Salesforce unveils its biggest innovation in 20 years TechRadar Skip to main content TechRadar is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Here's why you can trust us. Salesforce unveils its biggest innovation in 20 years By Joel Khalili last updated 20 September 2022 Salesforce Genie sets stage for a hyper-personalized customer experience (Image credit: Future) Audio player loading… Salesforce has detailed what it describes as the "biggest innovation" to come to its CRM and sales enablement platform in the last two decades. The new addition, Salesforce Genie, is a service designed to unify customer data that is typically siloed in different channels and applications into a single multi-use profile. At Dreamforce 2022, Salesforce explained the objective is to help customers enable a personalized experience for their clients, informed by the most complete and up-to-date set of information on previous interactions. (Image credit: Salesforce) Salesforce Genie Historically, businesses have struggled to harness the full potential of their customer data as a consequence of their complex and disorganized IT estates, which leave data stranded in isolated pockets. According to Salesforce, the average businesses leans on almost 1,000 distinct applications to sustain their operations, "which fragments customer data and digital experiences". Salesforce Genie works to resolve this problem by ingesting and "harmonizing" the various disparate sources of data, creating a comprehensive customer graph that can be used to inform sales efforts and personalize the customer experience.Read more> Salesforce launches simplified CRM to help customers 'do more with less' > Our list of the best accounting software right now > Salesforce wants to bring a whole lot more force to your sales The company's other software properties stand to benefit too, although the details are a little vague for now. Genie for Tableau will supposedly enable automated workflows based on customer data, MuleSoft users will be able to "build connected, intelligent experiences" and Slack Genie will help bring "AI-driven insights into the flow of work". Salesforce also expects Genie to enhance its existing Einstein AI and Flow automation facilities, which will be fed on a more well-rounded set of data. Specifically, the former is expected to generate more accurate and well-tailored predictions to help steer decision making and the latter will benefit from a new level of dynamism made possible by the centralized source of real-time data. "We've completely reimagined our CRM from the ground up to enable applications that simply weren't possible before," said Bret Taylor, Salesforce co-CEO, during the opening keynote. "With Genie, we've added a foundational new feature: a real-time hyperscale data platform. It's all about the data; you can inject real-time and historical data to create a single source of truth. This changes the game for CRM."Our list of the best CRM services for small businesses Joel KhaliliNews and Features EditorJoel Khalili is the News and Features Editor at TechRadar Pro, covering cybersecurity, data privacy, cloud, AI, blockchain, internet infrastructure, 5G, data storage and computing. He's responsible for curating our news content, as well as commissioning and producing features on the technologies that are transforming the way the world does business. See more Software news Are you a pro? Subscribe to our newsletter Sign up to theTechRadar Pro newsletter to get all the top news, opinion, features and guidance your business needs to succeed! Thank you for signing up to TechRadar. You will receive a verification email shortly. There was a problem. Please refresh the page and try again. MOST POPULARMOST SHARED1My days as a helpful meat shield are over, thanks to the Killer Klown horror game2One of the world's most popular programming languages is coming to Linux3It looks like Fallout's spiritual successor is getting a PS5 remaster4I tried the weirdest-looking Bluetooth speaker in the world, and I utterly adore it5You may not have to sell a body part to afford the Nvidia RTX 4090 after all1We finally know what 'Wi-Fi' stands for - and it's not what you think2Best laptops for designers and coders 3The iPhone 14 Pro is made of the wrong stuff; the Pixel 7 proves that to me4Miofive 4K Dash Cam review5Logitech's latest webcam and headset want to relieve your work day frustrations Technology Magazines (opens in new tab)● (opens in new tab)The best tech tutorials and in-depth reviewsFrom$12.99 (opens in new tab)View (opens in new tab)