Salesforce recruits Einstein to increase conversion

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Salesforce has launched an artificial intelligence engine which can identify the leads most likely to become customers.

Salesforce has called the suite of AI components “Einstein”, despite it being probably the most over-used name in almost any context.

The company, which claims to have the world’s number-one customer relationship management (CRM), says the reason why it’s labelled its new system Einstein is because of scientist Albert Einstein’s dictum that the definition of genius is taking the complex and making it simple.

In a statement the company says: “Salesforce Einstein is a set of best-in-class platform services that bring advanced AI capabilities into the core of the Customer Success Platform, making Salesforce the world’s smartest CRM.”

Einstein uses advanced machine learning, deep learning, predictive analytics, natural language processing and smart data discovery to develop customer models.

These models are customised for every single customer, says Salesforce, adding that Einstein can learn, self-tune, and get smarter with every interaction and additional piece of data.

Salesforce adds: “Most importantly, Einstein’s intelligence will be embedded within the context of business, automatically discovering relevant insights, predicting future behavior, proactively recommending best next actions and even automating tasks.”

CRM market share 

According to Gartner, Salesforce is the leading vendor in the CRM market, with approximately 20 per cent of total revenue in 2015. This is a slight increase from 2014, when Gartner estimated that it had just over 18 per cent.

The list, as Gartner published it, is as follows, with market share:

  1. Salesforce: $5,170 million — 19.7 per cent
  2. SAP: $2,684 million — 10.2 per cent
  3. Oracle: $2,047 million — 7.8 per cent
  4. Microsoft: $1,142 million — 4.3 per cent
  5. Adobe: $936 million — 3.6 per cent
  6. Others: $14,308 million — 54.4 per cent

While SAP and Oracle may be expected to take their places in the upper echelons of the market, the appearance of Adobe at such heights might surprise some.

The maker of the popular Creative Suite of applications — which includes InDesign, PhotoShop and Illustrator — displaced IBM on the Gartner survey’s list, the data from which is shown as a pie chart below.