Through the agreement, Merkle’s generative AI tool, Merkle GenCX, will be available for businesses to use with Salesforce Einstein GPT.

Users of Salesforce will be able to use the AI tool to gain insights and inform and develop personalised, automated campaigns.

Stephen Hammond, executive vice-president and general manager of Marketing Cloud at Salesforce, said: “Dentsu and Merkle’s work with Salesforce will give the opportunity to generate actionable AI-driven insights from first-party data.”   

The Merkle AI tool combines proprietary data assets, large knowledge models and third-party large language models.

Shirli Zelcer, global head of analytics and data platforms at Merkle, said: “We believe that as clients adopt this exciting technology to deepen and accelerate their customer insights and personalisation programs, they will be able to connect on a more human level and gain a distinct competitive advantage.”