Salesforce Unveils Genie, Flow for Industries and New Amazon Integrations

Credit: Salesforce

Salesforce has been busy upgrading the technology for and surrounding its industry-leading CRM platform. The SaaS giant’s latest innovation is a customer data platform (CDP) that unifies data across multiple apps and channels. Introduced at the Dreamforce 2022 conference, Salesforce Genie is designed to process large volumes of data streams and transactional information in real-time. Its use enables enterprise teams to design and deliver customized experiences that conform to their customers’ habits and preferences.

Salesforce realized the need for a CDP given the staggering number of applications businesses use. According to MuleSoft’s 2022 Connectivity Benchmark Report, businesses currently leverage an average of 976 applications, up from 843 in 2021. While these apps foster operational efficiency, they also tend to fragment data and customer experiences, producing hundreds of versions of data on a single customer.

Salesforce Genie harmonizes the siloed data from web, mobile, and API channels and then creates an extensive graph in real-time for each customer profile. This gives sales teams a clearer view of a customer’s previous transactions and communication history, among other pertinent information. As such, strategies can be formed based on the graphs.

Genie enhances various functionalities of the Salesforce CRM platform. The app’s Einstein AI, which yields more than 175 billion predictions daily, can give predictions and suggest actions in real-time if Genie is leveraged. The CDP also enables Salesforce Flow to automate tasks—also in real-time. As a result, Salesforce’s CRM will be faster, more powerful, and more convenient to use. Moreover, Genie will be available for other Salesforce properties like Slack, Mulesoft, and Tableau and offer distinct solutions for each.

Interestingly, Genie isn’t the only innovation Salesforce has been working on. The company also enhanced its automation capabilities and expanded its partnership with Amazon.

AI and Automation Enhancements

Salesforce recently expanded the offerings of its Flow product suite when it introduced Flow for Industries. The new platform allows users to build automated processes that are unique to their industries. It enables businesses to quickly build employee workflows and dynamic customer interactions, linked to enterprise data. In addition, the product affords solutions for data management and document generation.

Salesforce developed Flow for Industries since business process automation has a high demand. Research from Mulesoft and Vanson Bourn reveals that 91% of businesses admit that automation technology will be instrumental for their operations. Unfortunately, only 23% have applied automation in their business functions. The company capitalized on this opportunity.

Salesforce also established new integrations with Amazon Web Services to provide powerful and comprehensive solutions. These let users leverage Salesforce’s Einstein AI alongside Amazon SageMaker—AWS’s machine learning modeling service—and Amazon Ads. Salesforce Genie makes the integrations possible with its ability to process large volumes of data, so it can also be used in conjunction with the aforesaid functionalities. With these, users get to build AI models, which power real-time predictions and insights across Salesforce Customer 360, to serve their unique business needs.

This collaboration comes as the next step in Salesforce AI strategy as the brand seeks to expand what CRM platforms can do and further stamp its dominance in the CRM market.