SQDM shares an article from Techtarget where the integration of artificial intelligence to CRM systems and the possible understanding and use that dark data can have at the enterprise level is projected.
Industry analysts speculate that in Salesforce Einstein we will be able to find insights ranging from more accurate and intelligent predictions for marketers and sales agents, to better compilation of business data and its meaning.
With less than a month to go before the Dreamforce conference, Marc Benioff, founder and CEO of Salesforce, hinted at one of the big news to be unveiled during the user conference – his company’s new offering called Salesforce Einstein. Details on the solution-or even clarity on whether it’s a product or a suite-wide upgrade-are scarce, but it doesn’t take someone with Einstein’s wit to connect the name of this release to the recent run Salesforce has had in artificial intelligence and machine learning-related acquisitions..
“I imagine Salesforce will be employing artificial intelligence to accelerate the performance of the entire sales pipeline, from prospecting to closing,” says Karl Becker, president of The Carruthers Group, a Colorado, U.S.-based marketing and sales program consultancy. “From what I’ve heard, I think there’s a good chance that the artificial intelligence technologies that Salesforce has acquired that are focused on machine learning, data mining, statistical analysis and predictive intelligence can all be assembled to create a version of this concept.”
“Artificial intelligence provides capabilities for enterprises to consume Dark Data, whether it’s medical images, natural language or social network information,” says Adam Bataran, senior director of analytics at Bluewolf, a New York-based consultancy and Salesforce Partner. “Many organizations are unable to unlock information silos and the true value of their dark data; even though such information is being stored, it is not being used or leveraged.” Bataran speculates that Einstein will help solve the dark data problem and will not only provide insight into that data but what to do with it. “In the past, companies would leverage BI capabilities, generating a ton of reports and then a human would have to determine what is the best action to take. Now, we’ve reached a tipping point where a machine with artificial intelligence and cognitive capabilities is able to determine the next best action.”
Artificial intelligence has permeated the consumer space for nearly half a decade-every time we interact with Apple’s Siri, Microsoft’s Cortana or Amazon’s Echo, artificial intelligence is doing its thing. While the application that artificial intelligence and cognitive computing has within the enterprise space continues to be explored, Salesforce expects Einstein to be integrated into those AI systems/branding.
“Most companies generate mountains of data, and over the last eight years there has been a lot of movement on the business side to figure out what that data means and what application it can have,” says Rodney Nelson, an analyst at Morningstar Inc. “The consumer side is very different; our constant interaction with devices demonstrates the overwhelming exposure to artificial intelligence. Companies are still trying to determine their internal processes and best practices. Artificial intelligence is here to stay and is going to become more and more prevalent.”
Read the full article here.
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