Reflecting on my experience as a parent, I am reminded of the early, demanding days of nurturing my children. These formative years required constant care and attention—feeding, napping, and addressing every need to ensure healthy growth. Similarly, generative AI necessitates a deliberate and well-considered approach to thrive. Rather than nourishing with formula, AI requires high-quality data to develop effectively. The quality of the output produced by AI is directly linked to the quality of the data it processes.
Many organizations encounter difficulties optimizing their AI systems, often due to a lack of understanding of the foundational requirements for effective AI training. This challenge is particularly prevalent among our clients at Palladin Technologies within the media and communications sector. These organizations frequently struggle with suboptimal use of Salesforce, impacting customer experience and inhibiting business growth.
Through my extensive experience observing Salesforce’s integration of AI technologies—such as Einstein, Slack, and various developer tools—I have seen the benefits of centralized data management. Salesforce excels in unifying systems and data, creating a solid infrastructure to support AI initiatives. Effective AI implementation begins with consolidating and connecting data, and Salesforce is a key enabler in this strategic process.
For media and communications companies, data is often dispersed across multiple departments, channels, platforms, and devices. I routinely recommend the implementation of Salesforce Data Cloud, which centralizes data and integrates it with Einstein AI. This approach enables intelligent technologies to access comprehensive, unified data, improving their effectiveness and efficiency.
Moreover, AI’s potential is maximized not just through structured data but also through unstructured data. The adage “history informs the future” is particularly relevant here. By feeding AI unstructured data, such as customer emails or social media interactions, organizations can enable AI to identify patterns and trends that inform future business strategies.
Consider, for instance, our family’s mobile service provider. The company fails to recognize that we are a single household utilizing multiple services—mobile, cable, and internet—because their data systems are not integrated. By centralizing their data, they could offer a customized bundle, potentially reducing costs and increasing customer satisfaction.
Much like early childhood development, intelligent systems require ongoing attention and refinement during their initial stages. However, with sustained investment and strategic oversight, they evolve into sophisticated tools that drive business growth and operational efficiency.
Now is the critical moment to harness AI’s full potential. By investing in the mission-critical tools that future-proof your business, Salesforce C360 can transform AI from a nascent technology into a pivotal asset, keeping you ahead of the game.
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EVP, Media & Business Development
Jonathon Millman is the EVP of Media & Business Development at Palladin Technologies, bringing over a decade of leadership experience in consulting, media, and entertainment. At Palladin, Jonathon leverages his wealth of experience to spearhead strategic initiatives aimed at expanding the company’s footprint. His deep understanding of industry trends, coupled with his passion for innovation, is instrumental in driving Palladin Technologies toward new heights of success. Before joining Palladin, Jonathon Founded and was CEO of Shift CRM (Acquired by Silverline), which garnered widespread acclaim, including the prestigious Salesforce Partner Innovation Award in Media and Communications for its groundbreaking work with Warner Media Group. Moreover, Millman and his team played a pivotal role in shaping the development of Salesforce’s Media Cloud through their close collaboration with the platform’s product teams. His leadership and strategic vision continue to drive success for the company and our clients.
