Salesforce has announced Einstein GPT a major upgrade to its Einstein AI that uses OpenAI’s ChatGPT to improve its abilities.

On the heels of an announcement by Microsoft that it was releasing Dynamics 365, the world’s first ERP/CRM copilot, Salesforce has fired back with Einstein GPT. The company describes it as “the world’s first generative AI CRM technology, which delivers AI-created content across every sales, service, marketing, commerce, and IT interaction, at hyperscale.”

Salesforce says Einstein GPT will help transform the entire customer experience, thanks to generative AI.

Einstein GPT will infuse Salesforce’s proprietary AI models with generative AI technology from an ecosystem of partners and real-time data from the Salesforce Data Cloud, which ingests, harmonizes, and unifies all of a company’s customer data. With Einstein GPT, customers can then connect that data to OpenAI’s advanced AI models out of the box, or choose their own external model and use natural-language prompts directly within their Salesforce CRM to generate content that continuously adapts to changing customer information and needs in real time.

“The world is experiencing one of the most profound technological shifts with the rise of real-time technologies and generative AI. This comes at a pivotal moment as every company is focused on connecting with their customers in more intelligent, automated, and personalized ways,” said Marc Benioff, CEO of Salesforce. “Einstein GPT, in combination with our Data Cloud and integrated in all of our clouds as well as Tableau, MuleSoft, and Slack, is another way we are opening the door to the AI future for all our customers, and we’ll be integrating with OpenAI at launch.”

Sales personnel will be able to use Einstein GPT to generate personalized emails to customers, while service personnel will be able to use the tech to generate articles based on case notes, as well as auto-generate personalized interaction with customers.

Slack will also see Einstein GTP integration, giving users the ability to see in-depth insights.

Marketing personnel will be able to use Einstein GPT to generate personalized content and engage with customers across mobile, email, web, and advertising.

Even developers can get in on the action, using the technology to help generate code.

“We’re excited to apply the power of OpenAI’s technology to CRM,” said Sam Altman, CEO of OpenAI. “This will allow more people to benefit from this technology, and it allows us to learn more about real-world usage, which is critical to the responsible development and deployment of AI — a belief that Salesforce shares with us.”