International Journal on Science and Technology

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Retrieval-Augmented Generation for Scalable Hyper-Personalized Messaging in Salesforce Marketing Cloud

Author(s) Maneesh Gupta
Country United States
Abstract In the era of the 21st century where customers expect personalised engagement across every point, traditional marketing strategies fall short while delivering relevance to the huge and diverse audience. This research paper investigates the integration of Retrieval-Augmented Generation (RAG) into the Salesforce Marketing Cloud(SFMC) as a transformative approach to hyper-personalised marketing. By combining generative AI with dynamic context retrieval from customer relationship management systems and knowledge graphs, RAG empowers brands to craft individualized content in real-time, adapting to user behaviour, preferences, and history.The architecture and core functionalities of the Salesforce Marketing Cloud are examined in depth, with emphasis on the strategic role of customer and salesforce in enabling intelligent, context aware engagement. This discussion traces the progression of personalisation techniques from traditional segmentation to real time, one to one messaging while also addressing key operational and ethical dimensions of scalable AI driven marketing. By integrating retrieval-Augmented Generation(RAG), SFMC evolves into a highly adaptive platform capable of generating relevant, data informed content at scale, maintaining deeper and more meaningful customer relationships.
Keywords Retrieval-Augmented Generation(RAG), Salesforce Marketing Cloud(SFMC), Hyper-Personalisation, Generative AI, Customer 360, Salesforce Einstein, CRM Integration, Real-Time Personalisation, Marketing Automation, Large Language Models (LLMs), Vector Databases, Ethical AI, Personalized Messaging, Journey Builder, Content Generation.
Field Engineering
Published In Volume 14, Issue 3, July-September 2023
Published On 2023-09-08
DOI https://doi.org/10.71097/IJSAT.v14.i3.6987
Short DOI https://doi.org/g9vddj
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