In our data-driven economy, trust is a valuable resource. Consumers want to know how the data organizations collect is being used and whether it will be kept secure – and research suggests a large percentage of everyday shoppers and B2B consumers will stop shopping with businesses that violate that trust. 85% of customers aim to know companies’ data privacy policies before making a purchase, and 72% take a similar approach to AI.
Customers' concerns around data usage have grown as organizations expressed a growing interest in leveraging artificial intelligence. It’s little wonder why companies are so excited; the increased generative, predictive, and analytical capabilities of AI are well-documented, and there’s potential for utility in employee workflows and customer-facing services. However, research suggests consumers are reluctant to trust organizations that leverage AI. The key to trust is transparency, and consumers don’t really know how AI works or how businesses will use their data in conjunction with it.
Organizations aim to use AI ethically, but consumers are concerned
- 68% say that AI makes trust even more important; only 45% trust companies to use AI ethically
- 49% are concerned that AI will be used to leverage their data unethically
Closing the trust gap was a central theme at Dreamforce 2023. As Salesforce integrates AI into every aspect of its metadata framework, the solution provider desires to inspire confidence that organizations’ data will be used securely. The Einstein Trust Layer, debuted at this year’s conference, is a key component of that initiative.
Let’s talk about what it is, how it works, and why it elevates Salesforce above its peers.
Large Language Models (LLMs): how they work
Before we dive deeply into the Einstein Trust Layer, it might be helpful to briefly explain the mechanics of large language models (LLMs). When organizations talk about incorporating generative pre-trained transformers (GPT) into their operations/framework, they usually mean LLMs.
LLMs are deep learning algorithms that process large datasets in an attempt to understand relationships between words. These algorithms then can leverage the insights derived from this process to generate content in response to user prompts. The more data the LLM has access to, the more intelligent it will be – and the more varied its potential use cases are.
However, organizations and consumers alike are worried about how LLMs might process sensitive customer data. Once trained on identifiable personal information, financial records, medical charts, or account information, it’s near impossible to “delete” that data from the AI’s knowledge base. This has led to concerns around LLMs accidentally replicating and sharing personal information with other users. Worse, research shows that cybercriminals can extract personal information from LLMs 38% of the time via whitebox attacks and 29% with blackbox.
These are serious concerns that, as a newer technology, AI has not been able to easily address; at least, not on its own.
The Einstein Trust Layer: filtering out sensitive data
However, as Salesforce considered integrating AI into its vast catalog of products and services, the solution provider did what it does best: offer a solution. The Einstein Trust Layer is a proprietary pre-processing feature that employs a variety of tools to safeguard sensitive data and limit the risks associated with AI. With the Einstein Trust Layer, companies can:
- Mask sensitive data, safeguarding personally identifiable information (PII) before the AI model sees it
- Check for toxic output, screening out bias, inappropriate language, and any other form of offensive content
- Prevent harmful data leaks, as the Einstein Trust Layer has a zero data retention policy
- Remain in compliance with federal and state regulations for data usage
- Generate audit trails to easily track and review how user prompts have generated content
By building the Einstein Trust Layer directly into its CRM, Salesforce aims to close the trust gap while also unlocking an unprecedented level of utility for AI. Instead of using a variety of siloed systems working independently, organizations can rely on the autonomous toolset built into their solutions. With the Einstein Trust Layer, organizations can leverage the generative and predictive power of LLMs across company structures with peace of mind – a revolutionary step forward in the AI conversation.
Leverage AI to its full potential with Gerent
With the Einstein Trust Layer in place, Salesforce’s groundbreaking integration of AI is all but guaranteed to elevate the platform to new heights. The technology has always been impressive, but organizations haven’t been able to leverage it confidently to its full potential – too concerned with the possibility of security leaks, hallucinations, and toxicity. The Einstein Trust Layer mitigates those concerns, unlocking AI-powered CRM functionality across every aspect of sales and service.
Want to see what Salesforce powered by AI can do for your organization? Give us a call, and our consultants will walk you through how a tailored Salesforce solution can unlock revenue and drive growth.