ChatGPT turns on Salesforce Einstein AI

Salesforce makes CRM talkative by integrating OpenAI’s ChatGPT generative AI model to provide chat functionality for Slack, Einstein AI and other platforms.

Cloud computing technology concept background, digital illustration generative AI
Image: kanpisut/Adobe Stock

ChatGPT broke the web record in February 2023 fastest growing user base ever, and now global customer relationship management company Salesforce is joining the likes of Starbucks, Lyft, Mastercard and most recently Microsoft and HubSpot in installing chatbot artificial intelligence capabilities.

Salesforce hopes to add the magic of big-language generative models to its portfolio of sales, marketing and communications platforms by marrying OpenAI’s chat master with its own Einstein AI data crunching machine. The resulting mixture is called Einstein GPT; However, the company has not announced when the official launch will take place.

Billed by Salesforce as the world’s first generative AI CRM technology, Einstein GPT “infuses Salesforce’s proprietary artificial intelligence models with generative AI technology from its ecosystem of partners and real-time data from the Salesforce Data Cloud, which ingests, harmonizes and unifies customer data across all of a single company “, the company writes.


From AI to GPT

Launched in 2016, Einstein AI is a framework that uses capabilities such as machine learning, image processing, and natural language to automate business processes. Salesforce says it’s a tool that helps customers do things like analyze email interactions to improve sales and CRM communications.

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SEE: Artificial Intelligence Code of Ethics (TechRepublic Premium)

With GPT, Einstein not only thinks, but also acts in real time. According to the company, the system collects real-time data from the Salesforce Data Cloud, a repository of customer data. Users can then connect this data with OpenAI’s advanced artificial intelligence models, or choose their own model and use natural language prompts directly within Salesforce CRM to generate content that changes on the fly based on changing customer data.

Einstein GPT automates CRM tasks and improves customer strategy

At the Salesforce TrailblazerDX 2023 Innovation Preview on Tuesday, March 7, Sanina Parulekar, senior director of product marketing at Salesforce, said Einstein GPT combines data from publicly available and private sources to train models with CRM data. This data enables Einstein GPT to deliver AI-generated content to Slack, Sales, Service, Marketing, Commerce, and IT (Figure A).

Figure A

Einstein GPT generated letter to a client
Image: Salesforce. Einstein GPT generates a sales letter for the customer.

“When we announced Einstein AI in 2016, it was the first generation of AI for CRM and introduced thousands of organizations to AI, making it highly relatable for any business,” explained Parulekar. “Today, 60 percent of IT leaders plan to implement generative artificial intelligence.”

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SEE: Salesforce adds new integrations to Slack, Tableau (TechRepublic)

How Einstein GPT will empower CRM, sales and developers

Salesforce said the ChatGPT feature enables Einstein GPT for the following applications:

  • Sale: Generate automated sales tasks such as writing emails, scheduling meetings and preparing for customer engagement.
  • Service: Generate knowledge articles from past case descriptions to automatically generate personalized agent chat responses to increase customer satisfaction through personalized and accelerated service interactions.
  • Marketing: Create dynamically personalized content to engage customers and prospects via email, mobile, web and advertising.
  • Slack apps: It provides AI-powered customer insights in Slack, such as intelligent summaries of sales opportunities, and the surface of end-user activities such as knowledge article updates.
  • Developers: Improve developer productivity with Salesforce Research’s proprietary large language model by using an AI chat assistant to generate code and ask questions for languages ​​like Apex (Figure B).

Figure B

code generated by Einstein GPT on a black background
Image: Salesforce. Einstein GPT generates code based on instructions.

“The world is going through one of the most profound technological changes with the rise of real-time technologies and generative artificial intelligence,” said Marc Benioff, CEO of Salesforce. statement. “This comes at a pivotal moment as all companies focus on engaging with their customers in smarter, more automated and more personalized ways.

“Einstein GPT combined with our Data Cloud and integrated into all our clouds, as well as Tableau, MuleSoft and Slack, is another way to open the door to the future of AI for all our customers, and we will integrate with OpenAI at launch. “

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Salesforce keeps people in the AI ​​process

Clara Shih, executive vice president and general manager of Salesforce Service Cloud, said ChatGPT’s integration with Einstein AI was accelerated by the collaboration of Salesforce’s Office of Ethics and Humane Use of Technology to put ethical, anti-bias safeguards around the generative framework. . Shih added that Einstein GPT is built on Hyperforce, Salesforce’s secure public cloud, which the company is expanding into the European market (Figure C).

Figure C

Clara Shih, VP and General Manager of Salesforce Service Cloud, discusses the ethics, safety and security of generative artificial intelligence
Image: Salesforce. Clara Shih, VP and GM of Salesforce Service Cloud, discusses the ethics, safety and security of generative AI during this week’s TrailblazerDX 2023 Innovation Preview.

In addition, Shih stated that Salesforce’s generative AI products would not work without human supervision.

“We designed Einstein GPT to have one person in the loop who has the final say and edits what generative AI creates,” Shih said.

The company is also launching an AI startup fund called the Generative AI Fund from Salesforce Ventures’ global investment fund. The $250 million will invest in high-potential startups, strengthen the ecosystem, and advance the development of responsible, reliable, and generative AI.

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