Salesforce (NYSE: CRM) and Google Cloud have proudly unveiled an expanded strategic partnership designed to empower businesses with the capabilities of data and artificial intelligence (AI). Their collaborative efforts aim to provide customers with more personalized experiences, a deeper understanding of customer behavior, and cost-effective, efficient campaigns across marketing, sales, service, and commerce.
In an era where data is paramount, 80% of business leaders emphasize its critical role in decision-making. However, 41% of them struggle with the complexity and inaccessibility of their data, hindering its usefulness. The integration between Salesforce Data Cloud and Google BigQuery introduces a seamless way for businesses to create unified customer profiles. This integration mimics the experience of having data stored in a single, accessible location, eliminating the need for data duplication, transfer, and ensuring data governance and trust are maintained.
Salesforce Data Cloud and Google Cloud’s Vertex AI present another significant development. This integration allows customers to bring their AI models from Vertex and utilize them across the Salesforce Platform. Companies can address specific business needs such as predicting buying behavior or churn likelihood, by applying these custom AI models to their Salesforce Customer 360 data. With zero-copy data access for AI model training, companies can maximize their AI investments by streamlining the model development process, thus enhancing the precision and efficiency of AI predictions and insights.
The applications of this partnership are extensive and span various industries:
- A fashion retailer can seamlessly connect CRM data with non-CRM data to predict customer preferences and deliver hyper-personalized clothing recommendations via multiple channels.
- Healthcare organizations can leverage patient data to predict readmission risks, enabling personalized care plans and proactive medical care to enhance patient outcomes.
- Financial institutions can analyze customer financial data in conjunction with market trends to provide personalized banking services and offers based on customers’ goals and spending habits.
In 2017, Salesforce and Google initiated their strategic technology partnership, uniting two of the world’s most innovative companies to transform marketing, sales, service, and commerce data into actionable insights. Since then, businesses of all sizes and across diverse industries have harnessed the combined power of Google and Salesforce to enhance marketing, offer AI-driven customer experiences, and boost productivity.