How Salesforce is using Artificial Intelligence and Machine Learning into its platform
Since its launch couple of years ago, Salesforce Einstein has been developing the Artificial Intelligence and Machine Learning capabilities in its platform by integrating data science and predictive algorithms into its cloud-based CRM products. By embracing artificial intelligence (AI) and machine learning (ML) capabilities, Salesforce has secured its place as the smartest CRM solution. Moreover, its various acquisitions – PredictionIO, MetaMind and RelateIQ – have enabled the company to tap into the expertise of 175 data scientists to create the powerful Einstein too.
Driven by deep learning, predictive analytics, machine learning, natural language processing, Einstein (also called “AI for CRM”) learns and gets prudent with every interaction and data point. Its intelligence can be leveraged by businesses to predict future behaviour, discover critical insights, and automate tasks. Let’s see how Salesforce has successfully used AI and ML functionalities to stay ahead of other CRM providers in terms of innovation and growth.
Building AI for Success with Einstein:
Many organizations struggle with the technical expertise and infrastructure required to deliver AI solutions. Salesforce Einstein solves this by removing the complexity of AI, allowing any enterprise to deliver smarter and more personalized customer experiences.
Salesforce Einstein is a suite of tools that allows users to put their data to work and automate workflows. The tools capitalize user information on the Salesforce platform, saving time and boosting productivity. The first fully inclusive, integrated AI for CRM, Salesforce Einstein works by applying machine learning techniques to the huge pool of customer data on the platform. And Salesforce’s data is huge – encompassing hundreds of thousands of customers across eight clouds. It builds predictive data models that offer insights unique into customer domains.
Einstein enables businesses to employ essential machine learning and advanced deep learning concepts to essentially all processes and data for accuracy and automation. It can also be built into custom applications for any industry. Because Einstein is built into the entire Salesforce ecosystem, every app on the platform enjoys this ML and AI advantage.
What makes Einstein a particularly revolutionary product is that it democratizes data science. Enterprises no longer need an army of data scientists to build complex predictive models. Instead, they can use data already on the Salesforce platform, leveraging the CRM’s machine learning capabilities that learn from behavior and sort data accordingly.
Various Deployments in Einstein:
- In Sales Cloud, Einstein tracks sales efforts and prospect response data to prioritize opportunities. It helps companies sell smart by making prudent AI-based predictions and recommendations. Users can also automate follow-up activities to reach more leads. Companies can use Einstein AI as a predictive system of intelligence to forge lasting relationships with customers. Einstein automatically scores leads and offers insights to reveal key factors behind each score, which is ultimately helpful in prioritizing hot leads. With predictions and alerts, users get to know about opportunities and whether deals are likely to close.
- In Service Cloud, Einstein allows users to effectively manage customer service issues – from case management to response scheduling. The AI uses data to connect the dots when it comes to common problems and allow solutions to emerge faster. Contact centers get real-time customer insights, which allow them to offer an excellent customer service experience. Einstein Supervisor combines smart data discovery and operational insights in real time, giving managers data like queues and wait times to take smarter actions. It also predicts customer satisfaction and offers recommendations to enhance customer experiences. With Einstein Case Management, cases are escalated and classified using machine learning, saving agents valuable time.
- In Community Cloud, Einstein monitors users to ascertain the right experience and then helps enterprises offer that experience to all users. Using AI and ML, experiences are personalized for every member of a community. With automatic suggestions of groups, needs, and relevant experts, members are kept engaged in the community. They can find certified experts to answer their questions; if they need urgent attention, Einstein creates a case on Service Cloud. In essence, Einstein creates an optimal community for every customer.
- In Marketing Cloud, Einstein enables personalized messaging across channels for the target audience. Enterprises can deliver a highly-customized customer experience with AI-backed customer journeys. While personalized marketing is difficult to scale, machine learning makes it easy and predictable, delivering relevant content on the right channel to the right audience at the right time. Marketers can make use of predictive scores to estimate how customers engage with marketing messages and predictive audiences to build audience groups and engage them. They can also increase ROI by automating the delivery of a message at a time when customers are most likely to engage with it.
Wrap Up
Einstein is also available on Analytics Cloud, IoT Cloud, App Cloud, and Commerce Cloud. In essence, Salesforce neatly packaged its AI capabilities under a single brand, freeing enterprises from the burden of hiring data scientists. By offering cutting-edge AI and ML capabilities, Salesforce is ushering in the next generation of predictive intelligence in a CRM.
India 
USA
UK
Canada