# Trusted AI guidelines and the Einstein Trust Layer

*Agentforce Sales Consultant Study Guide · Predictive and Generative AI · Last updated October 15, 2026 · https://www.certifyforce.com/study-guide/agentforce-sales-consultant/predictive-and-generative-ai/trusted-ai-guidelines-and-the-einstein-trust-layer*

Apply Salesforce's guidelines for trusted AI (Accuracy, Safety, Honesty, Empowerment, Sustainability) to sales scenarios such as unreviewed AI emails and score-based lead disqualification, recognize bias and red-teaming risk categories, and map security concerns to Einstein Trust Layer features, including the rule that data masking is disabled for agents.

- Certification: Salesforce Agentforce Sales Consultant
- Exam section: Predictive and Generative AI
- Study guide: https://www.certifyforce.com/study-guide/agentforce-sales-consultant

**Official exam objective:**

> Identify ethical challenges of AI and apply Salesforce's Trusted AI Principles to sales scenarios.

## What the exam expects

- Name Salesforce's five guidelines for trusted AI and pick the one a sales scenario violates or needs.
- Recognize ethical risks in sales AI (inaccurate drafts, undisclosed AI content, bias inherited from historical data, automation bias) and recommend human-in-the-loop controls.
- List the risk categories Salesforce red-teams for and how it tests.
- Map a security or compliance concern to the Einstein Trust Layer feature that answers it, and know that data masking is disabled for agents.

Key terms: **trusted AI guidelines** (Accuracy, Safety, Honesty, Empowerment, Sustainability); **human in the loop** (a person reviews or decides before AI output takes effect); **red-teaming** ("a structured process for probing AI systems and products for the identification of harmful capabilities, outputs, or infrastructural threats"); **Einstein Trust Layer** (Salesforce's set of agreements, security technology and data and privacy controls for generative AI); **zero data retention** (third-party LLMs keep nothing and train on nothing).

## Key facts

| Fact | Detail | Source |
|---|---|---|
| Trusted AI guidelines | Accuracy, Safety, Honesty, Empowerment, Sustainability | [Promote Responsible and Ethical Agents (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai/promote-responsible-and-ethical-agents) |
| Honesty | Respect data sources, get consent, disclose AI-generated content | [Discover How Salesforce Builds Trusted Agentic AI](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai/discover-how-salesforce-builds-trusted-agentic-ai) |
| Empowerment | Humans make high-risk decisions; routine tasks automated | [Discover How Salesforce Builds Trusted Agentic AI](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai/discover-how-salesforce-builds-trusted-agentic-ai) |
| Red-teaming focus | Toxicity, bias and security; manual and automated | [Promote Responsible and Ethical Agents (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai/promote-responsible-and-ethical-agents) |
| Secure data retrieval | Grounding uses the executing user's permissions and field-level security | [Einstein Trust Layer](https://help.salesforce.com/s/articleView?language=en_US&id=sf.generative_ai_trust_layer.htm&type=5) |
| Zero data retention | Not retained, not used for training by third-party LLMs | [Einstein Trust Layer](https://help.salesforce.com/s/articleView?language=en_US&id=sf.generative_ai_trust_layer.htm&type=5) |
| Masking and agents | Data masking for LLMs is disabled for agents | [Set up Einstein Trust Layer](https://help.salesforce.com/s/articleView?id=ai.generative_ai_trust_setup.htm&language=en_US&type=5) |
| Audit storage | Prompts, responses, toxicity scores and trust signals in Data 360 | [Einstein Trust Layer](https://help.salesforce.com/s/articleView?language=en_US&id=sf.generative_ai_trust_layer.htm&type=5) |
| Draft review | Drafts must be reviewed and customized before sending | [Considerations for Einstein Generative AI Sales Emails](https://help.salesforce.com/s/articleView?id=ai.einstein_sales_emails_considerations.htm&language=en_US&type=5) |

## Check yourself

- Why is auto-disqualifying low-scoring leads an Empowerment concern?
- When does Trust Layer data masking not protect a prompt?
- Which three risk categories does Salesforce red-team AI for?
- Why can't a junior rep's email draft expose an opportunity field she can't see?

## Sources

- [Discover How Salesforce Builds Trusted Agentic AI (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai/discover-how-salesforce-builds-trusted-agentic-ai)
- [Promote Responsible and Ethical Agents (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai/promote-responsible-and-ethical-agents)
- [Einstein Trust Layer](https://help.salesforce.com/s/articleView?language=en_US&id=sf.generative_ai_trust_layer.htm&type=5)
- [Einstein Trust Layer: Designed for Trust](https://help.salesforce.com/s/articleView?id=ai.generative_ai_trust_arch.htm&language=en_US&type=5)
- [Set up Einstein Trust Layer](https://help.salesforce.com/s/articleView?id=ai.generative_ai_trust_setup.htm&language=en_US&type=5)
- [Audit Trail](https://help.salesforce.com/s/articleView?id=ai.generative_ai_audit_trail.htm&language=en_US&type=5)
- [Meet the Einstein Trust Layer (Trailhead)](https://trailhead.salesforce.com/content/learn/modules/the-einstein-trust-layer/meet-the-einstein-trust-layer)
- [Considerations for Einstein Generative AI Sales Emails](https://help.salesforce.com/s/articleView?id=ai.einstein_sales_emails_considerations.htm&language=en_US&type=5)
- [Einstein Lead Scoring](https://help.salesforce.com/s/articleView?id=einstein_sales_lead_insights.htm&language=en_US&type=5)
- [Understanding Trusted Agentic AI (Trailhead module)](https://trailhead.salesforce.com/content/learn/modules/trusted-agentic-ai)

## About the full unit

The "Core concepts", "Exam traps" and "Worked scenario" sections of this unit, its 11 linked practice questions, and unlimited timed mock exams are included with the Agentforce Sales Consultant pack (USD $19): https://www.certifyforce.com/practice-exams