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Salesforce is not new to artificial intelligence (AI), having used the technology through its platform in various ways for the last decade. But, as with most tech companies, it has faced a surge in interest from customers in recent months, asking about the potential and pitfalls of generative AI (GenAI).
Those questions are now part of a new brand campaign, “Ask More of AI,” led by Salesforce pitchman and ambassador Matthew McConaughey.
The company’s first major announcement in the generative space came in March with Einstein GPT. Sales GPT and Service GPT followed that.
“We see a little bit of a gold rush mentality happening in the market,” said Colin Fleming, evp of brand and marketing for Salesforce. With the new offerings, Fleming says b-to-b brand is “applying Gen AI into the use cases that people trust us for right in their companies.”
The questions we ask are not meant to stoke fear, but just meant to shine a light.
Colin Fleming, EVP, brand and marketing, Salesforce
“The big important part of this,” Fleming told Adweek, “is the idea of trust. We do believe that a lot of the startups and a lot of the companies have been throwing caution to the wind and really not considering what CIOs care about: data integrity, trust and residency. That’s where we feel like our investments have really helped us along the way and really created some space for us in the market.”
Fleming and McConaughey spent time learning about GenAI and writing a list of their questions, which became a part of the “Ask More of AI” campaign.
“We realized that GenAI is all about asking questions. But are we asking the right ones?” he mused.
A series of three tongue-in-cheek 15-second spots focus on questions that should be asked about data and privacy security. They each see the Academy Award-winning actor step into a different environment—be it a Wild West town or a forest filled with magic and fantastic imagery—as he is prompted to ask something about the impact of AI technology.
The first spot, “AI Sheriff,” wonders who is looking after us, while “Data Forrest” is about data privacy and the latest, titled “Self Aware Squirrel,” questioning movement towards the singularity.