Is Salesforce taking on Watson with Einstein AI capabilities?
Einstein brings AI data analytic capabilities to Salesforce platform, but what does that really mean?


Salesforce used its annual Dreamforce conference in San Francisco this week to drill home the message that it now has the (admittedly self-proclaimed) "smartest CRM offering on the planet".
The cloud giant has added AI capabilities to its platform using a new technology dubbed Einstein, in a move it believes will bring the power and intelligence of data scientists and put them in the hands of every user regardless of their line of business.
Einstein was officially unveiled by Salesforce in September, but it's only really now, during Dreamforce that customers are started to see what it means or can mean to them. And the reaction so far on the show floor has been really positive.
Salesforce executives have been keen to stress that Einstein's AI capabilities have been baked into the platform rather than simply layered on top or included as an add on. This, they say, means it will work across all current offerings – and, presumably, future offerings too.
Einstein works by capturing data (as Salesforce has always done, but with new data sets included), learning and then connecting the dots, according to the company's co-founder Parker Harris.
"Step one was the data, let’s capture it. All the data we’ve been [collecting] for 17 years plus other data. Then feed it to the algorithms. Then there’s insights. We’re going to use AI to change the way you work, to make you smarter," Harris told conference attendees during CEO Mark Benioff's keynote speech.
"We did not build a separate AI platform. We built it in. It means Einstein is everyone’s data scientist."
Get the ITPro daily newsletter
Sign up today and you will receive a free copy of our Future Focus 2025 report - the leading guidance on AI, cybersecurity and other IT challenges as per 700+ senior executives
The potential to change the way people work for the better through Einstein was echoed by John Ball, Einstein's general manager, who said: "We're at the beginning of an AI revolution. Einstein is all about taking that to the business world and bringing AI to your apps.
"Einstein simplifies all that [enterprise] complexity so we can bring AI to Salesforce. It takes the world's number one CRM and makes it the world's smartest CRM. It's really about transforming the way we work. It's about focusing on what matters and giving time back."
Maggie has been a journalist since 1999, starting her career as an editorial assistant on then-weekly magazine Computing, before working her way up to senior reporter level. In 2006, just weeks before ITPro was launched, Maggie joined Dennis Publishing as a reporter. Having worked her way up to editor of ITPro, she was appointed group editor of CloudPro and ITPro in April 2012. She became the editorial director and took responsibility for ChannelPro, in 2016.
Her areas of particular interest, aside from cloud, include management and C-level issues, the business value of technology, green and environmental issues and careers to name but a few.
-
RSAC Conference 2025: The front line of cyber innovation
ITPro Podcast Ransomware, quantum computing, and an unsurprising focus on AI were highlights of this year's event
-
Anthropic CEO Dario Amodei thinks we're burying our heads in the sand on AI job losses
News With AI set to hit entry-level jobs especially, some industry execs say clear warning signs are being ignored
-
Put AI to work for talent management
Whitepaper Change the way we define jobs and the skills required to support business and employee needs
-
More than a number: Your risk score explained
Whitepaper Understanding risk score calculations
-
Four data challenges holding back your video business
whitepaper Data-driven insights are key to making strategic business decisions that chart a winning route
-
Creating a proactive, risk-aware defence in today's dynamic risk environment
Whitepaper Agile risk management starts with a common language
-
How to choose an HR system
Whitepaper What IT leaders need to know
-
Sustainability and TCO: Building a more power-efficient business
Whitepaper Sustainable thinking is good for the planet and society, and your brand
-
What is small data and why is it important?
In-depth Amid a deepening ocean of corporate information and business intelligence, it’s important to keep things manageable with small data
-
Microsoft's stellar cloud performance bolsters growth amid revenue slump
News The tech giant partly blames unstable exchange rates and increased energy costs for the slowdown