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Salesforce Einstein promises AI capability for sales, marketing and more

Salesforce Einstein promises AI capability for sales, marketing and more 

Einstein in a set of intelligence functionalities built on the Salesforce cloud infrastructure. For now, the AI platform can provide data such as predictive lead scoring and opportunity insights ideal for sales reps and marketing departments. However, Salesforce intends to build new capabilities into Einstein as technologies continue to evolve. Salesforce actually positioned its new release as “AI for everyone.”

The term artificial intelligence is popularly applied to the capability of machines to mimic human cognitive functions such as learning and problem solving. Computer capabilities currently classified as AI include successfully understanding speech, competing at a high level in strategic games such as chess, and interpreting complex data.

“AI can open up a lot of opportunities for businesses,” John Ball, general manager of Einstein told IT in Canada recently. “The problem is AI was too complex. Organizations need specific formats, data scientists, and dedicated infrastructures to analyze and really get the best out of data.”

Salesforce aims to take all that complexity out and make AI accessible even for non-scientists such as IT admins, sales reps, and marketing managers.

salesforce Einstein inforgraphic big

Salesforce is not the only company using AI. Spotify uses artificial intelligence to help users curate and personalize their playlists based personal music preferences. Apple’s Siri can go over thousands of movies, theatre showing times and provides users with recommendations based on their location, thanks to AI.

Salesforce’s goal with Einstein is to deliver to its customers “the world’s smartest CRM (customer relations management)” tool.

For example, sales rep traditionally input data about their customers and the status of their deals into a CRM system which helps them monitor and manage their interaction with the customers. Unfortunately, the task of entering information can be tedious and time-consuming. It also distracts people from their main focus.

Einstein will do the bulk of this work and come up with meaningful recommendations as well, thereby allowing sales reps to pay more attention to higher value tasks.

Einstein is able to do this by leveraging all the data available in Salesforce—customer data; activity data from Salesforce Chatter, email, calendar and e-commerce; social data streams such as tweets and images; and even IoT signals—to train predictive models, said Dr. Richard Socher, chief scientist at Salesforce.

“Einstein takes data from Salesforces and external sources to create leads based on the user’s goals,” he said. “It tells the user why a certain lead is being ranked high or low…This helps sales personnel prioritize their day.”

Einstein is able to do this by leveraging all the data available in Salesforce—customer data; activity data from Salesforce Chatter, email, calendar and e-commerce; social data streams such as tweets and images; and even IoT signals—to train predictive models. Add to that, Salesforce has millions of users inputting information every day, it is uniquely positioned to deliver the best models for sales, service, marketing, commerce and more, said Socher.

By using advanced machine learning, deep learning, predictive analytics, natural language processing and smart data discovery, Einstein’s models can be automatically customized for every single customer.

These models “learn, self-tune and get smarter with every interaction and additional pieces of data,” said Socher.

Einstein will automatically discover relevant insights, predict future behavior, proactively recommend best next actions and even automate tasks.

Some of the Einstein functionalities include:

Sales Cloud Einstein will include Predictive Lead Scoring that enables sales reps to focus on closing the best leads.

Service Cloud Einstein will include Recommended Case Classification which automatically pre-populates key case fields, enabling predictive routing of cases to the right agent and enabling agents to resolve customer issues faster.

Marketing Cloud Einstein will include Predictive Scoring which scores every customer’s likelihood to engage with an email, Predictive Audiences which builds custom audience segments based on predicted behaviors, and automated send-time optimization which predicts the optimal time to deliver messages based on past customer behavior.

Commerce Cloud Einstein includes Product Recommendations to personalize product recommendations to shoppers, Predictive Sort which will infuse personalized sort and search results based on likelihood to engage, and Commerce Insights that will help retailers understand product purchase correlation to power smarter merchandising and store planning.

Community Cloud Einstein now includes Recommended Experts, Articles, and Topics to suggest posts, articles, experts and topic pages; Automated Service Escalation which automatically creates a case in Service Cloud if customer posts do not receive a timely response; and Newsfeed Insights which highlights the most relevant and popular content in every feed.

Analytics Cloud Einstein will deliver Predictive Wave Apps that uncover future patterns for any business process, Smart Data Discovery that helps users find and explain insights from millions of data combinations in minutes, and Automated Analytics & Storytelling which will automate and prioritize the next insight users need to know.

IoT Cloud Einstein will include Predictive Device Scoring which will score streaming data from connected IoT devices, Recommend Best Next Actions for service processes and marketing journeys based on the scoring of that device data, and Automated IoT Rules Optimization which will actively update the rules that govern how IoT data is managed.

The Salesforce Platform will also enable users to build AI-powered apps using the tools that millions of Salesforce developers and admins already use every day.

Pricing for each Einstein features will be announced as they are made generally available. Many of the new Einstein features will be available to Salesforce customers at an additional charge, while other will be included as part of their existing licenses.

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