Salesforce makes CRM chatty by integrating OpenAI’s ChatGPT generative AI model to bring chat capabilities to Slack, Einstein AI, and other platforms.
ChatGPT set the record in February 2023 for the web fastest growing user base ever, and now global customer relationship management company Salesforce joins the likes of Starbucks, Lyft, MasterCardand most recently Microsoft And HubSpot in deploying artificial intelligence capabilities of chatbots.
Salesforce hopes to add the magic of large language generative models to its portfolio of sales, marketing, and communications platforms by combining OpenAI’s chat juggernaut with its own Einstein A.I data crunching machine. The resulting mix is called Einstein GPT; however, the company has not announced when the official launch will be.
In what Salesforce calls the world’s first generative AI CRM technology, 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 integrates all customer data from a company,” the company said.
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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. According to Salesforce, it is a tool to help customers analyze email interactions to improve sales and CRM communications. It processes some 200 billion AI-powered predictions per day.
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With GPT, Einstein will, to put it simply, not only think in real time, but also act. The company says the system pulls real-time data from the Salesforce Data Cloud, a repository of customer data. Users can then connect that data to OpenAI’s advanced AI models or choose their own model and use natural language prompts directly in their Salesforce CRM to generate content that changes on the fly based on changing customer information.
Einstein GPT automates CRM tasks and improves customer strategy
Speaking at the Salesforce TrailblazerDX 2023 Innovation Preview on Tuesday, March 7, Sanina Parulekar, senior director of product marketing at Salesforce, said Einstein will combine GPT data from publicly available and private sources to train models with CRM data. With this data, Einstein GPT can deliver AI-generated content for Slack, sales, service, marketing, commerce, and IT (Image A).
Image A
“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 extremely recognizable to any company,” Parulekar explains. “Sixty percent of today’s IT leaders want to implement generative AI.”
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How Einstein GPT Will Boost CRM, Sales, and Developers
Salesforce said the ChatGPT functionality will enable Einstein GPT to have uses for the following:
- Sale: Sales tasks that are automatically generated, such as composing emails, scheduling meetings, and preparing customer appointments.
- Employ: Generate knowledge articles from previous case notes to automatically generate personalized chat responses for agents to increase customer satisfaction through personalized and accelerated service interactions.
- Marketing: Dynamically generate personalized content to engage customers and prospects across email, mobile, web, and ads.
- Slack apps: Delivering AI-powered customer insights in Slack, such as smart summaries of sales opportunities and visibility of end-user actions, such as updating knowledge articles.
- 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
“The world is going through one of the most profound technological shifts with the emergence of real-time technologies and generative AI,” said Marc Benioff, CEO of Salesforce, in a statement. rack. “This comes at a critical time as every business is focused on engaging with their customers in a more intelligent, automated and personalized way.
“Einstein GPT, in conjunction with our Data Cloud and integrated across 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 will integrate with OpenAI at launch.”
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 with collaboration from Salesforce’s Office of Ethical and Humane Use of Technology to ethical, anti-bias guardrails around the generative framework. Shih added that Einstein GPT is built on Hyperforce, Salesforce’s secure public cloud, which is what the company is expand to the European market (Figure C).
Figure C
In addition, Shih claimed that Salesforce’s generative AI products would not be used without human oversight.
“We designed in Einstein GPT that there will be a human in the loop, who has the final say and can make changes to what generative AI creates,” said Shih.
The company is also launching an AI seed fund called Generative AI Fund from its global investment fund Salesforce Ventures. The $250 million will be invested in promising startups, strengthening the ecosystem and driving the development of responsible, trusted and generative AI.
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