• Salesforce, a global cloud-based solutions provider, announced the launch of new analytics-powered features across its Service and Marketing Cloud suites. The new features that leverage AI (nicknamed ‘Samantha’) include consumer sentiment analysis, advanced customer identity resolution, and tracking anonymous profiles. 

• The firm claims that the new tools can help simplify processes for sales and marketing teams and “humanize” engagement between companies and their customers to create personalized experiences. The firm claims the solutions can help global brands to pivot to direct-to-consumer (D2C) offerings. 

Analyst QuickTake: Since the launch of Einstein, an AI insights solution for Salesforce’s B2B marketing cloud in 2019, the firm has been extending the capabilities of its AI into other areas of marketing and sales functions. The newly launched feature sees a broadening of those capabilities into ad personalization and customer identity resolution, which is in line with steps taken by startups in the industry, as challenges posed by the elimination of third-party cookies from popular web browsers draw near (scheduled to be eliminated from Google Chrome by end-2023).