Salesforce is revolutionizing the business experience of customers in the AI era based on 'AI CRM (Customer Relationship Management).' Salesforce integrates scattered customer data into a single platform and introduces generative AI to help achieve work efficiency.

Salesforce, a leader in the global CRM market, held its annual IT conference 'World Tour Korea 2024' and press conference at COEX in Samseong-dong, Seoul on the 18th. 'World Tour Korea 2024' is held in major cities around the world for professionals in various industries, and this year's event held in Seoul featured speakers Ryan Nichols, Chief Product Officer (CPO) of Salesforce, and Sanjna Parulekar, Vice President of Product Marketing at Salesforce, introducing Salesforce's product innovation and customer experience innovation strategy based on AI CRM.

Salesforce Korea Business Director Son Bu-han asserted, “Only when data can be utilized in a trustworthy AI environment can it drive improvements in employee and customer experience across the entire organization, from marketing to sales, service, commerce, and IT.”

“It will become routine for companies to integrate scattered customer data into the Einstein1 platform and connect to the data cloud, allowing all departments within the company to communicate with data and make scientific decisions with AI,” he said.

Salesforce emphasizes five methodologies: △Completion of the Customer 360 System, △Data Integration and Coordination, △Collaboration through AI, △Securing Enhanced AI Insights, and △Copilot. In particular, Salesforce supports the creation of an environment where generative AI technology can be utilized in areas ranging from sales, marketing, and service to app development through the ‘Einstein 1 Platform’ based on generative AI.

Salesforce's 'Einstein 1 Platform' integrates data, AI, and CRM into a single metadata platform, supporting the construction of a business environment that improves customer experience and work productivity through AI technology in a trustworthy environment in a low-code and no-code manner.

For example, you can develop and customize conversational AI for predicting sales, building self-service chatbots, and marketing automation. The studio on the Einstein 1 platform provides an environment for developing customized personal AI assistants beyond ‘executive-level AI assistants’. This allows you to perform tasks efficiently in areas such as marketing, sales, and service.

Salesforce emphasizes data innovation for AI innovation. Salesforce claims that "over 72% of companies are struggling with disconnected data when introducing generative AI," and that "for enterprise data, securing data and data reliability, and establishing security devices are most important."

According to Bae Sang-geun, head of solution engineering at Salesforce Korea, “The reliable platform Einstein1 is the foundation of ‘Customer 360’ that integrates customer information into one, and supports integrated connectivity and automation under the metadata framework.” In this case, ‘Customer 360’ is a storage space that integrates data from all contact points with customers into one. All teams can access one connected data and increase productivity through AI CRM implementation.

Salesforce proposes a 'data cloud' that integrates scattered data into a single platform to help utilize reliable AI. Salesforce added, "We process 2.4 trillion pieces of data, and this is open and connected to other platforms, integrating structured and unstructured data from not only Salesforce data but also data lakes and warehouses, and is structured and integrated metadata."

Salesforce also said, “With the ‘Einstein Trust Layer,’ companies can protect data security and personal information while experiencing new changes brought about by generative AI.”



Slack AI and Tableau Pulse were also demonstrated on-site. Slack AI not only summarizes channel conversations necessary for work, but also provides customized search results, supporting easier collaboration. Tableau Pulse allows even field workers to check the necessary data and insights at a glance by entering questions in natural language without any specialized knowledge.

“What sets Salesforce apart from others is that it has acquired Slack, Tableau, MuleSoft and others and is evolving its product offerings based on synergies,” said Sanjna Parulekar, vice president of product marketing at Salesforce.

Salesforce Korea CEO Son Bu-han said, “I hope that this World Tour Korea will be a fruitful time for us to think together about the future of business we should pursue based on the various success stories revealed and the new values suggested by AI CRM.”

Meanwhile, in the keynote speeches at the event that day, Eun-kyung Lee, Team Leader of Hyundai Motor Company’s Global Digital CX Team, and Soo-min Kim, Managing Director of Lock & Lock’s Global Online Headquarters, gave presentations. They explained that Hyundai Motor Company is continuously innovating to manage customer vehicle data on a single platform based on Salesforce and to provide convenient customer-centered services.

The industry session revealed innovation methodologies and success stories based on Salesforce's specialized solutions for each industry, including manufacturing, distribution, consumer goods, and finance. In the startup session, representatives from Classum, Airsmedical, and Spandit appeared as panelists and shared insights on their customer-centered digital innovation journey.

In addition, 15 companies and 21 partner companies, including LG Electronics, Samsung BioLogics, SK C&C, Kyobo Life Insurance, Woowa Brothers (Baedal Minjok), Bucket Place (Today's House), and Studio Kingdom, participated in over 35 sessions to share successful cases of digital innovation and insights to improve customer experience.