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Artificial Intelligence

How Salesforce’s Einstein 1 Platform Transforms Customer Experiences with CRM, AI, Data, and Trust

Ninety-four percent of business leaders believe they should be getting more value from their data. In response, Salesforce has unveiled its Einstein 1 Platform, which integrates Salesforce’s suite of applications that span sales, service, marketing, ecommerce, analytics, and industry solutions. The solution seamlessly fuses generative AI, data management, customer relationship management (CRM) capabilities, and trusted systems — empowering businesses to increase productivity, unlock deeper customer relationships, and boost margins.

Einstein 1 Platform seamlessly fuses generative AI, data management, customer relationship management (CRM) capabilities, and trusted systems — empowering businesses to increase productivity, unlock deeper customer relationships, and boost margins.

This integration is delivered via Salesforce’s Metadata Platform, a powerful metadata framework that launched in 2008 and supports app building and customization while ensuring secure and compliant data usage. The Unified Data Layer, also known as Data Cloud, followed more recently, enabling customers to bring all of their company and customer data to Salesforce. The Unified Data Layer harmonizes the various data models from each connected system and maps it into Salesforce’s metadata framework, enabling a 360-degree view of customers and activation of the data across CRM applications.

Einstein 1 Platform’s generative AI capabilities are enabled through the integration of the Metadata Platform and Unified Data Layer. These two components work together to provide the necessary foundation for AI-driven processes and personalized customer strategies. This empowers businesses to create tailored customer experiences and augment employees with AI.

Additionally, Einstein 1 Platform includes the Einstein Trust Layer, which ensures data reliability through AI bias detection capabilities, data security through AI governance features, and regulatory compliance through AI access controls and data classification tools.

Unleashing the power of unified data and metadata platforms

Einstein 1 Platform’s Metadata Platform is a powerful tool that configures and extends Salesforce to solve unique business challenges, enhance customer engagement, and achieve superior results. 

It allows organizations to customize every user experience and take action on their data using a variety of low-code platform services — including Einstein AI for predictions and content generation, Flow for automation, and Lightning for user interfaces. These customizations are instantly available to the rest of the organization’s core applications without having to write costly and often unstable integration code. Additionally, Salesforce delivers automatic upgrades three times per year, and the metadata framework prevents any integrations, customizations, or security models from breaking.

The metadata framework enables customers to build apps that continue to work for years, even with upgrades in technologies or new functionality added.

Metadata Platform also holds valuable information about user interactions and business processes. By analyzing this metadata, customers gain insights into email responses that generate higher click-through rates and identify automation processes that drive organizational success metrics. Generative AI utilizes this valuable metadata to provide customized and grounded responses.

Salesforce engineers developed the Unified Data Layer to simplify data integration and provide customers with a unified view of their data across systems. The Unified Data Layer solves the challenge of trapped internal Salesforce app data and external data, streamlining maintenance and integration efforts. 

Data Cloud is deeply integrated into Salesforce’s Einstein 1 Platform, and now serves as a foundation for the platform and all Salesforce apps, and provides the grounding necessary to create high-quality outputs for generative AI.  

Data Cloud unifies and harmonizes all of a customers’ Salesforce and third-party data, which is key to Einstein 1 Platform enabling relevant action and unlocking new insights.

For example, as a customer, interactions with Service Cloud provide data on customer service, Commerce Cloud holds information on purchase history, and Marketing Cloud tracks email interactions, including product clicks. The Unified Data Layer aggregates and harmonizes this data to enhance customer engagement and deliver personalized, AI-powered experiences.

Enhancing customer engagement with generative AI

By utilizing specific customer information provided by the Unified Data Layer, AI can optimize every business task, including email communication. For instance, when prompted to write a marketing email, AI can incorporate the customer’s previous engagement with sales promotions, ensuring a personalized and relevant message.

The data, together with metadata, provides contextually relevant content. When composing an introduction email to a prospect, AI can refer to previously written prospect emails and incorporate relevant information based on the metadata. This allows AI to mention previous outreach attempts and inquire about the prospect’s interest in a particular product, fostering a more personalized and engaging interaction.

Next-generation AI capabilities, like Salesforce’s Einstein Copilot and Einstein 1 Studio, transform how teams and industries use AI to enhance productivity and personalization and embed generative AI into any app and the flow of work.

Next-generation AI capabilities, like Salesforce’s Einstein Copilot and Einstein 1 Studio, transform how teams and industries use AI to enhance productivity and personalization and embed generative AI into any app and the flow of work. Using natural language prompts, salespeople can accelerate deal closures by summarizing records or generating customized communications to provide more personalized client engagement. Customer service and field service agents can streamline case resolution and boost customer satisfaction by surfacing relevant answers, offers, and data from disparate systems.

Distinguishing Einstein 1 in the market

Salesforce’s Einstein 1 Platform differentiates itself in the market by uniquely combining three core capabilities: Metadata Platform, Unified Data Layer, and generative AI. While some competing solutions may offer strengths in one or two of these areas, Salesforce is distinctive in its comprehensive, integrated approach. 

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