At the Dreamforce Conference, Salesforce Marketing Cloud CMO Bobby Jania unveiled the next-gen Agentforce Marketing, marking a significant evolution from the legacy ExactTarget platform. This innovation utilizes agentic AI and unified data to transform advertising experiences. Key features include a paid-media optimization tool within the “Marketing Intelligence” cloud, which enhances ad performance on platforms like Google and Meta by automating budget management and real-time adjustments based on return on advertising spend (ROAS) goals.
Additionally, the Adaptive Web will leverage agentic AI to tailor website experiences using real-time behavioral data. The newly introduced Journey Decisioning automates customer routing based on behaviors, eliminating manual processes. Salesforce also strengthened its partnership with Google by integrating Google Gemini AI models with its Atlas Reasoning Engine, enhancing capabilities within Slack. The older “Marketing Cloud Advertising Studio” has been retired, paving the way for AI-driven targeting using first-party data to connect with consumers across platforms like Facebook and Instagram.
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