Prudential Financial uses AI-powered virtual assistants, including a chatbot called Rockwell and an Einstein-powered bot deployed via Salesforce, to handle common customer service inquiries related to insurance policies and tax questions.

Prudential's official newsroom identified Rockwell as an AI-powered virtual assistant supporting customer service as of at least June 2023. Separately, Prudential deployed Salesforce Einstein-powered chatbots in 2020 to handle tax-related inquiries during peak season, allowing customers to get quick answers to common questions (such as locating tax statements) without calling an agent. Since 2020, these chatbots have deflected thousands of calls, resulting in significant cost savings and freeing human agents for more complex cases. The scope of Rockwell's specific technical architecture and exact deployment date are not confirmed in available primary sources.