How AI and first-party data are transforming marketing strategies

By CNBC-TV18

In a rapidly evolving digital landscape, marketers are leveraging AI, first-party data, and cross-channel orchestration to stay ahead. Bobby Jania, CMO of Salesforce Marketing Cloud, shared insights on how these technologies are transforming customer experiences during a conversation with Shibani Gharat.

The Rise of Agentic AI in Marketing

Jania highlighted the shift from reactive marketing automation to proactive agentic AI, where AI agents can autonomously optimize campaigns and alert marketers to potential issues.

"Imagine an AI agent analyzing your paid media campaigns hourly, identifying problems, and suggesting solutions—just like an employee would," Jania explained.

Guardrails for Brand Safety

To ensure AI aligns with brand voice and compliance, Salesforce employs a reasoning engine with predefined topics and actions. For example, if a user asks an AI agent for a cookie recipe, it will respond with a polite refusal, staying within its designated scope.

"We give our customers total control over what AI can and can’t do," Jania said.

Personalization Through Data

Salesforce’s strength lies in its ability to harness first-party data, enabling hyper-personalized messaging. By analyzing past purchases, browsing behavior, and customer service interactions, AI can tailor communications with the right tone—whether empathetic or enthusiastic.

Marketing Excellence in the AI Era

The COVID-19 pandemic underscored the need for agility in marketing. Jania emphasized that agentic AI accelerates responsiveness, allowing brands to act swiftly in critical moments.

"During wildfires in the U.S., healthcare companies used AI to quickly segment and reach asthma patients with safety tips—something that would’ve taken weeks manually," he noted.

Key Takeaways:

• AI agents are making marketing more proactive and autonomous.
• First-party data enables deeper personalization and relevance.
• Prompt-based tools (like Salesforce’s Prompt Builder) streamline campaign creation.
• Speed and agility are critical in today’s marketing landscape.

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