CRM professions on the move: AI and Salesforce redefine the customer experience

The rise of artificial intelligence (AI) and the rapid evolution of tools like Salesforce are transforming not only the technologies used, but also the skills expected of industry professionals: automation, large-scale personalization, predictive analysis…

Salesforce, the world leader in this field, is particularly active in massively integrating AI into its solutions. Salesforce relies on innovations such asEinstein GPT, Einstein Copilot and Agentforce to automate, personalize and significantly improve the customer experience.

According to a recent study, almost 79% of CRM users now consider AI to be indispensable to their sales tools.

At a time when customer relations are becoming a strategic lever for differentiation, CRM professions are undergoing profound change.

Einstein GPT introduces generative AI directly into the heart of Salesforce CRM. This engine, powered by advanced language models, is capable of automatically generating relevant content in business workflows.

For example, Einstein GPT can help salespeople to :

• write personalized emails for their prospects,
• provide customer support agents with customized answers to users’ questions,
• create targeted marketing content in seconds for campaigns…

💡 For sales teams, this innovation considerably reduces drafting time and improves the relevance of exchanges.

Salesforce guarantees security and confidentiality thanks to its Trust Layer “This ensures that sensitive data remains protected.

Einstein Copilot acts as a conversational virtual assistant, directly integrated into the Salesforce interface, which users can call on in natural language to improve their day-to-day efficiency.

For example, a salesperson might ask Einstein Copilot:

• prepare a detailed closing plan for a major opportunity,
• write a follow-up email after a customer meeting…

💡 These interactions dramatically reduce the time spent on repetitive administrative tasks, freeing up more time for quality customer interactions.

Copilot’s real strength lies in its deep integration with business processes, enabling it to effectively contextualize each answer. Thanks to Copilot Studio, companies can fully customize the assistant to their specific needs.

Launched in 2024, Agentforce enables the creation and deployment of intelligent virtual agents capable of autonomously managing numerous customer interactions.

Unlike Einstein Copilot, which assists human users in their day-to-day tasks, Agentforce acts in complete autonomy to manage entire processes without constant human intervention.

These virtual agents can :

• continuously monitor orders in progress,
• proactively alert customers to possible shipping delays,
• manage recurring requests such as product returns or delivery tracking,
• automatically handle frequently asked questions via an advanced chatbot, …

💡 Agentforce relies on a combination of advancedconversational AI and automated workflows, enabling proactive management of large-scale customer interactions, dramatically increasing customer service responsiveness and availability while freeing human teams from repetitive tasks.

Salesforce’s AI innovations dramatically improve sales efficiency.

Time-consuming tasks such as report writing, sales offers or information retrieval are automated.

Einstein GPT personalizes communications on a large scale, while Einstein Copilot facilitates predictive analysis, enabling sales reps to target high-potential prospects and accelerate sales cycles. According to a McKinsey study, these technologies could boost sales productivity by 3-5%.

💡 However, integrating these technologies also means adapting sales teams. Professionals will need to develop new AI skills to effectively master these tools, interpret their results and optimize their day-to-day use.

Thanks to Agentforce, customer support is faster and more available, automatically handling almost 83% of simple requests. This enables support teams to concentrate their efforts on more complex cases requiring real human empathy.

The impact is measured by a clear improvement in service quality,operational efficiency, and increased customer satisfaction.

💡 However, support professions will need to evolve towards more analytical and strategic roles, requiring a rise in AI skills to steer and continuously refine these new automated processes.

Marketing teams are taking full advantage of AI to automate content creation and improve targeting through in-depth predictive analytics.

Einstein GPT and Copilot enable dynamic campaign management with a high level of personalization, boosting overall marketing efficiency. According to McKinsey, generative AI could boost marketing productivity by up to 15%, generating an estimated $463 billion in annual global added value.

💡In order to fully exploit this potential, marketers and analysts will need to acquire specific AI skills to better design, pilot and analyze marketing campaigns based on these innovative technologies.

ProGen is a research project developed by Salesforce to demonstrate the power of its artificial intelligence beyond the world of CRM. The project uses the same principles as Einstein GPT, but in a very different field: biology.

More specifically, ProGen is able to generate protein sequences using an AI model.

A protein is a molecule essential to life, and a so-called “functional” protein is one that has a useful role, such as fighting an infection or speeding up a chemical reaction. Thanks to AI, Salesforce can imagine new proteins never before seen in nature, but which could be used to create drugs or industrial enzymes.

This project, although far removed from CRM at first glance, has a place here because it demonstrates the power, flexibility and reliability of the AI developed by Salesforce. If this technology is capable of generating protein sequences useful for health, it shows that it can also be used with confidence to create relevant and secure content in a CRM environment.

It also proves that Salesforce doesn’t limit itself to adapting off-the-shelf solutions: the company invests in cutting-edge research, develops its own tools, and tests their limits in demanding fields. This approach is then used to improve its commercial products.

In other words, the advances made in ProGen feed into and strengthen the capabilities of Einstein GPT, to the direct benefit of CRM users. ProGen thus becomes a symbol of Salesforce’s innovative and ambitious approach to AI.

The CRM revolution driven by Salesforce and AI is more than just a technological evolution: it’s profoundly redefining customer relations professions.

To remain competitive, professionals must now master intelligent tools, understand the challenges of data, and adapt to increasingly personalized customer journeys.

Salesforce’s proactive, innovative approach enables companies to take full advantage of these advances to deliver a richer, more relevant customer experience.

By integrating these technologies now, Salesforce is clearly positioning the CRM of tomorrow, centered on effective collaboration between humans and artificial intelligence, for the benefit of companies and their customers.