Dive Brief:

• Salesforce chief executive Marc Benioff and other execs touted Einstein, the company’s new AI service, at its annual Dreamforce event in San Francisco this week.
• Benioff says the company plans to integrate AI via Einstein into all of its sales, marketing, e-commerce, and customer service software products.
• Salesforce co-founder and CTO Parker Harris said the idea is for Einstein to help Salesforce customers "use AI to change the way they work."

Dive Insight:

Attendees at the show seemed eager to try the new AI-based products, which Salesforce personnel say will be able to do a variety of complex tasks that require potentially sorting through reams of data.

"I don’t tell Einstein about what my prospects are — it just figures them out," said Shubha Nabar, Salesforce’s director of data science, during the Wednesday Dreamforce keynote.

But how well Einstein will work in reality remains to be seen. AI implementations thus far have often been difficult to implement and cumbersome to use because of the amount of data they require.