The rapid advancement of technology is reshaping industries, and its impact is evident everywhere. At Dreamforce, the largest Salesforce event in San Francisco, I explored how Einstein 1 Platform and Data Cloud are shaping the future of the Salesforce platform.
In this article, I will share insights, common concerns, and future trends in this evolving landscape.
Artificial Intelligence (AI) is becoming a dominant force in the market, particularly with tools like Einstein 1 Platform. This technology supports data-driven decision-making by analyzing patterns and behaviors.
As AI continues to advance, efficient data management remains crucial. Companies that maintain high-quality, integrated data are better positioned for success.
Many companies strive for a “360-degree view” of their data, but achieving this goal is challenging due to fragmented and disconnected systems. However, imagine consolidating all this data into one platform with Einstein 1 Platform and Data Cloud managing secure and automated analyses.
This would greatly simplify customer interactions and is becoming increasingly achievable.
Einstein 1 Platform AI and Its Challenges
Salesforce’s goal is to transform Einstein 1 Platform into a Trusted AI Platform, ensuring intelligent, automated integration with the highest reliability.
The aim is to boost productivity and success across companies with AI support, without intrusive data access. Marc Benioff, CEO of Salesforce, addressed concerns about data exposure, stating, “Your data isn’t our product.” He emphasized that this initiative is part of the AI Trust Revolution. Salesforce has introduced the Einstein Trust Layer to guarantee complete data protection.
Einstein 1 Platform’s predictive AI operates within an ecosystem where it learns behaviors and patterns, continuously improving success rates in sales and customer service.
The focus now is on AI Generative capabilities, which interpret customer interactions, understand requests, and offer products based on conversation, segmentation, and customer traits. This advanced AI can generate documents, create specific questions, and even produce images to aid service and problem resolution.
These innovations make it easier to understand customers and determine the Next Best Actions (NBA) and Next Best Offers (NBO) for each situation.
See also: Dreamforce 2023: our highlights from the Salesforce’s premier event
Data Cloud is the Current Bet
Salesforce is also investing in the Data Cloud, previously known as the Customer Data Platform (CDP). This platform will serve as both a data lake and a data warehouse, thus centralizing all data and records from Salesforce and other systems.
Moreover, it will consolidate information from various sources, which enhances operational efficiency and provides Salesforce users with a powerful 360-degree view, thereby truly making the platform omni-channel.
With the integration of the Einstein 1 Platform and Data Cloud, AI will be able to query this centralized data, consequently making predictions and offering solutions based on information from multiple sources.
Nevertheless, the major challenge for companies will be maintaining a substantial volume of high-quality data. Since AI relies on accurate data to deliver valuable insights and solutions, ensuring data integrity is therefore crucial.
I’m excited about this upcoming revolution—are you? I believe you are too!
By Bernardo Moura, Salesforce Tech Lead at ília