Maintain Your Strategy Designer Certification for Spring ’24

Learning Objectives

After completing this unit, you’ll be able to:

Work with AI models in Einstein Studio.
Drive hyper-personalization by using Databricks models.
Power generative AI by using third-party LLMs.
Explore innovations in Einstein bots.
Build targeted audience segments with generative AI.
Get insights on segment performance with Segment Intelligence.

Maintain Your Certification

If you hold the Salesforce Strategy Designer credential, keep in mind that you need to complete this module by the due date to maintain your certification. Another important part of maintaining your credential is ensuring your Trailhead and Webassessor accounts are linked.

Interested in learning more about getting certified? Check out the Salesforce Strategy Designer credential.

While anyone can earn this badge, this module is designed for those who hold the Salesforce Strategy Designer certification.

Protect the Integrity of Your Certification

The quality of our certification exams and the value our credentials provide are our highest priority. Protecting the security and confidentiality of our exams is essential to providing our customers with credentials that are respected and industry-leading.

As a participant of the Salesforce Certification Program, you’re required to accept the terms of the Salesforce Credential and Certification Program Agreement. Please review the Salesforce certification exam-taking policies in the Salesforce Credential and Certification Program Agreement and Code of Conduct Salesforce Help article for more details.

This module guides you through some of the most important updates and innovations affecting Salesforce designers over the past year.

Salesforce Updates Affecting Strategy Designers

Salesforce introduced major advancements in Data Cloud and Einstein AI capabilities in the past year. The Einstein 1 Platform gives companies the ability to safely connect data to build AI-powered apps and deliver new CRM experiences. The Einstein Trust Layer is the secure AI architecture built into the Salesforce Platform. Unified data fuels AI, automation, and analytics across every customer experience.

Before you incorporate AI into your design strategy, learn about the Responsible Creation of Artificial Intelligence in Trailhead. Designers should have a thorough understanding of their audiences to develop ethical AI systems and remove bias from data and algorithms.

Salesforce designers create human-centered experiences on the Salesforce Platform and build trust into every tool, experience, and service. Nowhere is that more evident than in Salesforce AI-centered innovations this past year.

AI Models in Einstein Studio

Einstein Studio is an easy-to-use AI platform that enables data science and engineering teams to build, train, and deploy AI models using external platforms and data in Data Cloud. External platforms include Amazon SageMaker, Google Cloud Vertex AI, and other predictive or generative AI services. Once ready, you can use the AI models in real time to power any sales, service, marketing, commerce, and other applications in Salesforce.

Use Einstein Studio as your home base for AI in Data Cloud. Manage the AI models that power your predictive and generative AI. Use the Einstein Studio tab to get started with AI and create or connect models. You can also use the Einstein Studio tab to see all your AI models in Data Cloud. Sort the models in the table, or use search to find a model to quickly view and access it.

Where: This change applies to Data Cloud in Developer, Enterprise, Performance, and Unlimited editions.

How: To add the Einstein Studio tab to your navigation bar, click the pencil icon. Click Add More Items and select Einstein Studio.

Build Your Own Predictive AI Models

Use clicks, not code, to create AI models. In Einstein Studio, click New and select Create a model from scratch. Let Einstein guide your way to AI-powered predictions in Data Cloud. For example, predict numeric measures like opportunity amount or case satisfaction score. Or predict binary outcomes such as whether you’ll win or lose an opportunity or the likelihood a case will be escalated.

New button is highlighted on Einstein Studio screen, and the subsequent Model Builder screen shows the “Create model from scratch” option.

Get Predictions from Your AI Models

Use Einstein Studio prediction jobs or Flow Builder actions to consume predictions from your AI models. Activating a model enables you to consume predictions in Salesforce. The resulting actionable insights can be used to drive business intelligence.

Enrich Your Batch Data Transforms Using AI Models

Use AI models created in Einstein Studio to add predictive and prescriptive intelligence to a Data Cloud object using batch data transforms. Quickly evaluate your predictions across large datasets and assess models before deploying them. You can use the aggregated outputs from your data transforms to create data visualizations in Tableau, CRM Analytics, and other Salesforce apps.

Drive Hyper-Personalization Using Databricks Models

Connect your Databricks models with data in Data Cloud to deliver predictive intelligence and actionable insights for hyper-personalization. With Einstein Studio Bring Your Own Model (BYOM), data scientists and admins can access highly curated, harmonized, and near real-time Einstein 1 data in Databricks. You can use the predictive insights to enrich customer profiles, create segments, and customize end-user experiences across touchpoints.

Power Generative AI Using Third-Party LLMs

Connect to generative AI power from external large language models (LLM) inside Salesforce. In Einstein Studio, you can now set up an external LLM as a foundation model to serve as a source for generative AI. For example, configure Open AI or Azure OpenAI to summarize text or generate chat responses to accelerate tasks, reduce response time, and enhance your overall operational efficiency.

How: In Einstein Studio, go to the Foundation Models tab and click Add Foundation Model. Enter the endpoint details, and specify a name. After the foundation model is established, you can configure it to use.

Explore Innovations in Einstein Bots

Teach Your Bot New Languages with the Cross-Lingual Intent Model

Upgrade to the cross-lingual intent model to get improved bot performance and simplify adding languages to your natural language processing (NLP).

Send a Dynamic File with an Enhanced Bot

Easily send your customers personalized files, such as an invoice related to an account, using an enhanced bot. You can now dynamically populate and send a file with an enhanced bot. Previously, you could send only static files stored in the Asset Library.

Improve Customers’ Shopping Experience with the Commerce Concierge Bot Template

Use the Commerce Concierge bot template to connect your store to new or existing Einstein bots. Your customers can authenticate in the store; access multiple accounts; reorder; and leverage Einstein generative AI features, such as product discovery and product discovery feedback.

Run Flows in Bot User Context

With this update enabled, a flow initiated by a bot runs in user context. The user profile and permission sets associated with the bot, and any sharing rules, determine the object permissions and field-level access of the flow. This update prevents flows initiated by a bot from creating, reading, updating, or deleting records that the bot doesn’t have permission to access or modify.

Build Targeted Audience Segments

Use generative AI to build targeted audience segments in Data Cloud with Einstein Segment Creation. Describe the target audience, and Einstein Segment Creation produces a segment in seconds using trusted customer data available in Data Cloud. You can also edit and fine-tune the segment as needed.

When: This functionality is available on a rolling basis starting in Spring ’24.

How: In Data Cloud, create a new segment and then select Einstein Segment Creation. In the Einstein panel, enter a description of your segment using simple text, and then review the draft and make changes as needed.

Get Insights on Segment Performance with Segment Intelligence

Analyze your segment data with Segment Intelligence, an in-platform intelligence tool for Data Cloud for Marketing. With a simple setup process, out-of-the-box data connectors, and pre-built visualizations, Segment Intelligence helps you optimize segments and activations across common channels, including Marketing Cloud Engagement, Google Ads, Meta Ads, and Commerce Cloud.

Where: This change applies to Data Cloud in Developer, Enterprise, Performance, and Unlimited editions. Using Segment Intelligence requires a Data Cloud Starter license.

When: For details about timing and eligibility, contact your Salesforce account executive.

How: To set up Segment Intelligence, go to Salesforce Setup. To view Segment Intelligence dashboards, go to Data Cloud and select the Segment Intelligence tab.

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