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Could Salesforce’s Generative AI Einstein GPT Revolutionize CRM

March 2023

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Salesforce has launched Einstein GPT, the world’s first generative AI CRM technology, designed to deliver AI-created content across sales, service, marketing, commerce, and IT interaction, at hyperscale. Salesforce is hoping that Einstein GPT will transform customer experience with generative AI.

Einstein GPT will infuse Salesforce’s proprietary AI models with generative AI technology from an ecosystem of partners and real-time data from the Salesforce Data Cloud, which ingests, harmonizes, and unifies all of a company’s customer data. With Einstein GPT, customers can then connect that data to OpenAI’s advanced AI models out of the box, or choose their own external model and use natural-language prompts directly within their Salesforce CRM to generate content that continuously adapts to changing customer information and needs in real time.

For example, Einstein GPT can generate personalized emails for salespeople to send to customers, generate specific responses for customer service professionals to more quickly answer customer questions, generate targeted content for marketers to increase campaign response rates, and auto-generate code for developers.

“The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways,” said Marc Benioff, CEO of Salesforce. “Einstein GPT, in combination with our Data Cloud and integrated in all of our clouds as well as Tableau, MuleSoft, and Slack, 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.”

Salesforce is combining OpenAI’s enterprise-grade ChatGPT technology with Salesforce’s private AI models to deliver relevant and trusted AI-generated content.
“We’re excited to apply the power of OpenAI’s technology to CRM,” said Sam Altman, CEO of OpenAI. “This will allow more people to benefit from this technology, and it allows us to learn more about real-world usage, which is critical to the responsible development and deployment of AI — a belief that Salesforce shares with us.”

Salesforce has also announced a Generative AI Fund from Salesforce Ventures, the company’s global investment arm. The new $250 million fund will invest in high-potential startups, bolster the startup ecosystem, and spark the development of responsible, trusted, and generative AI.

Einstein GPT in CRM

Einstein GPT, which is currently in closed pilot, is the next generation of Einstein, Salesforce’s AI technology that currently delivers more than 200 billion AI-powered predictions per day across the Salesforce Platform. And by combining proprietary Einstein AI models with ChatGPT or other leading large language models, customers will be able to use natural-language prompts on CRM data to trigger powerful, time-saving automations, and create personalized, AI-generated content. Announced so far are:

  • Einstein GPT for Sales: Auto-generate sales tasks like composing emails, scheduling meetings, and preparing for the next interaction.
  • Einstein GPT for Service: Generate knowledge articles from past case notes. Auto-generate personalized agent chat replies to increase customer satisfaction through personalized and expedited service interactions.
  • Einstein GPT for Marketing: Dynamically generate personalized content to engage customers and prospects across email, mobile, web, and advertising.
  • Einstein GPT for Slack Customer 360 apps: Deliver AI-powered customer insights in Slack like smart summaries of sales opportunities and surface end users actions like updating knowledge articles.
  • Einstein GPT for 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.

Salesforce and OpenAI have also announced the ChatGPT for Slack app. The app provides new AI-powered conversation summaries, research tools to learn about any topic, and writing assistance to quickly draft messages.

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