Dentsu / Merkle in AI Partnership with Salesforce

Marcoms network Dentsu and its data-driven customer experience management (CXM) firm Merkle have partnered with CRM firm Salesforce to help brands use generative AI to deliver, manage and optimize connected customer experiences.

Merkle became a Salesforce partner in 2004, with solutions allowing businesses using Salesforce to better understand consumer behavior and deliver customer experiences in real time. Through the new deal, Merkle's generative AI solution Merkle GenCX will be available for businesses to use with Salesforce Einstein GPT generative AI CRM technology.

Merkle recently launched its identity resolution solution Merkury on the Salesfoce AppExchange, and by using Merkury with Salesforce Einstein GPT and GenCX, brands can generate insights from large enterprise data sets and convert these insights into action. These actions include for predictive modeling, profiling audience definition, look-a-like modeling, personalization and ad copy generation.

Stephen Hammond (pictured), EVP and GM of Marketing Cloud at Salesforce, comments: 'Businesses are looking to harness the power of generative AI to connect with their customers through more engaging and personalized moments, and they want to do this with greater efficiency. Dentsu and Merkle's work with Salesforce will provide the opportunity to generate actionable AI-driven insights from trusted first-party data that enables them to deliver more personalized, automated, and effective campaigns'.

Web sites: www.dentsu.com , www.merkle.com and www.salesforce.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.