Salesforce AI: Einstein, Use Cases, & Best Practices

Companies continually improve their employee experience strategy to attract and keep their top talent, especially for salespeople who expand a company’s ROI. But many sales teams lose motivation when they can’t find meaning in their jobs. Repetitive tasks—like writing emails, creating proposals, or scheduling meetings—drain energy and limit time for strategic work.

Salesforce AI fixes this by automating routine tasks, simplifying a digital workflow, and making information easy to access. These tools free up time, reduce stress, and help these employees focus on higher-value work. They also lower costs and support a better work-life balance.

That’s why 94% of business leaders in Deloitte’s State of AI report say AI plays a key role in business success.

This article explains what Salesforce AI does and how it works. Then, it highlights real-world uses and shows how to adopt it the right way.

What is Salesforce AI? 

Salesforce AI is a set of intuitive AI tools within its CRM platform. It involves the use of machine learning, natural language processing, and predictive analytics. These tools help teams analyze data, identify patterns, and automate tasks. Businesses use them to work faster and connect better with customers.

These technologies help teams make quick decisions and find trends that regular tools might miss. It also reduces errors by taking over repetitive tasks. This saves time and lets employees focus on more important work.

Salesforce AI also improves reports. It gives clear insights into the customer journey. These insights help businesses find new opportunities and understand what customers want.

For customers, Salesforce AI creates more personal experiences. Teams can reply in a friendly, natural way. They also adjust their service to fit each person. This builds trust and stronger relationships. With Salesforce AI, companies work smarter and grow with confidence.

What are the elements of Salesforce AI? 

Salesforce AI helps businesses automate tasks and provide customers with a more personal touch.

So, here are the facets of the technology you need to know about:

Einstein GPT: generative AI in CRM

Einstein GPT is a generative AI tool from Salesforce that combines public and private AI models to create content within Salesforce CRM. It uses Salesforce’s AI models and data, along with generative AI like OpenAI’s ChatGPT, to automate tasks, personalize interactions, and provide real-time insights. In this way, it enhances the customer experience, reduces costs, and ensures data security.

In sales, Einstein GPT generates personalized emails, sales proposals, and automates tasks like scheduling meetings. It improves lead scoring and enhances sales forecasting with predictive analytics. Those working in customer service can benefit from automated service case management and suggested responses to customer inquiries. 

Even more, Einstein GPT generates personalized content for various channels, optimizes campaigns, and segments audiences based on behavior. Developers can save time through its code suggestions and its ability to identify vulnerabilities.

Salesforce Einstein Copilot: AI-powered assistant for business users

Salesforce Einstein Copilot is a conversation intelligence tool built into the Salesforce CRM. It automates routine tasks through Salesforce Flow, helping users focus on more strategic work.

In addition, Copilot improves decision-making by providing tailored answers and summarizing key data. Next, it allows a better customer experience by understanding individual needs based on Salesforce data. 

This digital tool is also highly customizable and adaptable to different business needs. Businesses can modify Copilot’s settings to fit specific workflows, making it a versatile tool for a wide range of use cases. With its ability to automate tasks and deliver personalized insights, Copilot helps businesses improve employee productivity while enhancing customer engagement.

Use cases of Salesforce AI 

Salesforce AI helps businesses in many ways. It improves work, supports smarter decisions, and makes customers happier. Even more, companies that use this AI tool can stay ahead in a fast-changing market.

Let’s delve into its various use cases:

AI-driven sales optimization 

Sales teams can work smarter, engage customers more effectively, and achieve better results using Salesforce AI. With Lead and Opportunity Scoring, you can prioritize leads and opportunities based on their likelihood of conversion. 

Account and Opportunity Insights provide valuable information about trends and behaviors related to accounts and opportunities. Einstein generates call summaries, highlighting key discussion points, customer feelings, and pain points. 

Furthermore, the Buyer Assistant analyzes customer data to provide actionable insights and help craft strong email messages. Finally, Einstein Forecasting allows you to view highly accurate predictions of future sales operations.

Enhancing customer support with AI 

Salesforce Service Cloud’s Einstein Copilot for Service helps answer questions and manage messages from both customers and internal users. It pulls information from your knowledge base to provide smart responses based on internal data. Even more, this tool routes complex tasks like approval workflows when needed. 

Einstein Copilot improves customer experience by offering conversation summaries, personalized replies, next-best actions, and case classifications for faster responses. This Salesforce AI tool also assigns cases to the best available agent and streamlines case closures. 

AI-powered marketing personalization 

Marketing teams can use several Salesforce AI features to boost engagement and personalize experiences. For instance, Einstein Engagement Scoring helps teams find the campaigns that drive the most engagement. Next, Einstein Messaging Insights provides data like click-through rates, which help refine messaging strategies. 

In addition, Einstein Segmentation divides audiences based on demographics and past interactions. Your team can also use Campaign Insights and Social Insights to improve campaigns and social media strategies. 

AI-driven e-commerce and retail 

Salesforce AI offers powerful features for Commerce Cloud to improve the shopping experience, increase conversions, and simplify operations. For instance, Search Recommendations suggest relevant products and terms while Search Suggestions guide buyers to the right terms. 

Customers can also benefit from Predictive Sorting, which ranks products based on behavior. Even more, the Profile Data Connector encourages individuals to submit information to Einstein to benefit from personalized experiences. In addition, the Product Description Generator automatically creates SEO-optimized descriptions, saving employees time.

AI-powered business intelligence and automation 

Salesforce Einstein uses AI to analyze data, identify patterns, and predict future outcomes. It helps businesses anticipate customer needs, improve sales forecasts, and make informed decisions. One of its features, Einstein Analytics lets users explore data and create custom reports and dashboards.

Next, Einstein Prediction Builder enables businesses to build custom models for things like predicting churn or scoring leads. More importantly, it allows sales automation through bots that can handle inquiries and routine tasks. For instance, Einstein for Flow automates tasks with little coding, improving employee retention in the long term. 

Best practices for implementing Salesforce AI

Having a roadmap for maximising the long-term effect of Salesforce AI can help companies get more value from it.  In addition, practical tips for using this tool also make it easier for employees to adopt the tool.

These are the best practices that can help with your Salesforce implementation:

Prepare for AI adoption

To prepare for Salesforce AI, review how your sales, service, and marketing teams work today. Find areas where AI can add value by automating tasks or improving customer interactions. Think about how AI can support your business goals and drive innovation. 

Choose use cases that match your strategy, and run small pilot projects to test AI’s impact. Train your teams well, especially those who work with customers. Use tools like AI Coach and Trailhead to help people learn as they work. This approach builds user experience and ensures a better path to successful AI adoption.

Train AI models with real-time business data

You can use Salesforce AI to build models that analyze real-time data, which enables better decisions. To begin, go to Einstein Studio in Data Cloud. Start by clicking New and selecting Create a model from scratch. 

Next, choose your Salesforce data and define what you want to predict, like sales amounts or win/loss outcomes. Train the model with your data and evaluate its performance. Refine it to improve accuracy if needed. 

Once ready, use the model within your Salesforce apps. Einstein Studio lets you manage and connect models easily. You can also bring in external AI models using the Bring Your Own Model (BYOM) option and keep your data secure with Einstein Model Builder.

Integrate AI across sales, service, and marketing departments

Integrating Salesforce AI across sales, marketing, and service boosts efficiency, productivity, and decision-making. With all departments using the same customer data, teams work together more effectively and make more accurate predictions. This helps everyone understand customer needs and preferences more clearly.

By sharing data, businesses create a data-driven culture where the workforce bases decisions on facts, not guesswork. This approach leads to better strategies and resource use, helping the company stay competitive. This integration also drives innovation and growth by helping businesses create better new products, services, and processes. 

Adopt Salesforce AI to personalize interactions and make better decisions 

Salesforce AI transforms how businesses connect with customers, increases sales, and creates new solutions. Its features allow it to uncover insights, automate tasks, and deliver hyper-personalized experiences at scale. In the future, Salesforce AI may lead to multi-agent systems, human-AI collaboration, and predictive AI outcomes. 

But using Salesforce AI can be tricky. Teams need time to set it up and move their data. Companies also need to train staff to use their tools well. Leaders must plan ahead and give teams the support they need. With the right prep, businesses get the most from Salesforce AI.