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Understand how the tool will optimize Salesforce’s ecosystem functions with a high level of security.

In the ever-evolving technological landscape we live in, where innovation and productivity are essential for business development, Generative Artificial Intelligence has emerged as an impressive ally. Among the innovations that have surfaced in the market is Einstein GPT, a powerful tool developed by Salesforce, which is redefining how companies interact with their data, customers, and content.

This is because, as we move into an era marked by automation, the ability to generate text and content intelligently and adaptively has become an invaluable asset. Thus, Einstein GPT stands out not only for the potential it brings to the Salesforce ecosystem but also as a benchmark for reliability in the world of enterprise AI.

Why use Generative AI in CRM, Sales and Marketing?

The use of Generative Artificial Intelligence (AI) in the domains of Customer Relationship Management (CRM), Sales, and Marketing, especially within the context of the Salesforce platform, represents a revolutionary change in how companies approach these areas.

Understand the reasons why Generative AI plays a crucial role in businesses and what the benefits are for organizations:

Scalable customization

Generative AI allows companies to personalize their interaction with customers on a previously unattainable scale. It can generate highly personalized content, messages, and recommendations, taking into account each customer’s purchase history, preferences, and online behavior. This creates a unique experience, increasing loyalty and satisfaction.

Intelligent automation

Through generative AI, it’s possible to automate repetitive and time-consuming tasks, freeing up sales and marketing teams to focus on more strategic and creative activities. It can automatically generate personalized emails, call summaries, and even marketing content, saving time and resources.

Relevant and timely content

With the ability to access real-time data, generative AI can generate more relevant content. This is especially important in marketing, where campaigns need to adapt to current trends and consumer behavior. Generative AI can create content that is always up-to-date and aligned with market demands.

Integration with customer data

In the context of Salesforce, generative AI can seamlessly integrate with customer data stored in the CRM. This means that information regarding purchase history and previous interactions can be used to generate highly relevant content.

Operational efficiency

The automation provided by generative AI enhances operational efficiency. Tasks that used to take hours or days can be completed in minutes. This translates to time and resource savings, as well as a quicker response to customer demands.

Data-driven decision making

Generative AI not only generates content but also provides valuable insights through data analysis. This helps sales and marketing teams make informed and strategic decisions. The data generated by AI can be used to adjust campaigns, identify sales opportunities, and enhance customer service.

Continuous improvement

One of the advantages of generative AI is its ability to learn and evolve. As more data feeds into the models, they become more accurate and effective. This means that companies can continue to enhance their sales, marketing, and customer service strategies over time.

What is Einstein GPT?

Einstein GPT is a powerful Artificial Intelligence (AI) tool developed by Salesforce, known for its ability to combine public and private AI models with CRM data. This set of features is designed to enhance sales, marketing, and customer service operations, allowing businesses to harness the power of generative AI to create personalized content, automate tasks, and gain insights. Below are the key points of Einstein GPT:

  • Integration with OpenAI: One of its features is its integration with OpenAI, one of the leading organizations in the field of AI. This partnership enables Einstein GPT to directly access OpenAI’s state-of-the-art AI technology, known as ChatGPT. This provides businesses with the ability to generate high-quality content based on one of the most advanced language models in the market.
  • Combination of AI models: Einstein GPT employs a unique approach that combines both public and private AI models. This means it incorporates models developed internally by Salesforce as well as third-party models like OpenAI’s ChatGPT. This combination allows for a wide range of applications and customizations to meet specific business needs.
  • Use of a private cloud: Einstein GPT utilizes a private cloud for data storage and processing, ensuring the security and privacy of customer data. This is crucial in enterprise contexts where safeguarding sensitive data is a priority.
  • Real-time data feeding: Salesforce data, including CRM information and Salesforce Data Cloud data, is continuously fed into Einstein GPT’s AI models in real-time. This enables the system to continually adapt the generated content based on customer information, making it highly relevant and personalized.
  • Data privacy and security: Salesforce maintains strict data privacy and confidentiality standards. For example, in product descriptions generation, the process occurs at the time of the query, sending the least amount of data possible to the language models that power the generative capabilities, ensuring customer data remains secure.
  • Ease of use with external models: Einstein GPT is an open and extensible platform that allows businesses to use their own external AI models. This offers flexibility and customization to organizations that want to combine Einstein GPT technology with their own resources.

Einstein GPT Trust Layer: ensuring security in the use of AI

The Einstein GPT Trust Layer, or simply “Einstein GPT Trust Layer,” is a fundamental component of Salesforce’s Artificial Intelligence platform designed to ensure the security and privacy of data in scenarios where generative AI is used. This tool plays a crucial role in establishing a standard of trust in enterprise AI, particularly when it comes to safeguarding sensitive customer information.

In essence, the Trust Layer functions as an additional layer of security and control around the large-scale language models (LLMs) that power Einstein GPT’s text generation capabilities. Its primary goal is to prevent these models from retaining or compromising sensitive customer data during the text or content generation process. Here are some key aspects of the Einstein GPT Trust Layer:

  1. Prevention of Sensitive Data Retention: The Trust Layer is designed to prevent the large-scale language models (LLMs) used to create AI-generated content from retaining or storing confidential or sensitive customer information. This means that even though it temporarily accesses data during content generation, it does not retain this information after the task is completed.
  2. Enhanced Data Governance: By separating sensitive data from LLMs, the Trust Layer strengthens companies’ data governance practices. This is crucial, especially in regulated industries where the protection of personal and confidential information is a legal requirement.
  3. Competitive Advantage: The Trust Layer increases customer confidence by ensuring the security of their data. Therefore, the tool stands out in the market by prioritizing data privacy and security, serving as a competitive advantage.

Einstein GPT suite products

Understand how each of the products associated with GPT works:

Sales GPT

O Salesforce Sales GPT foi designed for the purpose of helping sales teams create more personalized and engaging content. It can be used to generate content tailored to specific customers or audiences and to create content relevant to the latest trends and news. Sales GPT offers the following features:

Sales Assistant: It summarizes each step of the sales cycle in a sidebar, from account research and meeting preparation to contract clause drafting. It also automatically keeps your CRM up to date, so you can be confident that your sales data is always accurate and current.

Sales Emails: It can automatically generate personalized emails for every customer interaction, using data from your CRM system. This means you can send emails tailored to the specific needs and interests of your customers.

Call Summaries: The tool automatically transcribes and summarizes calls and sets follow-up actions based on the transcription. This can help improve the productivity of salespeople, saving the time that would be spent on manual call transcription and setting follow-up actions.

Marketing GPT

With Marketing GPT, Salesforce aims to provide marketing professionals with a user interface connected to artificial intelligence that enhances campaign brief conception, audience and segment discovery, as well as content creation. Marketing GPT offers the following features:

Segment Creation: Marketing professionals have the ability to quickly create audience segments and refine segmentation using natural language prompts to query the Salesforce Data Cloud, CDP offering.

Email Content Creation: This provides professionals with the capability to automatically build email body content, create subject lines, and more.

Segment Intelligence: It comes into play to help marketing professionals understand campaign performance in relation to an audience segment.

Commerce GPT

Commerce GPT is a generative AI tool that can be used to provide personalized commerce experiences throughout the buyer’s journey. It can be used to generate recommendations, content, and automatic communications based on real-time data from the Data Cloud. This ensures that recommendations and content are relevant and timely. Commerce GPT offers the following features:

Goal-Based Commerce: This tool empowers businesses to define goals and objectives and then provides proactive insights and recommendations on how to achieve them, such as improving margins or increasing the Average Order Value (AOV).

Dynamic Product Descriptions: It reduces the effort of creating product descriptions and automatically fills in missing data in merchants’ catalogs, revolutionizing the customer experience with automatically generated and personalized descriptions for each buyer.

Commerce Concierge: This app experience uses chatbot technology and generative technology to help brands offer a personalized shopping experience on any messaging channel.

Slack GPT

Slack is a cloud-based communication platform that helps teams interact more effectively. It provides a centralized space where they can communicate in real-time, share files, and collaborate on projects. Slack can also be integrated with other tools and services, allowing teams to optimize their workflows. Slack GPT offers the following features:

AI-Ready Platform: It integrates and automates the language model of your choice, using apps built by partners like OpenAI’s ChatGPT and Anthropic’s Claude, or by building your own custom integration.

Integrated AI Features: It includes AI-driven conversation summaries and writing assistance directly within Slack.

Tableau GPT

Tableau is a data visualization and business intelligence software that enables users to connect to various data sources, create interactive dashboards, and generate informative reports. It helps users analyze, understand, and communicate data in a visual and interactive manner.

Tableau is a powerful tool that can be used by businesses of various sizes. It is user-friendly and does not require programming knowledge. Tableau can connect to a wide variety of data sources, including databases, spreadsheets, and cloud services. It utilizes generative AI to automate many of the tasks involved in data analysis, making it easier for users to analyze and create visualizations.

Tableau GPT is still in development, but it has the potential to revolutionize the way data is analyzed, making the task accessible to a broader audience and helping businesses make better data-driven decisions.

What’s still coming: Einstein Copilot and Copilot Sudio

Among the new announcements from Salesforce are two new brands: Einstein Copilot, a conversational AI assistant, and Copilot Studio, which allows developers to create custom generative AI applications in low-code.

Einstein Copilot is a reliable and ready-to-use conversational AI assistant integrated into the user experience of every Salesforce application. Einstein Copilot enhances productivity by assisting users in their workflow, allowing them to ask questions in natural language and receive relevant and reliable answers based on secure corporate data from the Salesforce Data Cloud. Additionally, Einstein Copilot proactively offers additional options beyond the user’s query, such as a recommended action plan after a sales call or creating a new service knowledge article.

Einstein Copilot Studio is an easy way for businesses to create an entirely new generation of AI-based applications with custom prompts, skills, and models to close deals faster, streamline customer service, create websites based on personalized browsing history, and transform natural language prompts into code. Einstein Copilot Studio also offers configurability to make Einstein Copilot available for use on other consumer-facing channels, enhancing real-time chat, Slack, WhatsApp, or SMS interactions.