Personalization is a necessity to any marketing strategy - regardless of industry. Unlike a rules-based approach, machine learning lets users deliver recommendations, offers, and experiences at the 1-to-1 level, and at scale – processing vast quantities of data instantaneously and detecting patterns in a way that humans simply can’t. This is consistent with research done with Researchscape International in the last few years, many more marketers are using machine learning, a form of AI, to power their personalization campaigns. Salesforce is committed to investing in its Interaction Studio product and this is evident in its product roadmap, which includes a strong vision with AI powering real-time personalization.Īccording to the Salesforce State of Marketing report, the most prominent use of AI in marketing is for personalization. We’re thrilled to be named a Leader in the Personalization Engines Magic Quadrant for a 4th consecutive year.” With Interaction Studio, we’re helping organizations provide real-time experiences at the 1-to-1 level for their customers, prospects, visitors, and patients. “Over the past year, we’ve seen many companies apply data for personalization to reshape, reimagine and humanize customer connections. “Providing your customers and visitors with a personalized cross-channel experience has never been more important in this digital-first world,” said Karl Wirth, VP of Product Management, Salesforce. As part of the Marketing Cloud, Interaction Studio offers a real-time personalization platform giving marketers a coordinated, personalized approach to connect with their prospects and customers at the one-to-one level, across all channels. Ninety-nine percent of marketers agree that personalization helps advance customer relationships. Getting personal has never been more important. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation.
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