From Predictive AI to Generative AI Era with Salesforce

The AI opportunity explained

Unlock Efficiency and Personalised Experience with Einstein as Your GenAI Guide

A majority (67%) of senior IT leaders are prioritising generative AI for their businesses within the next 18 months, with one-third (33%) naming it as a top priority**. What does this mean? We’re excited to see how Salesforce’s AI + CRM + Data message is the answer to the generative AI revolution that businesses cannot ignore.

Salesforce has been pioneering AI for CRM since 2014. Now, Einstein is one of the the first generative AI for CRM, designed to make your data activation (and your job) even better. This article explores how AI is being integrated to provide the best customer experience.

The journey kickstarted in 2016 when Salesforce first announced Einstein as predictive AI at Dreamforce. With the tagline “AI for Everyone”, Salesforce was already leading the way in making AI accessible to business users. Initially, Einstein was intended to enhance Sales and Marketing. Predictive AI capabilities, such as journey and content optimisation in the form of Send Time Optimisation and Engagement Frequency for Marketing, were introduced at that time.

Over the years, Salesforce acquired numerous AI start-ups and software products, culminating in the Data Cloud and the Einstein 1 platform, introduced in 2023. Einstein 1 represents Salesforce’s generative AI today, with Einstein GPT as an engine to support businesses with generative functionalities. With the prediction that three out of four companies are likely to adopt AI by 2027, Salesforce is already preparing its platform to deliver the best customer experience with Einstein 1.


The Einstein 1 platform unifies data, AI, CRM and security (Trust) into one comprehensive platform, Data Cloud.

Data Cloud is the fastest-growing product in Salesforce’s history. Salesforce has undergone several iterations in naming its CDP product: Customer 360 Audiences, Salesforce CDP, Marketing Cloud Customer Data Platform, Salesforce Genie, and now Salesforce Data Cloud. The development of the customer data platform was accelerated with the introduction of Genie, emphasising the delivery of a highly personalised, real-time customer experience. Accessing large data volumes directly within Salesforce without needing additional connectors creates significant opportunities. The ability to query and access large data volumes in real-time natively in Salesforce core is highly powerful. To understand the full architectural framework, refer to our article on understanding the structure of Genie.

The overarching message behind Salesforce’s AI + CRM + Data is to have data collected automatically across the entire company in the form of a Customer Data Platform (Data Cloud), enabling business users to utilise AI insights. Einstein is designed to embed AI into every experience with low code.

Within this AI revolution, trust remains a top concern for customers using AI. The Salesforce Trust Layer  ensures the ethical and humane use of technology. Data security and trust are the #1 core values in generative AI within Salesforce platform development. Since World Tour Essentials 2024, it is clear that AI + Data + CRM + Trust is now an integral part of Salesforce’s core platform identity.

Einstein in Salesforce

The Einstein Trust Layer is designed to unleash the power of generative AI to your CRM apps without compromising your safety or security standards.

Agreements are in place with large language model (LLM) providers, such as OpenAI, allowing organisations to use generative AI capabilities without the LLM providers retaining private data. Salesforce implements robust security measures to protect customer data and privacy, safeguarding the confidentiality, integrity, and availability of customer data. Enterprises can now securely implement their AI-driven strategies.

The partnership between Salesforce’s unified view of the customer and OpenAI’s powerful capabilities enables out-of-the-box generative AI functionalities for Sales, Service, and Commerce use cases. For example, sales representatives can quickly

summarise customer accounts and opportunities before meetings, while service teams can auto-generate personalised chat replies and case summaries.


To summarize

Salesforce is revolutionising CRM with Einstein 1, designed to enhance operational efficiency and deliver personalised customer experiences, Einstein seamlessly integrates AI, CRM, and data.

This latest iteration of Salesforce Einstein offers advanced generative AI capabilities, equipping businesses for the future of AI. This platform is underpinned by Data Cloud, which facilitates real-time, large-volume data access, ensuring highly personalised customer interactions.

Trust and security are of utmost importance. Salesforce’s Trust Layer guarantees ethical AI use and robust data protection, while partnerships with providers like OpenAI ensure that businesses can securely implement AI strategies.

For business users like you, the benefits are clear: streamlined operations, enhanced decision-making, and strengthened customer relationships. Adopting Salesforce’s generative AI capabilities is a strategic imperative for staying competitive and driving growth.

This article was not AI generated. Forward will continue on exploring and explaining the Einstein landscape for all industries, Salesforce users and Admins and Developers. Stay in touch with us.

* Trends in IT

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