{"id":62551,"date":"2023-02-07T09:22:27","date_gmt":"2023-02-07T17:22:27","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=62551"},"modified":"2025-03-27T16:48:59","modified_gmt":"2025-03-27T23:48:59","slug":"generative-ai-guidelines","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/generative-ai-guidelines\/","title":{"rendered":"Generative AI: 5 Guidelines for Responsible Development"},"content":{"rendered":"\n<p><em>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go <\/em><a href=\"https:\/\/www.salesforce.com\/news\/topics\/artificial-intelligence\/\"><em>here<\/em><\/a><em>.<\/em> <em>Einstein 1 Platform is now the Salesforce Platform. For the latest, go <\/em><a href=\"https:\/\/www.salesforce.com\/platform\/\"><em>here<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<p>Generative artificial intelligence (AI) has the power to transform the way we live and work in profound ways and will challenge even the most innovative companies for years to come.<\/p>\n\n\n\n<p>But generative AI is not without risks. <a href=\"https:\/\/www.grid.news\/story\/technology\/2023\/01\/18\/what-generative-ai-like-chatgpt-gets-right-and-wrong\/\" target=\"_blank\" rel=\"noreferrer noopener\">It gets a lot of things right but many things wrong<\/a>. As businesses race to bring this technology to market, it\u2019s critical that we do so inclusively and intentionally. It\u2019s not enough to deliver the technological capabilities of generative AI, we prioritize responsible innovation to help guide how this transformative technology can and should be used \u2014 and help our employees, partners, and customers develop and use these technologies safely, accurately, and ethically.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-generative-ai-at-salesforce\">Generative AI at Salesforce<\/h2>\n\n\n\n<p>The potential for generative AI at Salesforce \u2014 and enterprise technology more broadly \u2014 is vast.<\/p>\n\n\n\n<p>AI is already an integral part of <a href=\"https:\/\/www.salesforce.com\/products\/\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein 1<\/a>, and our <a href=\"https:\/\/www.salesforce.com\/products\/einstein\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Einstein AI<\/a> technologies deliver nearly 200 billion predictions every day across Salesforce\u2019s business applications, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sales, which <a href=\"https:\/\/www.salesforce.com\/products\/sales-cloud\/features\/sales-cloud-einstein\/\" target=\"_blank\" rel=\"noreferrer noopener\">uses AI insights<\/a> to identify the best next steps and close deals faster.<\/li>\n\n\n\n<li>Service, <a href=\"https:\/\/www.salesforce.com\/products\/service-cloud\/automated-customer-service\/\" target=\"_blank\" rel=\"noreferrer noopener\">which uses AI to<\/a> have human-like conversations and provide answers to repetitive questions and tasks, freeing up agents to handle more complicated requests.<\/li>\n\n\n\n<li>Marketing, <a href=\"https:\/\/help.salesforce.com\/s\/articleView?id=sf.marketing_cloud_einstein.htm&amp;type=5\" target=\"_blank\" rel=\"noreferrer noopener\">which leverages AI<\/a> to understand customer behavior and personalize the timing, targeting, and content of marketing activities.<\/li>\n\n\n\n<li>Commerce, <a href=\"https:\/\/www.salesforce.com\/eu\/products\/commerce-cloud\/platform\/commerce-cloud-einstein\/\" target=\"_blank\" rel=\"noreferrer noopener\">which uses AI<\/a> to power highly personalized shopping experiences and smarter ecommerce.<\/li>\n<\/ul>\n\n\n\n<p>Now, generative AI has the potential to help our customers connect with their audiences in new, more personalized ways across many sales, customer service, marketing, commerce, and IT interactions. We\u2019re even exploring the use of AI-generated code to help our customers \u2013 even those without certified Salesforce developers on staff \u2013 write high-quality code faster, using fewer lines of code and therefore, requiring less CPU.<\/p>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--einstein\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tBuilding Generative AI We Can Trust\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/news\/stories\/building-generative-ai-we-can-trust\/\" target=\"_blank\">\n\t\t\t\t<span>Insights from Salesforce&#039;s Chief Scientist<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<h2 class=\"wp-block-heading\">Guidelines for Trusted Generative AI<\/h2>\n\n\n\n<p>Like all of our innovations, we are embedding ethical guardrails and guidance across our products to help customers innovate responsibly \u2014 and catch potential problems before they happen.<\/p>\n\n\n\n<p>Given the tremendous opportunities and challenges emerging in this space, we\u2019re building on our <a href=\"https:\/\/www.salesforceairesearch.com\/trusted-ai\" target=\"_blank\" rel=\"noreferrer noopener\">Trusted AI Principles<\/a> with a new set of guidelines focused on the responsible development and implementation of generative AI.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>We are still in the early days of this transformative technology, and these guidelines are very much a work in progress \u2014 but we\u2019re committed to learning and iterating in partnership with others to find solutions.<\/p>\n<\/blockquote>\n\n\n\n<p>Below are five guidelines we\u2019re using to guide the development of trusted generative AI, here at Salesforce and beyond.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Accuracy<\/strong>: We deliver verifiable results that balance accuracy, precision, and recall in the models by enabling customers to train models on their own data. We communicate when there is uncertainty about the veracity of the AI\u2019s response and enable users to validate these responses. This can be done by <a href=\"https:\/\/techcrunch.com\/2023\/01\/17\/ai21-labs-intros-an-ai-writing-assistant-that-cites-its-sources\" target=\"_blank\" rel=\"noreferrer noopener\"><u>citing sources<\/u><\/a>, explainability of why the AI gave the responses it did (e.g., <a href=\"https:\/\/arxiv.org\/pdf\/2201.11903.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><u>chain-of-thought prompts<\/u><\/a>), highlighting areas to double-check (e.g., statistics, recommendations, dates), and creating guardrails that prevent some tasks from being fully automated (e.g., launch code into a production environment without a human review).<\/li>\n\n\n\n<li><strong>Safety<\/strong>: As with all of our AI models, we make every effort to mitigate bias, toxicity, and harmful output by conducting bias, explainability, and robustness assessments, and red teaming. We also protect the privacy of any personally identifying information (PII) present in the data used for training and create guardrails to prevent additional harm (e.g., force publishing code to a sandbox rather than automatically pushing to production).<\/li>\n\n\n\n<li><strong>Honesty<\/strong>: When collecting data to train and evaluate our models, we respect data provenance and obtain consent to use data (e.g., open-source, user-provided), while also being transparent that an AI has created content when it is autonomously delivered (e.g., chatbot response to a consumer, <a href=\"https:\/\/www.artstation.com\/blogs\/editballai\/Xmb0\/no-ai-watermark-generator)\" target=\"_blank\" rel=\"noreferrer noopener\"><u>use of watermarks<\/u><\/a>).<\/li>\n\n\n\n<li><strong>Empowerment<\/strong>: There are some cases where it is best to fully automate processes but there are other cases where AI should play a supporting role to the human \u2014 or where human judgment is required. It&#8217;s important to identify the appropriate balance to \u201csupercharge\u201d human capabilities and make these solutions accessible to all (e.g., generate ALT text to accompany images).<\/li>\n\n\n\n<li><strong>Sustainability<\/strong>: As we strive to create more accurate models, it&#8217;s paramount to develop right-sized models where possible to reduce our carbon footprint. When it comes to AI models, larger doesn\u2019t always mean better: In some instances, smaller, better-trained models outperform larger, more sparsely trained models.<\/li>\n<\/ol>\n\n\n\n<aside class=\"more-from-block more-from-block--2 alignfull wp-block-newsroom-moreontopic\">\n\t<div class=\"more-from-block__content\">\n\t\t\t\t\t<h4 class=\"more-from-block__title\">Related<\/h4>\n\t\t\n\t\t<div class=\"more-from-block__cards more-from-block__cards--2\"\n\t\t\t\t>\n\t\t\t\n\n<article\t\t\titemscope=\"\"\n\t\titemtype=\"https:\/\/schema.org\/Article\"\n\t\tdata-card-id=\"92248\"\n\t\tclass=\"content-card content-card--large-inline is-entire-area-clickable content-card--is-boxed\"\n\t\t\tdata-clickable-area-link=\"https:\/\/www.salesforce.com\/news\/linked-content\/liv-golf-launches-fan-caddie-powered-by-salesforces-agentforce-360-a-personalized-ai-agent-that-reimagines-the-global-golf-fan-experience\/\"\n\t>\n\t\t\t<div class=\"content-card__image-container\" itemprop=\"image\" 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class=\"content-card__read-time\">\n\t\t\t\t3 min read\t\t\t<\/div>\n\t\t\n\t\t\t<\/div>\n\n<\/article>\n\n\t\t<\/div>\n\t\t<noscript>\n<div class=\"pagination-fallback\">\n\n\t\t<a href=\"https:\/\/www.salesforce.com\/news\/wp-json\/wp\/v2\/posts\/62551\/page\/2\/?bc=OTH#section-title\">\n\t\t\tOlder Posts\t\t<\/a>\n\t\t<\/div>\n<\/noscript>\n\t<\/div>\n<\/aside>\n\n\n\n<p><em>Learn more about <a href=\"https:\/\/www.salesforceairesearch.com\/trusted-ai\" target=\"_blank\" rel=\"noreferrer noopener\">Trusted AI at Salesforce<\/a>, including the tools we deliver to our employees, customers, communities, and partners for developing and using AI responsibly, accurately, and ethically.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go here. Einstein 1 Platform is now the Salesforce Platform. For the latest, go here. Generative artificial intelligence (AI) has the power to transform the way we live and work in profound ways and will [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":62584,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[1728],"sf_theme":[1916,1912],"sf_topic":[1737,2498],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1798],"sf_collection":[2770],"sf_visibility":[],"coauthors":[2004,2768],"class_list":["post-62551","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_content_type-snapshots","sf_theme-artificial-intelligence","sf_theme-digital-transformation","sf_topic-artificial-intelligence","sf_topic-automation","sf_location-global","sf_collection-trailblazerdx-2023"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Generative AI: 5 Guidelines for Responsible Development - Salesforce<\/title>\n<meta name=\"description\" content=\"Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. 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