Salesforce just launched Einstein GPT, which applies innovative generative AI technology to CRMs. That opens the way for businesses to tap into the power of AI to generate content tailored for their interactions with customers throughout touchpoints in the buying cycle and beyond. As of March 7, Einstein GPT includes the following applications:
- Einstein GPT for Sales
- Einstein GPT for Service
- Einstein GPT for Marketing
- Einstein GPT for Slack Customer 360 apps
- Einstein GPT for Developers
Why Salesforce got on the generative AI Bandwagon
The global fascination with generative AI took off at the end of 2022 with the launch of ChatGPT, “the fastest-growing consumer application in history.” Within just five days of its launch, ChatGPT attracted over a million users, growing to over 100 million monthly active users by February 2023. Noting the huge impact generative AI has had on, Marc Benihoff Salesforce’s CEO, observed:
The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways.
What EinsteinGPT can do
It can make messaging designed to attract new customers more effective. It can enable marketing and sales to be more targeted and so deliver more personalized and relevant communication and follow-up. Instead of sending every prospect the same email template designed for that stage of the buyer’s journey, for example, sales people can now use Einstein GPT to create emails tailored to each individual. It also offers a better experience for existing customers, which can lead to a higher LTV. When people have a problem, leaving them waiting for a resolution keeps them in a protracted state of uncertainty that increases anxiety. Having generative AI compose the answers to specific service questions that they can get on the spot makes customers feel better about the business. EinsteinGPT also can make life easier for Salesforce developers and admins by allowing them to to identify and generate Apex or other forms of code. We saw some examples of that already in How Salesforce Admins Can Use Generative AI.
How Business Set Up Einstein GPT
EinsteinGPT empowers businesses to accerleate tailored content and code by bringing together relevant data streams and algorithms in real time. It combines Salesforce’s proprietary AI models with OpenAI’s generative, and the s real-time data Salesforce draws in through its partners on its Data Cloud. Businesses have two options for making use of Einstein GPT. They can simply link their own data to the AI models set up by OpenAI. If they don’t want to link everything, they can select the external model they want to and put their “natural-language prompts directly within their Salesforce CRM to generate content that continuously adapts to changing customer information and needs in real time,” according to the Salesforce release. Salesforce included a video that showcases some of the applications for EinsteinGPT. It shows how it can be used to generate insights or, instantly add a contact form to a landing page with just a click. It also enables you to generate out a personalized email with just the level of formality you want for that contact. Alas, it still can’t make you coffee – at least not yet.
See it here:
Sam Altman, CEO of OpenAI was quoted in the release, saying:
This will allow more people to benefit from this technology, and it allows us to learn more about real-world usage, which is critical to the responsible development and deployment of AI — a belief that Salesforce shares with us.
More to come
While Salesforce boasts that this its generative AI for CRM is a “world’s first,” it certainly won’t be the only one on the market. HubSpot has launched its own version of generative AI for CRM powered by OpenAI called ChatSpot.ai.
However, Salesforce is not resting on its laurels with regard to AI. It already announced that Salesforce Ventures has earmarked $250 million for its Generative AI Fund. Its investments in startups are meant to “spark the development of responsible, trusted, and generative AI.”
If you haven’t yet started looking into ways of incorporating generative AI into improving areas of your business, now is the time to do so.