What is generative AI, and how can it help SMBs?

Generative AI is technology built on pre-trained, large-language models that help users create unique text, images, and other content from text-based prompts. Although it has the potential to transform sales, it will face several hurdles before it can become mainstream. That’s why Salesforce recently published five guidelines for trusted generative AI development, and explained the potential for generative AI in enterprise tech — and how to balance this transformative tech with the reality and risks.

1. Generative AI could give every sales rep a virtual assistant

Generative AI will automate more time-intensive sales tasks like composing emails, scheduling meetings, and preparing notes for the next interaction. By using generative AI to summarize past customer interactions, sales teams will be better informed for important conversations and will be able to identify and close upsell opportunities without jeopardizing customer relationships.

2. It could replace web-to-lead forms with personalized engagements

Generative AI can produce fast, personalized customer communications based on historical data and customer interactions. The technology could also help you qualify leads and answer common customer questions more quickly. This customer-centric shift will help SMBs deepen existing relationships and fuel new customer acquisitions through frictionless buying experiences.

3. It could automate the prospecting process

Generative AI can help boost pipeline growth by crafting personalized emails to engage with the most promising prospects. When combined with predictive modeling that can forecast customer behavior — such as which products customers are likely to purchase — generative AI can transform prospecting efforts from tedious and time-consuming to optimized and autonomous.

Another step forward

Sales Cloud Einstein launched in 2016 with AI capabilities to help all companies — but especially SMBs with fewer resources — focus on their most promising leads and automate time-consuming sales tasks like data entry.

Salesforce has continued to evolve the technology, and today, Einstein generates nearly 200 billion predictions each day. The emergence of generative AI offers exciting opportunities to build on that progress.