Salesforce is taking steps to bolster its CRM offering, by integrating Einstein GPT, a generative AI tool, and data cloud with its Flow workflow automation suite.
The integration will enable companies to deliver more personalized experiences to users and create automated workflows. Using the integrations, natural language prompts will be used to trigger actions based on real-time data signals.
Einstein GPT will handle the process of building and modifying automations, through a conversational interface that can be used by both technical and non-technical users. At the same time, data cloud will provide the power of execution to tracked real-time changes and trigger the required actions.
For example, if a customer leaves a shopping cart, marketers can use Einstein GPT to create an automated workflow that is able to send a personalized message with a promo code in near real-time.
The integrations are currently in development, but Salesforce anticipates a pilot program in June 2023, followed by a broader public release the year after.
Salesforce is a technology leader specializing in customer relationship management (CRM) software, which helps companies of all sizes bring together customer data and utilize AI/ML for personalization of customer experiences and solutions. Over 125,000 organizations, including many Fortune 500 companies, use Salesforce for their CRM needs.
John Kucera is Senior Vice President of Automation at Salesforce. He oversees the automation solutions offered by Salesforce, and he is responsible for setting the strategy for the company’s technology investments. He is particularly interested in how AI and machine learning can be used to improve how companies interact with customers and to make better use of customer data.
