Salesforce deepens AWS partnership for “bring your own AI” innovations

At Dreamforce, Salesforce and AWS announced new integrations between the Salesforce Platform and Amazon SageMaker. The integrations will enable customers to use Amazon SageMaker, AWS’s machine learning (ML) modelling service, alongside Einstein, Salesforce’s artificial intelligence (AI) technology, to build new AI models tailored to the unique needs of their business — and use them in real time across the Customer 360.

Data scientists and developers will have seamless access to real-time, unified, and cleansed customer data – alongside other data from their AWS data lake or data warehouse – for building and training ML models in Amazon SageMaker using their framework or tools of choice. These custom-built models can be used across the Salesforce Platform to power predictions and insights for customers. This drastically shortens time-to-value for custom AI investments by simplifying the process of training and deploying ML models for production use.

The new Salesforce Genie - a real-time customer data platform - enables these integrations. Genie unlocks the ability to grant Amazon SageMaker with secure, native data access for model training, and also enables real-time inference calls to Amazon SageMaker to power AI predictions anywhere across the Salesforce Platform.

“Customer experience is most impactful when it happens in the moment that matters to the customer, when it’s personalised, and when it’s comprehensive. That requires a massive amount of real-time data, automation, and intelligence to train AI models to understand a brand’s customer and a brand’s business. By empowering organisations to bring their own AI models, Salesforce and AWS are enabling teams to bring AI…and the customer data now available across the enterprise with CDP…out of the silos for the benefit of everyone,” said Liz Miller, Constellation Research. CDP stands for customer data platform.

These new integrations represent a shift to an open AI platform strategy for Salesforce, enabling customers with new options to meet the unique needs of their business. Customers can choose the purpose-built models or point-and-click model builders powered by Einstein, or leverage pretrained or custom-built models trained and deployed with Amazon SageMaker, to power predictions across the Salesforce Customer 360.

Amazon SageMaker complements existing Einstein AI capabilities by solving for the needs of data scientists and developers who want to use their preferred tools and ML frameworks within Amazon SageMaker to build, train, and deploy AI models that drive predictions across the Salesforce Platform.

Additional partnership momentum includes Amazon Ads integration with Salesforce Genie and the availability of new business applications and platform integrations. These innovations accelerate digital transformation and increase efficiency and productivity for sales, service, commerce, marketing, and IT teams.

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