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Ethical AI: What is Salesforce’s Einstein Trust Layer?

Salesforce’s Einstein Trust Layer closes the trust gap, providing organizations with a way to use AI ethically and securely.

Customers' concerns around data usage have grown as organizations express 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

Did you know? 68% of customers say that AI makes trust even more important, but only 45% trust companies to use AI ethically

Closing the trust gap was a central theme at Dreamforce 2023. As Salesforce positions itself to become the #1 AI CRM,  it desires to inspire confidence that organizations’ data will be used securely. A key component of that initiative, built directly into Salesforce Einstein, is the Einstein Trust Layer.

Let’s talk about what it is, how it works, and why it elevates Salesforce above its peers.

What are Large Language Models (LLMs)?

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.

Large Language Model: A deep learning algorithm that processes large datasets in an attempt to understand relationships between words. These algorithms can then 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. Organizations are already using LLMs to provide support for a variety of complex processes, including customer service, claims processing, even clinical diagnoses.

For more on the benefits of utilizing LLMs, as well as other forms of generative AI, check out our blog!

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 nearly impossible to “delete” that data from the AI’s knowledge base. 

This has led to concerns about 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 hacks. 

These LLM security risks are serious concerns that organizations have struggled to address, at least until now.

The Einstein Trust Layer: Filtering Out Sensitive Data

Marc Benioff speaking on the “why” of the Einstein Trust Layer during the Dreamforce 2023 keynote.

However, as Salesforce began integrating AI into its vast catalog of products and services, the solution provider did what it does best: offer a trusted 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 protect customer data while unlocking an unprecedented level of AI utility. Instead of using a variety of systems working independently, organizations can rely on the 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 ethical AI development

Interested in hearing more about Salesforce Einstein and its integration with AI? Check out this blog!

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. 

AI 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!

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