Vena, president and principal analyst at SmartTech Research in San Jose, Calif., believes generative AI can deliver tremendous benefits to CRM applications. “You’re going to find this technology embedded in all CRM because it allows it to deliver better experiences to customers,” she added.
“This technology allows those employees to focus on tasks that are more valuable to an organization,” she told CRM Buyer. They don’t want to be crafting emails from scratch,” observed Kate Leggett, a vice president and principal analyst at Forrester Research. “Your sellers, your agents, don’t want to be doing rote, repetitive work.
Through generative AI, salespeople can create personalized emails for customers, generate specific responses for customer service professionals to more quickly answer customer questions, generate targeted content for marketers to increase campaign response rates, and auto-generate code for developers. That data can then be connected to OpenAI’s advanced AI models through Einstein GPT, it continued, or a company could choose its own external model and use natural-language prompts directly within its Salesforce CRM to generate content that continuously adapts to changing customer information and needs in real-time.
CRM powerhouse Salesforce joined the ranks of Google and Microsoft Tuesday when it announced its own generative AI technology to deliver personalized content across every sales, service, marketing, commerce, and IT interaction in every Salesforce cloud.Ĭalled Einstein GPT, the technology integrates with OpenAI and provides Salesforce customers with out-of-the-box generative AI capabilities.Įinstein GPT will infuse Saleforce’s proprietary models with the power of generative AI from an ecosystem of partners and real-time data from the Salesforce Data Cloud, which ingests, harmonizes, and unifies all of a company’s customer data, the company explained.
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