How Salesforce Einstein GPT works for sales and CRM
In December 2022, OpenAI introduced ChatGPT to the public and started a series of AI advancements. Jumping in on the trend, Salesforce partnered with OpenAI and developed its innovation.
Salesforce Developer, Technical Writer, and Entrepreneur
Sushrut is a skilled Salesforce Developer, Technical Writer, and Entrepreneur. His expertise includes front-end dev, Web3, and DevRel. He leverages technology to craft exceptional digital experiences.
Matthias Rolke
Freelance DevOps Consultant
Matthias is a freelance DevOps consultant for the Salesforce platform and an advisor for Hutte. He loves open-source software and maintains a few SFDX-related tools.
Article highlights
Einstein GPT seamlessly integrates with Salesforce CRM, enhancing efficiency by automating content generation and utilizing AI models to enrich customer interaction data.
The dual model approach combines Salesforce’s proprietary AI with OpenAI's ChatGPT, offering advanced natural language processing capabilities tailored for CRM applications.
Flexibility in model integration within Salesforce allows for a 'Bring your own model' (BYOM) setup, catering to businesses seeking customized AI solutions.
On February 8th, 2023, Marc Benioff, the Founder of Salesforce, dropped a hint about Einstein GPT through Twitter (now X).
And then, a month later, on March 7th, 2023, Salesforce introduced Einstein GPT at TrailblazerDX. It is a generative AI for CRM that uses natural language processing (NLP), similar to ChatGPT. It is a profound learning concept for text generation and NLP.
With AI being so influential in the Salesforce ecosystem, this article will discuss Salesforce Einstein GPT, how it improves factors like sales and marketing strategies, and enhances customer experience.
What is Salesforce Einstein GPT?
In partnership with OpenAI, Salesforce developed an AI model for streamlining CRM and sales processes. Hence, Einstein GPT, also called Einstein 2.0, became the first-ever generative AI purpose-built for CRM applications.
AI is familiar to Salesforce. The 'classic' Einstein already uses AI to empower email marketers. It helps marketers build up and deliver customer-personalized email campaigns.
But Einstein 2.0 or Einstein GPT takes it one step ahead. It combines several AI models – public and private – with your customer data and helps you write customer-centric landing page content, email copy, support processes, etc.
In short, marketers can use the generative AI technology of Einstein GPT to auto-generate any content for their CRM processes. And the best part? It lets you work with text generation and NLP prompts within the Salesforce CRM.
How does Einstein GPT work?
Einstein GPT works on two main pillars – AI models and data. AI models include both Salesforce's private models and external public models. Einstein GPT infuses three models:
Private models
These are an integral part of the Einstein technology layer, which is Salesforce's proprietary AI framework for CRM applications. The primary advantage of Salesforce private models is their alignment with the CRM platform's functionality and user base.
Public models
Einstein GPT extends its capabilities beyond private models by combining OpenAI's ChatGPT with Salesforce CRM data. The integration of ChatGPT with Einstein 2.0 provides you with out-of-the-box generative AI capabilities. You can interact with customer data and generate responses using natural language. The personalized content creation comes from the OpenAI public model only.
'Bring your own model' (BYOM)
Einstein GPT is so flexible and open that you can bring your or any third-party model into the Salesforce environment.
On the other hand, the second pillar is data, which means that Einstein GPT integrates the data from Salesforce Clouds into its public and private AI models. This allows users to input prompts and auto-generate personalized content within Salesforce.
Are Einstein GPT and ChatGPT the same?
Einstein GPT and ChatGPT are different despite sharing similarities. ChatGPT is an AI product developed by OpenAI, primarily used for natural language understanding and conversation. It is used in tasks like chatbots and question-answering but requires more specific knowledge about CRM or Salesforce.
In contrast, Einstein GPT is a Salesforce product tailor-made for enhancing CRM processes. It is tightly integrated with Salesforce CRM, automating content generation, providing insights, and improving customer interactions.
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While ChatGPT is versatile for general language tasks, Einstein GPT focuses on business applications within the CRM domain, allowing organizations to automate and personalize customer interactions. Although Einstein GPT incorporates the ChatGPT technology, it operates within a CRM context, serving distinct purposes.
Practical uses of Einstein GPT across different business areas
Salesforce Einstein GPT isn't only a ChatGPT alternative tailored for Salesforce. It offers various practical uses in the business areas of Salesforce. Let's talk about a few of the major ones:
Einstein GPT for Marketing
Einstein GPT empowers businesses like yours to perform customized marketing. It can analyze previous marketing campaigns, customer behaviors, and preferences. As a result, Einstein GPT helps create targeted ads, email campaigns, and personalized content for your audience.
Einstein GPT also helps marketers create website landing page content (including its text length, pictures, signup forms, etc.) for future campaigns. Einstein GPT for marketing helps the marketing team feel like they're speaking directly to each prospect.
Einstein GPT for Sales
As Einstein GPT works on natural language processing and machine learning, it can determine your prospects' intent. It also gives your sales team real-time data on prospects' needs, interests, and possible future actions.
As a result, Einstein GPT helps your sales representatives reach out to prospects in a personalized manner. Not only that, it also automates content generation so that you can reach out to them with a personalized message at an appropriate time.
Einstein GPT uses AI and ML to enhance sales forecasting metrics. It analyzes demand, consumer preferences, past actions, etc. Advanced forecasting helps sales teams make better decisions, allot resources, and set targets effectively.
Einstein GPT for Service
Automated content generation and behavior prediction is one part – managing leads and opportunities is another. But Einstein GPT helps businesses here, too.
Einstein GPT excels at understanding customer inquiries and providing meaningful responses. Examining a vast array of past service interactions generates accurate and timely solutions, ensuring that customer inquiries are addressed promptly and effectively. This enhances customer satisfaction and service efficiency.
Combining the usage of Einstein GPT with Salesforce's sales, service, and marketing services results in an overall enhanced CRM experience. From prospecting to sales and marketing campaigns.
Einstein GPT enhances the whole CRM process by automating many marketing and sales practices. For example:
Research and gather information about leads based on behavior and actions
Personalized AI-written sales pitches for each lead
AI-generated training modules for sales representatives
AI-automated content creation (emails, landing page content, and social media posts)
Reuse existing content for upcoming marketing campaigns
Data discovery and reporting analytics to make informed decisions
Chatbots that handle repetitive and common queries with accuracy.
Features and benefits of Salesforce Einstein GPT
So far, you have gone through Einstein GPT and how it works for Salesforce's sales and other CRM sectors. Now, let's go deep into the features and benefits of Einstein GPT.
Features of Einstein GPT
Advanced text generation
As a generative AI, Einstein GPT generates human-like text. This capability enables businesses to analyze data, identify patterns, and provide personalized responses to customer queries, enhancing engagement and satisfaction.
Multilingual support
Being an AI model, Einstein GPT can work with multiple languages, eliminating language barriers. It is beneficial if your customer base speaks multiple languages.
Improved sentiment analysis
Its advanced sentiment analysis helps businesses grasp the emotional tone of interactions, gaining valuable insights into customer sentiment. This analysis informs the optimization of the customer experience, ensuring personalized and relevant interactions.
Valuable data insights
Einstein GPT can utilize all the available data and resources to process enhanced data insights. These insights help businesses improve personalized experiences for each customer, optimize sales and marketing strategies, and increase ROI.
Seamless CRM integration
Einstein GPT seamlessly integrates with the Salesforce CRM platform and helps businesses streamline customer service, building stronger relationships through data-driven insights.
Benefits of Einstein GPT
Improved efficiency and productivity
Einstein GPT automates sales and marketing tasks and reduces manual efforts, leading to time savings, reduced errors, and increased output and resource optimization.
Enhanced customer experience
Einstein GPT uplifts customer experiences by offering customizable and personalized interactions. This includes personalized target recommendations, customer service, and offerings based on customer profiles.
Effective decision-making
It uses past data to form accurate data insights, forecasting sales patterns, and quick decision-making. The AI predictive modeling analysis helps evaluate options, mitigate risks, and proactively identify errors.
Competitive advantage
As Einstein GPT automates many manual tasks and offers a customer-centric personalized approach, it gives businesses an advantage. Businesses that save time and offer customized services to their customers are always at a competitive advantage.
Cost efficiency
By automating processes and optimizing resources, Einstein GPT drives cost savings. Real-time data and customer behavior analysis offer insights into pricing strategies and customer preferences, aiding in cost-saving strategies.
Einstein GPT's AI capabilities and data analytics enhance customer insights, target specific audiences, and maximize ROI. Accurate sales forecasting and resource allocation fuel this sustainable growth.
Pricing
Salesforce offers pricing options for Einstein GPT integrated with Sales Cloud and Service Cloud. You can get Sales GPT and Service GPT for $50 per user per month. These plans also come with a specific number of Einstein GPT credits.
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As your organization's usage expands, you can opt for Enterprise Expansion packs tailored to your sales and service teams. Customers who have purchased the Unlimited Edition, which includes the Einstein SKU, get automatic access to powerful GPT capabilities.
Challenges of Einstein GPT
As the saying goes, "All that glitters is not gold." And Einstein GPT is not an exception to the rule. While Einstein GPT brings many advantages to the whole CRM and sales processes, it also has to tackle some challenges, including the following:
Data privacy
Handling customer data requires the utmost care. Einstein GPT must ensure that customer information remains secure and doesn't end up in the wrong hands.
Bias in data
Sometimes, the data Einstein GPT learns from may contain biases. These biases can lead to unfair or inaccurate results, which must be carefully managed.
Complexity
Implementing Einstein GPT can be complex. It may require significant changes to existing systems and processes, which can be challenging for businesses.
User adoption
Employees and customers may need time to get used to AI-driven interactions. Although AI is intelligent, it still needs the correct prompt to provide a suitable output.
Continuous learning
AI models like Einstein GPT require continuous learning and improvement. Staying up-to-date with the latest advancements in AI can be demanding.
Interoperability
Ensuring that Einstein GPT works seamlessly with existing systems and technologies can be complex, particularly in layered IT environments.
Technical limitations
AI is still advancing, and no model is perfect. Hence, Einstein GPT may struggle with highly specialized tasks, so businesses must know its limitations.
Boost your CRM with AI
Salesforce Einstein GPT is a game-changer for CRM and sales automation, offering streamlined processes and enhanced customer experiences. As a business owner, marketer, or salesperson, you need to understand its potential, features, advantages, and challenges.
If you want in-depth knowledge of Einstein GPT and its usage in Salesforce CRM, explore Salesforce's official documentation and AI publications.
The Spring 2024 release includes enhancements to Einstein Copilot, embedding this conversational AI across all Salesforce applications to help teams be more productive, which directly relates to improving CRM and sales functionalities.
Service Cloud Einstein
This update focuses on using generative AI to quickly surface answers to agents’ and customers’ questions, directly improving the CRM interface and functionalities.
Einstein Copilot: Sales Actions
This feature is aimed at empowering sellers to be more productive at every step of the sales cycle, helping them to research customers and prospects, follow up after meetings, and keep their CRM up-to-date.
Sushrut is a skilled Salesforce Developer, Technical Writer, and Entrepreneur. His expertise includes front-end dev, Web3, and DevRel. He leverages technology to craft exceptional digital experiences.
