Salesforce has updated its Commerce Cloud platform, adding AI integration, visual search, and inventory availability services to businesses in the retail sector.

Through these new additions to the company’s e-commerce marketing platform, businesses can connect with customers throughout their entire buying journey and not just when they reach the company’s site.

For example, the Einstein Recommendations API can offer targeted product recommendations to customers that may have expressed an interest in other products, whether using mobile apps, devices, customer service channels or more. Another Einstein-powered feature is Einstein Visual Search, which allows customers to search for products using images rather than text. When a customer uploads a picture or screenshot of a product, they’re presented with similar products from your store that match their needs.

“Digital commerce no longer starts with just a shopping cart,” said Mike Micucci, CEO of Commerce Cloud at Salesforce. “With Salesforce Commerce Cloud, companies have a trusted partner who can help them meet their customers wherever they are and deliver commerce everywhere through a platform full of AI-powered commerce services, APIs and a robust partner ecosystem.”

Another new addition to Salesforce Commerce Cloud is High-scale Inventory Availability Service, which allows businesses to sync their inventory across all sales channels, including in-store and fulfilment centre, plus digital channels to enable powerful features such as real-time customer stock checks throughout the year.

“With Salesforce, Michaels has launched new branded e-commerce sites, unified our in-store and online experience, and integrated user-generated content from social media,” added Steve Carlotti, executive vice president of marketing at Salesforce customer The Michaels Companies.

“We are also bringing together commerce, service and marketing to drive more effective audience engagement and ensure that every customer communication is timely and relevant.”