How Salesforce Puts Gen AI at the Core of Business

Moving from Talk to Action with Generative AI

By now everyone has heard of generative artificial intelligence (gen AI) and its potential: We are told AI will, in short order, transforms the world by unlocking vast troves of hitherto obscure data, eliminate bureaucracy and busy-work and, perhaps more importantly, augment human decision-making with the end result of more efficient business operations based on a granular analysis of reality as it is rather than how we would like it to be.

Strong stuff.

Of course, claims for the transformative potential of AI are nothing new. Indeed, as far back as 2016, Accenture suggested that businesses leveraging AI would see a 40% increase in productivity on average – and this was some six years before the generative AI revolution took hold.

The reality today, however, is that while businesses are interested in AI, and do see great potential in it, a great many are unsure as to how they should proceed.

As things stand, larger organisations seem to be finding it easiest to make progress. IBM’s Global AI Adoption Index, published in January of this year, found that around 42% of enterprise-scale companies surveyed report having actively deployed AI in their business. An additional 40%, it found, were exploring or experimenting with AI but have not deployed their models.

Meanwhile, a new study published by the Reuters Institute at the University of Oxford said frequent use of ChatGPT, far and away the best-known generative AI, was less common than was widely believed. Studying users in Argentina, Denmark, France, Japan, Britain, and the USA, researchers found that “frequent use of ChatGPT is rare”, noting just 1% of respondents using it on a daily basis in Japan, rising to 2%  in France and Britain and 7% in the USA.

Given these two facts – that the expected benefits of gen AI are increasingly clear, and that adoption is patchy and uneven at best – the question is: how can businesses move both quickly and rationally to integrate the technology into their operations in a meaningful way? 

The answer is in the data, and the data, which is why Salesforce’s adoption of AI technology is so significant. 

Salesforce, a leader in customer relationship management (CRM), is at the forefront of integrating AI into business processes, and by embedding generative AI at its core, Salesforce makes use cases for AI clearer, painless and more actionable for businesses.

Understanding Generative AI

Generative AI, or gen AI, refers to algorithms that can create new content, such as text, images, and even code, based on the data they’ve been trained on. AI is revolutionising industries by automating tasks, providing insights, and enhancing customer experiences. Crucially, Salesforce aims to democratise AI, making it accessible and useful for businesses of all sizes.

A Look at Salesforce AI-Powered Tools

Einstein AI

Overview: Einstein AI is Salesforce’s integrated suite of AI capabilities. 

Features: It includes predictive analytics, automated workflows, and intelligent recommendations. 

Benefits: Einstein AI helps businesses to work smarter by automating routine tasks and providing actionable insights.

Salesforce Einstein GPT

Overview: Salesforce Einstein GPT, the world’s first generative AI for CRM,  leverages generative AI to automate content creation and enhance communication. 

Use Cases: It can generate email responses, create marketing content, and assist in customer service. 

Benefits: Salesforce GPT boosts productivity and ensures consistent, high-quality interactions.

Salesforce Einstein Copilot

Overview: Einstein Copilot is an AI assistant designed to  boost efficiency and productivity across Salesforce applications.

Use cases: your all-around AI buddy within Salesforce, offering assistance with various tasks, data analysis, and automation

Benefits: Einstein Copilot puts critical information at users’ fingertips, using contextual understanding of tasks and customer history.

Use Cases for Generative AI in Salesforce

Ultimately, AI in Salesforce is not about the technology. Instead, it is about people. By embracing the power of generative AI, a cutting-edge technology that can create human-quality text, Ssalesforce transforms how businesses interact with customers. By automating content creation and personalising interactions at scale, Salesforce aims to streamline workflows, boost productivity, and ultimately transform the customer experience.

Let’s look at some examples…

Customer Service

Automated Responses: Generative AI can handle common customer queries, freeing up human agents for more complex issues. 

Personalisation: AI personalised responses based on customer data, improving satisfaction and loyalty.

Sales and Marketing

Lead Scoring: AI analyses customer data to identify and prioritise high-potential leads. 

Campaign Management: AI helps create targeted campaigns and generates content that resonates with specific audiences.

Data Analysis

Predictive Insights: AI identifies trends and patterns, predicting future outcomes and opportunities. 

Decision Support: Businesses can make informed decisions based on AI-driven insights.

Using AI to Put People First

In conclusion, the key to AI in Salesforce is that it is not only integrated right out of the box, but also that it is designed specifically for CRM users, providing them with real advantages over using other, more general AI, applications on the market.

As tailored solutions, Salesforce’s AI tools are designed specifically for business applications, reducing the need for extensive customisation. In addition, these tools integrate seamlessly with Salesforce’s CRM and other business tools. 

Indeed, ease of use is crucial in often complex and pressured sales environments and Salesforce’s AI solutions are designed to be user-friendly, even for non-technical users, with reduced discovery time so that, unlike general AI applications, Salesforce’s AI tools are ready to use with minimal setup and discovery.

Ultimately, Salesforce is not only a good way to get started with gen AI, it is a safe choice for the future. Salesforce’s integration of generative AI makes the use cases clear and actionable, driving business success. Salesforce’s AI tools today can revolutionise your business, and as AI technology continues to evolve, will remain at the forefront, empowering businesses to achieve more.

Here at Tether

We are the experts in Salesforce implementation. In a complex world, we make it simple. Tether bridges the gap, tapping into the full capability of Salesforce to drive your business forward. As a leading Salesforce Partner in the UK, we provide comprehensive Salesforce services to transform how you connect with customers and manage your operations.

Contact us today!

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