The new CRM technology is intended to integrate Salesforce’s proprietary AI models with generative AI technology from a network of partners and real-time data to assimilate, harmonise, and consolidate all of a company’s customer data
Salesforce announces a generative AI customer relationship management technology named Einstein GPT. (Credit: Jeffrey Hayes/Wikimedia Commons)
Salesforce has introduced a generative artificial intelligence (AI) customer relationship management (CRM) technology, dubbed Einstein GPT, to offer AI-created content across all sales, marketing, commerce, service and IT interaction at hyperscale.
The new CRM technology is intended to integrate Salesforce’s proprietary AI models with generative AI technology from a network of partners and real-time data to assimilate, harmonise, and consolidate all of a company’s customer data.
Einstein GPT will enable users to then connect the data to OpenAI’s advanced AI models or to choose their own external model.
It will also allow customers to leverage natural-language prompts right within their Salesforce CRM to develop content that continuously adapts to changing customer information and requirements in real-time.
Einstein GPT is said to create customised emails for salespeople to send to customers and targeted content for marketers to improve campaign response rates, and specific responses for customer support professionals to answer customer concerns quickly.
Besides, it can also auto-generate code for developers.
Salesforce CEO Marc Benioff said: “The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and generative AI.
“This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways.”
According to the company, the new CRM technology has been integrated into all of Salesforce’s clouds and Tableau, MuleSoft, and Slack.
Besides, Salesforce said that OpenAI’s ChatGPT technology is integrated with its private AI models to provide AI-generated content.
Through Salesforce Ventures, the company’s investment arm, it has announced an investment of $250m in high-potential startups to strengthen the startup ecosystem and expedite the development of generative AI.