Salesforce Explained - Artificial Intelligence and Einstein

Jul 2, 2024

Lecture Notes: Salesforce Explained - Artificial Intelligence and Einstein

Introduction to AI

  • AI: Science of training machines to perform tasks usually done by humans.
  • Functions of AI:
    • Understands, analyzes, and learns from data via human-designed algorithms.
    • Recognizes behavior patterns and adapts accordingly.
  • Everyday examples of AI:
    • GPS apps
    • Personal assistants (Alexa, Siri)
    • Playlist recommendations (Spotify)
  • Business benefits of using AI:
    • Automate repetitive tasks
    • Focus on strategic work
    • Predictive insights (e.g., lead conversion, customer retention)
    • Increase productivity, reduce costs, and grow revenue.

Salesforce's AI - Einstein

  • Einstein: The first trusted AI for CRM, integrated into Salesforce products.
  • Predictive AI: Uses existing data to make suggestions, insights, and predictions.
  • Benefits of Predictive AI:
    • Helps close deals by suggesting next best actions.
    • Predicts customer purchases based on past behavior.
  • Launched in 2016 with machine learning.
  • Ensures accessible AI with minimal coding required.
  • Data security: AI is integrated with customer data in Salesforce CRM.
  • Current use: 215 billion predictions per day, applicable in over 60 ways across Salesforce CRM products.

Generative AI

  • Generative AI:
    • Extends Predictive AI to create new content (text, images, code, voices, videos).
    • Built with large language models (LLMs) or foundation models.
  • LLMs:
    • Use machine learning techniques with billions of parameters.
    • Capable of processing massive data to understand relationships and generate content.
  • How it mimics human learning and thinking.

Einstein Generative AI

  • Einstein Generative AI: Enhanced AI creating personalized, relevant content using customer data.
  • Integration with Salesforce products for real-time insights and content generation.
  • Four Main Steps:
    1. Connect: Integrate external data into Salesforce with prebuilt connectors.
    2. Prompt: Use connected data to ground prompts and ensure relevant responses.
    3. Generate: Create content like emails, offers, product descriptions.
    4. Wow: Personalize experiences to impress and strengthen customer relationships.
  • Einstein Trust Layer: Ensures data security by masking sensitive information and keeping it within Salesforce.

Applications of Einstein Generative AI

  • Customer service: Recommendations during chats.
  • Sales: Personalized outreach messages.
  • Programming: Generating Apex code.
  • Commerce: Writing product descriptions.

Recap

  • Predictive AI: Uses data to make predictions and decisions.
  • Generative AI: Creates new, original content.
  • Combined Benefits: Increased revenue, improved customer relationships, greater business value.
  • Focus: Personalized customer experiences.

Conclusion

  • Salesforce's AI innovations, including predictive and generative AI, drive business success.
  • Learn more through Salesforce+ and additional resources.
  • Stay tuned for future episodes of Salesforce Explained.