I was fortunate enough to attend this year’s edition from 4th-7th October and find out more about Artificial Intelligence (AI).
Artificial Intelligence is not new - some Natural Language Processing (NLP), Machine Learning and Deep Learning theories have been established since the early 1950’s – so what is actually new, and why would Einstein be more relevant than the tools we already know about such as Prediction.io?
Einstein is not a new algorithm nor a set of sophisticated server racks which double the processing power and reduce response time. Salesforce has once again surprised everyone by delivering what they do best – an understandable solution that meets business needs. Einstein is the aggregation of the best NLP, Machine Learning and Deep Learning solutions that Salesforce has developed or acquired and are all labelled as ‘ready for use’ by Marketing, Sales and Service professionals.
Sales Effectiveness – Focused on the right leads and close deals faster
Business Development Managers and Sales Rep that use the Sales Cloud will finally benefit from Predictive Lead Scoring as an out-of-the-box solution. There is no longer a need to spend months developing lead scoring methodologies to find the most successful leads. Einstein allows Salesforce to discover the attributes that best convert and assign a score which help your sales team focus on the most relevant leads.
Marketing Performance – Tailored Customer Experience
With improvements integrated in Marketing Cloud, Marketing Managers will now be able to let Salesforce select the most suitable channel to deliver a message. In other words, Salesforce will learn from customer behaviour and identify the relevant channel to send the right message at the right time.
Service Excellence – Cases solved rapidly
Is your service organisation running on complex routing and escalation rules? Is your rep routing those cases manually, with occasional errors? If so, then Einstein is the perfect solution that every Service Manager should consider. Einstein will automatically review the case, identify some fields to pre-populate, find the most relevant answer and assign the case to the appropriate agent.
While there is still a lot to learn about Einstein and its scope of application, the future releases will undeniably shed some light on how Salesforce plans to turn AI in the next big thing.
Group picture L-R: Roberto Galdo, Enrico Zelocchi, Julien Lechenne, Michel Mayor