The impact of AI on CRM: Salesforce Einstein

Late last year, I wrote that by 2024, the development of AI would continue to accelerate, resulting in large-scale experimentation and adoption. AI will become an integral part of most of the systems we use every day, playing an increasingly important role in our lives.

This first quarter, we have already seen concrete examples of this acceleration. For example, last week I shared the example of AI in customer service. Klarna Bank launched its AI assistant, developed by OpenAI, globally a month ago, replacing most of their customer service. This AI assistant takes over the work of 700 full-time employees and handled 2.3 million calls in one month.

Last week, Salesforce introduced Einstein Copilot, an advanced AI solution for CRM. If you're a Salesforce user, you can start exploring the beta version soon. If you're not a user, see this as an example of what you can start to expect from AI integrations within CRM systems and how you can start deploying it.

Salesforce Einstein makes advanced AI technologies available to personalize and optimize customer interactions, work more efficiently and ultimately increase sales and customer satisfaction. For example, you can "talk" to your CRM system just as you do with ChatGPT, with the AI assistant responding based on all the data available in the system.

What can Salesforce Einstein do?

Predictive analytics: Provides insights about sales, service and marketing, such as which leads are likely to convert or which customers are at risk of dropping out.
Automated recommendations: Automatically makes suggestions for next steps, such as optimizing marketing campaigns or personalizing customer interactions.
Natural language processing (NLP): Can interpret human language, which enables answering customer questions via chatbots.
Image recognition: Einstein Vision can analyze images within CRM data, useful for scenarios such as recognizing brand logos on social media.
Email and calendar integration: Enables intelligent integration with e-mail and calendars, making it easier to schedule appointments and offer suggestions on e-mail responses.

View a detailed explanation of all functionalities and how Einstein can be used for Sales, Service, Marketing, Commercial and Analysis.

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