Salesforce made several announcements this month, regarding the Growing Family of Einstein Copilots. By unveiling AI-powered Einstein Copilots for marketing and merchants. These new Copilots build on the previously announced Copilots for retailers and shoppers and are integrated into the Einstein 1 platform. They can communicate with each other, effectively bridging marketing and commerce, and have full access to Salesforce Data Cloud.

“Welcome to the AI enterprise,” said Ariel Kelman, Salesforce President and CMO, during his keynote at Salesforce Connections in Chicago. Kelman outlined four waves of AI: Predictive (e.g., lead scoring), Generative, Autonomous, and AI General Intelligence. “We are starting to enter the third wave,” he stated, where AI will begin to take actions independently. Copilots are a step in that direction, although for now, a human remains in control.

The Path to the AI Enterprise Kelman described five steps towards creating an AI enterprise:

  1. Building a 360-degree view of the customer.
  2. Unlocking and activating data.
  3. Deploying trusted AI copilots.
  4. Delivering AI-powered analytics.
  5. Enhancing AI-powered collaboration.

Regarding the last point, new Slack AI tools were demonstrated for summarizing interactions and importing actionable data from Data Cloud into Slack.

The strategy for Einstein Copilots aims to empower business users in marketing, commerce, and other functions to execute complex tasks, such as creating personalized customer journeys, using natural language prompts.

Einstein Copilots for Marketing and Merchants The marketing Copilot can generate marketing briefs and content, and create email campaigns. Through Data Cloud, it can ingest and execute a brand’s datasets, including customer data from repositories like AWS, Snowflake, and Databricks.

By automating routine tasks and time-consuming projects like data connection and analysis, the Copilot aims to free up marketers to engage more thoughtfully with their audiences.

The commerce Copilot, part of Salesforce’s commerce offerings, responds to natural language prompts to create online storefronts, improve product discoverability, write product descriptions, and make product recommendations.

Other Announcements

  • Einstein Personalization: A new AI-powered decision engine that surfaces next-best actions and personalized content for individual customers based on data from Salesforce Data Cloud.
  • Data Cloud for Commerce: This feature allows retailers to combine inventory status, product descriptions, and transaction data with customer data to optimize processes like bundling offers or sending abandoned cart or back-in-stock notifications.


  • Einstein Copilot for Marketers: Generally available in summer 2024.
  • Einstein Copilot for Merchants: Available in beta in fall 2024.
  • Data Cloud for Commerce: Generally available in summer 2024 for B2B commerce customers and fall 2024 for B2C commerce customers.
  • Einstein Personalization: Available for restricted general availability in summer 2024.

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