(Credit image/Enterprise Times/Roy Edwards)Sarah Franklin President and CMO at Salesforce, provided the keynote address at this year’s TrailblazerDX, Salesforce’s developer event in San Francisco. More than 5,000 people attended the event, the company’s 8th annual Trailblazer gathering. Building customer companies was the theme of Franklin’s address which also included a number of announcements including the launch of Einstein GPT. An enhanced version of Salesforce’s Einstein AI platform.

Franklin welcomed attendees, advising them, “They intrinsically know there is a better way to create intelligent engagement with data from all sources. In addition to the importance of creating a single source of truth of customers for their business. As a result, enterprises need to automate every process to make it easy and seamless for organisations to consume data.”

She urged companies to continuously deliver innovation and to create a culture of learning and community. Franklin added, “That is how organisations connect all customers in incredible new ways. Integrating AI with data, with automation and continuously innovating. Building learning and a community culture throughout your organisations. Salesforce is aiming to help all trailblazers, build customer companies.

The world’s first generative AI CRM technology – Einstein GPT

The launch of Einstein GPT was also a major component of this year’s event.  The company says Einstein GPT is the world’s first generative AI CRM technology. It delivers AI-created content across any sales, service, marketing, commerce, and IT interaction in real-time. Salesforce says Einstein GPT can transform every customer experience with generative AI.

The solution integrates Salesforce’s proprietary AI models with generative AI technology from an ecosystem of partners. In addition to real-time data from the Salesforce Data Cloud, which ingests, harmonises, and unifies all of a company’s customer data. With Einstein GPT, customers can then connect that data to OpenAI’s advanced AI models out-of-the-box solutions. Alternatively, enterprises can choose their own external model and use natural-language prompts directly within their Salesforce CRM. This will generate content that continuously adapts to changing customer information and needs in real time.

A practical live demonstration was given at Trailblazer23  of Einstein GPT generating a very ‘human’ personalised email for Franklin to send to a potential customer. The solution facilitated the immediate preparation of targeted tailored content for Franklin. Such content could then be used to increase campaign response rates, and auto-generate code for developers.

Over the years, Salesforce has delivered continuous iterations of Einstein at every Trailblazer DX, initially at the first AI for CRM in 2003. Enabling organisations to effectively have their own data scientist in a low-cost, low-code solution, democratising this technology for many enterprises. The company has also incorporated Einstein AI into every single cloud implementation. Today, Einstein provides more than 215 billion predictions a day.

Continually innovating and improving technology

Franklin emphasised the importance of continuously innovating and improving technology based on customer needs and requirements. Furthermore, building that learning and sustaining it by developing a community culture within Salesforce and encouraging it to its customers.

(Credit image/Enterprise Times/Sarah Franklin)
Sarah Franklin President and CMO at Salesforce

According to Franklin, “AI is here to help us, not replace us. It is here to help us learn and be better and do better jobs. More importantly, businesses need to give feedback to the AI, to help it better understand your business and build more trust. Then you can engage and deliver all of the custom magic that you want to support your business needs.”

Marc Benioff, CEO of Salesforce suggested, “The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalised ways,” 

Enterprise Times: What this means for businesses

Since its tentative step in 2003, Trailblazer DX has matured beyond just another tech conference for devoted database techies—the trailblazers. Trailblazer started as a small event in San Francisco with around 1,000 people and 50 or so sessions. Today it stands tall and provides an unparalleled and dynamic experience with more than 5,000 people in attendance. (25,000 people attended all the ancillary events taking place throughout the week.)

This year’s event was dominated by the launch of Einstein GPT. A product that’s been in development for a few years within the company. Einstein GPT potentially raises the bar when it comes to automation and leveraging data intelligence. Particularly in combination with Salesforce’s other data and cloud solutions, as well as Tableau, MuleSoft, and Slack. The company sees Einstein GPT as another way of opening the door to the AI future for all its customers. It is definitely the glue that holds together Salesforce’s extensive eco-system of platforms, solutions, partners and enthusiastic trailblazers. The company has a Trailblazer Community network of 17 million people across the Salesforce ecosystem. Trailblazers are passionate and enthusiastic about their tools. Furthermore, they are keen to help each other learn new skills and succeed with Salesforce. This put the company in an enviable position when compared to similar tech companies in the marketplace.


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