Salesforce Unveils 'Einstein' -- AI Platform To Enhance Customer Relationship Management

Customer relationship management and cloud computing giant Salesforce on Sunday announced the launch of "Einstein" -- an initiative that seeks to use artificial intelligence tools to automate tasks, predict customer behavior and enhance sales. With the move, Salesforce joins the likes of Google, Microsoft, IBM and Amazon in integrating AI and machine learning tools in its operations. "The strongest aspect of Einstein is that it is deeply embedded in the platform, it's just working automatically," Salesforce CEO Marc Benioff told USA Today. Einstein will use machine learning -- an integral part of most current AI-based technologies -- to sift through huge chunks of data stored on Salesforce's servers. This, the company states, can help in predicting which customers are likely to buy products and what those products are, thereby helping salespeople prepare better marketing pitches. In addition, Einstein will also use predictive analytics to compile a list of sales leads that are likely to be successful.