Marc Benioff unveils integrati of Siri with Salesforce Einstein, praises Apple0s Cook

The Salesforce Dreamforce cference started Tuesday and CEO Marc Benioff was present to describe what the company's recent partnership with Apple will bring to customers. In particular, Benioff has played the integrati of Siri with the Einstein AI platform of Salesforce, an important feature that is largely obscured in official press materials

Speak with CNBC & # 39; s Before joining Dreamforce in San Francisco, Jim Cramer told Benioff about the collaborati between his company and Apple, which was unveiled Mday, stating that every company must recsider who they are in the fourth industrial revoluti. For Benioff and the large customers of Salesforce, this means integrati with third parties to make better ctact with csumers.

The CEO of Salesforce has chosen to highlight Marriott, both in the CNBC interview and stage during the Dreamforce keynote, as a customer whose business model will so be influenced by the Apple tie-up.

"And you'll see in the keynote, we're going to give a whole new visi of the future of Marriott: all the technology, everything they have to do to cnect with their customers in a completely new way – and yes that includes starting the right when you come into a Marriott and your digital key, right your phe, "said Benioff, while he stopped his iPhone." And then of course the ability to talk to Siri and say, "Please order my favorite sandwich. "

He further explained that Siri is ly the beginning of the experience. While the details remained undiscussed, Benioff said that users could ask Siri to arrange the lighting, temperature and more of the hotel with their voice, all thanks to Salesforce Einstein.

Einstein, introduced in 2016, is an artificial intelligence soluti for delivering persalized and predictive customer experiences through the integrati of machine learning, deep learning, predictive analytics, natural language processing and smart data discovery.

Like other systems for learning systems, Salesforce Einstein adapts to each interacti with the customer and a new data point to smarter & # 39; to become focused targeted tasks. The service carries out billis of transactis every day, Benioff said. Applied to Siri, the AI ​​will serve as the backend of the voice assistant.

"How are you [Siri] know, where does it get all data? How does it have the background of the customer? It comes from Salesforce, we are the backend, & # 39; said Benioff.

Benioff's comments cfirm that Apple's virtual assistant will so use the Customer Relatiship Management (CRM) database from Salesforce to identify user data. Furthermore, Siri has access to Salesforce customers who depend Einstein, such as Marriott.

"So, what we do is cnect Einstein with Siri, or Einstein with any other voice platform, then we take that voice recogniti and move it to the database, remember, when I say," I want that turkey sandwich. " or & # 39; I want my favorite sandwich, Siri knows what I'm saying with my voice, but then we have to be able to take that and pick it up or insert it into the customer database, & # 39; he said. "That's the magic, that's the voice of Einstein: it's the glue, the middleware, it's the energy that cnects all the speech systems you use at home and your phes to the world's number e CRM, Salesforce."

Access to Einstein was not mentied in the announcement of Mday.

During the Dreamforce keynote, Benioff thanked Apple CEO Tim Cook for his positi ctroversial social and technical issues, particularly gender equality.

"Thanks to Apple for becoming a strategic partner.Thank you, Tim Cook.Thank you for fighting for gender equality.Thank you for fighting for equality and love in our industry.You are somee in our industry that we all can follow, "Benioff said.

Apple presents annual diversity reports, which break down employee gender and ethnicity statistics, and the company routinely displays its different programs for "diversity in inclusi". The most recent report, issued at the end of 2017, showed a largely static gender balance of 68 percent male employees compared to 32 percent female. In April, Apple had to draw up an analysis of the pay gap between men and women by the British government. Men who work for the company in that country earn average 5 percent more than women.

The statement 'fight for equality and love'; may be an allusi to Apple's attempts to combat discriminati against LGBT individuals. If Business insider points out, however, that Benioff was more critical of Cook the same subject.

In 2016, Salesforce, like Apple, fought against anti-LGBT legislati in a number of southern US states. Although Apple disapproved of the accounts in North Carolina and Mississippi, Benioff said that Cook needed to do more to stop a similar acti in Georgia.

In any case, Benioff seems keen to clean the air now that Salesforce and Apple are strategically aligned.

© Appleinsider

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