Unlocking Salesforce Core Cloud Product Potential with Einstein AI

June 28, 2024 | Courtney Hofbauer

Leveraging the power of artificial intelligence (AI) is essential for businesses to thrive and stay competitive regardless of their industry. AI allows businesses to automate processes, increase productivity and speed to market, provide tailored customer experiences, and gather high-quality insights, thus allowing businesses to be more agile and adaptable to new challenges and technologies.

One of the most effective AI technologies is Salesforce Einstein. For more than a decade, Salesforce has created and invested in improving its AI solutions and capabilities to harness the power of AI to aid companies in being more effective, efficient, and customer-centric.

Since the 2023 Salesforce Connections event, major announcements and advancements of Einstein have been infused throughout the ecosystem; now it's natively integrated into all core cloud products with Copilot to revolutionize how businesses connect with their customers.

Understanding Salesforce Core Clouds

The Salesforce Core encompasses essential components integral to Salesforce's CRM ecosystem, providing comprehensive solutions for managing various business functions.

The core includes:

  • Sales Cloud: Core CRM component focused on sales processes like managing leads, opportunities, accounts, contacts, and sales forecasts. 
  • Service Cloud: Solution for customer support and help desk operations, including case management, knowledge management, and customer service automation. 
  • Marketing Cloud: Automates and manages marketing efforts across multiple channels, including email, social media, advertising, and customer journey management. 
  • Commerce Cloud: E-commerce platform that facilitates commerce operations by managing online storefronts, and providing tools for product management, order management, and customer engagement. 

Einstein Artificial Intelligence for Sales Cloud

Improve sales processes and help sales teams sell smarter and faster.

  • Copilot for Sales: Increases sales productivity by drafting personalized emails, call summaries, and explorations creating summarized notes and important takeaways from your sales calls, along with personalized close plans and prospect and account research. 
  • Lead Scoring: Uses machine learning to score leads based on their account potential, opportunity health, and likelihood to convert, helping sales teams prioritize their efforts.
  • Deal Insights: Offers insights to get ahead of risks and the best actions to close deals by analyzing past deals and interactions.
  • Sales Forecasting: Enhances sales forecasting accuracy by using AI to predict future sales based on historical data and trends and easily assess potential gaps in your pipeline and sales processes.

Einstein Artificial Intelligence for Service Cloud

Increase customer satisfaction and boost team productivity and responsiveness.

  • Copilot for Service: Enhances productivity for agents, supervisors, and customers by leveraging advanced language models and the Einstein Trust Layer to provide accurate responses, answer questions, and perform customizable actions like routing cases for approval.
  • Case Classification: Automatically categorizes and prioritizes cases, streamlining the case management process and assigning cases to the right agent queue.
  • Einstein ChatBots: Bots integrate with Salesforce data to handle common customer service queries and automate routine tasks to free up human agents for more complex issues.
  • Recommendation Builder: Provides agents with recommended actions and solutions based on historical data and similar cases to enhance customer interactions.

Einstein Artificial Intelligence for Marketing Cloud

Optimize marketing efforts and fuel customer engagements with personalized journeys and automation.  

  • Copilot for Marketing: Simplifies campaign creation by automatically generating marketing briefs, content, and email campaigns, while accelerating time-to-market with brand-aligned, auto-generated responses.
  • Segment Creation: Create precise segments in seconds using natural language prompts and generative AI, enabling easier data discovery, more audience precision, faster speed to market, and less reliance on technical teams.
  • Engagement Scoring: Predicts how likely customers are to engage with marketing campaigns, allowing for more targeted marketing.
  • Intelligent Journeys: Leverage built-in predictive AI to create, test, and optimize personalized campaign variations, automating and customizing all aspects of customer engagement to enhance productivity and scale dynamic journeys.

Einstein Artificial Intelligence for Commerce Cloud

Enhance e-commerce experiences for customers and boost sales and meet your business goals.

  • Copilot for Shoppers: Enhances buying experiences by integrating popular messaging apps for natural language, image, and data-driven interactions, simplifying searches, providing personalized responses, and streamlining purchases across digital channels.
  • Product Recommendations: Offers personalized product recommendations based on user behavior and purchase history to grow customer cart size.
  • Commerce Insights: Analyzes sales and product data to identify trends to find additional opportunities for growth and boost conversions.
  • Generative Prodcut Descriptions: Save time and boost visibility with AI-generated, SEO-optimized product descriptions that are easily scalable and translated for localized terms.

The Einstein Artificial Intelligence Trust Layer

Questions about data security and privacy go hand-in-hand when talking about artificial intelligence and are paramount for the advancement of sustainable and ethical AI. Salesforce has committed to safe, secure, accurate, and ethical AI with its Einstein Trust Layer.

The Salesforce Trust Layer is designed to provide a robust framework for data security, privacy, and compliance, particularly in the context of AI and ML. Salesforce aims to build and maintain trust with its customers, ensuring that their data is handled securely and responsibly.

Specific Features of the Trust Layer:
  • Salesforce Shield: Includes event monitoring for user activities, audit trails to track changes to data fields, and platform encryption capabilities for stored data and custom fields.
  • Data Residency: Provides regional data centers giving customers the option to store and process data within specific regions to ensure compliance with local data residency requirements.
  • Secure Deployment Practices: Integrates security practices into the development lifecycle ensuring security is built into all applications and regular security testing for system vulnerabilities and penetration testing to identify and mitigate risks.

The Trust Layer not only prioritizes data security and privacy but fortifies the integrity and reliability of AI systems, paving the way for innovations that are both powerful and responsible.

Salesforce Einstein infuses AI capabilities into every core cloud, offering customized solutions for businesses to harness AI for deeper insights, task automation, and more informed decision-making, driving both growth and efficiency. To discover how Einstein can integrate with your existing Salesforce platforms or to explore how Salesforce can help your business flourish with AI, contact our team of experts today.