Salesforce Einstein GPT; Is this AI’s expected ‘Productivity Wave’? - Image by Alexandra_Koch from Pixabay With Microsoft’s investment in OpenAI quickly followed by the release of Google’s Bard, the conversation around Generative AI continues to build. Much of the focus has understandably been concentrated on what might come next from those two tech behemoths.

However, with all eyes focused on Microsoft and Google’s next moves, Salesforce has stridden forward with some exciting news of its own following the launch of Einstein GPT recently.

Pitched as the ‘World’s First Generative AI for CRM’, Einstein GPT helps augment and automate a series of customer functions by integrating generative AI technology with the CRM. According to a press release from Salesforce, the tool will be able to deliver AI-created content across every sales, service, marketing, commerce and IT interaction – at hyperscale – thus transforming ‘every customer experience with generative AI’.

What exactly does it mean for those of us with a focus on how we can use this capability in the real world?

Next Generation CX

Salesforce’s unveiling of Einstein GPT is a hugely exciting development for those organisations struggling to drive productivity within their CX operations.

According to Salesforce, Einstein GPT combines AI capability with its solutions to make every employee more productive and every CX better. It works by infusing Salesforce’s proprietary AI models with generative AI technology from its ecosystem of partners and real-time data from Salesforce Data Cloud. Customers can then connect that data to OpenAI’s advanced AI models, using natural-language prompts directly within their Salesforce CX applications to generate content that continuously adapts to changing customer information and needs in real-time.

For example, Einstein GPT can generate personalised customer interactions–via email. Alternatively, it can generate specific responses for customer service professionals to answer customer questions faster. Other benefits of using Generative AI for CX include;

  • Increased Availability – Generative AI can operate 24/7, providing assistance outside of normal business hours.
  • Cost Savings – By automating routine tasks, it frees up human advisors to handle more complex inquiries. This can also help with the provision of consistent responses
  • Improved Efficiency – Handling larger volumes of customer enquiries simultaneously while providing immediate responses can reduce wait and resolution times – thus improving customer satisfaction
  • Improved Analytics – The tech can provide valuable insights into customer behaviour and preferences with businesses, then using that data to improve services and tailor experiences
  • Enhanced Advisor Support – As routine inquiries are automated, contact centre advisors can then be re-aligned and re-trained to handle complex, emotive interactions that is more suitable for humans

Using generative AI in this way (creating content for humans to quickly review and share, as Einstein GPT does at the moment) provides a required ‘safety net’ by putting a human between the GPT-generated output and the customer. This makes sense for the technology at this stage of its maturity. It will still drive significant gains in productivity, particularly in Service Cloud deployments where employees generate lots of text-based content or communicate to customers in short 3-to-4 minute windows where rapid access to knowledge and content is crucial.

It’s a brilliant use case for generative AI technology. And for us at Sabio, it sits right at the heart of our expertise.

For regular readers of our content, you’ll be familiar with Sabio’s knowledge, vision and capability in the converging contact centre, AI and CRM environments.

The lines between those three areas continue to blur. There’s a great opportunity for brands to build and deploy the kind of customer engagement ‘sweet spot’ that can really help to differentiate CX. Sabio is uniquely positioned to help organisations take full advantage of this.

We’ve provided contact centre technology innovation and expertise for more than two decades, including delivering effective AI & automation solutions. These help our clients connect with their customers via the channel of their choice. And through our specialist Salesforce consultancy, makepositive, we can deliver Service Cloud Voice deployments as part of major CX and CRM projects.

As we’ve mentioned above, this news from Salesforce is extremely exciting. We genuinely can’t wait to learn more and how we can adopt this capability into our customer base. It will have a huge impact on productivity, particularly for those organisations using Service Cloud, thanks to Einstein GPT’s summarisation capabilities and ability to offer suggested responses (to name a few benefits).

It’s brilliant to see concepts we’ve been discussing for years, such as advisor and employee assistance, coming to life through the likes of Einstein GPT.

Prepare to Be Productive

So, what’s next?

Well, for all the positive steps that AI has made in the contact centre, we’ve yet to experience the productivity wave that everyone was expecting. However, with these new developments it genuinely feels as though we’re finally now at that stage. Especially as customers are now able to use natural-language prompts on CRM data to trigger powerful, time-saving automations and create personalised, AI-generated content through the likes of Einstein GPT.

To summarise, it’s a really exciting time to be involved in our industry. From the launch of ChatGPT last year to the recent news on Microsoft’s Copilot, Google’s Bard and now Salesforce’s Einstein GPT, our industry is evolving, and evolving rapidly.

And the exciting part is that this is only the beginning!

In the meantime, you can read our new Generative AI ebook ‘Generative AI: A False Dawn in Customer Service, or the New Hope?’.

SabioSabio Group is a global digital customer experience (CX) transformation specialist with major operations in the UK (England and Scotland), Spain, France, Netherlands, Denmark, Malaysia, Singapore, South Africa and India.

The Group delivers solutions and services that seamlessly combine digital and human interactions to support outstanding customer experiences.

Through its own technology, and that of world-class technology leaders such as Amazon Connect, Avaya, Genesys, Google Cloud, Salesforce, Twilio and Verint, Sabio helps organisations optimise their customer journeys by making better decisions across their multiple contact channels.

The Group works with major brands worldwide, including Aegon, AXA Assistance, BBVA, BGL, Caixabank, DHL, loveholidays, Marks & Spencer, Rentokil Initial, Essent, GovTech, HomeServe, Sainsbury’s Argos, Telefónica and Transcom Worldwide.


Please enter your comment!
Please enter your name here