How Salesforce AI is Catapulting Businesses in 2024

Artificial intelligence is transforming our lives in unprecedented ways. From smart assistants to self-driving cars, AI is making our tasks easier, faster, and more efficient.

It’s also revolutionizing the way businesses operate and grow. Salesforce, the global leader in customer relationship management, is at the forefront of this AI revolution.

Salesforce AI, also known as Einstein, is a set of powerful and intelligent features that enable businesses to deliver personalized and predictive experiences to their customers, employees, and partners.

In this article, we’ll explore the critical components and functionalities of Einstein and real examples of how businesses are using it as a key driver for growth and innovation.

Key Takeaways

  • Salesforce Einstein is a comprehensive AI suite within the Salesforce Customer 360 platform, designed to transform extensive data into actionable insights.
  • Salesforce AI offers tools like Einstein Prediction Builder and Discovery, Bots, Analytics, and more.
  • Einstein’s capabilities span across several business functions like sales, marketing, customer service, and commerce.
  • Salesforce is helping many companies, including L’Oréal, Wonolo, and Trendyol, streamline their operations and enhance customer and employee satisfaction with its robust features.

What is Salesforce AI Einstein?

Salesforce Einstein AI

Salesforce Einstein is a comprehensive suite of AI technologies built into the Salesforce Customer 360 platform. It’s designed to make businesses smarter and more predictive about their customers.

“Salesforce AI can predict future outcomes based on historical data and patterns, helping businesses make informed decisions.

 

Whether it’s predicting customer churn, sales forecasts, or inventory management, AI-driven predictions enable businesses to stay one step ahead and plan strategically.”

 

Mohammad Usman, Salesforce Technical Architect and Consultant

Understanding the Types of AI in Salesforce Einstein

EDITOR’s CHOICE

Salesforce - Best for AI CRM Automation

  • Forecast management
  • Email marketing automation
  • Einstein AI

Salesforce Einstein integrates various AI technologies to provide smart business solutions. Let’s break down these complex terms into simpler concepts:

Machine LearningGenerative AIPredictive AnalyticsNatural Language ProcessingLarge Language ModelsConversational AI

Think of this as AI’s ability to improve tasks by learning from data. For instance, Einstein uses machine learning to predict which sales leads are likely to convert based on past sales data.

This is AI that creates new content based on learned data. An example within Salesforce could be Einstein generating personalized email responses to customers based on previous interactions.

This AI analyzes trends to predict future events. Salesforce Einstein might use this to forecast sales or customer service demands.

NLP enables Einstein to understand human language, allowing it to analyze customer feedback or inquiries automatically.

LLMs are a subset of NLP, these are advanced models trained on vast amounts of text data. They can generate human-like text, understand context, and answer questions.

This AI facilitates interactive, natural language conversations between humans and machines. In Salesforce Einstein, conversational AI powers chatbots and virtual assistants to engage in dialogues with customers, providing instant responses to inquiries and guiding them through various processes.

How Does Salesforce Einstein Work?

Einstein is natively integrated into Salesforce, using data from both the CRM and external applications. This includes everything from sales data and customer interactions to social media posts.

Salesforce AI leverages machine learning, large language models, and sophisticated automation to transform vast amounts of data into actionable insights.

“Salesforce provides a platform that seamlessly integrates with external AI models. This means that as a developer, you have the flexibility to use your own machine learning models alongside Salesforce’s AI tools.

 

Whether you’re building custom recommendation engines or implementing advanced natural language processing, the possibilities are endless.”

 

Ryan Long, Salesforce Developer, CloudQnect

Key Components of Salesforce AI

The key components of Salesforce AI Einstein include:

Einstein Prediction BuilderEinstein DiscoveryEinstein Next Best ActionEinstein Language and VisionEinstein BotsEinstein Analytics

This creates custom AI models to predict business outcomes based on Salesforce data. It’s designed for flexibility, allowing users to specify their predictive goals and criteria without needing extensive coding knowledge.

Provides actionable insights and recommendations directly within Salesforce. It analyzes data patterns to offer explanations, recommendations, and predictions, helping users make informed decisions.

Suggests the most effective actions to take with customers at any time. It uses rules and machine learning to recommend the next best step, such as a sales approach, service action, or marketing message tailored to the customer’s profile and history.

Applies natural language processing and image recognition to Salesforce data to interpret customer sentiment and intent from text and images.

Chatbots integrated into customer service processes automate responses to common inquiries, handle routine tasks, and hand off more complex issues to human agents.

Provides powerful data visualization tools to transform how businesses understand their data, offering interactive dashboards and app-building capabilities that provide deep insights into business performance.

Einstein Capabilities Across Business Functions

Einstein offers a wide range of functionalities across various areas, including:

Sales AI

Sales AI

Salesforce AI, Einstein, can write emails enriched with customer data, summarize sales calls, and provide actionable insights from conversations, aiding in automating the sales process and strengthening customer relationships.

Einstein Opportunity Insights and Einstein Lead Scoring also revolutionize sales strategies by leveraging AI to predict which leads and opportunities are most likely to convert and close.

These sales CRM tools analyze historical sales data, offering sales teams prioritized lists based on the likelihood of conversion and suggesting the next best actions to take. Ultimately, lead scoring.

Marketing AI

Marketing AI

Einstein AI drives personalization and productivity. It uses predictive and generative AI to create personalized customer journeys and customize outreach efforts.

Einstein Engagement Scoring and Einstein Journey Builder empower marketers to create highly personalized campaigns.

  • Engagement Scoring evaluates customers’ previous interactions to forecast future behaviors, optimizing message timing and delivery channels.
  • Journey Builder uses these insights to automate personalized customer journeys, ensuring that marketing messages are relevant and impactful.

Plus, AI scoring identifies top prospects and opportunities for lead generation and account-based marketing (ABM).

This combination of predictive analytics and personalized journey mapping allows for the creation of marketing strategies that significantly increase engagement and conversions.

Customer Service AI

Customer Service AI

Einstein AI helps in surfacing relevant information during support interactions. It can automatically summarize case resolutions and contribute to building a knowledge base, enhancing agent productivity and customer satisfaction.

  • Case Classification automates the routing of support tickets to the appropriate agent, streamlining the resolution process.
  • Meanwhile, Einstein Bots handle routine customer inquiries with speed and efficiency, allowing human agents to focus on more complex issues.

This blend of automation and predictive assistance improves response times and elevates the overall customer service experience.

Commerce AI

Commerce AI

For commerce, Einstein AI personalizes buyer and merchant experiences. It can generate product descriptions, make recommendations, and create a seamless purchasing process.

  • Product Recommendations analyze browsing and purchasing behavior to suggest relevant products, enhancing the shopping experience.
  • Search Recommendations improve product discoverability by tailoring search results to individual user preferences, increasing the likelihood of a sale.
  • Einstein Generative AI product descriptions and smart promotion management help in crafting SEO-optimized product descriptions and auto-generating custom offers.

These features ensure that customers have a highly personalized and satisfying shopping journey, leading to increased loyalty and sales for businesses.

Related:

Examples of How Salesforce AI is Helping Businesses

EDITOR’s CHOICE

Salesforce - Best for AI CRM Automation

  • Forecast management
  • Email marketing automation
  • Einstein AI

Here’s how Salesforce Einstein is helping different companies across various industries to enhance their efficiency and improve customer satisfaction.

Trendyol: Customer Service and Ad Spend Transformation

Trendyol, a Turkish fashion leader with over 10 million customers, used Einstein to transform customer service. It deployed Liveclicker (powered by Einstein) for personalized customer interactions.

This includes displaying customer names in advertising, posting relevant videos on social media feeds, and even including local weather forecasts in emails.

These seemingly small gestures resulted in a doubling of email open rates and a 50% increase in click-through rates.

Additionally, its Einstein-driven integration with Google and Adwords on Facebook led to a 220% increase in return on ad spending in just 3 months.

Wonolo: Boosting Efficiency by Reducing Handling Time

Wonolo, a staffing platform, faced challenges with limited resources and high customer support volume. Implementing Einstein’s automated replies within its CRM helped it overcome these hurdles.

These AI-powered replies instantly addressed 40% of incoming inquiries, saving agents crucial time. This resulted in a remarkable 20% decrease in average handling time.

Ultimately, this allowed reps to focus on complex issues and personalized support, leading to increased customer satisfaction and a more sustainable operation.

Schneider Electric: Reducing Downtime With Predictive Analytics

Global energy leader, Schneider Electric, embraced Einstein’s predictive capabilities to address potential equipment failures proactively.

By analyzing sensor data and historical patterns, Einstein identified maintenance needs before issues arose, allowing technicians to intervene at the optimal time.

This proactive approach led to a 30% reduction in unplanned downtime for its customers, significantly improving satisfaction and operational efficiency.

L’Oréal: Enhancing Customer  Loyalty With Personalization

Global beauty giant, L’Oréal, leveraged Einstein’s personalization magic to craft unique customer experiences.

Its YSL Rouge Sur Mesure smart device, powered by AI, uses image recognition and machine learning to analyze skin tone and lip shape, creating custom lipstick shades on the spot.

Plus, L’Oréal is using Salesforce Service Cloud to consolidate data across brands and channels, creating a single view of each consumer. This allows service teams to deliver personalized care, improving consumer and agent satisfaction scores by 70%.

Conclusion

EDITOR’s CHOICE

Salesforce - Best for AI CRM Automation

  • Forecast management
  • Email marketing automation
  • Einstein AI

Einstein Salesforce is more than a technological advancement; it’s a strategic partner empowering businesses for future challenges.

It has revolutionized sales, marketing, customer service, and operational efficiency through advanced AI technologies like machine learning and predictive analytics.

Businesses across various industries have leveraged Einstein to personalize customer interactions, streamline processes, and boost decision-making.

As Salesforce AI continues to evolve, it promises even greater advancements in customer engagement and business operations by integrating with emerging technologies and prioritizing the ethical use of AI.

FAQs

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References

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Maheen Kanwal

Maheen Kanwal holds an MBA and brings and 8+ years' experience working in and writing on the fields of business and people management, including a four-year stint as the HR Management Executive for a large Oil & Gas firm. Over the years, she's managed every side of business and people management, from recruitment and organizational development to performance reviews and certified skills training. She's also an experience Business Tech writer, with articles appearing in Technology Advice, Small Business Competing, Webopedia, Software Pundit, and Techopedia.