Calculated Affinities

Calculated affinities enable you to gauge an individual’s interest in objects and their selected attributes. The output of a calculated affinity provides a numerical score to indicate preference. Personalization uses this value in segmentation, decision targeting, recommendation filtering, and when grounding Salesforce AI Agents to improve decision-making, enhance personalized output, and build trust.

• Using Calculated Affinities
  Calculated affinities (CAs) measure characteristics that indicate a natural interest in or liking of an object. You can create real-time calculated affinities, and use them with personalization decision targeting rules, segments, and recommendation filters, to generate highly-focused personalized content based on customer preferences.
• How Affinities are Calculated
  Personalization uses a standard summation model when calculating affinity. This model uses various factors that dictate affinity scoring output.
• Configure a Real-Time Calculated Affinity
  Define calculated affinity within specific boundaries. These boundaries include the selected data space, objects, and fields that you want to calculate affinity against, and within a defined engagement timeframe. You also specify the strength of an engagement signal, and the relative impact the signal has when calculating the affinity.