A Guide to 50+ Salesforce Einstein AI Products and Tools

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Salesforce took a leap into artificial intelligence (AI) in 2016 when they announced Salesforce Einstein. Salesforce Einstein is not a single product; it’s a technology layer that’s woven into the Salesforce Lightning platform and various Salesforce cloud products.

As Albert Einstein, himself, once said: “Out of complexity, find simplicity”. Salesforce Einstein is designed to take increasingly complex Salesforce orgs, ballooning databases, and rapidly heightened customer expectations, in order to surface key insights, streamline operations, and generally delight customers!

Since Salesforce Einstein was first unveiled, there are now 60+ AI-driven products sold by Salesforce. This is due to Salesforce’s strategic emphasis on AI (giving Salesforce a competitive edge) as well as the vast number of acquisitions they made in various AI fields.

This guide splits the Salesforce Einstein product catalog into the following sections:

  • Einstein for Sales
  • Einstein for Service
  • Einstein for Marketing
  • Einstein for the Lightning Platform
  • Einstein for Analytics
  • Einstein for Commerce

Einstein in Salesforce can be challenging to understand – some aspects are free, some require specific editions of Salesforce, while others require add-on licenses altogether. Let’s take this discovery step by step.

Einstein for Sales:

1. Einstein Lead Scoring

“Score your leads by how well they fit your company’s successful conversion patterns. Let your sales team prioritize their leads by lead score”.

Each Lead is given a score (number) between 1-99 that indicates how well it matches your conversion patterns, and therefore, how likely they are to convert. Einstein can help guide sales teams towards the ‘hot’ Leads they should prioritize, as well as provide handy hints on the factors that contributed to the score. If you are familiar with Pardot (MCAE) grading, this is the AI-driven equivalent.

Available with Sales Cloud Einstein, which comes at an additional cost. It’s also available (at an extra cost) for Salesforce Enterprise, Performance, and Unlimited editions.

READ MORE: 5 Low-Code Tools for Salesforce Admins

2. Einstein Opportunity Scoring

Einstein Opportunity scoring gives each Opportunity a score (number) between 1-99 that indicates how well it matches your conversion patterns, and therefore, how likely it is to become “Closed Won”.

Einstein Opportunity Score is available as a field on the opportunity record, in list views, reports, and on the forecast page. What’s more, all this is now free!

READ MORE: Salesforce Einstein Opportunity Scoring: Overview & Tutorial

Available with Sales Cloud Einstein, which comes at an additional cost. It’s available (at an extra cost) for Salesforce Enterprise, Performance, and Unlimited editions.

3. Einstein Opportunity Insights

“Opportunity Insights includes predictions about which deals are likely to be won, reminders to follow up, and notifications when key moments in a deal take place.”

Available with Sales Cloud Einstein, which comes at an additional cost unless you have Salesforce Performance or Unlimited Edition. It’s available, at an extra cost, for Salesforce Enterprise editions.

4. Pipeline Inspection (Einstein Deal Insights + Tiered Einstein Opportunity Scores)

Pipeline Inspection can become a sales manager’s best friend, providing key information about an individual rep’s (or team’s) forecast for a given time period.

“A consolidated view of pipeline metrics, opportunities, week-to-week changes, AI-driven insights, close date predictions, and activity information.”

There are two other features that come together to make up Pipeline Inspection:

  • Einstein Deal Insights: Includes predictions around whether close dates in the current month are unlikely to be won within the current month. Plus additional insights from Einstein Opportunity Scoring and Cases.
  • Tiered Einstein Opportunity Scores: You would have seen Einstein Opportunity Scoring featured earlier in the guide. While Einstein Opportunity Scoring is a feature in its own right, when put into the context of Pipeline Inspection there is a big switch. Instead of scores as numbers, opportunity scores are shown in tiers, acting almost like categories of “High”, “Medium”, and “Low”. This means that green arrows appear when the score goes up, and red arrows will appear should the score go down a tier.

Available with Performance and Unlimited editions. It’s also available with Revenue Intelligence, which is available at an additional cost for Enterprise and Unlimited editions.

5. Einstein Forecasting

Einstein Forecasting uses artificial intelligence (AI) technology to bring more certainty and visibility to your forecasts. Improve forecasting accuracy, get forecast predictions, and plan for a better approach if projected performance is suboptimal.

Available with Sales Cloud Einstein, which comes at an additional cost. It’s available (at an extra cost) for Salesforce Enterprise, Performance, and Unlimited editions.

6. Einstein Account Insights

Insights help you and your team stay on top of the news that affects your business. See insights about whether an account is expanding or cutting costs, changing its company leadership, or is involved in merger and acquisition talks.”

Available with Sales Cloud Einstein, which comes at an additional cost. It’s available (at an extra cost) for Salesforce Enterprise, Performance, and Unlimited editions.

7. Einstein Automated Contacts

“Uses email and event activity to find new contacts and opportunity contact roles to add to Salesforce.”

Opportunity Contact roles record the people who are involved in the deal on the prospect’s side, Adding Opportunity Contact roles to Opportunities has been a long-time frustration, especially for marketers keen on proving Campaign Influence.

Admins can decide whether to keep control over automatic contact capture, or allow users (almost always the sales team) to decide. If the admin agrees, the sales team member is given the option to allow Einstein (AI) to suggest the new contact be added. The other option is for the Salesforce Admin to put complete faith in Einstein, and allow the Opportunity Contact role association to happen in the background, automatically.

This may seem quite futuristic, perhaps out of your hands. If you’re in doubt, you should take a look at Einstein Attribution, which will give you an idea of how challenging it is to bring Contacts and Opportunities together. Whatever can be done with Einstein Automated Contacts will surely help marketers who may/may not be using Einstein Attribution.

Available with Sales Cloud Einstein, which comes at an additional cost. It’s available, at an extra cost, for Salesforce Enterprise, Performance, and Unlimited editions.

8. Recommended Connections

While the word “Einstein” hasn’t been used here, Recommended Connections is one of Salesforce’s most recent AI-driven features.

The Recommended Connections component sits on Lead/Contact page layouts and shows which colleagues have the strongest connections to that individual, for example, “based on emails and meetings they had together”, and the strength of that relationship based on communication frequency. The idea is that users can get in touch with colleagues who can help get conversations going with prospects.

Available with Sales Cloud Einstein, Inbox, or High Velocity Sales, which come at an additional cost. It’s available (at an extra cost) for Salesforce Enterprise, Performance, and Unlimited editions.

9. Einstein Activity Capture

Einstein Activity Capture enables you to capture the right data from Gmail and Outlook and add it to Salesforce, which is great for syncing data between these platforms.

READ MORE: Salesforce Einstein Activity Capture for Gmail or Outlook: Pros and Cons

See EAC’s availability here.

10. Einstein Email Insights

Einstein will surface contextual sales information while writing emails, so you ultimately send the best response, at the best time.

Available with Sales Cloud Einstein, Inbox, High Velocity Sales, or Revenue Intelligence, which come at an additional cost. It’s available (at an extra cost) for Salesforce Enterprise, Performance, and Unlimited editions.

11. Einstein Conversation Insights (formerly Einstein Call Coaching)

Einstein Conversation Insights gives users insights and trends from sales calls – taking the rich fabric of a conversation and splicing it into key moments. Never before have sales managers and reps been able to analyze their conversations like this – at scale and at speed – which would be impossible without the help of AI.

This guide showcases the former Einstein Call Coaching, however, the concept and benefits are still the same.

READ MORE: Salesforce Einstein Call Coaching Deep Dive

Einstein for Service:

12. Einstein Bots (Bots Builder)

If you started your research with a Google search on chatbots for Salesforce, no doubt you would have come across Einstein Bots. For any business that receives tons of the routine customer enquiries, bots are a lifesaver for service agent capacity, taking care of basic tasks or accessing certain information.

READ MORE: How to Use Chatbots With Salesforce

Einstein Bots can live on many channels, including SMS, Chat, Slack, Facebook Messenger, etc., and supports multilingual queries.

With the Einstein for Service feature, their sweet spot is customer service. As time goes on, Einstein Bots train themselves to provide answers to your customers’ most common questions.

The Summer ‘22 release treated us to a new Bots Builder, allowing you to choose a standard or an ‘enhanced’ bot.

Available in Salesforce Enterprise edition and above, with a Digital Engagement license. Note that each license provides only 25 bot conversations (per month).

READ MORE: Chatbots with Pardot: 6 Conversational Marketing Platforms

13. Einstein Case Classification

Incoming Cases can be categorized with Einstein recommending, selecting, or saving field values based on behalf of agents, based on historical case data. Agents can see the auto-populated data in the “Case Classification” component within the Service Console.

Available in Salesforce Enterprise edition and above, with a Digital Engagement license. Note that each license provides only 25 bot conversations (per month).

READ MORE: 10 Salesforce Service Cloud Einstein Features & Use Cases

14. Einstein Case Wrap-Up

Part of Einstein Case Classification, as chat agents complete cases, this feature will predict final field values based on your closed cases and chat transcripts. Agents can see the auto-populated data in the “Case Wrap-up” component within the Service Console.

Available in Salesforce Enterprise edition and above, with a Digital Engagement license. Note that each license provides only 25 bot conversations (per month).

15. Einstein Case Routing

Einstein Case Routing runs case assignment rules and has an “Attribute Setup” for skills-based routing rules.

Case Routing comes into action once Einstein Case Classification has done its job. Einstein Case Classification and Routing, combined ensure the right agent gets assigned to the correct Case based on their capabilities to solve the customer’s issue.

READ MORE: 10 Salesforce Service Cloud Einstein Features & Use Cases

Available in Salesforce Performance and Unlimited editions. Enterprise edition requires a Digital Engagement license add-on.

16. Einstein Article Recommendations

Einstein Article Recommendations help agents to find Knowledge articles faster to answer a customer’s question.

If you have 100+ English knowledge articles and 1000+ closed cases, you already have everything that you need to build an AI model using a simple, three-step wizard. The model learns what Knowledge articles helped agents to solve cases in the past so it can recommend articles to help resolve new cases.

READ MORE: 10 Salesforce Service Cloud Einstein Features & Use Cases

Available with Salesforce Enterprise edition and above.

17. Einstein Reply Recommendations

Einstein Reply Recommendations trains a predictive model using past Chat transcripts to identify common responses to customer inquiries in the Chat service channel. Once you have built the model, you can select, edit, and publish the replies that you want to make available to service agents.

READ MORE: 10 Salesforce Service Cloud Einstein Features & Use Cases

Available with Salesforce Enterprise edition and above, with the Service Cloud Einstein add-on.

18. Einstein Conversation Mining

Uses Natural Language Processing (NLP) to identify the most common types of interactions with customers and recommend how to optimize their processes, self-service channels, and knowledge base.

Conversation Mining went into the pilot phase in the Winter ‘22 release, and has not been made generally available yet.

Einstein for Marketing:

19. Einstein Engagement Scoring (Marketing Cloud)

Einstein Engagement Scoring is another AI-driven scoring feature, this time to evaluate engagement with marketing emails and messages sent via MobilePush.

Marketing Cloud sorts subscribers into one of four personas: Loyalists, Window Shoppers, Selective Subscribers, and Winback/Dormant.

You can use Engagement Score in Journey Builder splits, to send messages to subscribers that are likely to open them.

READ MORE: Marketing Cloud Engagement Splits vs Decision Splits

Find the prerequisites, such as the volume of historic data, here. Available with Marketing Cloud Corporate and Enterprise editions, or with Pro edition at an additional cost.

20. Engagement Splits (Marketing Cloud)

As we just mentioned, you can use engagement data Journey Builder splits, to send messages to subscribers that are likely to open them. Engagement Splits look at the most recent message that was sent from that journey (typically the activity that happened before reaching the split).

READ MORE: Marketing Cloud Engagement Splits vs Decision Splits

21. Path Optimizer (Marketing Cloud)

Path Optimizer is part of the “Flow Control” family, a group of Journey activities that determine which branch is the most efficient when a path is set up in Journey Builder.

You could compare Path Optimizer to A/B testing, meeting the need to experiment with content, sending frequency and channel type. Automatically (or manually) selecting a winning branch after the experiment duration has passed, and then send the message to all contacts entering that path of the Journey.

READ MORE: Guide to Path Optimizer in Marketing Cloud Journey Builder

22. Einstein Send Time Optimization (Marketing Cloud & MCAE)

Send Time Optimization taps into AI to determine when Marketing Cloud/MCAE (formerly Pardot) emails should be sent based on past engagement data from your database. The idea behind it is that by optimizing the time the email is sent, your audience is most likely to open and click. By selecting the “Einstein Optimized” send option, you can define an experiment time frame from three hours to seven days.

READ MORE: Einstein Send Time Optimization for Pardot [Infographic]

23. Einstein Messaging Insights (Marketing Cloud)

Einstein Messaging Insights alerts you to changes in your marketing performance no matter where you are in the Marketing Cloud. When an anomaly occurs, the notifications badge alerts you, for example, that email campaign engagement is 15% higher than expected.

You can then navigate to the insights hub for more information.

Use the Einstein Messaging Insights dashboard to view and analyze anomalous results after a batch send or journey send.

24. Einstein Engagement Frequency (Marketing Cloud)

Einstein Engagement Frequency evaluates your contacts and subscribers, and identifies the optimal number of email messages to send.

Image credit: Horizontal Agency

25. Einstein Copy Insights (Marketing Cloud)

Einstein Copy Insights uses text analytics and natural language processing to analyze the text from your email subject lines to uncover insights, which you can then use to craft subject lines that drive stronger email engagement.

​​26. Einstein Content Selection (Marketing Cloud)

Einstein Content Selection is a no-code experimentation tool that reviews your existing assets and selects the most engaging content for each unique subscriber. This tool selects and displays content in real-time, as the subscriber opens the email, scanning content in your “Asset Pool” available at that exact moment (not when the email was sent).

Configure attribute, exclusion, fatigue and variety rules – then Einstein will take care of the rest!

27. Einstein Content Tagging (Marketing Cloud)

Einstein Content Tagging automatically applies searchable tags to image files in your Marketing Cloud account, with help from Google Vision to analyze and process images.

The number of new images you can tag depends on your edition of Marketing Cloud.

28. Einstein Email Recommendations (Marketing Cloud)

Use Einstein Email Recommendations to observe customer behavior, build preference profiles, and deliver the next-best content or product.

Configure “Logic” by selecting the scenario, how it should be displayed, and how many recommendations to generate. Scenarios can then be re-ordered by priority, so a subscriber will match with relevant scenarios above others.

29. Einstein Web Recommendations (Marketing Cloud)

Similar to Einstein Email Recommendations, Web Recommendations observe customer behavior, enabling you to build preference profiles, and deliver the next-best content or product for website visitors.

30. Einstein Recommendations Content Dimension Package (Audience Builder)

Find out more here.

31. Einstein Recommendations eCommerce Dimension Package (Audience Builder)

Find out more here.

32. Einstein Behavior Scoring (MCAE)

“Uncover the most influential behavior signals across past and current prospect engagement”.

Behavior score looks at each Prospect and their Pardot activities (Engagement History), and identifies which activities are positive signals, and which are negative. This means that behavior score automatically decays over time when prospects show signs that negatively impact their likelihood of conversion, such as long periods without engagement – one pain point of rules-based Pardot (MCAE) Score.

Prospects are assigned a score from 0-100 in relation to how they compare to all other prospect records in your database.

READ MORE: Complete Overview of Pardot Einstein [Updated 2022]

33. Einstein Key Accounts Identification (MCAE)

“Surface the accounts with the highest likelihood to purchase” within your Salesforce org. This is similar to Einstein Lead Scoring (featured in the “Einstein for Sales” section), and is the AI-equivalent of Pardot Score, only summarized at the account level.

READ MORE: Salesforce Release Einstein Key Account Identification

34. Einstein Campaign Insights (MCAE)

Identify “trends in prospect demographics and marketing asset engagement”. Campaign Insights analyzes prospect engagement activity with the different marketing assets, as well as key prospect attributes such as job title, location, and company industry.

Einstein is on the look-out for anomalies, both positive and negative, in the engagement data, then surfaces the most meaningful ones in the shape of Campaign Insights.

READ MORE: Complete Overview of Pardot Einstein [Updated 2022]

35. Einstein Attribution (MCAE)

“Leaves rules-based influence models in the rearview mirror” – this is something quite remarkable. Einstein Attribution will take you one step closer to the ‘holy grail’ of accurate marketing attribution, by picking up gaps in attribution using an AI data-driven model that “attributes revenue share based on your actual customers, their engagement, and your successes”.

This is achieved through Virtual Opportunity Contact roles. These plug the gaps where real Opportunity Contact roles haven’t been created (but should be there). The Salesforce product team says that virtual Opportunity Contact roles have up to a 10x greater attribution coverage compared to an organization that has to manually create Opportunity Contact roles!

READ MORE: Pardot Einstein Attribution: A Deeper Dive

Einstein for the Lightning Platform:

36. Einstein Search

Einstein Search is transforming the way we search in Salesforce, enabling your users to get personalized and actionable search results. You’ll notice some amazing functionality including tips, suggested searches, recent items, and suggested lists.

READ MORE: Get Started Today with Einstein Search

Einstein Search is now enabled by default. Available with Salesforce Enterprise edition and above.

37. Einstein Vision

Einstein Vision is about ‘recognizing images’, in its broadest sense. The Einstein Vision APIs made available by Salesforce cover three subfamilies:

  • Einstein Image Classification
  • Einstein Object Detection
  • Einstein Optical Character Recognition

Benefit from pre-built classifiers or create custom models to perform image-recognition tasks, such as counting the number of objects in an image, recognizing a product in a picture, or reading serial numbers in a photograph.

READ MORE: Getting Started With Salesforce Einstein Vision

38. Einstein Automate

“Intelligent workflows to automate anything”, Einstein Automate combines artificial intelligence, data integration, and industry-specific workflows in a single platform, so businesses can go digital faster, automating complex processes in days, not months.

Einstein Automate brings together Flow Orchestrator, MuleSoft Composer, Einstein Automate Solutions on the AppExchange, Salesforce Industries, OmniStudio, and MuleSoft RPA (Robotic Process Automation).

For example, Flow Orchestrator will serve up AI-generated next steps and recommendations can guide team members while helping you avoid bottlenecks and delays.

READ MORE: Einstein Automate: Intelligent Workflows to Automate Anything

39. Einstein Global Models

Einstein products and features typically require a certain volume of data to work more accurately.

The mission of global models, therefore, is to bring AI to everyone. Global models look for aggregate, anonymous trends across many Salesforce customers – this means gathering data from multiple Salesforce orgs and analyzing it for trends that can then be applied to features such as Opportunity Scoring or Lead Scoring.

READ MORE: Salesforce Einstein: How Global Models Bring AI to Everyone

40. Einstein Voice Assistant (Retired)

Einstein Voice was designed to bring “the power of voice to millions of Salesforce users”, for updating Salesforce conversationally, as well as daily briefings and accessing data via voice commands i.e. drilling into dashboard data.

In July 2020, Salesforce announced that Voice Assistant was to be retired.

41. Einstein Prediction Builder

With Einstein Prediction Builder, you can build custom prediction models without any coding. For example, you could create a model that predicts the likelihood that a customer will renew their support contract based on their interaction with your contact center to date, their purchasing history, and their attributes (such as tenure as a customer, age, and location).

42. Einstein Next Best Action

Einstein Next Best Action guides users in what to do next, rather than referring to a playbook or making it up as they go along.

For example, a service agent is resolving a case that is negatively impacting a customer’s satisfaction, and they happen to be coming up for a contract renewal. Based on the customer’s contract length, purchasing history, and current CSAT, the recommendation might be to offer a two-year contract rather than one, and include a discounted service or product.

READ MORE: 10 Salesforce Service Cloud Einstein Features & Use Cases

43. Einstein Language (Einstein Intent and Einstein Sentiment)

Einstein Language includes Einstein Intent and Einstein Sentiment.

  • Use Einstein Intent to create custom models to understand the meaning in a block of unstructured text.
  • Einstein Sentiment allows you to use pre-trained models, or to create custom models, that classify a body of unstructured text into positive, negative, or neutral sentiment.

Building Einstein Intent and Sentiment into custom applications enables you to analyze customer inquiries arriving through text service channels or in social media posts.

READ MORE: 10 Salesforce Service Cloud Einstein Features & Use Cases

44. Einstein Translation (Retired?)

Einstein Translation enables developers and admins to set up automatic language translation of any Salesforce object or field.

After researching, we were unable to find further information aside from press releases.

45. Einstein Recommendation Builder

Einstein Recommendation Builder delivers personalized recommendations to your customers, for example, cross-sell recommendations.

Available with Salesforce Enterprise edition and above.

46. Einstein Data Detect (Salesforce Shield)

Einstein Data Detect automatically scans your Salesforce database, and identifies sensitive data based on five data patterns: credit card numbers, emails, social security numbers, URLs, and IP addresses. The idea is that the scan results will give you direction on data classification, and ultimately, which data to encrypt.

One of the four components of Salesforce Shield, “Einstein Data Detect”, can be purchased with the other three components or independently.

Einstein for Analytics:

47. Einstein Discovery

Einstein Discovery‘s AI-powered data analytics enables business users to discover relevant patterns without having to build complicated data models.”

Stories are the backbone of Einstein Discovery. There are pre-built story templates that come out of the box including:

  • Maximize customer revenue (Accounts)
  • Maximize win rate (Opportunity)
  • Maximize time to close (Opportunity)

Einstein Discovery automates correlation analysis, gives recommendations for improving data quality, and generates predictions and recommendations in a business context.

48. Einstein Discovery Text Clustering

Leverages machine learning (ML) models to extract keywords from large text fields to quickly reveal hidden insights.

READ MORE: Introducing Tableau Cloud: Data Stories, Predictive Modelling, and Advanced Admin Insight

Available for CRM Analytics and Tableau Cloud, available at an additional cost for Salesforce Enterprise edition and above.

49. Einstein Discovery Bias Detection

Einstein Discovery Bias Detection helps you practice ethical use of AI by detecting bias in your data, so that you can remove its distorting effects on your analysis and predictions.

Bias is rooted out by variable, preventing the need to retrain an entire model. Also available for multiclass models, this expands the use cases for multi-class models.

READ MORE: Introducing Tableau Cloud: Data Stories, Predictive Modelling, and Advanced Admin Insight

Available for CRM Analytics and Tableau Cloud, available at an additional cost for Salesforce Enterprise edition and above.

Einstein for Commerce:

50. Einstein Product Recommendations

Einstein Product Recommendations eliminates the guesswork with automatically personalized merchandising on each web page – highly relevant product recommendations tailored to every shopper, even unauthenticated users.”

Source: Trailhead

51. Einstein Recommendation Validator

Einstein Recommendation Validator is a Chrome extension that validates and debugs Commerce Cloud Einstein recommendations and sorting rules. You can use this extension to verify Einstein site activity tracking and recommendations.”

52. Einstein Predictive Sort

Einstein Predictive Sort automatically tailors search and category pages based on every action a shopper makes – even in micro-moments on mobile devices. Boost conversions by connecting people to the products they seek.”

53. Einstein Commerce Insights

Einstein Commerce Insights – a powerful shopping basket dashboard that analyzes your customers’ habits and purchasing behavior. Plan and promote better shopping experiences by diving deep into the metrics with easy visual tools that require zero training.”

54. Einstein Search Recommendations

Einstein Search Recommendations improve a shopper’s search experience by showing the most relevant search suggestions available.”

55. Einstein Search Dictionaries

Einstein Search Dictionaries consume all site searches to reveal popular terms that are not currently in your dictionaries. Algorithms then recommend an appropriate synonym list, guaranteeing relevant search results every single time.”

Source: Trailhead

Einstein for Consumer Goods Cloud:

56. Einstein Visit Recommendations

Einstein Visit Recommendation helps sales managers and field reps determine which stores field reps are to visit. Based on the recommendations Einstein provides, sales managers and field reps can schedule store visits with a single click.”

Summary

“Out of clutter, find simplicity. From discord, find harmony. In the middle of difficulty lies opportunity.”

With Albert Einstein’s words in mind, Salesforce Einstein is designed to take all those increasingly complex Salesforce orgs, ballooning databases, and heightened customer expectations, in order to surface key insights and streamline operations for customers.

Did we miss any? Let us know in the comments. We’ll be keeping our eyes and ears open for any future Einstein products or features that make their way into Salesforce orgs.

3 thoughts on “A Guide to 50+ Salesforce Einstein AI Products and Tools

  1. Thanks for the summary. This is quite useful. With so many different products having ‘Einstein’ in the name, it is easy to get lost trying to understand the overall picture.

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