--- schema_version: "1" id: 28ac4bf9556f3de9cd68b34873bc21dffc2572e22c59ba24022074cb83246bce title: Global Model Data Opt In and Opt Out in Marketing Cloud Engagement collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_anb_einstein_sto_global_data_model.md canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_sto_global_data_model.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: d2302cf06a32b5d77909dc71689cb3a31fdb72928e3b3228d38eb8d43c20ab3e description: Einstein intelligence is built on data. The more data Einstein has, the more powerful the resulting predictions. Most organizations don’t have enough data to build their own models. To give you more meaningful predictive AI, Salesforce builds global predictive models that scan for aggregate, anonymous trends across many Salesforce customers. To protect your customer data, your account is opted out of the global data model by default. products: - Marketing - Marketing Cloud Intelligence release: "264" --- # Global Model Data Opt In and Opt Out in Marketing Cloud Engagement Einstein intelligence is built on data. The more data Einstein has, the more powerful the resulting predictions. Most organizations don’t have enough data to build their own models. To give you more meaningful predictive AI, Salesforce builds global predictive models that scan for aggregate, anonymous trends across many Salesforce customers. To protect your customer data, your account is opted out of the global data model by default. ## Data Usage Einstein provides two different types of features in Marketing Cloud Engagement: predictive AI and generative AI. Only Einstein predictive features use global models. A global model doesn’t include any Einstein generative AI features, such as subject line generation and body copy generation. The predictive Einstein features have corresponding model cards that provide details about data usage. To review which features use global models, see [Einstein and Data Usage in Marketing Cloud Engagement](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_features_data_usage_marketing_cloud.htm&release=264.0.0&type=5 "Einstein is built on data. When using Marketing Cloud Engagement, review this table to understand the type of data used by Einstein features."). When you participate in a global model, all identifiable data for contacts added to the global pool is removed, and no customer data is shared with other enterprises. ## What Is a Global Model? Most Salesforce Einstein features build a unique predictive model based on each customer’s own Salesforce data. This single-customer model is great for features that don’t require much data, but some models require more data than any single customer can provide. A global model combines data from multiple Salesforce orgs to create a predictive model that is used by many. When you enable global data, you can get better predictions by incorporating data from the Marketing Cloud Engagement global data pool. As a result, predictions are more accurate and can cover more contacts in your enterprise, leading to better engagement rates. If you opt out of using global models, it applies to all Einstein features for the MID, including existing features and any features added after. ## How Do Global Models Impact My Data? Einstein generative AI features use the Salesforce LLM Gateway. When you use Einstein instead of a generally available service such as OpenAI, you’re protected by the Salesforce Trust Layer. If your Salesforce data is included in global models, rest assured that nothing changes in terms of security, privacy, or data residency. Your data stays in our trusted environment, as described in the Marketing Cloud Engagement Einstein [Trust and Compliance Documentation](https://www.salesforce.com/company/legal/trust-and-compliance-documentation/). When applied to Einstein features, global models never cause any of your data, including confidential information, to be shared with other customers. ## Opting Out You can exclude your data from Marketing Cloud Engagement Einstein global data models. An Engagement admin can opt out of global models in Setup. If you opt out, your data isn’t used to build global models. Additionally, Salesforce won't use your customer data for research and development of new services or features, and no Salesforce employee can view your customer data outside of a support case, pilot, or as otherwise described in your legal agreements. Opt-outs are controlled at the Enterprise ID (EID) level. ![Example](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_data_management_and_analytics-264-0-0-production-enus/7988f60d-cd94-4b42-8836-dc11773564b5/images/icon_example.png) Example ![Opt out of Global Data Models in Setup](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_data_management_and_analytics-264-0-0-production-enus/7988f60d-cd94-4b42-8836-dc11773564b5/mc_data_management_and_analytics/images/OptOutinSetupfinal.png) #### See Also - [Activate Einstein Send Time Optimization](https://help.salesforce.com/s/articleView?id=mktg.mc_jb_activate_einstein_sto.htm&release=264.0.0&type=5 "To find out how sending works for subscribers with low data, turn on Einstein Send Time Optimization (STO) in Marketing Cloud Engagement Setup.") - [Manage Salesforce Access to Customer Data](https://help.salesforce.com/s/articleView?id=ai.generative_ai_consent_optout.htm&type=5&language=en_US)