Salesforce, the leading cloud-based customer relationship management (CRM) platform continues to advance its offerings alongside the evolution of emerging technologies. Recently, the platform has adopted various artificial intelligence (AI) integrations to its CRM through what it calls Einstein GPT.

Additionally, it has been steadily  Salesforce Web3, an arm focused on digital assets and offerings — helping brands to create connected customer experiences across both Web2 and Web3 through a unified platform.

Its innovative platform is designed to enable brands to create, manage, and deploy NFTs in a secure, scalable, and sustainable manner. With the limited release of Salesforce Web3, companies can now integrate Customer 360 with Web3 data, offering a comprehensive view of customer engagement across traditional and emerging digital platforms.

Brands currently utilizing these services include Crown Royal, most notably through its partnership with Vayner3 — additional partners include Mattel through its Hot Wheels NFT Garage offering, as well as Scotch & Soda through its Web3 loyalty program Club Soda.

Today the world meets @Salesforce Web3, and we are thrilled to announce that @vayner3 has been selected as a launch partner!

A big congratulations to @marcfmath, @max_comparetto, and the rest of our partners at team Salesforce! ? https://t.co/uZMmVU2CoG

— Vayner3 (@Vayner3) March 15, 2023

“Salesforce helped us reimagine and digitally scale Crown Royal’s Purple Bag Project by giving us a trusted partner to support our front-end commerce site and back-end data connector to support the That Deserves A Crown campaign. For every digital collectible claimed, we sent a care package to active duty U.S. military members around the world,” said Devin Nagy, Director of Technology and Emerging Platforms at Diageo North America.

The move into Web3 by the leading CRM provider is one of intention, as it sees the emerging space as the “next generation of the internet,” identifying the blockchain and NFTs as groundbreaking technologies that will enable brands to explore unique ways of engaging audiences, strengthening customer relationships, and driving brand loyalty.

Some of the key developments and features Salesforce Web3 aims to provide are various API integrations that will enable brands to deliver personalized experiences in both Web2 and Web3 settings, providing a whole view of customers’ interactions with NFT collections.

Another initiative is the rebranding of its “NFT Cloud” to NFT Management, which enables companies to create and manage digital collectibles directly through Salesforce, access real-time data, monitor on-chain activity, and automate various processes using Salesforce Flow.

The platform has also gathered a strong list of consulting partners including Accenture and Deloitte Digital, alongside digital agencies and strategy consultants like AE Studio, Media Monks, TIME, and Vayner3, to assist businesses with implementing Web3 strategies and guiding them in the exploration of the blockchain, digital wallets, and NFT minting.

As expressed by Salesforce, Web3 is the next iteration of the internet, and its associated technologies, when leveraged properly, can provide increased trust, engagement, and brand loyalty from consumers — properties that will likely become new standards for brands of the future.

In related news, Salesforce debuts Einstein GPT to keep up in the AI race.