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Einstein Copilot vs AI Services for Salesforce (by Ortoo)

Ortoo enables teams to effectively work towards organizational goals with intelligent solutions that allow them to focus on the tasks that really matter.

Comparing Two Amazing Salesforce AI Solutions

Salesforce’s Einstein Copilot launched, to much fanfare, on February 27th 2023. A month prior to that, to much less fanfare, Ortoo, the productivity-obsessed ISV, launched AI Services for Salesforce on the AppExchange. Here, we look at the differences.

Einstein Copilot has finally launched. This long-awaited ChatGPT-style “AI assistant” is apparently available as a beta and most Salesforce users are suitably excited. At the time of writing, the pricing isn’t at all clear, but we’ll update this post with the correct details as soon as we get them.

What is Einstein Copilot?

Pretty much everyone reading this post will be familiar with ChatGPT. Einstein Copilot is a variation on that theme. Einstein Copilot is a generative AI-powered conversational assistant which sits in the Salesforce interface (on the right side of the screen, by default). It is designed to be seamlessly integrated into the workflow, driving significant productivity gains by allowing users to interact with Salesforce applications more efficiently. It can be customized to meet specific business needs across sales, service, marketing, commerce, and IT, ensuring that company policies are applied. It also incorporates the Einstein Trust Layer, which aims to protect user data and ensure the security and privacy of the interactions​. For a more detailed overview of Einstein Copilot, there’s a great article here on SFBen.

AI Services by Ortoo

Ortoo is a Salesforce ISV with a number of highly-rated business productivity apps on the AppExchange. Since August 2023, Ortoo has been working with Salesforce on its own generative AI assistant, which it first showcased at Dreamforce in September 2023. Since then, Ortoo has quietly been integrating AI Services into its flagship apps, Email-to-anything and Q-assign.

What are AI Services?

Put simply, AI Services enables Salesforce organizations to connect with external large language models, Like ChatGPT and Gemini, from within the familiar Salesforce interface. You can use AI Services to analyze work-items as they arrive in Salesforce, to enrich them, classify them, prioritize them and prepare them for the optimum next action. You can also use AI Services to generate automated email responses and even update Salesforce records based on the conversation’s context.

More technical details please!

AI Services allow users to create and manage context-based AI prompts, enabling intelligent parsing, triage, and enrichment of Salesforce records. It involves configuring API providers, setting up AI prompts with customizable parameters such as language, tone, and context object type, and using predefined sets for prompt contexts. This integration aims to enhance decision-making processes by leveraging AI’s capabilities within Salesforce environments.

So what’s the difference between Einstein Copilot and AI Services by Ortoo?

They are related, but Salesforce is positioning Einstein Copilot as a Salesforce user’s personal assistant, a bit like Microsoft’s Copilot. It’s about helping users do their work faster. And they are putting a lot of emphasis on the Einstein “trust layer” which ensures users can only access Salesforce’s own Large Language Model (Einstein Copilot) for AI-related queries.

AI Services, on the other hand, enables users to access any LLM. With AI Services enabled, Salesforce Users can build prompts which hook into ChatGPT, Gemini, LLaDA or any other LLM, including Einstein.

Tell me about the Use Cases of AI Services

The use case for AI Services are almost limitless, but here’s a selection:

  1. Data Enrichment and Cleanup: Employ AI to continuously scan Salesforce records for inaccuracies or incomplete information, automatically suggesting updates or corrections. This ensures data integrity and enhances the reliability of data-driven decisions.
  2. Automated Email Responses: Leverage AI to automatically parse incoming emails, understand their intent, and generate accurate, context-aware responses. This not only speeds up response times but also ensures consistency in communications.
  3. Lead Scoring and Prioritization: Enhance lead management by using AI to analyze interaction data and score leads based on their likelihood to convert. This helps in focusing efforts on the most promising leads.
  4. Customer Sentiment Analysis: Apply AI to assess customer feedback and social media mentions for sentiment analysis. This provides valuable insights into customer satisfaction and can inform product development and marketing strategies.
  5. Case Deflection: This function employs AI to analyze incoming support requests and automatically provides relevant self-help resources or knowledge base articles to customers. It aims to resolve common issues without the need for direct support intervention, effectively reducing the case load on customer service teams.
  6. Case Escalation: AI algorithms assess cases based on factors like urgency, customer value, or complexity, automatically escalating them to higher support tiers or specific departments. This ensures critical issues receive timely attention and resources, improving customer satisfaction and issue resolution times.
  7. Spam Detection: This AI-driven feature scrutinizes incoming communications, utilizing machine learning to identify and segregate spam from genuine messages. By examining patterns, keywords, and sender reputations, it ensures that sales teams focus on relevant interactions, safeguarding them against potential security threats.
  8. Process Automation: Streamline operations by automating routine tasks such as data entry, validation, and enrichment. This not only reduces errors but also allows staff to focus on more strategic activities.

But what about Security?

Great question. Everyone is concerned about security when it comes to using LLM’s in the Enterprise. To be clear from the outset, all of Ortoo’s AppExchange apps are 100% native to Salesforce. This means that they adhere to Salesforce’s comprehensive security model, which includes user authentication, user permissions, role hierarchies, sharing rules, and field-level security. This ensures that the app inherits the robust, built-in security features of Salesforce, offering a level of security consistency across the platform.

Making calls to external LLMs raises concerns about data privacy and the protection of sensitive information. Ensuring that the external LLMs comply with data protection regulations (such as GDPR in Europe or CCPA in California) is crucial. That’s why OpenAI created an entire portal dedicated to security and privacy. It’s called the OpenAI Security Portal. The intro on the portal states: “We believe in maintaining transparency and building trust with our customers, and this portal is designed to provide you with the information and assurance you need to feel confident in our ability to protect your data”. You can access the portal here:


Needless to say, other LLM’s are available. So here’s a disclaimer. While our apps are 100% native to Salesforce and designed with security as a paramount concern, our AI Services facilitate the integration with external Large Language Models (LLMs) to extend Salesforce’s capabilities. Customers are responsible for conducting their own due diligence and satisfying themselves that their chosen LLM meets their enterprise security standards and compliance requirements. By integrating with external LLMs, customers acknowledge and accept the responsibility for any security implications that arise from the use of such services. We encourage a thorough evaluation of the security measures, data handling practices, and compliance certifications of any external LLM before integration to ensure alignment with your organization’s security policies and regulatory obligations.

Next Steps

You might be surprised to learn that AI Services for Salesforce are available from as little as $21 per user per month. For organizations looking to deepen their understanding of these AI solutions or to explore how they can be tailored to their specific operational needs, further discussion is invaluable. We invite those interested in exploring the potential of Ortoo’s AI Services within their Salesforce environment to reach out to us.

For personalized consultations, detailed demonstrations, or any queries, please do not hesitate to contact

Together, we can unlock the full potential of AI to drive your business forward.

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