For more than 20 years, Salesforce has been revolutionizing the customer relationship management space. Now, the company is changing the game again, with a focus on artificial intelligence.
Salesforce AI isn’t just about chatbots, digital assistants, or intelligent analytics. The company is building a unified platform where intelligent capabilities are built into every business workflow.
Whether you’re in sales, service, or marketing, artificial intelligence in Salesforce is there to help you and your team connect the dots between people, processes, and data.
By April 2025, Salesforce was already reporting an annual recurring revenue of more than $900 million for its AI-powered tools. The company isn’t slowing down either, with new upgrades to Agentforce and its Einstein solutions rolling out all the time.
For companies ready to dive into their own AI adventure, Routine Automation is here to help streamline and simplify your implementation. Our team of experts ensures that the integration of Salesforce’s AI tools aligns with your company’s specific needs. That way, you get the best possible return on investment from your AI initiative.
Salesforce has always been about connecting with customers. Over the years, it’s evolved from a simple CRM provider, into a company that offers tools for enhancing every aspect of customer interaction. Now, with AI at its core, Salesforce is reshaping the market again.
Unlike other companies that treat AI as a separate tool or “add-on”, Salesforce embeds proprietary solutions into every element of its ecosystem. Millions of businesses worldwide using the vendor’s cloud-based solutions for Sales, Service, Marketing (and more), can easily layer Sales Force AI tools into everything they do.
These tools do a lot more than just “automate tasks”. They’re there to solve real problems, whether it’s aligning data from various sources in the Einstein 1 platform, or automating end-to-end processes with Agentforce agents. According to Salesforce, the overall goal is to make AI accessible and actionable. Not just for developers, but for every user, across the enterprise.
Let’s face it, today’s businesses face a lot of challenges. They’re overwhelmed by endless data (around 402.74 million terabytes of new data is generated every day). They also face increasing pressure to personalize every experience, make faster decisions, and stay agile.
Salesforce AI tackles those challenges head-on, helping to:
Salesforce AI is exciting – but any kind of artificial intelligence still makes companies nervous. When you’re embedding AI into something as crucial as your strategy for building and maintaining customer relationships, it’s easy to get anxious.
Not everyone is completely “sold” on the idea of artificial intelligence in Salesforce yet. One major concern? Whether Salesforce’s latest AI tools can actually hold up in real business applications.
Solutions like Agentforce agents look great in demos, but can they deliver consistent results across industries, workflows, teams, and tech stacks? Can they integrate seamlessly with the resources companies already rely on?
Analysts have a term for this: jagged intelligence. It’s that frustrating gap where an AI model aces lab tests but stumbles in the wild. Salesforce is well aware of this, and they’ve responded by rolling out tougher benchmarks, smarter models, and more rigorous testing to raise the bar for real-world performance. At the same time, they’re not just chasing speed, they’re thinking about safety and accessibility, partnering with companies like RA to streamline and simplify deployments.
The worries are still there, but with teams like ours at Routine Automation, companies can take a more cautious approach to using AI for business optimization.
Part of what makes artificial intelligence in Salesforce so exciting, is it’s not just one product. It’s a suite of connected tools and platforms, designed to transform every aspect of customer relationship management. There are three main layers to Salesforce’s AI strategy:
The “platform-level” tools are where everything connects – your AI models, and your workflows.
At the center of it all is the Einstein 1 Platform, which acts like the central nervous system for your Salesforce AI setup. It pulls in clean, real-time data from every corner of your CRM (and beyond), powers it with AI models, and delivers smart suggestions and actions right inside your apps.
Then you’ve got Prompt Builder, perfect for marketers, service teams, or even admins who want to guide AI responses without writing a line of code. You can design structured prompts that automatically adjust based on customer or product context.
And for teams that need more muscle? Model Builder lets you bring in your own large language models (LLMs), including models you’ve trained in-house. That means you can tailor AI behavior to match how your business really works, not just how a vendor thinks it should.
This is where things get really exciting.
Agentforce is Salesforce’s framework for building autonomous AI agents that upgrade entire workflows. These aren’t just chatbots. They’re intelligent agents that can respond to customers, look up data, trigger workflows, and update records, and they do it all inside Salesforce.
AI agents in Salesforce aren’t just helpful assistants, they’re true digital team members. These custom solutions make up a huge part of Salesforce’s shift from just using AI to generate content to using it for executing real business tasks.
This is AI where you need it, right in the tools your teams already use.
Together, these three layers work like a well-oiled machine. Your data flows through the platform, your agents put it into action, and every team in your business gets the benefits, faster service, smarter selling, and campaigns that power real growth.
Let’s dive a little deeper, focusing first on one of the most exciting elements of the SF AI strategy – Agentforce. At its heart, Agentforce gives companies the infrastructure they need to build, customize, and deploy autonomous agents across business functions.
These agents are designed to interact with CRM data, respond to customer inquiries, trigger processes, and suggest actions, effectively acting as digital team members.
Under the hood, Agentforce is powered by advanced technologies such as Large Action Models (xLAM), which are designed for intelligent decision-making and real-time task execution. Models like TACO (Thought-Action Compiler) bring multimodal reasoning to agents, allowing them to solve complex problems using step-by-step logic and multi-input processing.
Agentforce agents also leverage the Atlas Reasoning Engine, a system designed to help agents think through tasks using real data, logic, and feedback loops. They plan, act, and even reflect on their results. It’s Salesforce’s answer to the limitations of traditional chatbots, these agents don’t just talk; they get things done.
For those worried about AI security, Agentforce also takes advantage of the Einstein Trust Layer and SFR-Guard, so you don’t need to worry about prompt injection, hallucinations, or compliance violations. Everything your agents do can be audited and guided by custom-built guardrails.
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Several companies have begun integrating Agentforce agents into their workflows, exploring new opportunities to improve customer service, sales, and marketing strategies. Disney uses Agentforce to power connected, contextual omnichannel journeys for customers.
Wiley uses to reduce support headaches, streamlining customer service tasks and boosting efficiency by around 40% on average. The great thing about Agentforce is that companies don’t have to start from scratch. Although you can build your own AI agents, Salesforce also offers pre-built customizable solutions such as the following:
For companies that get stuck during the implementation process, RA is ready to step in. If you’re still struggling to answer the question What is Agentforce, Salesforce partners like us are here to help.
We help businesses design, configure, and deploy AI agents that actually align with their strategy and tools. From setting up escalation rules to integrating external APIs, our team builds Salesforce agents that are smart, safe, and ready for real work.
We don’t just install AI; we architect it around your processes.
Agentforce might be the hottest topic among Salesforce AI fans right now, but it’d be nothing without Einstein – the intelligence layer powering the entire AI ecosystem.
Einstein is Salesforce’s umbrella brand for all of its AI capabilities, encompassing both generative and analytical tools. It’s designed to help businesses predict outcomes, recommend next steps, and automate tasks, all within the Salesforce platform.
At the heart of the Einstein suite is the Einstein 1 platform. That’s the all-in-one suite that connects Salesforce AI features, CRM data, AI models, and user interfaces in one place. It integrates data from various sources, creating a single source of truth for both human and AI agents.
The idea is to create a space where every department, from service to marketing and commerce, can benefit from AI-driven apps, workflows, and custom insights.
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Within the Einstein ecosystem, there are a handful of tools and solutions that are currently being rebranded based on the Agentforce update. For instance, Salesforce discontinued its Einstein Copilot (internal AI assistant) at the beginning of 2025, but it still offers companies access to Salesforce AI assistants that manage similar tasks, like HR workflows or onboarding strategies.
Companies can still create agents and Einstein GPTs (generative AI models) to create custom solutions and workflows. Einstein’s GPTs takes the raw power of language models and grounds them in your customer and business data. So instead of generic content, you get CRM-powered, personalized output, like drafting a contract, generating a service response, or even building a knowledge base article that actually aligns with your brand.
What’s more, it isn’t limited to one format. Einstein GPT can generate customer emails, Slack messages, FAQ responses, and even campaign briefs, and it does this by drawing on real-time data from across your Salesforce environment.
Alongside custom GPTs and agents, companies can also use the Einstein prediction builder to create predictive models inside Salesforce with zero code. Want to know which customers are most likely to churn? Or which deals are likely to close this quarter? Just set your target outcome, select your fields, and let Einstein do the rest.
Prediction Builder then gives you an easy-to-understand score for each record, embedded directly in your workflows, so your team can act on those insights immediately.
Then there’s the Einstein “Next Best Action” feature. When your team is unsure what to do next, Einstein Next Best Action removes the guesswork.
This tool delivers intelligent recommendations, whether it’s upselling a product, sending a follow-up, or offering a discount, based on both AI and rules-based logic. It works across Sales Cloud, Service Cloud, and beyond, and it’s fully customizable.
And importantly, these recommendations don’t just show up in a report, they’re embedded into the places where your team works every day, like the opportunity record, case view, or dashboard.
Einstein is also behind the tech that helps to ensure Salesforce AI bots and agents are secure, ethical, and compliant. The Einstein Trust Layer ensures that AI models operate securely, ethically, and transparently.
Core features include:
Salesforce also prioritizes human oversight in its AI strategy. Its committed to keeping the “human in the loop”, ensuring critical decisions are reviewed by humans, maintaining accountability and ethical standards. Human team members also get to implement their own customizations and guardrails when using AI for Salesforce workflows, with the prompt builder and model builder tools.
Prompting AI effectively can be tricky. Whether you’re using agentic or generative AI, Salesforce gives you the tools you need to minimize complexity. The prompt builder is a handy no-code tool that allows users to create reusable, dynamic prompts tailored to your Salesforce data.
You define the logic, choose the data inputs, and customize the responses, all using a visual interface. So instead of your team typing “make an email about this,” you can build a smart, on-brand prompt that does it consistently and accurately, every time.
And because Prompt Builder is connected to the Salesforce Data Cloud, your prompts can adapt in real time. For example, a marketing team can build a prompt that generates emails based on product interest, industry, and lead score, and let a custom agent take care of the output.
The model builder takes things a step further.
This tool allows companies to build complete models specific to their Salesforce AI use cases. They can implement their own custom LLMs or models trained on proprietary data into the Salesforce ecosystem. That means whether you’re in healthcare, finance, or any compliance-heavy space, this means you don’t have to rely solely on generic models.
You can build and deploy intelligent tools that reflects your data, your tone, and your goals. Want a model that knows how your claims process works? Or one that’s been trained on legal contracts? You can plug it into Salesforce using Model Builder and activate it within tools like Agentforce.
You also get guardrails, logging, and version control.
Salesforce AI isn’t just about clever chatbots or content generators, it’s about embedding intelligence across your entire customer journey. Whether you’re trying to close a deal faster, support customers more effectively, or launch smarter campaigns, AI is now baked into every part of the Salesforce ecosystem.
Sales reps didn’t sign up to spend hours updating records or scoring leads. Yet that’s where a lot of their time goes. Salesforce’s Sales AI gives team a proactive partner for streamlining tasks.
With AI inside Sales Cloud, reps get automated lead prioritization, predictive deal scoring, and intelligent conversation analysis. It helps them prep for meetings by summarizing recent activity and suggesting tailored next steps based on the customer’s journey.
Einstein can automatically generate a follow-up email after a sales call, using CRM data and past interactions. Reps just review, tweak if needed, and send. And when Agentforce is added to the mix, SDR agents can qualify leads autonomously, researching prospects, sending intro messages, and booking meetings, all before a human even steps in.
Customer support is one of the first places where Salesforce AI pays off fast.
Salesforce Einstein AI for Service Cloud uses natural language understanding to interpret cases, suggest responses, and escalate when needed. It can detect sentiment in incoming messages and recommend a tone-appropriate reply.
But it doesn’t stop at assistance. With Agentforce, companies like OpenTable are handling thousands of support tickets automatically, across channels like WhatsApp, web chat, and voice. AI doesn’t just “answer”, it updates records, summarizes tickets, schedules appointments, and even routes high-priority issues to human agents when needed.
The AI tools for Salesforce Marketing Cloud are all about enhancing and personalizing promotional strategies. AI tools can automatically segment audiences based on real-time behavior. Companies can use agents to generate personalized content like email headlines, CTAs, or social posts, directly inside Salesforce. Agents can even pull in live CRM data so messages are tailored, not templated.
Campaign Agents via Agentforce can also monitor KPIs and pause underperforming efforts without a marketer having to babysit the dashboard.
There are even custom agents that can handle lead nurturing, enhance online shopping experiences, and adjust campaign elements in real-time.
In commerce, timing and relevance are everything. Salesforce AI helps retailers and eCommerce brands recommend the right product at the right moment, not just based on past purchases, but on real-time behavior.
Einstein Commerce AI uses advanced models to offer personalized shopping suggestions, adjust pricing dynamically, and even generate promotional content using Einstein GPTs.
AI-powered agents can also guide shoppers through their journey, acting as virtual sales assistants that help customers find what they need faster.
Not every team wants out-of-the-box AI, and that’s exactly why Salesforce gives developers the power to go deeper and customize more.
With Salesforce’s AI for Developers toolkit, you’re not locked into rigid templates or black-box systems. Developers can build, train, and deploy custom AI models tailored to their exact business needs, and do it all within Salesforce’s secure, scalable ecosystem.
Companies can even use AI to generate, analyze, and enhance the code in their proprietary apps. Your AI agents can generate test cases, explain how code snippets work, and automate tasks within Salesforce Flow and other platforms.
Salesforce’s approach to AI isn’t just about adding new tools. It’s about helping companies grow into intelligent, autonomous businesses, step by step. The Salesforce five-level framework for agentic AI maturity is intended to work as a roadmap for evolving teams, showing businesses where they are on their AI journey and how they can upgrade.
Salesforce is redefining how the world thinks about AI. We’re moving from generating content and surfacing insights to building AI agents that act.
Einstein GPT and Prompt Builder made it easy to create content, things like personalized emails, campaign briefs, and knowledge articles. But that was just the warm-up.
Now, with tools like Agentforce, Salesforce AI is giving businesses the power to move beyond helpful suggestions and into real-world execution.
AI agents built with Agentforce don’t just recommend actions, they take them. They can process a support request, qualify a lead, send a follow-up, update a case, and loop in a manager when needed. No switching between screens, no manual intervention.
Despite macroeconomic uncertainty and investor caution, Salesforce continues to double down on AI innovation. At Dreamforce 2024, executives shared that Salesforce already had over 3,000 Agentforce customers, and that number continues to grow.
Salesforce is showing companies that AI in Salesforce isn’t just about automation, it’s about giving time back to teams. AI agents can handle routine admin like meeting prep, data entry, record updates, and triage. But they also help with high-leverage tasks like drafting strategies, responding to complex customer requests, or recommending the next best step in a deal.
What does that mean in practice?
Of course, all of this potential depends on one important thing: proper implementation.
At Routine Automation, we specialize in helping companies roll out Einstein, Agentforce, and the entire Salesforce AI suite with confidence. We guide you through everything: from readiness assessments to agent configuration, to team training and performance monitoring.
We don’t just install tools; we design intelligent systems that work for our clients.
AI in Salesforce is the future for all customer-facing teams.
Salesforce isn’t just building features; it’s reshaping the way businesses work. By embedding AI directly into workflows, Salesforce helps teams operate faster, more accurately, and with far less friction. It’s AI that’s grounded in real data and real processes — not AI that floats above your business in a disconnected tool.
But here’s the thing: with all this innovation, complexity is inevitable. There are new models, new tools, and a thousand ways to misconfigure something. That’s why working with certified partners like Routine Automation makes all the difference.
We help you cut through the hype and focus on building what works, practical, scalable AI systems that plug into your business and deliver ROI.
