Winter ’25 Release Highlights: Einstein Personalization

Posted on August 23, 2024  (Last modified on December 10, 2024) • 4 min read • 707 words

The next add-on to the Marketing Cloud

As marketers look for better ways to manage and optimize their marketing efforts across various channels, Marketing Cloud (MC) becomes the recommended choice for Salesforce users across this ecosystem. Its product suite enables businesses to engage with customers across multiple touchpoints to deliver successful campaigns based on real-time data-driven insights.

Its latest addition, Einstein Personalization, is tailored to work alongside Marketing Cloud Personalization (formerly Interactive Studio) to personalize customer experiences, manage customer segments, and curate content for each customer across various channels like email, web, and mobile. Allowing marketers to tap into customer data, insights, and behavior to determine what drives customers to your site.

In today’s Release Highlights post, we’ll take a look at some of the new and exciting updates, upgrades, and features that are headed to Marketing Cloud Personalization (through the means of Einstein Personalization)!

2020 Acquisition  

Let’s take a trip down memory lane to better understand how these upcoming changes within Einstein Personalization (EP) will help leverage the use of Marketing Cloud Personalization (MCP).

Back in February 2020, Salesforce acquired Evergage to strengthen its Marketing Cloud suite of products by incorporating advanced personalization features to help marketers drive better experiences across different channels. From the get-go, Evergage was rebranded as Interactive Studio and integrated into Marketing Cloud.

In April 2022, Salesforce decided to change its name once more to emphasize its ability to deliver personalized customer experiences rather than just interactive messaging. Fast forward to May 2024, the Einstein Copilot capabilities expanded within the Marketing and Commerce product lines. With it came the introduction of Einstein Personalization which within MCP will unlock new features and functionality.

“ A new AI-based decision engine that allows brands to leverage real-time customer data from Data Cloud to deliver marketing campaigns that automatically trigger next best offers and personalized content — no matter where a customer engages with a brand or organization.”

Leverage these upcoming features within your org with a Marketing Cloud license, a Marketing Cloud Personalization add-on, and Data Cloud activation within your org.

Provide Personalized Experiences with Einstein Personalization (Generally Available)  

Right out of the gate, leverage the Einstein Co-pilot AI engine to generate personalized content in real-time. With your Data Cloud integration leverage the 25 business segments (an upgrade from 5, from our previous MCAE article) such as data ingestion, identity resolution, calculated insights, data graphs, and more.

This Winter ’25 feature will deliver relevant and targeted content to your customers at the right time and adjust as needed based on their behavior to deliver an effective and personalized experience.

This feature will be available in the Lightning Experience in Enterprise, Unlimited, Performance, and Developer editions with Data Cloud.

Extend Personalized Experiences in Marketing Cloud Using Einstein Personalization  

This Winter ’25 feature helps emphasize leveraging EP outside of MCP. For example, targeting rules and personalized decisions to deliver dynamic varied content for each email communication.

Now Email Studio, Journey Builder, Account Engagement, Advertising, Loyalty Management, and more can use targeting rules and personalization points within their existing features and functionality. Providing new resources to existing product lines.

Einstein Personalization is currently available in Lightning Experience in Enterprise, Unlimited, Performance, and Developer editions.

Enhance Your Websites with Personalized Experiences Using Web Personalization Manager  

The ability to build strategies that use customer/visitor information to customize their website experience is where this AI-driven engine shines within EP. With this Winter ’25 feature, a marketer will be able to use the built-in Web Personalization Manager to identify recommendations of dynamic content in real time for site visitors.

Select the page elements (personalization points) you want to personalize with a point-and-click approach using an existing template or build from scratch. Quickly preview the results and publish them to deploy the personalization.

This change applies to Einstein Personalization and is available in Lightning Experience in Enterprise, Unlimited, Performance, and Developer editions.

The Coverage Continues  

We’ll keep the Release Highlights coming as the go-live dates approach and cover the latest and greatest changes coming to an Org near you.

While you’re here, let us know what Winter ’25 Release features and functionality you're most excited about this time around!

Until next time keep working hard, smart, and happy. And we’ll see you in the cloud!