In today’s fast-paced digital landscape, artificial intelligence is no longer a futuristic concept—it’s a game-changer for modern businesses. Salesforce has taken a bold leap forward with Einstein AI, the world’s first generative AI for CRM, designed to revolutionize how sales teams operate. From crafting personalized emails to uncovering hidden relationships and analyzing sales conversations, Einstein AI empowers organizations to sell smarter, faster, and more effectively.
This blog dives deep into the transformative capabilities of Einstein AI within Salesforce Sales Cloud, showcasing how it enhances productivity, customer engagement, and decision-making. You’ll learn how to enable Einstein in your Salesforce org, explore its core features like Einstein Relationship Insights (ERI), Einstein Conversation Insights (ECI), and Sales Email, and discover real-world use cases that demonstrate its impact on sales performance.
Whether you're a Salesforce admin, a sales leader, or a curious innovator, this guide will help you unlock the full potential of AI in your CRM strategy. Let’s explore how Einstein is reshaping the future of sales—one intelligent insight at a time.
How to enable Einstein in Salesforce
We can only enable the Einstein Generative AI in Unlimited Edition. I hope this feature will be live on the developer edition soon.
Follow the steps to enable Einstein.
Before enabling Einstein, ensure that Data Cloud is provisioned and enabled in your org. Data Cloud is essential for key Einstein Generative AI features, including the Trust Layer.
To enable Data Cloud, go to Setup
Search for Data Cloud Setup Home and select it
Click Get Started and follow the steps to enable it in your org
Search for Einstein Setup in the quick find box, and select it.
Click on the toggle button to turn on Einstein
Which editions include Einstein AI in Sales Cloud?
We can only use it in Professional, Enterprise, and Unlimited editions.
Some of the AI features in Sales Cloud:
Einstein GPT in the sales cloud assists us in increasing efficiency by producing a personalized email for customers, scheduling a meeting, and generating insight from the sales call.
Also, Sales GPT provides the following features
Einstein Relationship Insights (ERI)
Einstein Conversation Insights (ECI)
Sales Email
1. Einstein Relationship Insights
Einstein Relationship Insights helps identify individuals and companies that are connected to your business.
Analyzing your organization’s web content, news articles, and internal documents uncovers new relationships.
You can use these insights to prioritize contacts and accounts, enrich leads, and boost the productivity of your sales team.
With supporting documents that explain the relationships, sales teams can target the right people and companies, discover more opportunities, and close deals.
This AI tool eliminates the need for manual searches for potential customers; instead, it identifies prospects for you. As a result, it enhances sales efficiency while saving valuable time.
1.1 A license needs to be assigned to use Einstein relationship insights:
Einstein Relationship Insights Basic: The User can explore new relationships from new articles. Users with this license can also view related person or account records and create records.
Einstein Relationship Insights Starter: Your users can explore opportunities and gain insights by querying various data sources, including the web and news.
Einstein Relationship Insights Growth: Users need the Einstein Relationship Insights Growth license to explore the relationships not only from Web and news, but also by using the additional content sources
1.2 Set up Einstein Relationship Insights: -
Assign the ERI Basic/ERI Starter/ERI Growth Permission Set to the user
EnableEinstein Relationship Insights
Go to Set up and search for Einstein Relationship Insights in the quick find box
Click on the toggle button near the Einstein Relationship Insights to enable it.
Set up the object connection for the Person object
Select the appropriate fields and record type details for the required objects.
In Salesforce, the Contact object is typically regarded as the Person object. However, if your Salesforce organization uses a different object, you may choose that instead.
In this configuration, the Contact object has been designated as the Person record, with the Account Name, Title, and Department fields selected.
Likewise, we can add up to 5 person objects.
To set the object connection for the Company object
Select the appropriate fields and Record Type details for the required objects.
Typically, in Salesforce, an Account is treated as both a Person object and a company object. However, if your Salesforce organization uses a different object, you can select that one as well.
In this case, the Account has been configured as a Company Record, with the Name, Website, and Industry fields selected.
Likewise, we can add up to 5 company objects.
To search the relationship between people and companies, we need to select the Content Sources for ERI to search.
Manage Access to the Einstein Relationship Insights App
Access to the Einstein Relationship Insights Canvas App must be provided under Connected Apps on Profiles.
1.3 Use Cases of Einstein Relationship Insights
1. Identifying Key Decision-Makers
What it does: ERI scans internal CRM data, emails, and external sources like websites and news articles to uncover relationships between contacts and companies.
How it helps:
Sales reps can instantly see who influences buying decisions.
ERI highlights warm connections—such as mutual colleagues or shared networks—that can be leveraged for introductions.
This reduces time spent manually researching and increases the chances of engaging the right person early in the sales cycle.
Example: A rep targeting a large enterprise account sees that a colleague has previously interacted with a VP at that company. ERI surfaces this connection, enabling a warm intro.
2. Prioritizing Leads and Opportunities
What it does: ERI assigns relationship strength scores based on communication frequency, sentiment, and shared connections.
How it helps:
Sales reps can focus on leads with stronger relationship signals, increasing conversion likelihood.
Opportunities with weak relationship scores can be flagged for nurturing or reassessment.
Managers can use these scores to guide team strategy and resource allocation.
Example: A lead with frequent, positive email exchanges and shared connections gets a high score, prompting the rep to prioritize follow-up.
3. Expanding Sales Networks
What it does: ERI analyzes communication data, web pages, and social media to suggest new contacts and companies related to existing opportunities.
How it helps:
Sales teams discover untapped prospects within a target account’s ecosystem.
ERI reveals connections that might not be in the CRM yet, helping reps grow their pipeline organically.
It supports account-based selling by identifying influencers and stakeholders around a deal.
Example: While researching a client’s website, ERI identifies a partner company and suggests relevant contacts there who could be strategic allies or new leads.
2. Einstein Conversation Insights
Einstein Conversation Insights allows us to create automatic transcriptions of voice or video calls between consumers and business representatives.
For example, if you are discussing a product with a consumer, these insights help determine the customer's level of interest.
This feature aids businesses in increasing sales made through phone calls by providing brief insights into the keywords discussed during the conversation, such as pricing and product.
Einstein Conversation Insights seamlessly integrates with the three major online meeting platforms: Zoom, Google Meet, and Microsoft Teams. In terms of voice recordings, you can select from a variety of dialers that your company may already use, including Sales Dialer, Dialpad, RingCentral, Aircall, or Amazon Connect.
2.1 Set Up Einstein Conversation Insights: -
Follow the steps below to Set Up Einstein Conversation Insights: -
Go to Set up and search for Einstein Conversation Insights in the quick find box
Select General Settings under the Einstein Conversation Insights
Turn on the Conversation Insights toggle button
As a second step, we need to connect to a Voice and Video Recording Provider to generate the audio and video insights.
We also have some additional features for Einstein Conversation Insights, such as
Optimal Speaker Separation
Related record matching
Insights reports and conversation-related measures for enablement
Then, we need to assign the Einstein Conversation Insights Permission Set to the relevant users
Finally, we need to Set Up Call Insights to track important keywords, such as mentioning our competitors and products that are vital to our organization.
2.2 Use Cases of Einstein Conversational Insight
1. Call Transcription and Keyword Detection
What it does: Einstein Conversational Insight automatically transcribes voice and video calls and detects mentions of specific keywords like competitors, pricing, products, and next steps.
How it helps:
Sales reps don’t need to take manual notes.
Managers can quickly identify strategic topics discussed.
Enables tracking of competitor mentions or pricing objections across calls
2. Surfacing Coachable Moments
What it does: Einstein Conversational Insight highlights parts of conversations that may need improvement—like missed opportunities, poor objection handling, or unclear messaging.
How it helps:
Managers can coach reps using real call data.
Improves rep performance through targeted feedback.
Encourages continuous learning and development.
3. Conversation Summarization and Action Items
What it does: AI summarizes calls and extracts action items automatically.
How it helps:
Reps get a clear list of follow-ups without re-listening to calls.
Ensures no critical task is missed.
Speeds up post-call workflows and CRM updates.
3. Sales Email
Einstein GPT in the sales cloud assists in the generation of personalized emails for customers using Salesforce data and CRM for contacts and leads.
Salesforce offers numerous predefined prompt templates for delivering emails, and the Dynamic Grounding approach is used to connect customer data with the prompt template.
3.1 Turn on Einstein Sales Email:-
Follow the steps below to turn on Einstein Sales Email
Go to Set Up and search for Einstein for Sales in the quick find box
Click on the toggle button near the Turn on Sales Emails to enable the Einstein Sales Email
3. Then, assign the Einstein Sales EmailsPermission set
3.2 Use Cases of Sales Email
1. Lead Nurturing
What it does: Build relationships with prospects over time.
How it helps:
Automated email sequences keep leads engaged.
Personalized content based on lead behavior and interests.
Helps move leads through the funnel until they’re ready to buy.
2. Follow-Up After Meetings or Calls
What it does: Reinforce discussions and outline next steps.
How it helps:
Ensures continuity in the sales process.
Keeps prospects informed and engaged.
Can include call summaries, action items, and scheduling links.
3. Post-Sale Engagement
What it does: Maintain relationships after a deal is closed.
How it helps:
Encourages upselling, cross-selling, and referrals.
Supports onboarding and customer success.
Builds long-term loyalty.
Conclusion
This blog explores the evolution of AI, particularly within Salesforce Einstein AI—the first generative AI for CRM. It delves into Einstein AI’s ability to enhance the customer experience by automating personalized content creation, improving sales efficiency, and streamlining workflows within Salesforce Customer 360. The post provides a detailed guide on enabling Einstein AI in Salesforce and outlines its key features, including Sales GPT, Einstein Relationship Insights, Einstein Conversation Insights, and Sales Email. Additionally, it emphasizes how AI-powered solutions are transforming sales strategies while saving valuable time.