--- schema_version: "1" id: 3c84910327dcff9284be99b79837f614ccc013a93ae5597f0e799a21ef7f2a63 title: A Marketer's Guide to the Trusted Use of Einstein collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_anb_einstein_trust_guide.md canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_trust_guide.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: 9a9e3c8263082fd95c48cc6311406d41cf93e803c270a61aa5f4dd84b65770f2 description: Salesforce believes that the benefits of AI can, and should, be accessible to everyone. But increasingly, AI is facing a crisis of trust. Therefore, trust is at the top of Salesforce’s priority list for customers. products: - Marketing - Marketing Cloud Intelligence release: "264" --- # A Marketer's Guide to the Trusted Use of Einstein Salesforce believes that the benefits of AI can, and should, be accessible to everyone. But increasingly, AI is facing a crisis of trust. Therefore, trust is at the top of Salesforce’s priority list for customers. With the Einstein Generative AI features in Marketing Cloud Engagement, Salesforce is continuing to prioritize trust by ensuring the responsible use of our AI products. The Office of Ethical & Humane Use of Technology has released the AI Acceptable Use Policy to provide greater clarity for our customers, create and uphold industry standards, and ensure safe and trusted experiences for all using our technologies. Einstein in Marketing Cloud Engagement helps make your marketing efforts more efficient while creating optimized and engaging one-on-one customer experiences. The AI-based services are powerful tools that help drive segmentation, content optimization and creation, automate orchestration and provide insights to improve performance. **Our Trusted and Transparent Approach** At Salesforce, we’re committed to developing ethical and inclusive technology. Given the tremendous opportunity and challenges emerging in the generative AI space, Salesforce is building on top of our [Trusted AI Principles](https://www.salesforceairesearch.com/trusted-ai) with a new set of guidelines focused on the responsible development and implementation of generative AI. The [five guidelines](https://www.salesforce.com/news/stories/generative-ai-guidelines/) Salesforce uses to guide the development of trusted generative AI are Accuracy, Safety, Honesty, Empowerment, and Sustainability. As part of our commitment to ethical technology use, our [Research & Insights](https://medium.com/salesforce-research-insights) team collaborated with our [Marketing Cloud Engagement](https://www.salesforce.com/marketing/) product teams and the [Office of Ethical and Humane Use](https://www.salesforce.com/company/ethical-and-humane-use/) to publish our [Responsible Marketing Principles](https://www.salesforce.com/blog/responsible-marketing-principles/). The principles document outlines some tools that we developed so that our employees, customers, and partners can use AI more responsibly, accurately, and ethically. **Use Einstein Generative AI with Confidence** At Salesforce, trust is our #1 value. To keep your data secure, Salesforce has agreements in place with large language model (LLM) providers, such as OpenAI. These agreements allow organizations to use generative AI capabilities without their private data being retained by the LLM providers. In Marketing Cloud Engagement, use Einstein generative AI to safely create subject lines and body copy in both Einstein Copy Insights and Content Builder. **Use Model Cards to Understand How Einstein Models Work** Consumers and marketers want to know how a model behaves and how it arrives at its prediction or recommendation in order to trust the model. Einstein model cards provide critical information about model inputs and outputs, the conditions when models work best, and the ethical considerations in their use. These cards answer questions about using the models as intended, and whether there are any biases to consider. Providing this transparency helps developers, customers, policymakers, and others better understand the impact of our AI on individuals, communities, and society. Check out these model cards for details. - [Einstein Send Time Optimization for Email](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_sto_model_card.htm&release=264.0.0&type=5 "The model in this card analyzes the optimal time to send an email to a subscriber to maximize the probability of the subscriber opening the email.") determines the optimal time to send an email to a subscriber to maximize the probability that the subscriber opens the email. - [Einstein Send Time Optimization for Mobile](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_sto_mobile_model_card.htm&release=264.0.0&type=5 "The model in this card analyzes the optimal time to send a mobile message to maximize a contact’s probability of interacting with it. In Marketing Cloud Engagement, Einstein Send Time Optimization for Mobile optimizes notification push time to maximize the overall engagement of mobile apps.") determines the optimal time to send a mobile message to maximize the probability that a subscriber interacts with the message. - [Einstein Engagement Scores for Mobile](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_engagement_scoring_for_mobile_model_card.htm&release=264.0.0&type=5 "The model in this card analyzes each contact’s engagement record to assign scores for the contact’s likelihood to interact with mobile messaging.") evaluates each contact's engagement record to assign scores for the contact's likelihood to interact with mobile messaging. - [Einstein Messaging Insights](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_messaging_insights_model_card.htm&release=264.0.0&type=5 "The model in this card analyzes message engagement rates and notifies marketers when anomalies in their marketing performance occur.") monitors message engagement rates and notifies marketers when anomalies in their marketing performance occur. - [Einstein Engagement Frequency](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_engagement_frequency_model_card.htm&release=264.0.0&type=5 "The model in this card analyzes each contact’s engagement record to determine the optimal frequency at which to send email or MobilePush messages to that contact.") analyzes each contact's engagement record to determine the optimal frequency at which to send email messages to that contact. - [Einstein Subject Line Tester](https://help.salesforce.com/s/articleView?id=mktg.mc_anb_einstein_subject_line_tester_model_card.htm&release=264.0.0&type=5 "The model in this card analyzes and evaluates contact engagement based on email subject lines.") evaluates contact engagement based on email subject lines. **Check Data Quality Scores to Ensure Your Data is AI-Ready** Use data quality scores as indicators to help you determine how ready your data is for Einstein to make accurate predictions. With any AI model, the quality of the output depends on the quality, representativeness, and robustness of the input. Data quality scores show you when the data is in good or bad shape, why it's in that shape, and general tips for improvement. - Gauge Your Einstein Engagement Scoring Data Quality - Gauge Your Einstein Engagement Frequency Data Quality - Gauge Your Einstein Send Time Optimization Data Quality **Review Bias Flags to Prevent Potential Disparate Impact** Bias flags indicate when selected inputs can introduce bias into the model. For example, Einstein Content Selection uses bias flags to indicate potentially sensitive attributes in profile data. And in the Einstein Subject Line Tester, bias flags show when words or phrases in a sample can be considered sensitive. Bias is contextual and based on industry and use cases. Einstein highlights potential biases so that you can evaluate how to proceed based on the context. - Identify Attributes That Can Introduce Bias - Test a Subject Line Before You Send **Call to Action** To optimize your marketing efforts, use these prompts toward deeper thought and discussion. The prompts aren't exhaustive and don’t apply to all organizations, teams, products, or features. - Are your training and evaluation datasets representative of your customer population? How do you know? - Have you assessed your datasets and models for bias? - If you have launch criteria, does your model meet that criteria for various population subgroups? - Does your model have similar performance for the various population subgroups or does it perform worse for one group versus another? - Are you using AI to infer [sensitive information about your users](https://www.salesforce.com/en-us/wp-content/uploads/sites/4/documents/legal/Agreements/policies/ExternalFacing_Services_Policy.pdf) such as age, gender, health status, sexual orientation, political affiliation, financial status, or criminal convictions? - Are you collecting and using sensitive data only when necessary and when it can benefit the customer? - Are you using sensitive data proxies such as a first name or salutation that can relate to gender, or a ZIP code that can relate to race, unnecessarily? - Are you giving customers control over the data that you collect and do you respect their preferences? - Are you demonstrating the benefits that customers receive in exchange for data usage? **Summary** The ethical use of AI is an increasingly complex issue to address to ensure that it's safe and inclusive for all. Model cards, data quality scores, and bias flags are a few of the ways that we infuse ethics into our AI practices at Salesforce. **Resources** - Salesforce [Responsible AI in Marketing](https://www.salesforce.com/blog/responsible-artificial-intelligence-marketing-automation-ethics/) - Salesforce [Responsible Creation of AI Trailhead](https://trailhead.salesforce.com/content/learn/modules/responsible-creation-of-artificial-intelligence) - Salesforce [AI Ethics Blog](https://www.salesforceairesearch.com/trusted-ai) - Salesforce [Artificial Intelligence Acceptable Use Policy](https://www.salesforce.com/en-us/wp-content/uploads/sites/4/documents/legal/Agreements/policies/ai-acceptable-use-policy.pdf) **Join Us** If you're interested in participating in Salesforce User Research, [sign up for our research program](https://uxresearch.my.salesforce-sites.com/ux/events?id=636) and influence product design and direction. If you need more incentive, we almost always provide a thank you gift! **Contact Us** If you have questions about the ethical use of Einstein, contact your Salesforce account executive, or email buildwithintention@salesforce.com. A team monitors this inbox and typically responds within 72 hours.