Salesforce has introduced over 200 new Data Cloud Connections, including integrations with social media giant’s Snapchat, LinkedIn and Meta.

According to the company, these connections allow companies to unify and leverage the 90% of customer data that is currently trapped in PDFs, emails, transcripts, and other unstructured formats.

As a result, companies can now integrate unstructured data sources like transcripts, online customer reviews, and support tickets directly into the customer profile.

This enables them to gain a deeper understanding of customer needs and preferences without relying on costly and labor-intensive solutions., the ecommerce giant revealed at the 2024 Salesforce World Tour in London today [6 June 2024].

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Meanwhile, these profiles then allow teams and AI to search through vast volumes of this data to find insights that can be used to enhance sales, service, marketing, and commerce experiences.

Other companies involved include Oracle, Microsoft Dynamics 365, Google Cloud Service and Google Ads.

Salesforce claimed that the Data Cloud tool leverages the power of its metadata in the Einstein 1 Platform by connecting unstructured and structured data.

This reduces the need to fine-tune Large Language Models (LLMs) and enhances the accuracy of results delivered by Einstein Copilot, Salesforce’s enterprise conversational AI assistant.

Salesforce EVP & GM, Unified Data Services & Einstein, Rahul Auradkar, said: “For the first time, business users can bring 90% of untapped data to their workflows, which has so far remained unstructured and unused in their enterprise.

“With the new innovation in Data Cloud, businesses can now grow cost effectively by delivering transformative and integrated customer experiences across service, sales, marketing, AI, automation, and analytics.”

The news comes as the company also announced the opening of the UK’s first AI centre, as part of a $4 billion investment.

Situated in London, the new space will allow industry experts, developers and customers to collaborate on innovation and develop new skills.