Salesforce unveils Einstein GPT. How beneficial will it be for marketers?

Salesforce recently unveiled the much-awaited generative AI tool Einstein GPT. Einstein GPT provides AI-generated content across all sales, service, marketing, commerce, and IT interactions. Salesforce will use generative AI to transform every customer experience with Einstein GPT.

In addition, the company announced a collaboration with OpenAI, as a result of which a ChatGPT app is available for Slack. It is currently available in beta.

Salesforce's proprietary AI models are combined with real-time data from Salesforce's Data Cloud in Einstein GPT. Salesforce customers can then connect that data to OpenAI's or other generative AI models to generate content within their Salesforce CRM.

Benioff also added that, in addition to integrations in all of Salesforce's clouds and Slack, Einstein GPT will also integrate with Tableau and MuleSoft.

Here is a list of all the Einstein GPT tools that Salesforce has announced.

Einstein GPT for Sales: Automate sales tasks such as email composition, meeting scheduling, and preparation for the next interaction.

Einstein GPT for Service: Create knowledge articles based on previous case notes. Enhance customer satisfaction through personalised and expedited service interactions by auto-generating personalised agent chat responses.

Einstein GPT for Marketing: Develop personalized content to engage customers and potential buyers across email, mobile, web, and advertising.

Einstein GPT for Slack: Provides AI-powered customer insights in Slack, such as smart summaries of sales opportunities and surface actions like updating knowledge articles.

Einstein Developer GPT: With Salesforce Research’s proprietary large language model, it boosts developer productivity by using an AI chat assistant to generate code and ask questions for languages like Apex.

Undoubtedly, it’s been a year of generative AI. On one hand, bots such as ChatGPT and Bing have already taken the internet by storm. On the other side, AI keeps evolving, and the advent of new AI tools in the market is piling up.

Now, the major difference that Einstein GPT has that can make it meaningful is its capability to combine company-specific knowledge with the skills of the large language models.

We have already mentioned our expectations from Einstein GPT following Salesforce’s Einstein GPT teaser announcement on Twitter.

Simply put, three of our major expectations from Einstein GPT for marketers were the capability to sharpen customer segmentation, accelerate integration, and sharpen messaging.

We are excited that two of our expectations have been fulfilled. That is, Einstein GPT is paving the way to sharpen messaging for increasing customer engagement and accelerating integration by improving Salesforce marketing cloud developers' productivity, on whom marketers depend most.

But the only thing left out is customer segmentation.

Appropriate customer segmentation is important for the success of marketing campaigns. But to keep it on track, marketers rely on subjective intelligence to analyse a large amount of customer data in order to create personalised customer experiences. With an Einstein-like AI tool in place, it can save lots of time for marketers. In addition, it can improve the effectiveness of campaigns by analysing data from various sources and creating valuable customer segments based on target markets. Although it is currently missing, we believe Einstein will be equipped with this capability in the future. This way, it can become irreplaceable and make a mark in the industry.

Yet, the personalized content creation capability of Einstein GPT will have a significant impact on marketers. Besides, it can also design landing pages. This way, marketers can test multiple variants of designs and copies—be it for email, ads, landing pages, etc.—in a short period of time. Needless to say, all the content provided by Einstein is based on the insights derived from successful campaigns. So the possibility of them resonating with the audience is also higher.

In a nutshell, Salesforce Einstein GPT seems to make marketers work processes easy and effective in many ways. It is entirely up to marketers to leverage AI advancements and make the most out of them.