Case study#1: How Salesforce Uses AI in Their Company: A Case Study on Einstein & EinsteinGPT.
Salesforce is one of the leading SaaS companies in the world, offering cloud-based solutions for CRM, marketing, sales, service, analytics, and more. But how does Salesforce leverage artificial intelligence (AI) to enhance its products and services?
Salesforce is the global leader in CRM, with more than 200,000 customers and millions of users.
In 2020, Salesforce claimed that Einstein was serving more than 80 billion predictions per day across their cloud platform.
Salesforce launched Einstein GPT, the world’s first generative AI for CRM, in March 2023.
In this edition, we will explore in detail how Salesforce uses AI in their company, focusing on their Einstein AI platform and GPT-3 integration.
What’s Inside?
What are Salesforce Einstein and Einstein GPT?
How does it work?
Benefits of EinsteinGPT
How Salesforce handles the ethical considerations of using AI?
Einstein: The AI Platform for Salesforce
Einstein is Salesforce's AI platform that powers various features and functionalities across its products. Einstein enables Salesforce to deliver personalized and predictive experiences to their customers, as well as to optimize their own operations and processes. Some of the capabilities of Einstein include:
Einstein Analytics: This feature allows users to explore data, discover insights, and make data-driven decisions using AI-powered analytics and visualization tools.
Einstein Discovery: This feature helps users to uncover hidden patterns and trends in their data, and to generate explanations and recommendations based on AI models.
Einstein Prediction Builder: This feature enables users to create custom AI models that can predict any outcome or metric based on their data, such as churn rate, revenue, or customer satisfaction.
Einstein Next Best Action: This feature suggests the best actions or offers for each customer or prospect based on AI models and business rules.
Einstein Voice: This feature allows users to interact with Salesforce using natural language processing (NLP) and speech recognition, as well as to create voice bots and skills for various use cases.
Einstein Vision: This feature enables users to leverage computer vision and image recognition to analyze images and videos, and to extract insights and information from them.
Einstein Language: This feature allows users to use natural language understanding (NLU) and natural language generation (NLG) to process text and generate responses or summaries.
“AI is now an imperative, not a nice-to-have.”
MARCO CASALAINA, GENERAL MANAGER OF EINSTEIN, SALESFORCE
Now, In 2023 Salesforce is crushing the GenerativeAI game with EinsteinGPT partnering with OpenAI.
What is EinsteinGPT?
Einstein GPT is a technology that creates personalized content across every Salesforce cloud with generative AI, making every employee more productive and every customer experience better.
For example, a salesperson can ask Einstein GPT to write an email to a prospect based on their profile and interests, or a customer service agent can ask Einstein GPT to generate a response to a customer query based on their case history and knowledge base.
Einstein GPT integrates with OpenAI to provide Salesforce customers with out-of-the-box generative AI capabilities, such as the ChatGPT app for Slack, which delivers instant conversation summaries, research tools, and writing assistance.
Einstein GPT…is another way we are opening the door to the AI future for all our customers, and we’ll be integrating with OpenAI at launch.
MARC BENIOFF, CEO OF SALESFORCE
How does Einstein GPT work?
Einstein GPT works by combining Salesforce's proprietary AI models with generative AI technology from an ecosystem of partners and real-time data from the Salesforce Data Cloud. The Salesforce Data Cloud ingests, harmonizes, and unifies all of a company's customer data, providing a single source of truth for every interaction.
Einstein GPT then uses natural-language prompts to access the data and generate content that is tailored to each customer and situation. For example, a marketer can ask Einstein GPT to create a blog post on how to use a new product feature based on customer feedback and usage data.
Einstein GPT is also open and extensible, meaning that customers can choose their own external model and use it within their Salesforce CRM. One of the external models that Einstein GPT integrates with is OpenAI's ChatGPT, which is an advanced AI model that can generate natural and coherent text on any topic.
What are the benefits of Einstein GPT?
Einstein GPT offers many benefits for Salesforce customers, such as:
Personalizing every customer interaction with AI-generated emails, conversations, and offers built on real-time data
Boosting productivity with insights across sales, service, marketing, and commerce embedded in the flow of work
Innovating with clicks, not code by using low-code tools to build custom predictions and recommendations
Creating new experiences easily with generative AI that adapts to changing customer needs and preferences
Enhancing trust and transparency by using responsible and ethical generative AI
Salesforce has been one of the first companies to integrate GPT-3 into their products and services, using it to enhance their Einstein platform and other features. Some of the applications of GPT-3 for Salesforce include:
Einstein Copy Insights: This feature uses GPT-3 to generate catchy and effective copy for marketing campaigns, such as email subject lines, headlines, slogans, and call-to-actions.
Einstein Bots: This feature uses GPT-3 to create conversational agents that can handle customer inquiries and requests using natural language.
Einstein Search: This feature uses GPT-3 to improve the search functionality of Salesforce, allowing users to find relevant information and answers using natural language queries.
Einstein Writing Assistant: This feature uses GPT-3 to help users write better emails, proposals, reports, and other documents by providing suggestions, corrections, feedback, and templates.
Salesforce has also announced a $250 million Generative AI Fund to support the startup ecosystem and development of responsible generative AI.
How Salesforce is handling the Ethical considerations of using AI?
Integrating generative AI into CRM involves the collection and processing of data, which raises ethical considerations, privacy concerns, and security risks. Salesforce has established ethical guidelines and safe AI models to ensure that the implementation of AI in CRM is safe and inclusive and addresses these issues.
“Council and Office of Ethics, Paula Goldman, emphasized the importance of conducting ethical reviews for all AI that the company builds and deploys, as well as ensuring compliance with guidelines for careful deployment of AI, both within and outside Salesforce. In order to achieve this, the company has implemented a program that involves all employees, with a focus on identifying AI techniques that can be applied to benefit society. This approach ensures that the development and deployment of AI are done in a thoughtful and responsible manner.” said, Salesforce ProGen's lead researcher, Nikhil Naik.
Salesforce is a prime example of how a SaaS company can use AI in their company to improve its products and services. By using its own Einstein platform and integrating GPT-3 into its features, Salesforce has been able to deliver personalized and predictive experiences to its customers, as well as optimize its own operations and processes. AI will soon become a key factor in Salesforce's success and growth in the SaaS industry.
What’s coming up in the next editions?
How HubSpot uses AI to optimize marketing campaigns?How Monday.com uses AI to improve project workflows?