Unlocking the Power of Einstein Generative AI & Typeface AI in Salesforce Marketing Cloud

Salesforce Release Notes are demi-encyclopedias. 

The temptation to skim and skip over high-level details is real. Reading page after page after page of updates, feature debuts, setup details, tips — quite a task! 

Yet, you ignore it at your own risk. If you’re heavily reliant on Salesforce for your marketing needs, you must keep up. 

But then, what are certified Salesforce partners for? 🦾

We’ve done the quick read and the close read. And today, we’ll explore how to activate and utilize Einstein Generative AI, an exciting new feature which Salesforce Marketing Cloud has introduced in its Winter 24 release. 

This innovative tool enhances the capabilities of Einstein Copy Insights, enabling marketers to generate dynamic email content and establish custom brand personalities. 

• Setting up Einstein Generative AI
  
• Customizing Brand Personalities

• Exploring Content Builder
  
• Advanced Content Strategies
  
• Custom Personality Development
  
• Generative AI with Typeface
  
• Demonstrating Typeface in Action
  
• Personalization at Scale

Setting up Einstein Generative AI 

To start using Einstein Generative AI, go to your Salesforce Marketing Cloud setup screen. 

Under Platform Tools, find the Einstein header and click on Einstein Copy Insights. 

Note that this feature requires a Corporate or Enterprise Edition of Marketing Cloud. If you’re unsure of your edition, check with your account executive.

Once confirmed, enable the feature by accepting the terms and conditions. Then, you will see the main settings, which include standard brand personalities like Professional and Casual.

Customizing Brand Personalities

The next step is customizing your brand identity. 

Click the edit button to enter your unique brand identity and create additional personalities. Set a default personality so all users see your preferred tone, whether it’s Casual, Professional, or custom. 

You can create up to 10 different personalities for your brand, each with a distinct persona.

Exploring Content Builder

With your brand personalities set, go to Content Builder to test the generative AI features. Create a new email message using a blank template to try out the subject line and body content generation tools.

Generating Subject Lines 

In the email editor, click on the subject line area and select “create.” A pop-up will appear where you can enter a key message for the email. Choose your brand personality—Professional or Casual—and provide a sample subject line to guide the AI.

For example, for a newsletter about new marketing tool tips, you might enter “Expert Tips and Trends.” The AI will then generate several subject line suggestions, letting you choose the best one for your campaign.

Crafting Body Content 

Next, generate the body copy. 

Drag a new text block into your email and click the create function at the bottom of the module. Enter the key message again and select your desired brand personality.

For instance, if the key message is about new marketing tool tips, you can set the tone to Casual and let the AI generate engaging content that resonates with your audience.

Advanced Content Strategies 

Beyond basic prompts, you can use more sophisticated strategies by tailoring your key messages. For re-engagement campaigns, target customers who haven’t shopped in a while with an engaging message that encourages them to return. Adjust the AI’s prompts accordingly.

Test different approaches, from direct invitations to softer, more casual tones. The AI will generate varied responses, which you can easily integrate into your email structure.

Custom Personality Development 

While exploring brand personalities, you can develop an energetic sales persona by entering attributes like “high energy” and “enthusiastic.” This will help generate content that grabs attention and prompts action. 

For example, when promoting a sale, the AI tool can craft lively and engaging copy that excites customers about the offer.

Generative AI with Typeface

Salesforce has teamed up with Typeface, a generative AI platform for image creation. 

This collaboration enables you to generate context-specific and brand-specific visual assets for your marketing campaigns across multiple channels. (This couldn’t be possible at a better time as 70% of market leaders expect to leverage generative AI to create content and concepts, according to Adobe’s 2024 Digital Trends report.) 

For instance, with the help of the Content Builder Typeface block, you can add or remove backgrounds, edit images using natural language in just a few clicks, replace objects, extend images, and so on. 

To utilize Typeface, you’ll need:

• Salesforce Marketing Cloud Engagement with Content Builder
  
• A Typeface account, and
  
• The Typeface app from AppExchange 

Demonstrating Typeface in Action 

This partnership enables businesses to swiftly produce various content versions for different audience segments. By merging Typeface’s content generation strengths with Salesforce’s dynamic features, marketers can effectively deliver customized messages.

Marketers can efficiently create on-brand visuals using Typeface. 

Here’s how. By uploading product images and training the AI with brand guidelines, users can swiftly generate customized content. The Image Studio feature produces professional-quality images, eliminating the extensive costs usually linked to traditional photo shoots.

Image Source

Personalization at Scale 

With Typeface integrated into Salesforce’s Content Builder, marketers can effortlessly create and customize campaign assets. 

By using dynamic content blocks, emails can be personalized according to audience preferences and geographic locations. This ensures the right message reaches the right individual, maximizing engagement and conversion rates.

Bring the Power of AI to Your Business

The marketing world is changing fast, with AI solutions like Einstein Generative AI in Salesforce Marketing Cloud and Typeface leading the transformation.

These innovations tackle common issues in content creation and personalization. With these technologies, businesses can quickly create personalized, engaging email content and fine-tune brand personalities to build stronger connections with their audience.

Looking for a hand to get started? With ten years of experience in SFMC and having worked with over 800 clients, we’re confident we’re a great match for your business. Why not see for yourself? Reach out to our Salesforce Marketing Cloud team!