Salesforce EinsteinGPT – is this the much-needed shot in the arm the company needs?

Published: February 09, 2023

min read

After months and years of creating a buzz about it, Salesforce has announced a teaser on Twitter that EinteinGPT will be introduced at the TrailblazerDX ’23 on the 7th of March 2023.

The lead up to this has been tremendous. Salesforce acquired ten companies after it announced that Einstein was in the making, way back in 2016.

Salesforce Einstein then came into being as an integrated set of technologies that could power all Salesforce products with AI – making more immersive, personalized and predictive experiences possible.

After years of speculation and buzz, Salesforce Einstein here and armed with a GPT tag, which industry experts presume is a combination of the Salesforce Einstein and OpenAI’s GPT.

The tweets speak of a “CRM that knows your customers better than you do and can even predict their next move,” that “generates Leads, closes deals” and can write reports with “jokes included.”

Will EinsteinGPT be focused on the Sales Cloud as the “generates leads, closes deals” seems to suggest? Or is it an extension of the Einstein Search which can pull out answers to queries using NLP (natural language processing)? We will have to wait and see.

Einstein search currently can give users a lot more than just personalized results. It can instantly suggest records and previews when a user starts to type. It can edit records and instantly access related quick links. It can generate recommended results as soon as a user starts to type.

Maybe it will now evolve into something much quicker, which works much faster, retrieving more relevant results and complete tasks from the search results itself.

AI has been around for a while now. But it has taken the debut of OpenAI’s ChatGPT to show the world, just how tangible AI is, the sheer power it has and how it can impact the lives of everyone in the future. Reuters recently published a report about a UBS study that found ChatGPT to be the fastest-growing customer application in history!

What do we expect from EinsteinGPT?

Salesforce hasn’t been having it easy for some time now. We know about the job reductions and the news of key executives exiting the company. They also made a completely unprecedented move to not forecast earnings for the 2024 fiscal year. With the situation being this dire for the CRM giant, the EinsteinGPT may well be the shot in the arm that it needs to maintain its position as a market leader.

We are limiting our point of view to the possible effects of the Salesforce EinsteinGPT on the Salesforce Marketing Cloud -

  • Accelerate Integration: Despite being a marketing platform, marketers usually are heavily dependent on Salesforce Marketing Cloud developers to get the platform dance to their tunes. With EinsteinGPT, we expect Salesforce will give developers a lot more flexibility and power in identifying solutions (unlike what they do now - posting in communities and waiting for help from other members). If ChatGPT can write code to perform specific tasks on SFMC, EinsteinGPT should be able to do it 100X as this is their home turf.
  • Sharpen Segmentation: Although Einstein has been in the Salesforce Marketing Cloud ecosystem for quite some time, it is largely a black box. Marketers are historically dependent on heuristics / subjective intelligence to determine segments for their campaigns and journeys. If Salesforce can get the EinsteinGPT to automatically determine appropriate segments for each campaign, it would be a boon for marketers.
  • Sharpen Messaging: While Einstein provides insights on email deliverability, spam score etc., currently, it doesn’t provide recommendations on what words to be used in your communication that have high chances of conversion. If EinsteinGPT is able to provide such inputs, it would boost response rates to a great extent.

We are not sure Salesforce’s EinsteinGPT would be able to do the above. But we believe anything less than these would have little impact on marketers using Salesforce Marketing Cloud.

In reality, the Salesforce EinsteinGPT may offer possibilities that are truly mind-blowing. And regardless of all the existential arguing that is happening, GPT-powered Salesforce may not replace coders or marketers. But it certainly will throw the ones who do not learn to use AI to their advantage, out cold.


Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.


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