The increasing use of artificial intelligence (AI) is making customer interactions more dynamic and personalized. This trend is not limited to consumer-focused businesses; even B2B and commercial customers are now expecting streamlined workflows and customized experiences.
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GLOThe increasing use of artificial intelligence (AI) is making customer interactions more dynamic and personalized. This trend is not limited to consumer-focused businesses; even B2B and commercial customers are now expecting streamlined workflows and customized experiences.
Michael Affronti, the SVP and GM of Commerce Cloud at Salesforce, highlighted that B2B customers are showing a greater interest in digitizing their commerce and integrating AI to scale their operations. The focus on efficiency is crucial for businesses seeking to improve their bottom line, and AI technology offers a promising solution. Its ability to personalize interactions and touchpoints has the potential to revolutionize organizational operations and help businesses thrive in today’s competitive market.
One key area of focus for Affronti is predictive recommendations that leverage AI and create personalized experiences for B2B customers. AI-led personalization can drive better performance in terms of revenue and results, as AI platforms continuously learn and optimize their solutions based on past behavioral trends.
However, adopting AI and reaping its benefits is not without challenges. Transitioning to headless commerce, which is essential for AI adoption, can be costly and resource-intensive. Additionally, gaining customers’ trust before asking for first-party information is vital in driving personalized experiences with reduced friction.
AI can streamline repetitive tasks, such as sending out quotes or handling reordering and commercial replenishment. By automating these processes, sales reps can focus on more valuable interactions with customers and upselling new products. AI-powered promotions and value-adds from the consumer space are also making their way into the B2B realm, generating interest among commercial customers.
Despite the potential benefits of AI, education and trust remain essential factors. Customers may be hesitant to embrace open-ended AI technology due to concerns about sensitive data and AI’s potential errors. Affronti emphasized the need to prioritize trust as a foundational element of any AI-driven B2B solution.
Salesforce is launching intelligent commercial innovations and integrations for its Commerce Cloud, powered by AI, data, and Salesforce Customer 360. These offerings include Pay Now, Snapchat for Commerce Cloud, Reorder Portal, and Order Support, all aimed at streamlining workflows and enhancing personalized experiences for businesses.
About Salesforce: Salesforce, Inc. is an American cloud-based software company headquartered in San Francisco, California. It provides customer relationship management (CRM) software and applications focused on sales, customer service, marketing automation, e-commerce, analytics, and application development.
