Salesforce Personalization guide
Salesforce now has two personalisation products. Here is how Salesforce Personalization and Marketing Cloud Personalization differ.
Salesforce has two real-time personalisation products, and the names are easy to confuse. Salesforce Personalization is the newer engine, built natively on Data 360. Marketing Cloud Personalization is the established product, formerly Interaction Studio and before that Evergage. Salesforce describes them as separate products, so check which one you own or are evaluating.
What it is for
Both products decide, in the moment, what content, offer or recommendation to show a customer on a website, app or message, based on what is known about them and what they are doing now. The aim is relevant experiences rather than the same banner for everyone.
The two products compared
| Point | Salesforce Personalization | Marketing Cloud Personalization |
|---|---|---|
| Generation | New | Established |
| Data foundation | Native on Data 360 | Its own platform, with connections to other clouds |
| Former names | None | Interaction Studio, Evergage |
| Upgrade route | Not applicable | Personalization+ on renewal adds Marketing Cloud Next capabilities |
Core capabilities
In general terms, personalisation products track behaviour on digital channels, build a picture of each visitor, and use rules or machine learning to choose what to show. Related Marketing Cloud capabilities include Real-Time Offer Management (Summer '26). Salesforce also mentioned Adaptive Web at Dreamforce 2026 without stating a release status. For detailed feature lists, use the Salesforce Personalization page and Salesforce Help.
How it connects with other Salesforce products
Salesforce Personalization draws on Data 360 profiles, so identity resolution and data quality directly affect results. It sits alongside Marketing Cloud Next and Commerce Cloud experiences. Marketing Cloud Personalization customers can renew into Personalization+.
Who it suits
- Retail, travel and media brands with high digital traffic.
- Teams that already have, or plan, a unified profile in Data 360.
- Organisations with content and offers ready to personalise.
Planning an implementation
- 01
Confirm the product
Check which personalisation product your contract covers.
- 02
Define use cases
Pick two or three placements, such as a home page banner or product recommendations.
- 03
Prepare data
Make sure identity and catalogue data are clean and current.
- 04
Set up measurement
Agree control groups and success measures before launch.
- 05
Expand gradually
Add placements once the first ones show measurable value.
Common mistakes
- Mixing up the two product names in plans or contracts.
- Launching without enough content variations to personalise.
- Skipping control groups, which makes results hard to judge.
- Personalising on thin or stale profile data, which produces irrelevant experiences.
How GeekMidst can help
Our audience segmentation and personalisation service helps you define use cases and audiences, our Data Cloud identity resolution work prepares the profile layer, and our Marketing Cloud consulting team can help you compare products.
Questions we hear
Is Interaction Studio still available?
Is Salesforce Personalization a rename of Marketing Cloud Personalization?
Do I need Data 360 for Salesforce Personalization?
Where do I find the full feature list?
Related reading
Designing unified individual profiles
The data behind personalisation
→Unified profile blueprint
A reference architecture on Data 360
→Marketing Cloud overview
The full Marketing Cloud family
→Sources
Planning personalisation?
Tell us your channels and data, and we will help you choose the right product and first use cases.
