Salesforce launched Einstein GPT at its Trailblazer DX 2023 event, introducing the world’s first generative AI CRM technology. Einstein GPT delivers AI-created content across Salesforce functions such as sales, service, marketing, commerce and even IT interactions. With Einstein GPT, Salesforce aims to transform customer experience as well as improve employee productivity.  

In this blog, we will go deeper into Einstein GPT, explaining what it is, how it works and its key capabilities for sales, service, marketing and commerce applications. 

What is Einstein GPT? 

Salesforce’s new GenAI tool combines CRM data with AI models. This enables Salesforce users to ask natural-language prompts directly within the Salesforce CRM and receive results in highly relevant AI-generated content that is consistent with a customer’s requirements. Einstein GPT can save users a significant amount of time, which they can devote to more productive tasks, rather than having to create content manually. 

Einstein GPT uses several types of AI models:  

  • Salesforce’s private AI models These are proprietary AI models developed by Salesforce with generative AI technology that are leveraged using features from the Einstein technology layer. 
  • Combining OpenAI’s ChatGPT Salesforce has partnered with Open AI to provide out-of-the-box generative AI capabilities to its customers who can have direct access to OpenAI’s ChatGPT technology from within Salesforce CRM. 
  • Bring Your Own Model Customers can also choose their own external model and generate relevant AI-created content using natural-language prompts directly within their Salesforce CRM. 

What’s the source of the data?  

The primary source of data being fed into these models is the customers’ CRM data residing in Salesforce “clouds,” such as sales, service, marketing, and commerce, as well as the Salesforce data cloud. Using this data ensures that each customer gets tailored AI-generated content that adapts in real-time to their changing needs. 

How does Einstein GPT ensure data security?  

Salesforce has developed a new industry standard for trusted enterprise AI, which is termed Einstein GTP Trust Layer. This trust layer allows organizations to take advantage of the generative AI capabilities while being assured their data is secure and private. Einstein GPT Trust Layer prevents large-language models (LLMs) from retaining sensitive customer data when generating AI content.  

The illustration below helps explain how this trust layer works.  

Source: Salesforce Presentation  

The Einstein GPT Trust Layer is responsible for creating separation between all the enterprise data stored in the CRM from the LLM. This ensures that the data never leaves Salesforce, thus helping customers maintain data governance controls while still leveraging the immense potential of generative AI.  

Let’s break down some terms in the illustration above that may be unfamiliar: 

  • Prompt: The term “prompt” has become quite widely understood by users familiar with the growing AI technology. A prompt is a simple text in a natural language used to guide the generation of AI content. It can be as simple as a single word or a tight set of specific instructions to help in the generation of tailored content. 
  • Dynamic grounding:  This refers to a technique in natural language processing that allows a model to understand context of a word or phrase based on its surrounding text. 
  • Data masking: Salesforce uses data masking in the Einstein GPT trust layer to replace sensitive information/data with non-sensitive data, also known as placeholders. These placeholders ensure that the confidentiality of real data is always maintained and protected.  
  • Zero retention – Salesforce ensures that the prompt that has already been data masked is never entered into any LLM in a stored way and none of the sensitive data is being learned by the LLM. 
  • Toxicity detection – Einstein GPT trust layer also checks for the toxicity of the generated AI content and filters the production of offensive or otherwise harmful content.  

What are key Einstein GPT capabilities for different organizational functions?  

Now that we understand Einstein GPT and how it works overall with the help of Einstein GPT Trust Layer, let’s look at how it can improve employee productivity and customer interactions in Salesforce offerings for different functions.  

Einstein GPT for Sales:  

Sales Cloud Einstein enables sales teams to create personalized and tailored generative AI content to engage their customers in a better way. It can be leveraged to create content specific to a customer or a target audience and ensures that customers are receiving communication tailored to their requirements. 

Image Source: – Salesforce 

Key capabilities  

  • Sales emails: Helps the sales team focus on selling rather than spending time writing emails. Einstein GPT for Sales can automatically generate tailored emails for every customer interaction and personalize the emails using the data in the CRM system. 
  • Call summaries: No need for manually transcribing calls or setting up follow-up tasks, actions, etc. This tool can summarize calls, transcribe them and then set up follow-up tasks based on the transcription.  
  • Sales assistant: For an efficient sales organization, keeping the CRM up to date is critical for reporting and quota assessments. Einstein GPT for Sales provides a side panel that summarizes each step of the sales cycle and ensures your CRM is always updated with the correct status. It also helps you research the prospective customer using the data present in the CRM as well as from external sources without having to leave Sales Cloud.  

Einstein GPT for Service  

Einstein GPT for Service brings generative AI capabilities to Service Cloud and can be utilized to improve all customer touchpoints, such as customer service and interactions and field service. Using this tool, the customer service representatives can be equipped with tools to better handle customers, thereby improving the time required to serve customers as well as improving the efficiency of their interactions. 

Image Source: Salesforce  

Key capabilities  

  • Call summaries: Similar to the call summary capabilities provided by Einstein GPT for Sales, Service Cloud also gets AI capabilities to automatically generate transcriptions and call summaries and set follow-up tasks based on the transcriptions. This can free up a lot of customer service time, which can be spent on other productive tasks. 
  • Service replies: This tool can help with personalized responses to customer queries based on real-time data present in your CRM system. The responses are personalized and tailored to the specific questions and interests of the customers. 
  • Work summaries: Einstein GPT for Service automatically creates concise and informative summaries of service cases and customer engagements based on the details of the case and the customer’s history.  
  • Knowledge articles: Using the real-time data from support interactions, such as cases and chats, Einstein GPT for Service can automatically generate new articles for Salesforce’s knowledge base. In addition, this tool can refresh existing articles with the most current and relevant information.  
  • Mobile work briefings: Einstein GPT for Service also enhances Field Service capabilities by summarizing critical information about each customer appointment and ensuring field service reps are aware before the appointment. This summary includes the customer’s contact information, customer history, issues that the customer is facing as well as other directions given by customers during their interactions with support.  
  • Engagement: The tool also allows for the generation of AI content that can be used to engage customers with the latest trends and industry news related to the business. The engagement articles can be published on self-service sites and support websites, among other forums.  

Einstein GPT for Marketing 

Einstein GPT for Marketing enhances the existing Marketing Cloud capabilities by giving marketers AI-connected interfaces and guiding customers through personalized journeys with automation powered by Einstein. 

Image Source: Salesforce 

Key capabilities  

  • Segment creation: This tool enables marketers to help improve customer targeting by creating audience segments quickly, using natural language prompts, to Salesforce Data Cloud.  
  • Email content creation:  Marketers can quickly create emails aligned with brand guidelines and The content is always tailored to the audience segment. 
  • Segment intelligence: Einstein GPT for Marketing equips marketers with segment intelligence steps to understand campaign performance and campaign influence relative to the targeted audience segment.  
  • Journey optimization: This tool enables marketers to create, test and optimize personalized campaign journey variations with built-in predictive AI. Marketers can customize all aspects of customer engagement, including channels, content, frequency and timing as well as automate all of these. 

Einstein GPT for Commerce  

Einstein GPT for Commerce takes the capabilities of Commerce Cloud to another level by introducing specific generative AI capabilities to influence and enhance customer experiences throughout the buying process. 

Image Source: Salesforce 

Key capabilities  

  • Dynamic product descriptions: Einstein GPT for Commerce Cloud takes away the pain of manual effort required to create engaging product descriptions, because it can generate AI product descriptions dynamically that  are tailored to each customer coming to the e-commerce store. The tool also helps merchants automatically fill in the needed catalogue data and ensures quicker listing of newly launched products.  
  • Goals-based commerce: Einstein GPT for Commerce Cloud eases goal-based selling by empowering businesses to set up targets and goals, thereby providing actionable insights and recommendations to achieve these goals–for example, to improve average order value (AOV) orsales margins.  
  • Commerce concierge: This is an application built over Einstein GPT for Commerce that uses the Salesforce ‘bot technology along with generative AI capabilities to tailor a 1:1 shopping experience for its customers by providing them with a direct messaging channel.  

Einstein GPT for Developers 

This extremely smart, powerful generative AI tool is aimed at helping developers  

and other related IT teams improve their productivity by enhancing the speed and accuracy of their code.  

Key capabilities 

  • In addition to generating new code, Einstein GPT for Developers takes into account the existing code information and provides recommended coding suggestions.  
  • The tool also has the capability to scan for code vulnerabilities and provide real-time in-line suggestions within the Salesforce Integrated Development Environment (IDE) to help improve the code in quality as well as mitigate the risk of errors and rework. 

Apart from enhancing Salesforce for sales, service, marketing, commerce and developers, Einstein GPT extends the functionality and usability of other Salesforce offerings, such as Slack AI, Tableau AI and Einstein for Flow. With Salesforce riding the crest of the generative AI wave, it will be interesting to see what the future holds for its users and customers. However, regardless of function, quality engineering is crucial to any Salesforce CRM integration, to ensure a seamless transition and eliminate potential roadblocks.

Learn more about the benefits of Salesforce CRM quality engineering.