Isracard to Adopt Salesforce AI Marketing Platform

Isracard plans to implement Salesforce’s Marketing Cloud Next alongside Data 360 to coordinate its marketing and customer communications. The project, disclosed on November 8, would bring AI agents into campaign planning and message preparation while keeping the company’s marketing staff responsible for setting objectives, supervision and approval. The planned system would help teams prepare communications and adapt messages for different customer groups. Data 360 would bring together information held in Salesforce and connected systems to build a unified customer profile. The companies describe that shared profile as the basis for more personalized communication across the company’s customer channels. Adar Goren, Isracard’s chief data, digital and marketing officer, said the adoption is intended to improve continuous, personalized contact with customers. Goren said: “Isracard continues to invest in improving the customer experience and adopting advanced technologies.” Salesforce Israel’s digital solutions leadership welcomed the project and described using unified information to support automated marketing activity. The channels named for the project include WhatsApp, email, SMS and direct digital communications. The plan concerns how Isracard prepares and coordinates those messages; the announcement does not establish that the rollout is complete. No investment amount, implementation completion timetable or numerical performance targets were disclosed.