In 2016 Salesforce introduced us to Einstein AI. Back then, Einstein’s AI capabilities mainly focused on helping busy sales teams.
Today, the Salesforce Einstein brand has over 40 features spread out through Salesforce Cloud solutions, from service, sales, commerce to marketing.
Even though the word AI implies complexity, Einstein AI is designed to be simple and easy to use, and even more so — to scale efficiently. Based on the current state of Einstein AI brand, we can divide it roughly into two main categories:
1. Einstein Out-of-the-Box
These are the applications that Salesforce sells as licenses. This is the technology that users will leverage every day, which we can divide further by role or department use:
Einstein for Commerce, Einstein for Marketing, Einstein for Service, Einstein for Sales, and as a special category I added—Einstein to level up, which covers productivity tools that can be used across a whole org by multiple teams.
2. Einstein for Building Solution and Applications – AKA. Einstein Platform Services
For Salesforce Administrators and Developers to build their own AI-powered applications using Einstein Platform Services.
‘Platform Services’ include: Einstein Vision, Einstein Language, Einstein Prediction Builder, Einstein Discovery, Einstein Next Best Action, Einstein Bots, Einstein Voice, and the most recent additions include Einstein Translation and Einstein Optical Character Recognition.
Starting with Einstein AI
Depending on your current position in the industry or for any individual role in the company, Einstein will mean different things.
At this point, it’s crucial to remember Albert Einstein’s wise words:
“If I had an hour to solve a problem and my life depended on it, I would use the first 55 minutes determining the proper question to ask. Once I know the proper question, I could solve the problem in less than five minutes.”
If you have decided to peak into Einstein AI, make sure to remember—uncovering the right question is your first requirement, otherwise, Einstein AI will remain an untapped field of possibilities.
Salesforce has done its due diligence to ensure Salesforce CRM customers have what it takes to start their AI journey.
So, if you don’t know your question – go to Einstein’s Guide to AI Use Cases to get inspired. There, you will find many examples of using Einstein AI in different environments.
However, if you know your requirements, and are looking to see what Einstein AI can actually do, browse through its products listed for you below.
Einstein “Out-of-the-Box” Products
Browse through the following list of Einstein AI “Out of the Box” products to get inspired by the AI solutions that are ready to help you upgrade your daily operations to a new level.
Einstein for Sales
Einstein Lead and Opportunity Scoring
Einstein Lead and Opportunity scoring grants us predictive insight into leads and opportunities, so we can anticipate which is most likely to convert while nurturing our leads accordingly.
What’s more, Einstein Opportunity Scoring is now free! Starting in April 2020 (safe harbour), this great feature will be released on a rolling basis, and you will be able to use it as long as your organisation meets requirements (detailed here).
Einstein Forecasting uses automated machine-learning to predict your forecast and share intuitive insights behind the prediction. As Einstein relates to past performance data, sales managers can use the insight to dig into the metrics Einstein AI used and plan for a better approach in case the performance is suboptimal.
Einstein Activity Capture
With Einstein Activity Capture sales reps can enjoy automatic Salesforce update of any email or calendar data, and storing it under their Salesforce related accounts, contacts, leads or opportunities. Einstein Activity Capture will allow linking to Google™, Microsoft® Office 365®, or Microsoft Exchange 2013 or 2016 account. After connecting them to the system, you can see the activities from the accounts show up automatically in your Salesforce instance.
Einstein Call Coaching
This new Einstein feature leverages the voice channel to uncover in-depth trends that come up during sales calls, such as competition mentions or objection handling. This way, selling becomes smarter, while sales managers gain the visibility they need to steer the sales operations in the right direction.
Einstein for Service
For any business that receives tons of the routine customer enquiries, bots are a natural choice. Einstein Bots can take away a huge chunk of daily tasks for customer service agents while assuring knowledgeable and helpful service. Through the use of natural language understanding (NLU) technology you can set your Einstein bots to create a learning model to provide answers to your customer’s most common questions and as a result, free time for your customer service reps.
Einstein Case Classification and Routing
After Einstein Bot serves the customer, Einstein Case Classification comes into the spotlight. You can use this feature to triage customer cases. For instance, Einstein Case Classification and Routing can assure the right customer care agent gets connected to the affected customer based on his capabilities to solve the customer’s issue.
Einstein Article Recommendations
Einstein Article Recommendations is helpful when a customer case requires more in-depth knowledge to solve their issue. The feature operates based on keywords and phrases your customer asks for; assuring both customer service agents and customers get support in the issue-resolution process.
Einstein Reply Recommendations
Another handy AI feature for the customer service department, Einstein Reply will intelligently use natural language processing to immediately suggest the best responses to agents over chats and messaging platforms. This way, your customers will be addressed quicker, your service reps will save time, and your Einstein will continue learning about your customers and improving the company’s response over time.
Einstein for Marketing
Einstein Engagement Scoring (Marketing Cloud)
To bring your data-science to life, Salesforce brought the Einstein Engagement Scoring feature to help with email marketing. Through Einstein Engagement Scoring, marketers will be able to get to know their audience better by scoring their actions, monitoring them and segmenting accordingly. Subsequently, this will enable Einstein Engagement Scoring users to create audiences, target specific segments, split paths in Journey Builder, and personalise content based on the provided score.
Einstein Recommendations (Marketing Cloud)
Einstein Recommendations uses every click, download, view, and purchase to make a full picture of your customer profile. These are turned into even more personalised content recommendations, surfaced from the ‘recommendation pool’ (Catalog) you have predefined.
Einstein Content Selection (Marketing Cloud)
When you supply Einstein AI with customer data and content assets, this feature will choose the best content option for every email you send out for each individual customer.
Source: Marketing Cloud Release Video
Einstein Campaign Insights (Pardot)
Einstein Campaign Insights is a practical AI tool that helps uncover real-time stats on campaign performance, allowing marketers to reuse the tactics in the same campaign or for other future campaigns. The product will point out the elements that are influencing your campaign performance, such as geographic regions that are performing well or certain demographic segments that didn’t engage well with the campaign assets.
Einstein Behaviour Scoring (Pardot)
If you are a Pardot user, you are probably familiar with its Prospect Score feature that comes out of the box. Well, Einstein Behaviour Scoring feature is a ‘step up’ towards more dynamic scoring.
With Einstein Behaviour Scoring marketers can identify prospects who demonstrate an interest in your product and then, through its machine-learning power, the feature scores those prospects based on their engagement over time.
Einstein Account-Based Marketing (ABM)
Account-based marketing (ABM) is becoming an increasingly popular marketing strategy, especially within the B2B sector. With its focused approach of marketing to the high-revenue accounts, this strategy ties marketing and sales together in a unified goal of increasing revenue. Now, with Einstein Account-based Marketing, ABM results are becoming more informed by allowing Einstein to let you know when your key accounts need attention. It’s becoming smarter as sales reps see the marketing activities their key account engaged with, and it’s growing faster, as Einstein brings data from multiple sources to a single point of view, paving the way to a quicker response.
Einstein for Commerce
Einstein Product Recommendations
Einstein Product Recommendations is a feature that uses historical data to create product suggestions for a customer to purchase. This feature is useful in a commercial environment to help you cross-sell or upsell. There’s a Trailhead module to learn more.
Einstein Predictive Sort
Einstein Predictive Sort feature helps deliver personalised shopping experience by using AI to infuse product combinations that are personalised throughout the entire customer journey. There’s a Trailhead module to learn more.
Einstein To ‘Level-up’!
Einstein Analytics is a self-service application, helping you to analyse your sales, service, marketing or any other data you collect. No matter where the data comes from (ERPs, data platforms, Salesforce CRM), Einstein Analytics will help you make sense of it. It’s simple to use, with the point-and-click visual interface, anyone can take advantage of its powerful insights.
Einstein search enables us to search quickly and naturally while performing actions – right from the search bar.
By leveraging machine learning and data mining technology, Einstein Search will deliver personalised results for every user, saving time and energy while doing so. The feature is still in the pilot; however, Salesforce shares how customers are already finding value by using it.
Einstein Platform Services
As stated previously, Einstein Platform Services are there to support developers and admins in their journey of creating custom AI solutions that will fit the needs for their particular organisation. We have listed its central products so you can get familiar with the tools Einstein AI provides for you.
Even though Einstein Voice is not yet available to the general public (Salesforce is testing it through a pilot program that requires agreement to specific terms and conditions), we can not wait to see this one in mass-use across different organisations. Einstein Voice technology has produced two products: Einstein Voice Assistant and Einstein Voice Bots.
Einstein Voice Assistant allows users to update Salesforce logs verbally, have the Assistant voice back scheduled activities to the user, as well as find, filter and create dashboards by speech commands.
In like manner, Einstein Voice Bots are your partners to serve the other side of the coin—the customer. By allowing the customers to speak into their voice assistants and get the answers in real-time, Einstein Voice Bots pave the way to better customer experience.
Similarly to Einstein Voice, Einstein Vision also consists of two products which are fueled by its vision technology: Einstein Image Classification and Einstein Object Detection. In essence, Einstein Vision recognises images and translates the images and its place into a contextually appropriate data. For instance, with Einstein Image Classification, employees can take pictures of company equipment and quickly grasp the state of it, notice damages that need fixing and the cost that comes out of the repair.
On the other hand, Einstein Object Detection identifies objects inside one image and puts them in the right context. This AI tool will help companies who deal with extensive inventories to quickly count the number of items and support the next order by having the correct data on the spot.
Einstein Language is part of the admin and developer toolbox, given its part of the Einstein Platform. It’s here to help your Salesforce system translate human to machine language. This technology supports two features: Einstein Intent and Einstein Sentiment.
Einstein Intent API will help you sort the unstructured text into predefined labels. This way, your users will be able to understand the intent behind a customer inquiry and therefore route it to the appropriate department. The second Einstein Language feature—Einstein Sentiment API—categorises content based on its sentiment, whether it’s positive, negative or neutral. You can use it to analyse social media posts, emails or chats and proactively respond to customers’ best interest.
Einstein Translation is yet another tool included in the Einstein Platform Services arsenal, here to support developers in setting up automatic translations of fields and objects through a drag-and-drop interface. It is probably going to be helpful as a customer service tool to translate inbound customer queries to match them with the native language of a service agent. The Einstein translation feature is not yet generally available.
Einstein Optical Character Recognition (OCR)
The Einstein Optical Character Recognition is the connection between a physical document and the matching Salesforce record. As it’s a part of Einstein Platform Services, Einstein OCR allows developers to utilise computer vision to interpret documents or image files and pluck the relevant information from them into the system.
Einstein Next Best Action
Einstein Next Best Action is a feature that predicts the best step forward to help users make the right decision. Every organisation can define the criteria, which will condition Einstein AI to suggest the next best action. In the end, the user decides if it makes sense or not to follow Einstein’s advice.
Einstein Prediction Builder
Einstein Prediction Builder seems to be a fun feature that probably every Salesforce user will enjoy. In the manner of simply pointing and clicking, users can use Einstein’s AI to pose questions, which employs AI capabilities to provide an answer, based on what it has learned so far from the data you have. Use Einstein’s Prediction Builder to make predictions about almost any field in Salesforce with just a few clicks.
Einstein Discovery will help you discover facts and themes about your data. Einstein Discovery brings explanations, predictions, and smart insights without having to hire a data scientist. Think of Einstein Discovery as AI plus analytics.
Einstein AI is growing, and the more we use it — the better it becomes. Since Salesforce introduced capabilities such as Einstein Voice, Einstein Vision and Einstein Language, now, there are little to no excuses for not including AI in your company’s journey, to delight the customers as well as the users.
Which products are you using, and what have you discovered so far? Have we missed any that are important, or that you are currently taking advantage of?