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

The Salesforce Dreamforce conference 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 integration 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 collaboration between his company and Apple, which was unveiled on Monday, stating that every company must reconsider who they are in the fourth industrial revolution. For Benioff and the large customers of Salesforce, this means integration with third parties to make better contact with consumers.

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

"And you'll see in the keynote, we're going to give a whole new vision of the future of Marriott: all the technology, everything they have to do to connect 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 on your phone, "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 only 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 solution for delivering personalized and predictive customer experiences through the integration 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 interaction with the customer and a new data point to smarter & # 39; to become focused on targeted tasks. The service carries out billions of transactions 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 confirm that Apple's virtual assistant will soon use the Customer Relationship Management (CRM) database from Salesforce to identify user data. Furthermore, Siri has access to Salesforce customers who depend on Einstein, such as Marriott.

"So, what we do is connect Einstein with Siri, or Einstein with any other voice platform, then we take that voice recognition 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 connects all the speech systems you use at home and on your phones to the world's number one CRM, Salesforce."

Access to Einstein was not mentioned in the announcement of Monday.

During the Dreamforce keynote, Benioff thanked Apple CEO Tim Cook for his position on controversial 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 someone 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 inclusion". 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 on average 5 percent more than women.

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

In 2016, Salesforce, like Apple, fought against anti-LGBT legislation 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 action 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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