Salesforce.com Inc. is adding the smarts of artificial intelligence to the very human art of closing deals and marketing to customers.

The company, which sells software for sales, marketing and other areas, is rolling out Salesforce Einstein, which aims to use AI tools to improve the company’s broad portfolio of products, said John Ball, general manager of the service. The updates, announced this past week, come after the company spent hundreds of millions of dollars on startups with capabilities in the field, along with its own development efforts.

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