If I had to guess, I’d say that the man who famously said, “Never memorize something that you can look up,” would probably be pretty blown away by what’s possible today with artificial intelligence. That man, of course, was Albert Einstein, the face and namesake of Salesforce’s AI products and capabilities.
Einstein also once said, “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” At Atrium, that sentiment really resonates with us.
Technology is only as useful as the strategic problem-solving users apply it to. The most powerful enterprise tools in the world aren’t worth much if you don’t understand your users, customers, and the challenges that need to be solved. With Salesforce Einstein, your people can now spend less time clicking and coding and more time thinking through business problems — and providing more efficient, personalized employee and customer experiences.
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What is Salesforce Einstein?
Salesforce offers a range of AI tools — both predictive and generative — under the Einstein umbrella. Einstein AI is embedded directly within the Salesforce platform to drive efficiency and personalization across the Customer 360 suite.
The native integration allows you to interact directly with AI to streamline your workflows and enhance customer experiences. From sales and marketing to service and support, Einstein enables data-driven decision-making. With user-friendly, low-code solutions, anyone can easily build AI-driven experiences.
The one thing you can always count on with Salesforce is that their products (and names!) will change and evolve. We’ll work to keep this guide updated as changes happen and new products and capabilities are announced.
Einstein for Sales
To remain competitive and hit their goals, today’s sales teams need relevant, actionable customer and prospect insights — at the right time and the in the places they’re already working.
Jumping from tool to tool with critical information scattered in a million different places is no longer sustainable. And when time is money, sellers can’t spend their day completing administrative work and drafting emails. With Einstein AI, they can now automate tasks, generate communications in an instant, and surface predictive insights that will help them close more deals, faster.
The new Sales Cloud Einstein offers powerful tools to enhance sales productivity with generative AI capabilities. It goes beyond email generation by assisting with lead prioritization, uncovering pipeline trends, and predicting sales forecasts.
This comprehensive suite of tools enables teams to automate data capture, enhance forecasting and reporting, and focus on opportunities most likely to convert, driving greater efficiency and effectiveness in the sales process.
Einstein-powered features and capabilities for sales teams include:
- Einstein Lead Scoring. Leverage AI to rank leads based on their likelihood to convert, using patterns from your company’s past successes. This allows sales teams to prioritize leads effectively by understanding which factors most impact the lead score.
- Einstein Opportunity Scoring. Focus on the opportunities most likely to close by using AI-generated scores ranging from 1 to 99. These scores are accessible on opportunity records and list views, helping teams concentrate on high-potential deals.
- Einstein Activity Capture. Automatically sync emails and calendar events with Salesforce, ensuring your CRM data stays up to date without manual input.
- Einstein Automated Contacts. Identifies and adds new contacts and opportunity roles from email and calendar activity. This feature may suggest new contacts or directly add them, based on admin settings. (Note: This feature will be retired in February 2025; users are encouraged to switch to Automatic Contact Creation.)
- Einstein Recommended Connections. Identify connections within your team’s network who can assist with deals by highlighting who has existing relationships with your customers.
- Einstein Forecasting. Improve sales forecast accuracy with AI-driven predictions and insights that provide greater clarity and visibility into team performance.
- Einstein Sales Emails. Helps busy reps speed up and expand deals through personalized and contextualized content for contacts and leads.
- Einstein Email Insights. Bring relevant sales context directly into your inbox, helping sales reps prioritize and respond to critical emails more effectively.
- Einstein Activity Metrics (Activity 360). Offers a comprehensive view of both manually entered and automatically captured activities, giving better insights into sales activity.
- Einstein Conversation Insights. Extract actionable intelligence from sales calls to identify key trends and improve sales strategies.
- Einstein Relationship Insights. Uncover valuable relationships by analyzing both structured data within Salesforce and unstructured data from web sources, accelerating the prospecting process.
- Einstein Next Best Action. Provide tailored recommendations and actions at key moments, ensuring the right offers are displayed to the right users at the optimal time.
Einstein for Service
We’ve seen a major uptick in AI adoption by customer service and tech support teams, as they’re desperate for a better way to balance customer interactions with repetitive administrative tasks, inefficient processes, and a lack of customer insights. AI tools are becoming increasingly essential to solving these challenges.
Einstein for Service consolidates Salesforce’s AI tools for customer service, combining Service Cloud Einstein and Einstein GPT for Service into a single license, with powerful capabilities to streamline work. This frees up service and support teams to focus more energy on providing better, more personalized customer experiences.
Let’s take a look at the Einstein-powered solutions available for service teams:
- Einstein Bots. Automate responses to common questions and business processes, enabling faster customer service interactions.
- Einstein Next Best Action. Provide data-driven recommendations at the most impactful moments.
- Einstein Recommendation Builder. Deliver AI-powered, personalized recommendations to customers, eliminating guesswork.
- Einstein Case Classification. AI predicts case field values during case creation and wrap-up, helping agents see recommendations for handling cases.
- Einstein Work Summaries. Automate summaries for incoming cases to reduce manual data entry time and improve data accuracy.
- Einstein Case Routing. Automatically route cases to the right agent based on AI-driven updates, speeding up the case resolution process.
- Einstein Case Wrap-Up. Streamline the closing of cases by predicting the most relevant field values, improving accuracy and efficiency.
- Einstein Article Recommendations. Suggest the most relevant articles in real time to help agents address customer inquiries effectively.
- Einstein Grounding. Generate AI responses based on indexed data sources, ensuring personalized and context-aware customer communications.
- Einstein Conversation Mining. Use natural language processing (NLP) to analyze conversations, identifying common contact reasons and streamlining resolution paths.
- Einstein Knowledge Creation. Increase agent productivity with AI-generated article drafts based on customer interactions, helping build a more comprehensive knowledge base.
- Einstein Service Replies. Enhance customer satisfaction with AI-generated responses in chats or emails based on recommended Knowledge articles.
- Einstein Reply Recommendations. Develop AI models that suggest suitable replies to common customer questions during chat and messaging sessions, reducing response times.
These tools enable service teams to optimize operations, reduce response times, and improve customer satisfaction by leveraging AI across various touchpoints.
Einstein-Powered Data and Analytics
Einstein is the brains behind the operation of data and analytics platforms Salesforce Data Cloud, Tableau, and CRM Analytics (CRMA). With these AI-powered platforms, businesses can unify, harmonize, visualize, and take quick, meaningful action on their data like never before.
Let’s take a look at the Einstein products and features available across Data Cloud, Tableau, and CRMA.
Einstein Studio
Einstein Studio in Data Cloud enables users to build custom predictive AI models, integrate models from Databricks, and connect with generative AI large language models (LLMs) from OpenAI and Azure OpenAI. These models can be used in batch processing, flow actions, and Prompt Builder.
Tableau Pulse
Tableau Pulse is powered by Tableau AI and built on the Einstein Trust Layer. It provides AI-driven, actionable insights for both business users and analysts, allowing them to trigger actions based on key metrics in real time. The platform is designed to be scalable and user-friendly, helping your team make faster, data-driven decisions.
Tableau Einstein
Tableau Einstein, launching in Spring 2025, is the evolved version of Tableau Unified Analytics. It provides AI-based, composable analytics with a workflow engine that spans from data lakes to consumption, delivering personalized insights directly within users’ workflows.
Atrium is one of just five Tableau Einstein launch partners as part of Salesforce’s beta program that launched in October 2024. Our team is helping to bring Tableau Einstein to market with new integrated features.
Tableau+
Tableau+ is the premium package of all Tableau’s AI-powered self-service analytics. Catering to both business users and experienced analysts, Tableau+ enables scalable AI integration across your organization’s data ecosystem. The package includes Data Cloud, Tableau Pulse, and Einstein Copilot, lowering the barrier to entry for self-service analytics and providing everything a team needs to adopt powerful data and AI capabilities.
Other Einstein-powered data and analytics tools and capabilities across the Salesforce ecosystem include:
- Einstein Personalization. Provides personalized experiences across Salesforce clouds by integrating with Data Cloud.
- Einstein Prediction Builder. Allows users to create and deploy AI-driven predictions on any Salesforce object using automated machine learning without needing to code.
- Einstein Account Management. Provides insight into account health and accounts with upside to help you identify cross sell and upsell opportunities.
- Einstein Discovery. Offers custom machine learning predictions with explanations, recommendations, and transparent model metrics, using both CRM and external data.
- Einstein Model Builder. Allows users to create custom AI models without needing deep expertise. It leverages Salesforce data to train machine learning models and offers flexibility through integration with third-party platforms like Google Vertex and Amazon SageMaker.
- Text Clustering. Leverages machine learning to extract keywords from unstructured text data and uses them in predictive models.
- Live Prediction with Snowflake. Provides direct predictions in Salesforce, powered by Snowflake datasets.
- Model Inspector. Offers deeper insights into model performance beyond just predictions.
- Model Queuing. Simplifies the process of creating multiple models simultaneously without concurrency issues.
- Einstein Discovery for Reports. Uses AI to analyze report data, uncover patterns, and present insights with easily understandable charts and explanations.
Want to get started fast with Einstein-powered data and analytics? Check out Atrium’s analytics library.
Einstein for Marketing
With the sheer amount of customer journeys, communications, and content today’s marketers have to manage, most are anxious to get their hands on AI-powered tools to make work more efficient and targeted.
According to Salesforce’s Trends in AI for CRM report, about one-third of marketing teams have fully adopted AI, and 65% are either evaluating or experimenting with it. As AI proves valuable for customer engagement, content creation, and analytics, marketing leaders are prioritizing AI integration.
Salesforce Einstein equips marketers with advanced AI tools to scale and personalize their campaigns like never before. These tools help enhance every customer journey and interaction by offering predictive insights, personalized messaging, and optimized engagement strategies.
Einstein in Marketing Cloud Engagement
Within Marketing Cloud Engagement, Einstein provides data-driven insights to guide the content and timing of marketing activities. It uses AI to understand customer engagement and behavior, helping marketers personalize each interaction.
Key features of Einstein Marketing Cloud Engagement include:
- Content Creation in Marketing Cloud Engagement. Allows users to generate email subject lines and body text quickly, helping brainstorm or test different messaging versions.
- Einstein Engagement Scoring. Assesses the likelihood of a customer engaging with emails, push notifications, or web content.
- Einstein Engagement Frequency. Helps prevent customer unsubscribes by identifying the optimal number of emails to send.
- Einstein Messaging Insights. Provides tools to monitor the performance of email campaigns and identify areas for improvement.
- Einstein Copy Insights. Analyzes language to determine what drives engagement in subject lines.
- Einstein Splits. Utilizes engagement scores to guide customers down the most effective journey path in Journey Builder.
- Einstein Content Selection and Content Testing. Content Selection automates personalized, targeted messaging in real time, while Content Testing enables quick testing to optimize engagement.
- Einstein Content Tagging. Automates the tagging of thousands of images in a content library.
- Einstein Web Recommendations. Observes user behavior to create preference profiles and deliver personalized content to website visitors.
- Einstein Email Recommendations. Similar to Web Recommendations, but tailored for email content, providing pre-built images and links that activate upon user interaction.
- Einstein Send Time Optimization. Uses AI to recommend the best times to send emails based on past engagement data.
- Einstein Marketing Insights. Surfaces critical insights for comprehensive marketing performance management.
Einstein Account Engagement
Einstein AI is also leveraged to prioritize efforts and provide data-driven insights for sales and marketing teams. It analyzes data from Marketing Cloud Account Engagement (formerly Pardot) and Salesforce to deliver insights on the most engaged prospects and the most effective campaigns.
Key features of Einstein Account Engagement include:
- Einstein Behavior Scoring. Uses engagement models to identify prospects ready to purchase and provides scoring insights.
- Einstein Campaign Insights. Helps optimize campaigns by identifying key performance drivers and potential new audiences.
- Einstein Attribution. Improves campaign attribution by using AI to analyze historical data and allocate conversion credit across multiple campaigns.
- Einstein Lead Scoring for Account Engagement. Analyzes lead data to help sales teams prioritize potential customers.
- Einstein Send Time Optimization. Uses AI to recommend the best times to send emails based on past engagement data.
- Einstein Engagement Frequency. Predicts the optimal frequency of email communication for prospects to avoid overwhelming them.
- Einstein Key Accounts Identification for Account Engagement. Identifies top candidates for account-based marketing by analyzing historical opportunity data and assigning account tiers.
- Einstein Assistant in Account Engagement. Get help drafting forms, landing page copy, email subject lines, headers, and body copy.
These AI-driven features empower marketing teams to maximize engagement, personalize experiences, and drive campaign success.
Einstein for Commerce
Online retailers were some of the earliest adopters of AI, using it to optimize prices and create personalized offers. In fact, Salesforce found that AI influenced 17% of all e-commerce orders on Commerce Cloud in Q3 2023. That influence will only continue to grow, thanks to the latest generative and predictive capabilities.
Einstein for Commerce offers AI tools to help build high-converting digital storefronts, customize storefront components, and automate complex tasks such as managing multi-product catalogs, generating product descriptions in multiple languages, and personalizing promotions — all of which can drive higher conversions.
Key Einstein features and capabilities for commerce include:
- Smart Promotions. Leverage AI to generate promotions for your site with targeted buyer groups across multiple languages.
- Agentforce for Shoppers. An AI-driven personal shopping assistant that uses natural language to simplify product searches, ensuring a smooth shopping experience across digital channels.
- Returns Insights. Uses AI to analyze return patterns and suggest product display changes to reduce future returns.
- Einstein GPT for Commerce. Increases merchant productivity and enhances customer experiences by generating personalized product descriptions.
- Einstein Search Recommendations. Quickly guides buyers to the most relevant search terms and products to drive conversions.
- Einstein Search Suggestions. Enhances search experiences by suggesting the most relevant search terms.
- Einstein Commerce Insights. Turns customer data into actionable insights for merchandising strategies.
- Einstein Predictive Sort. Uses customer data to deliver more tailored product sorting.
- Einstein Complete the Set. Enables rapid creation of curated looks and product sets to boost product recommendations.
- Einstein Search Dictionaries. Improves search experiences by accounting for variations in language and spelling.
- Einstein Profile Data Connector. Allows integration of custom shopper attribute data through APIs to enhance personalized recommendations.
- Semantic Search. AI-powered search that interprets queries using natural language processing for more accurate results.
- Einstein Product Recommendations. Provides personalized, one-to-one product recommendations to enhance the shopper experience.
- Einstein Recommendations Validator. A Chrome extension that validates and debugs Einstein recommendations and sorting rules, ensuring accurate site activity tracking for B2C Commerce.
Einstein 1: Your All-Access Pass to AI
Einstein 1 expands on the complete Salesforce solutions included in the Unlimited Edition (UE), adding extra tools and capabilities to accelerate data and AI strategies. Bundles include Einstein 1 Sales, Einstein 1 Service, and Einstein 1 for Industries, with powerful out-of-the-box solutions for financial services, healthcare, and manufacturing.
Einstein 1 offers comprehensive Salesforce features along with non-Salesforce tools, such as Slack, helping you save the extra cost of buying point solutions, while eliminating silos and streamlining your tech stack for more efficient operations.
This Salesforce bundle provides all the enhanced analytics and Einstein solutions you need, whether you’re just starting to dip your toe into AI, or your organization is ready to take data and AI-powered capabilities to the next level.
Salesforce Einstein updates and name changes
As we mentioned, Salesforce’s AI solutions and branding continue to change and evolve. Read on for some notable changes and additions to the ecosystem.
Einstein Copilot is now Agentforce
The biggest news to come out of Dreamforce 2024 was the launch of Agentforce (formerly Einstein Copilot). With a conversational user interface and a robust large language model, this latest iteration of generative AI takes things a step further, into the realm of autonomous Agents.
Agentforce solutions include:
- Sales Agent. With a conversational user interface and a robust large language model, this generative AI assistant helps accelerate your sales process and integrates seamlessly into your team’s workflows.
- Agentforce Sales Coach. Provides personalized coaching by simulating buyer interactions, offering sellers a platform to practice pitches, handle objections, and negotiate deals.
- SDR Agent. Engages inbound prospects around the clock, autonomously handling tasks such as answering product questions, managing objections, and scheduling meetings.
- Service Agent. Integrates a generative AI assistant directly into the flow of work, enabling Agents to deliver personalized service and faster resolutions. It offers built-in actions like conversation summaries and answers based on Knowledge articles.
- Tableau Agent. Uses generative AI and statistical analysis to help users efficiently prepare data, create visualizations, and generate insights.
Einstein Analytics is now CRM Analytics
Formerly Einstein Analytics, CRM Analytics (CRMA) has gone through several consolidations and iterations over the years. Today, Salesforce’s native analytics solution is the backbone of many data-driven, AI-powered experiences build right in the CRM.
A bit overwhelmed? We can help.
We know this is a lot of information to digest. With so many powerful AI capabilities, knowing where to begin and which Einstein solutions will work best for your specific needs can be challenging. That’s where our team comes in.
While many Salesforce consultancies claim to be experts in data and AI, it’s important to look deeper and assess what potential partners can truly deliver.
Atrium is a Salesforce Navigator Einstein Expert, and has been a leader in data-driven CRM strategies for years. We use data, analytics, AI, and machine learning to maximize the capabilities of Salesforce, Tableau, and Snowflake.
With deep expertise and hands-on experience in data science and generative AI, our team can develop powerful AI models that provide high-quality, realistic outputs to drive business value. We help organizations unlock their data’s potential and discover new growth opportunities through predictability and analytics.
Learn more about Atrium’s data science and AI consulting services and discover how we can help you advance your data and AI journey.
