Salesforce Teases “The World’s First Generative AI for CRM”

Uncover the future applications across its Service, Sales, and Marketing Cloud solutions

Salesforce Teases “The World’s First Generative AI for CRM”
Contact CentreCRMLatest News

Published: March 7, 2023

Charlie Mitchell

Salesforce is preparing to launch Einstein GPT, the “world’s first” generative AI for CRM.

The AI will allow businesses to generate “trusted” content from their Salesforce CRM data.

For instance, it may auto-generate emails to colleagues and customers, visuals from specific data sets, and code for developers designing online customer journeys.

The following video offers insight into what these use cases may look like once Einstein GPT completes its closed pilot program.

Yet, there are many more applications of Einstein GPT.

In Sales Cloud, users may streamline tasks such as scheduling meetings, writing emails, and gathering pre-call customer context with Einstein GPT.

In Marketing Cloud, users may use Einstein GPT to dynamically personalize content across the web, apps, in communication channels.

Then, there is an Einstein GPT for Developers feature, which allows IT teams to interact with an AI assistant, asking it questions and generating code.

These use cases will combine ChatGPT with Salesforce’s AI research. According to the CRM leader, this wraps a “trust boundary” around the generative AI, ensuring Einstein GPT churns out reliable content.

But what about Service Cloud and the potential for Einstein GPT to improve contact center experiences? Let’s dig deeper.

How May Einstein GPT Enhance Service Experiences?

Embedded into Service Cloud, Einstein GPT may auto-generate knowledge articles from past case notes and store those within the CRM.

The agent-assist applications within Service Cloud could then serve those up to agents when they might be relevant and helpful during a live customer conversation.

Moreover, Einstein GPT may scour through these knowledge articles to create personalized customer responses on live chat, which agents can tweak and send.

Interestingly, these use cases differ from other GPT-infused customer service applications served up by the likes of NICE, Five9, and Talkdesk.

Instead, these vendors have focused more on capturing customer intent accurately and auto-summarizing conversations. Although, these might be next for Service Cloud, with Salesforce building such summarizations into Slack.

Indeed, there is significant potential for Salesforce to augment its other Einstein AI tools that run through Service Cloud with GPT.

These solutions include chatbots, routing engines, and personalized recommendations.

What Did Marc Benioff Have to Say?

Many have likened the rise of generative AI and large language models to the dawn of the internet and smartphones.

Marc Benioff, CEO of Salesforce, is one such person, describing the rise of the AI as “one of the most profound technological shifts” of all time.

Going further, Benioff stated: “This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways.

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.

For now, these GPT applications are in a closed pilot. Nevertheless, Salesforce has partnered with OpenAI to continue combining ChatGPT with its private AI models to innovate across its portfolio.

Sam Altman, CEO of OpenAI, seemed particularly keen on marrying his company’s technology with Salesforce’s signature CRM offerings. He stated:

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.

Finally, alongside this deal, Salesforce announced a $250MN Generative AI Fund, which will invest in “high-potential” start-ups and support the development of ethical generative AI.

While this start-up fund may support future innovation at Salesforce, the fund does represent another step forward in Salesforce’s philanthropy efforts.

Some feared these would be under threat due to increasing activist investor pressure at Salesforce, alongside mass layoffs.

Yet, this is a promising sign after impressive Q4 earnings results from the CRM stalwart, which is looking to further differentiate itself through generative AI innovation.



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