Explore AI in Marketing Cloud Next
Learning Objectives
After completing this unit, you’ll be able to:
- Explain the difference between Agentforce and Einstein AI in Marketing Cloud Next.
- Identify the AI options available in Marketing Cloud Next based on your edition.
Bring Agentic Marketing to Life with Marketing Cloud Next
With Marketing Cloud Next and the power of AI, your team can move faster, engage at scale, and drive better results across the entire customer funnel—all from a single platform. It helps you plan and execute campaigns and monitor your campaign performance, with Agentforce and Einstein there to help you every step of the way.
This module focuses on Marketing Cloud Next and doesn’t apply to Marketing Cloud Engagement or Marketing Cloud Account Engagement. If you have Marketing Cloud Engagement+, you can continue to use your contacts, messages, and journeys in Marketing Cloud Engagement, while also gaining access to the latest AI features in Marketing Cloud Next Advanced Edition. This module refers to Agentforce features available through Salesforce Foundations.
Explore the Differences Between Agentforce and Einstein
Before we begin, let’s look at the differences between the two types of AI in Marketing Cloud Next: Agentforce and Einstein.
Agentforce
Agentforce helps you build and deploy digital labor across your business. Agentforce is a flexible open platform that works seamlessly with your existing business workflows, data, and integrations. This means you can easily add automation across multiple channels and systems, making it a valuable tool for streamlining your business processes. As with all AI, it’s key to make sure the data is high quality and available to Agentforce. With Agentforce in Marketing Cloud Next, you can create end-to-end marketing campaigns, including campaign briefs, target audience segments, content, journeys, and performance insights. For more details on using generative AI features in Marketing Cloud Next, check out the considerations document for each feature.
Einstein
The Einstein Trust Layer is a secure AI architecture built into the Salesforce Platform. It’s a set of agreements, security technology, and data and privacy controls used to keep your company safe while you use generative AI solutions.
Einstein features in Marketing Cloud Next use machine learning algorithms to analyze historical data and make informed predictions about future events, outcomes, or trends. It analyzes patterns and trends to forecast customer behavior, preferences, and likelihood of engagement. The predictive AI features help you make informed decisions about your campaigns. In Marketing Cloud Next, Einstein predictive AI features enhance your campaigns by helping you maximize customer engagement and optimize when and how often to engage customers, such as sending the right number of messages at the right time.
For more technical details about Einstein features in Marketing Cloud Next, refer to the model card for each feature.
Explore AI Features in Marketing Cloud Next
Marketing Cloud Next offers various predictive and generative AI features to enhance your marketing strategies. The availability of these features depends on your Marketing Cloud Next edition. Here’s an overview of the AI options available in the different editions.
Edition | AI Type | Feature | Description |
|---|---|---|---|
Growth and Advanced | Generative | Agentforce Campaign Creation | An agent template used to create campaigns |
Predictive | Einstein Send Time Optimization (ESTO) | Optimizes send times for maximum engagement | |
Einstein Metrics Guard (EMG) | Filters out bot activity from engagement metrics, removing fake clicks and opens | ||
Advanced | Generative | Agentforce Journey Decisioning | An agent template used to sort subscribers into journeys to use in Journey Builder in Marketing Cloud Engagement |
Campaign Designer (Beta) | A modal experience using AI to create your campaign | ||
Predictive | Einstein Engagement Frequency (EEF) | Predicts optimal engagement frequency to prevent message fatigue | |
Einstein Engagement Scoring (EES) | Assigns contact-level scores using historical data to optimize messaging and increase engagement |
Now that you’ve explored the AI options in Marketing Cloud Next, let’s take a deeper look at the Einstein features.
Resources
- Salesforce: Salesforce Foundations
- Salesforce Help: Explore Agentforce and Einstein in Marketing Cloud Next
- Salesforce Help: AI Model Cards and Considerations for Marketing Cloud Next
- Salesforce Help: Einstein Trust Layer
- Salesforce Help: Increase Productivity with AI
- Salesforce Help: Enable AI Features in Marketing Cloud Next
- Salesforce Help: Better Together: Data and AI