VENDORiQ: Salesforce Announces Einstein GPT and Data Cloud Integration to Flows

Why It’s Important

This new Salesforce service relies on a client user’s customer and financial data as a single source of truth, reducing doubts on the quality of results that will be generated. According to Lynne Zaledonis, EVP for Cloud & Industry Product Marketing during their Washington, D.C., “So we asked ourselves a question. What if generative AI could learn from your trusted customer data? That’s your single source of truth for your customers, your prospects, your partners and your constituents.”. Enterprise leaders should therefore ensure that all stakeholders are accountable for establishing standards regarding the datasets that are appropriate for utilisation in the CRM.

In addition, by incorporating AI into the existing system, it becomes more feasible to offer recommendations and suggestions to augment repetitive tasks and make marketing more intelligent. Zaledoni added, “There’s always a human in the process, somebody who reviews and approves the information and the outcomes before it’s sent out. Because AI is here to help us, not replace us.”. 

Microsoft has also announced Copilot, a GPT based generative AI solution, for its Dynamics and Power Platform environments. Similarly, Zoho has announced it will have generative AI capabilities embedded in its CRM platform to enable generative customer service and sales communications. 

As IBRS has stated in previous papers, most organisations use of AI will come from it being included in updates of existing SaaS solutions. This is certainly becoming true, and at a faster rate than expected. 

However, there are risks associated with simply leverage AI. It will take organisations some time to develop governance policies, and just as importantly ethics, in regard to how AI can be used both internally and externally. 

Who’s Impacted

• CEO
• AI developers
• Marketing teams

What’s Next?

• Take a steady, tested and well-evaluated approach to leveraging AI. 
• Implement robust compliance and security protocols while establishing a unified data source. Any data integration tool that you select must facilitate swift adaptation to regulatory changes.

Related IBRS Advisory

• Trends for 2021-2026: No new normal and preparing for the fourth-wave of ICT
• VENDORiQ: Salesforce Launches Generative AI CRM Technology
• VENDORiQ: Salesforce Releases Self-Service Onboarding – What’s the Hidden Danger?
• Every Breath You Take: The Impact of AI on Privacy
• Generative AI for Enterprise Use – An Overview of the State-of-the-Art
• Is AI Knowingly Embedded in Your ITSM Strategy?