations are only exceeding as they have wide options in their hands to purchase from, and they’re only gravitating towards the brands that understand their needs and recognise them at every step of their journey.

Given this, we believe the new collaboration between Typeface and Salesforce will be hugely beneficial for businesses using these platforms in various ways.

The combined capabilities will significantly help businesses produce and deliver a large volume of personalised content quickly and consistently across various platforms. This way, this collaboration can streamline the content generation process and save plenty of time for marketing teams. And this scalability enables businesses to proactively meet the demands of various marketing channels without the need for time-consuming manual efforts.
As GPT models are trained on various sources of information and online content, the combined capabilities of Typeface and Salesforce Marketing GPT can help businesses generate fresh ideas, unique marketing strategies, and innovative campaigns for various channels and audience segments. This new angle can, in turn, possibly help them capture their audiences’ attention and interest easily. This way, brands can stand out from the competition, increase audience engagement, and boost conversions.
By leveraging the large amounts of data insights gathered from the campaigns, businesses will be able to better understand market trends, content performance, and consumer preferences in a short time. Correspondingly, businesses can use the knowledge gained to optimise their marketing strategies for future campaigns, improve messaging, and make data-driven decisions. This way, they can keep up with the rapidly evolving digital landscape, adapt to changing customer expectations, and maximise the effectiveness of their marketing efforts.

In a nutshell, Typeface’s collaboration with Salesforce Marketing GPT will simplify the pathway for businesses to effectively connect with audiences with personalised content across all channels, campaigns, and audience segments. However, on the journey, it is also important for businesses to be mindful of ethical considerations while using AI tools and the need for human validation to ensure that the generated content meets existing regulatory standards.

Author

Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.