Today, at the beginning of the new year, we want to emphasize the latest innovations introduced in this 2024 for Salesforce CRM officially presented during the flagship Dreamforce 2023 event organized by the renowned California-based customer company. Central to these innovations are new features that aim to optimize data management and implement intelligent automation, with the goal of enhancing productivity and simplifying the Salesforce CRM user experience. Let’s discover together the most important CRM 2024 innovations.
CRM news 2024: Einstein1 Data Cloud platform
Let’s start with one of the breakthrough innovations for the CRM world. Einstein 1 Data Cloud represents a significant breakthrough in the Salesforce CRM landscape. This intelligent platform, featuring a low and no-code, automated and open approach, aims to solve the critical challenge arising from the extreme fragmentation of customer-related information. Enterprise data stacks, increasingly complex due to the expansion of cloud, social and mobile, have generated extensive silos of customer data. What makes this innovation particularly valuable is its ability to integrate disparate information within a single customer record. This unified view is accessible across the entire Salesforce suite, including Sales Cloud, Service Cloud, Marketing Cloud and Commerce Cloud. The benefits of implementing Einstein 1 Data Cloud are many. The platform facilitates the development of applications with artificial intelligence capabilities through the use of low-code, providing a greatly simplified and personalized user experience. Currently, Einstein 1 processes truly massive volumes of data, handling 30 trillion transactions per month, unifying 100 billion records each day, and generating over 1 trillion predictions per week. This is a significant step forward for efficiency and information integration in customer management.
CRM News 2024: Einstein Copilot
A significant advance in facilitating users’ daily work is Einstein Copilot, a chatbot based on conversational artificial intelligence technology that is integrated into every application and immediately usable. In practice, this new Salesforce CRM feature takes on the role of a personal assistant for operators, enabling them to ask questions naturally in the context of their workflow. Einstein Copilot can provide relevant answers based on unique, Data Cloud-protected business data, as well as offer proactive suggestions. For example, it can recommend a plan of action after a sales call, check the status of orders or make changes to shipping dates. The benefits of this innovation are substantial. Workflows within the Salesforce CRM are improved considerably, enabling users to access more relevant information more quickly. Instant sharing of best practices facilitates constant refinement, while sales performance and customer service quality show significant increases. Einstein Copilot emerges as a strategic ally, promoting greater efficiency and improving the operational experience within Salesforce CRM.
CRM 2024 News: Einstein Copilot Studio
Einstein Copilot Studio then emerges as an innovative feature that offers the ability to customize Einstein Copilot with specific prompts and proprietary AI templates. This feature unlocks a new era of AI-based applications within Salesforce CRM. Einstein Copilot Studio expands the versatility of the platform, allowing it to be used on consumer-facing channels such as onsite chat or messaging platforms such as Slack, WhatsApp, or SMS. The benefits of this customization are manifold. The creation of highly personalized applications offers the ability to close sales faster, improve customer service efficiency, and automate the creation of websites based on personalized browsing history. In summary, Einstein Copilot Studio emerges as a powerful tool for adapting artificial intelligence to specific user needs, opening up new perspectives for optimizing processes and services within Salesforce CRM.
CRM News 2024: Einstein Trust Layer
Among the most recent additions to Salesforce CRM is the introduction of Einstein Trust Layer, an artificial intelligence architecture designed to ensure data privacy and meet high corporate security standards. This innovative architecture is natively integrated into the Einstein 1 platform and will be active in both Einstein Copilot and Einstein Copilot Studio. The benefits of this innovation are countless and all worth noting. By leveraging Einstein Trust Layer, companies can rely on ethical use of customer data, with Salesforce itself committing to this direction through this particular feature. In an environment where data security is paramount, this architecture provides a solid foundation for ensuring that the use of artificial intelligence meets stringent standards of protection and confidentiality.
The database on which Copilot works is the new evolution of Salesforce Data Cloud, the real time data engine that is itself the successor to Salesforce Genie, announced only a year ago. Data Cloud, Salesforce explains, unifies and harmonizes the various types of customer data, structured and unstructured, in enterprise applications (Salesforce and otherwise), creating a “single view of the customer,” which in turn is based on the Salesforce metadata framework. The use of Data Cloud is possible at no cost to all customers with Salesforce Enterprise Edition or higher editions. In addition, Salesforce has launched a promotion whereby it will be possible to unify 10 thousand profiles at no cost, and explore the related data with two Tableau Creator licenses. As for the security and privacy management part, it is well known that generative AI causes a lot of concerns in companies, which Salesforce is responding to with the Einstein Trust Layer AI architecture, natively integrated into the Einstein 1 platform. Among other things, Einstein Trust Layer allows data to be maintained in Salesforce by masking it to external LLMs, alerting users to potentially critical prompts or responses, and defining audit trails for follow-up checks. “Actually in building the generative AI platform we started right from security, from Einstein Trust Layer,” said Stokes, EVP, product and industries marketing at Salesforce, at a press conference the day before Dreamforce. “Our customers’ data is not our product,” added Shih, CEO of Salesforce AI. “Twenty-five years ago we created a reliable model for companies to put their customer data safely and securely in the cloud. 10 years ago we did it for predictive AI, and now we are doing it for generative AI.” Well the future is now and Einstein Trust Layer is a very important aid in order to ensure 360° security.
CRM 2024 news: partnership with Google and AWS for effective user experience
The enhancement of Salesforce CRM is also manifested through updates in partnerships with Google and Amazon Web Services (AWS). The strategic partnership with Google is being enhanced to unite Salesforce, the world’s leading AI CRM, with Google Workspace, the renowned global professional suite. The goal of this synergy is to increase productivity by harnessing the power of artificial intelligence.
Vanessa Fortezza, Country General Manager Salesforce Italy, also emphasizes the weight of AI in delivering a more valuable CRM, the same one that has always been nurtured by principles such as honesty and accuracy, with human control underlying the development of the proposed solutions. The partnership between Salesforce and AWS is further enriched with the integration of the BYOL (Bring Your Own Lake) and BYO LLM (Bring Your Own Large Language Model) capabilities of Salesforce Data Cloud within the AWS Cloud. The benefits from these collaborations are diverse. The integration between Salesforce CRM and Google Workspace enables process automation, eliminating the need for context switching and helping to optimize the use of time. At the same time, the expanded partnership with AWS offers companies the ability to centralize their data, simplifying its management and storage. With new artificial intelligence integrations, applications can be enhanced with patterns from both AWS and Data Cloud, providing a smarter and more personalized customer experience.
To recap
As we observed, in this update we explored recent innovations in Salesforce CRM, which promise to revolutionize the business landscape in 2024. Improving productivity with Einstein 1 Data Cloud, moving on to advanced AI tools such as Einstein Copilot and Einstein Copilot Studio, which allows for customization of Einstein Copilot, continuing with Einstein Trust Layer, designed to meet enterprise security standards, then ending with the partnership between Google and AWS which integrate Salesforce with Google Workspace and AWS respectively. These initiatives not only confirm Salesforce’s position as a leader in technology innovation, but also strengthen its role as a leading provider of advanced business solutions. Looking ahead, Salesforce confirms itself as a crucial partner for enterprises looking to adopt the latest technological evolutions having as their goal competition in a constantly changing business landscape. Try it to believe it!
