Abstract

The dynamics of using CRM have changed rapidly due to the advances in AI technology, which has allowed for the use of intelligent and informatics technology in handling customers. It is crucial to understand that oldfashioned techniques of using CRM systems for data storage and achieving simple analytical capabilities have evolved with the incorporation of AI to become a powerful tool capable of predicting customer needs and automating communication processes. Salesforce Einstein is one of the best artificial intelligence CRM solutions, and it uses machine learning, NLP, deep learning, and predictive analytics to improve the customer engagement approach. One of the significant advantages of employing artificial intelligence in sales and customer service is the discovery and analysis of immense amounts of customer data and its application in making effective decisions in an organization. As a result, businesses can gain such advanced knowledge of the customers, making it possible to engage them through highly targeted marketing and sales methods that enhance customer satisfaction and loyalty. This paper aims to explore the basic structures of Salesforce Einstein and introduce it as the tool that revolutionizes customers’ interactions in sales, marketing, service, and analytics. In this literature review, we discuss the development of AI technology in CRM solutions and its correlation with performance metrics. The measure and analysis sections describe the evaluation approach to planted Einstein’s effectiveness, supported by data from real practice implementation. Overall, the findings herein reveal positive customer-oriented, financial, and organizational outcomes, thus verifying the potential of AI in CRM. Therefore, it assesses the impediments to implementing AI features of CRM systems in businesses and outlines relevant lines of research for advancing AI-based CRM systems in the future. Thus, this study aims to explain how AI is transforming the CRM landscape by showcasing the features and values of Salesforce Einstein.