Salesforce announced three enhancements to Salesforce Data Cloud at Dreamforce this week. There is an expansion of unstructured data types it can address including audio and video; there will be a sub-second “real time” layer for data from ingestion to activation; and the connector eco-system has been expanded. Salesforce also emphasized close collaboration between Data Cloud and its new Agentforce AI bots.
According to a study published in the Journal of Hospitality Marketing & Management, mentioning AI in a product description can trigger anxiety in consumers. Using a sample of around 300 consumers, the researchers found that using AI terminology to describe a new TV technology caused a reduction in intent to purchase. That reduction in intent was even more pronounced in the case of a car.
Not to be drowned out by Dreamforce, Adobe has taken the opportunity to unveil some content innovations. Adobe Content Analytics will identify resonant content attributes for specific target audiences while Adobe Journey Optimizer will allow instant generation of multiple content variants based on performance goals. Adobe Experience Manager will offer web experimentation capabilities.
Scope3 Media Reporting has raised $25 million in new funding to support its mission to measure media and advertising carbon emissions and suggest optimizations that will reduce them. Brands that use Scope3 to reduce their emissions include Coca-Cola, General Motors and Mastercard. It now plans to address the growing threat of emissions caused by the use of AI.