Salesforce has announced Genie, a real-time data integration platform that aims to make the dream of more valuable real-time customer experiences a reality by moving data quickly to where it is needed.
According to Patrick Stokes, EVP and General Manager of Platform at Salesforce, Genie effectively enables the world’s first real-time Customer Relationship Management system (CRM)
In 2007, the company created data integrations based on transactional data in the Salesforce CRM database. According to Stokes, Genie is the modern equivalent of this early experiment, which uses a data lake built by the company to store data instead of a transactional database, and also allows the platform to work with external services and data repositories.
Stokes went on to explain that it linked the Lakehouse architecture to the Salesforce platform, which implies that it provided Salesforce with metadata on how all of its services communicate with each other, and that the Snowflake integration announced last week is based on this technology.
Stokes describes Genie as more than just a data integration layer, as it allows for freer data flow and opens up new automation opportunities, particularly in combination with Einstein for AI and machine learning and Salesforce Flow, the company’s workflow tool. Genie also runs on Salesforce’s proprietary cloud infrastructure, Hyperforce, to migrate data from Salesforce to the public cloud.
The sources for this piece include an article in Techcrunch.