As we approach Salesforce Inc.’s highly anticipated Dreamforce event, it’s clear that the company is positioned at the forefront of the enterprise artificial intelligence revolution.

Generative AI is driving massive changes across industries, and Salesforce is harnessing this transformative technology to optimize workflows, enhance customer engagement and empower non-technical users to build customized experiences.

Note: For further insights, we’ve included a curated list of articles at the end of this Research Note that explore Salesforce and the key topics being discussed at Dreamforce, as well as broader industry trends. Subscribe to theCUBE Research for more resources that offer additional information and context to enhance your understanding of the subject.

The business landscape is undergoing a seismic shift with the introduction of gen AI. Salesforce stands at the forefront of this transformation, offering businesses innovative ways to customize workflows and processes using AI. This accessibility extends to nontechnical departments like sales, marketing, customer service and finance, enabling them to build and deploy customized and personalized experiences.

Customization and personalization

With Salesforce’s platform, businesses can now autogenerate tasks such as composing emails for sales teams or creating knowledge articles for service teams. Marketing departments can dynamically generate personalized content, making customer interactions more engaging and effective. Alice Steinglass, executive vice president and general manager of platform at Salesforce, emphasizes that AI has become a CEO-level priority for their customers.

Enhancing Sales Cloud

Salesforce Sales Cloud offers a robust set of features designed to enhance sales operations through unified data access, AI-powered insights, real-time integration and customizable workflows. These capabilities collectively empower sales teams to operate more efficiently and effectively.

Salesforce has infused its Sales Cloud platform with new AI capabilities aimed at boosting productivity for sales representatives. The Einstein Copilot for Sales is a generative AI assistant that automates tasks like researching accounts, updating customer relationship management platforms, preparing for meetings, summarizing calls and creating personalized outreach emails. This integration allows sales teams to focus more on selling rather than administrative tasks.

Service Cloud innovations

Salesforce Service Cloud is a comprehensive CRM platform designed to automate service processes, streamline workflows and provide essential resources to support customer service agents. Recent updates have introduced several new features that make it easier for organizations to customize and extend the platform, thereby implementing personalized customer service campaigns.

In the realm of customer service, Salesforce has introduced Service Intelligence within its Service Cloud. This feature provides service agents with all necessary information through customizable dashboards and AI-powered conversation mining to identify trends in customer issues. These innovations aim to create a seamless experience for both agents and customers.

Data integration with generative AI

Salesforce Data Cloud is transforming how businesses make decisions by unifying data sources and leveraging advanced AI capabilities. This platform integrates data from various systems, providing a comprehensive view that enhances decision-making processes across sales, marketing, customer service, and more.

Generative AI incorporated into Salesforce’s Data Cloud allows businesses to process large language models on unstructured data to generate relevant content for salespeople and marketers. This grounding of data enhances the accuracy and relevance of predictions, while the integration between Data Cloud and Flow enables users to create automated workflows using conversational instructions.

No-code flow building

Salesforce Sales Cloud offers a robust set of features designed to enhance sales operations through unified data access, AI-powered insights, real-time integration and customizable workflows. These capabilities collectively empower sales teams to operate more efficiently and effectively.

Generative AI enhances Salesforce Flow creation by enabling admins to build flows using natural language requests in Flow Builder. This transition from low-code to no-code configurations democratizes access to powerful automation tools across various business functions, making it easier for nontechnical users to manage sophisticated workflows.

Operational efficiency in financial services

In financial services, generative AI offers numerous opportunities to improve productivity across front-office, middle-office and back-office operations by automating processes and generating new revenue streams. Salesforce’s AI capabilities streamline these operations, driving efficiency and innovation in financial services.

Guardrails and data governance

Salesforce emphasizes the importance of guardrails and governance principles in ensuring responsible and trustful use of generative AI. This includes data governance, customer control over data, and tools needed for transparency and accountability. Salesforce places great emphasis on trust and data governance in its AI implementations. Acting as a trusted custodian of customer data ensures secure usage while providing tools that maintain transparency and accountability, reinforcing its commitment to ethical AI practices.

Salesforce is working to create robust guardrails and governance measures across its platforms to ensure secure handling of customer data while maintaining compliance with various regulatory standards. If successful, these measures help build trust by giving customers control over their data usage while safeguarding against potential security threats.

Expanding application portfolio

The addition of large language model support across Salesforce’s application portfolio enhances functionalities like query handling, code generation, and business process automation assistance through Einstein GPT, which integrates with various third-party models, including OpenAI’s ChatGPT.

For a glimpse into some of the next-generation platform innovations at Salesforce, check out this highlight video from our Cube Conversation with Salesforce’s executive vice president of NextGen Platform, Muralidhar Krishnaprasad. In the discussion, he explores the concept of an open platform approach, emphasizing seamless integration with existing data and applications.

Salesforce’s strategic implementation of generative AI across its platforms presents a significant opportunity to revolutionize business workflows. Its portfolio approach, combined with the rapid rise of AI agents, has the potential to transform automation capabilities, improve customer engagement through personalized experiences, and ensure robust data governance practices.

We will continue to explore the future of agentic systems and the distributed computing ecosystems that power them.

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Source Articles

226 Breaking Analysis Enterprises seek deeper AI value beyond chat April 13, 2024

Four Generative AI Cyber Risks that Keep CISOs Up at Night and How to Combat Them March 21, 2024

Salesforce moves to reinvent customer service experiences with generative AI Nov. 16, 2023

Salesforce adds more generative AI features to Sales Cloud Nov. 15, 2023

Salesforce’s generative AI revolution Transforming business workflows and data governance Nov. 1, 2023

Salesforce adds generative AI support across its application portfolio June 12, 2023

 

Salesforce survey shows IT interest in generative AI tempered with technical, ethical concerns March 6, 2023

Photo: Salesforce/livestream