Salesforce has introduced Einstein GPT, a groundbreaking feature that provides auto-generated AI content directly within the Salesforce platform. This innovative tool has a wide array of applications across various domains, including Slack, sales, service, marketing, commerce, and app development. As the world’s most advanced and intelligent generative CRM, Einstein GPT enhances employee productivity and elevates customer experiences.

In this article, I will cover everything you need to know about Einstein AI.


Einstein GPT

Einstein GPT is a robust AI tool that integrates both public and private AI models with CRM data. This integration allows users to interact with Salesforce CRM using natural-language prompts, generating content that adapts in real-time to evolving customer information and needs. This capability significantly reduces the time spent on manual content creation.

Einstein GPT utilizes:

  • Salesforce’s Private AI Models: Developed by Salesforce, these models are utilized by customers leveraging features from the Einstein technology layer.
  • OpenAI’s ChatGPT: Through a partnership with OpenAI, Salesforce provides direct access to enterprise-grade ChatGPT technology, offering out-of-the-box generative AI capabilities.
  • Bring Your Own Model (BYOM): Einstein GPT is open and extensible, allowing users to incorporate their external models alongside Salesforce’s offerings.
  • Real-time data from Salesforce clouds and the Salesforce Data Cloud is continuously fed into these models, harmonizing and unifying customer data across the organization.


Salesforce Copilot

At Dreamforce 2023, Salesforce introduced Einstein Copilot, seamlessly integrated into the side panel of any Salesforce application. This conversational AI assistant allows both internal users and customers, including those on Experience Cloud portals, to engage using natural language, similar to human interaction.

Copilot enhances user experience by providing suggestions based on the ‘next best action’ concept, familiar since 2017. However, these recommendations now come as multi-step action plans, enabling users to select or discard follow-up actions.

Many front-end features for Salesforce users and backend functionalities for customizing GPT are centered around Einstein Copilot.


Copilot Studio

Einstein Copilot Studio is a comprehensive suite of tools designed to help businesses build and deploy AI-powered applications. It consists of three components: Prompt Builder, Skills Builder, and Model Builder.

With Copilot Studio, you gain the authority to implement impactful generative AI to boost user productivity while maintaining control over which processes utilize generative AI and how prompts influence them.

For example, if a user queries Einstein Copilot without receiving a response, it checks if the user has authorization to access that information. If they do, the Skills Builder can be utilized.

This technology empowers administrators to mitigate potential risks associated with generative AI, such as toxicity, bias, and hallucinations.


Prompt Builder

Salesforce Prompt Builder is a feature that enables users to create prompts for generating personalized content. These prompts function like brief questions directed at Salesforce to produce tailored outputs, such as personalized emails or social media posts.

Instead of starting from scratch like ChatGPT, it offers templates for specific scenarios, such as “Write an introduction email to this customer.”

To use Prompt Builder, simply type a request, like “generate a personalized email to my customer Chris Smith,” and it will create a customized email for Chris.


Benefits of Salesforce Prompt Builder:

  • Personalized Content: Tailors content to specific customers, enhancing engagement and sales.
  • Engaging Content: Produces relevant and interesting material to keep customers engaged.
  • Sales-Driven Content: Generates persuasive content to boost sales.
  • While it’s a powerful tool for enhancing customer engagement, ethical usage and accuracy in generated content are crucial.


Skills Builder

Skills Builder is a low-code tool within the Einstein 1 platform that enables businesses to create custom AI-driven actions for specific tasks. Think of it as permission sets for your generative AI prompts, ensuring the right individuals in your organization can access the appropriate prompts.

Using a drag-and-drop interface, Skills Builder connects data sources, pre-built AI models, and custom code, simplifying the creation of AI skills without requiring coding expertise.

Skills Builder can be utilized for various AI skills, such as:

  • Generating leads
  • Qualifying leads
  • Predicting customer churn
  • Recommending products or services
  • Automating customer service tasks
  • Creating personalized marketing campaigns


Model Builder

Einstein Model Builder is a tool that allows businesses to leverage AI while safeguarding data privacy. It integrates your data with external AI models, enabling you to harness AI’s power while ensuring data security. It also works with the Einstein GPT Trust Layer for enhanced security and compliance.

With the BYOM approach, data teams can easily create and use custom AI models in Salesforce, enriching applications with AI predictions and auto-generated content. This simplifies AI integration and model training, saving time and resources.

The user-friendly interface of Einstein Model Builder facilitates the integration of external AI models with your CRM data, helping you select the appropriate model type, whether building a new one or connecting to existing models from platforms like SageMaker or Google Vertex AI.


Einstein GPT Trust Layer

The Einstein GPT Trust Layer establishes a new industry standard for trusted enterprise AI, part of AI Cloud. It enables organizations to benefit from generative AI while ensuring data privacy and security by preventing large-language models (LLMs) from retaining sensitive customer data.

Salesforce executives emphasize that trust and privacy were foundational in designing their generative AI capabilities, setting them apart from competitors.

Salesforce adheres to strict data privacy protocols. For instance, in Commerce GPT, product description generation occurs at the query stage, minimizing the data passed to LLMs. This approach ensures that customer data remains within Salesforce cloud products.

This separation of sensitive data from LLMs helps customers maintain data governance while leveraging the benefits of generative AI.


Einstein AI Suite of Products


1. Sales Cloud Einstein

Salesforce Sales Cloud Einstein is crafted to assist sales teams in creating personalized and engaging content. It generates tailored content for specific customers and aligns with current trends.

Key Features:

  • Sales Assistant: Summarizes each step of the sales cycle in a side panel, from account research to drafting contract clauses, while keeping CRM data updated.
  • Sales Emails: Automatically generates personalized emails for customer interactions using CRM data.
  • Call Summaries: Transcribes and summarizes calls, setting follow-up actions based on the transcription, enhancing seller productivity.


2. Einstein for Service

Salesforce Einstein for Service is a generative AI tool aimed at improving customer service and field service operations, enhancing customer satisfaction, reducing costs, and increasing productivity.

Key Features:

  • Service Replies: Automatically generates personalized responses based on real-time data.
  • Work Summaries: Creates concise summaries of service cases and customer engagements.
  • Call Summaries: Transcribes calls and sets follow-up actions.
  • Knowledge Articles: Automatically generates and updates articles based on real-time data.
  • Mobile Work Briefings: Summarizes critical information before field service appointments.


3. Einstein for Marketing

Einstein for Marketing provides marketers with an AI-connected interface to enhance campaign brief conception, audience discovery, and content creation.

Key Features:

  • Segment Creation: Quickly create audience segments using natural language prompts.
  • Email Content Creation: Automatically builds email content and subject lines.
  • Segment Intelligence: Helps marketers understand campaign performance relative to audience segments.


4. Commerce Cloud Einstein

Commerce Cloud Einstein delivers personalized commerce experiences throughout the buyer’s journey, generating recommendations and content based on real-time data.

Key Features:

  • Goals-Based Commerce: Provides actionable insights and recommendations for achieving business targets.
  • Dynamic Product Descriptions: Automates the creation of product descriptions and fills in missing catalog data.
  • Commerce Concierge: Delivers a personalized shopping experience using bot and generative technology.


5. Slack AI

Slack is a cloud-based communication platform that enhances team collaboration. Slack AI integrates generative AI into this platform, offering features like AI-powered conversation summaries and writing assistance.

Slack AI provides a range of features, including:

  • An AI-ready platform that allows for integration and automation with your preferred language model, whether you opt for partner-built applications like OpenAI’s ChatGPT or Anthropic’s Claude, or create your own custom integration.
  • A suite of AI functionalities embedded directly within Slack, such as AI-driven conversation summaries and writing support.
  • A new Einstein GPT application that enables you to access AI-powered customer insights derived from reliable Salesforce Customer 360 data and Data Cloud.


6. Tableau AI

Tableau is a robust tool suitable for businesses of all sizes, offering an intuitive interface that requires no coding expertise. It allows users to connect seamlessly to various data sources, including databases, spreadsheets, and cloud services.

The introduction of Tableau AI marks an exciting advancement for the platform. This new feature leverages generative AI to automate numerous tasks associated with data analysis, simplifying the process of analyzing data and creating visualizations.

Although Tableau AI is still in development, it holds the promise of transforming data analysis. By making it more accessible to a broader audience, it can empower businesses to make more informed decisions based on data insights.


7. Einstein for Developers

Einstein for Developers aids developers in improving software development speed and efficiency, providing tailored coding suggestions and scanning for code vulnerabilities.


8. Einstein for Flow

Einstein for Flow allows users to create workflows based on natural language prompts, automating processes without requiring programming knowledge.


Summary

Einstein GPT holds immense potential, and Salesforce is committed to ensuring its capabilities are safe and secure. It will be exciting to see how this technology is utilized in practice. To learn more, you can also check Salesforce page here.