As businesses continue to navigate the evolving landscape of customer engagement, at the beginning of 2024, the integration of Artificial Intelligence (AI) into Customer Relationship Management (CRM) systems stands at the forefront of this transformation. The 11th Annual Salesforce Conference, taking place on April 16 at the Planet Schwarz Tech Theater in Sofia, Bulgaria, aims to demystify the integration and application of AI in CRM.
This event, organized by Next Consult and moderated by Kristina Veroslavova, is set to be a cornerstone for those seeking to deepen their understanding of how AI can enhance customer experiences and streamline operational efficiency. Attendees will have the opportunity to engage with keynotes from Salesforce and Next Consult leaders, participate in interactive case studies and enjoy networking opportunities, all designed to equip them with the knowledge and strategies necessary for leveraging AI in CRM to foster business growth and ethical innovation.
Next Consult, as a partner and reseller, plays a key role in bringing Salesforce’s AI innovations to businesses. Through their expertise, Next Consult helps organizations seamlessly integrate AI into their CRM systems, ensuring they can leverage the full potential of AI technologies.
Einstein AI: Elevating CRM
In the past year we’ve seen the emergence of Salesforce’s Einstein AI, a powerful tool that’s currently delivering nearly 200 billion AI-driven predictions every day across various Salesforce applications. This AI suite is revolutionizing sales by providing insights that help identify the most effective next steps, thereby closing deals more quickly. In the realm of service, Einstein AI automates responses to repetitive questions, freeing agents to address more complex inquiries. For marketing teams, it offers a deeper understanding of customer behavior, allowing for the personalization of marketing efforts. Meanwhile, in commerce, Einstein AI creates personalized shopping experiences that redefine e-commerce solutions.
The introduction of generative AI marks a new era, promising even more personalized customer interactions across sales, customer service, marketing, commerce, and IT. Salesforce is at the forefront of this innovation, exploring the potential of AI-generated code to assist customers in developing high-quality code more efficiently, an invaluable resource for those without certified Salesforce developers. This exploration underscores a commitment to enhancing CRM practices with AI, ensuring businesses can connect with their audiences in increasingly personalized and meaningful ways.
Ethical AI development
Salesforce’s approach to AI development is underpinned by a commitment to ethical principles, including accuracy, safety, honesty, empowerment, and sustainability. These guidelines ensure that AI technologies not only advance business goals but do so with integrity and respect for user privacy and data security. As AI models become more integral to CRM systems, these ethical considerations are critical in maintaining trust and transparency with customers.
By emphasizing accuracy, Salesforce allows customers to refine AI models with their data, ensuring predictions are reliable and transparent, especially when there’s uncertainty. This is achieved through explainability features and safeguards that require human oversight for critical tasks. The company’s focus on safety is evident in its rigorous bias and robustness assessments to prevent bias and protect privacy, ensuring AI models are both fair and secure. Honesty is also central to Salesforce’s approach, demanding clear consent for data use and transparency when AI generates content, fostering trust in AI’s role in customer interactions.
“Artificial Intelligence is disrupting the way we market, sell and service our clients. It completely changes the business process paradigm,” says Orlin Dochev, founder and CEO at Next Consult.
Final words
The 11th Annual Salesforce Conference organized by Next Consult is bringing together industry leaders, innovators, and visionaries, offering attendees a roadmap to harnessing AI for improved customer engagement, operational efficiency, and sustainable growth.
