As we move towards a world where AI is playing an increasingly important role in business, Salesforce is taking the lead by coming up with innovative solutions like Einstein GPT. This amazing technology is not only revolutionizing how we engage with data, but also changing the game of customer relationship management.
Before we take a look at some of the high-value features of Einstein GPT, let’s quickly understand the difference between Predictive AI and Generative AI.
Predictive AI vs Generative AI:
Predictive AI uses machine learning to predict future outcomes based on historical data. These can be in the form of yes-and-no predictions, numeric predictions, recommendations, and more
Generative AI, on the other hand, focuses on creating new content, such as images, text, or other data, rather than predicting existing patterns. It involves training models to generate novel outputs.
While Salesforce Einstein has been at the forefront of Predictive Analytics since its inception in 2014, the newly launched Einstein GPT is powered by generative AI to turbocharge your business and empower teams.
Let’s start by answering the fundamental question.
What is Einstein GPT?
Einstein GPT is the world’s first generative AI CRM technology that uses public and private AI models with CRM data from your Salesforce org. This combination lets your users pose questions in natural-language queries to get AI-generated content that adjusts to customer information and requirements. All this, without compromising on the security of your data!
Einstein GPT has the Einstein Trust Layer built in to ensure that your data is masked to prevent it from being used to train machine learning models.
In a real-world scenario, this could mean leveraging Einstein GPT to create personalized customization for a large number of customers without compromising on customer identity.
Another key feature of Einstein GPT which was announced in Dreamforce 2023 is the Einstein Co-Pilot. It’s a conversational AI assistant built into the user experience of every Salesforce application.
How can Einstein Co-Pilot help?
Einstein Co-Pilot is the next generation of Einstein. Users can pose questions to this built-in AI in natural language and get trustworthy answers based on customer data from Salesforce Data Cloud.
But what truly sets Einstein-Copilot apart is what comes next. It goes beyond the user's query by proactively suggesting additional actions, like recommending an action plan after a sales call or creating a new service knowledge article. It can even make customized product suggestions based on the customer's purchase history and write a personalized email for that customer.
According to Salesforce, early adopters are already reaping the benefits, freeing over 30% of employee time to drive revenue growth, cut costs, and deliver high-quality customer experiences and interactions.
Let’s now look at a few ways Einstein GPT can help various business functions.
Sell Better with Sales Cloud Einstein
Sales Cloud Einstein does all the grunt work, so your team can focus on selling! Sales Assistant captures all the activities in your sales cycle and also updates your CRM data automatically. With Sales Email, you can draft personalized communication that is grounded in your Salesforce data. Call Summaries, as the name suggests, transcribes and summarizes sales calls and further sets action-items based on the transcription.
Enhance Customer Satisfaction with Einstein for Service
Einstein Article Recommendations saves time for your agents by recommending relevant knowledge articles to solve customer cases. With Einstein Bots, you can automate common tasks and help your teams do more. Einstein Conversation Mining is a nifty feature that uses machine learning and existing conversation data to identify the top reasons your customers contact you.
Under Einstein Replies you can use generative AI to create and recommend relevant replies to agents during chat and messaging sessions. Or, you can use the predictive AI Reply Recommendations experience with replies based on your Salesforce org’s closed transcripts.
Improve Engagement Rates with Einstein for Marketing Cloud
Einstein's Smart Segmentation uses customer data and machine learning to generate predictive models that assign scores to a contact’s likelihood to engage with emails, while Smart Orchestration determines the optimal time to send push notifications and emails to leads. This feature also predicts the optimal number of emails or push notifications to avoid sending too many or too few touchpoints.
The Smart Content feature is where Einstein's generative AI kicks in. Create custom Personas and define writing styles to churn personalized emails to your target audience.
Power up the shopping experience with Commerce Cloud Einstein
Commerce Cloud Einstein revolutionizes the shopping experience by personalizing customer interactions. By analyzing shopping behaviors and patterns, it delivers tailored product recommendations, ensuring each customer journey is unique. It optimizes search results and merchandise layouts, driving sales and customer loyalty with data-driven precision.
Elevate Communication with Slack AI
Slack AI, integrated within your communication workflows, streamlines collaboration and productivity. By analyzing conversation patterns, it suggests relevant documents and threads, ensuring you're always a step ahead in discussions. Slack AI can summarize lengthy conversations, highlight action items, and connect to Salesforce records, making information retrieval swift and efficient.
Summary
Salesforce Einstein GPT, along with its applications in Sales, Service, Marketing, Commerce, and communication via Slack, ushers in a new age of efficiency and customer engagement. By harnessing the power of both predictive and generative AI, businesses can expect to see significant strides in personalized customer experiences, streamlined operations, and strategic growth, all while safeguarding data integrity and trust.