{"id":367485,"date":"2025-04-29T11:05:09","date_gmt":"2025-04-29T15:05:09","guid":{"rendered":"https:\/\/chiefexecutive.net\/?p=367485"},"modified":"2025-04-30T10:25:25","modified_gmt":"2025-04-30T14:25:25","slug":"marc-benioff-on-the-future-of-ai","status":"publish","type":"post","link":"https:\/\/chiefexecutive.net\/marc-benioff-on-the-future-of-ai\/","title":{"rendered":"Marc Benioff On The Future Of AI"},"content":{"rendered":"\n

If you\u2019re like a lot of CEOs these days, you\u2019ve come through three psychological phases since generative AI first joined us in late 2022. Phase one: Wow, this is incredible! We have to get going with this! <\/em>Phase two, circa mid-2023: Wow, this is unreliable\u2026 and risky. We have to be careful with how we use this. <\/em>And now, in 2025: Will this ever actually make me money?<\/em><\/p>\n\n\n\n

The answer, if you ask Marc Benioff, founder and CEO of Salesforce, is yes, absolutely. But only if you do it right. And right may not be\u2014is probably not\u2014by engineering what he calls a \u201cDIY project\u201d where your own team plus some experts, plus a big LLM model like those from Google or OpenAI are forged together into a homegrown product.<\/p>\n\n\n\n

For Benioff, the answer is more likely to be through a third party with technical chops and experience who will be deploying tools you can plug into and use, rather than create on your own. You don\u2019t care who builds your word processor, right? You don\u2019t even call it a word processor anymore. You just type.<\/p>\n\n\n\n

Is he talking his book a bit here? Of course. Benioff, our 2022 CEO of the Year, is not only an in-his-bones technology geek who came of age writing programs on a Commodore 64, but also one of the most talented technology salespeople\u2014reared inside of Oracle back in its heyday of dominance\u2014American business has yet to produce. With Salesforce, he built a $35 billion (2024 revs) juggernaut by wooing companies to take their first leap into cloud-based software at a time when most of us could still hear CDs whirring inside our desktop computers.<\/p>\n\n\n\n

He was ahead of his time then, and he thinks he is once again with Agentforce, an agentic layer (in the parlance of Silicon Valley) that has AI \u201cagents\u201d augmenting the efforts of human workers, fed by the terrabytes of data you\u2019re already feeding Salesforce in the very likely likelihood that you\u2019re already his customer.<\/p>\n\n\n\n

The key to AI, he says, is above all else just getting going<\/em>. If you want to win, you\u2019ve got to play. Get it up and running and doing things for you, rather than just tweaking tech. What, in his vision, is it doing? Expanding your business capabilities without expanding your human workforce. He\u2019s got client case studies: homebuilder Lennar goes 24\/7 with homeowner services as a new line of business; Disney keeps its \u201ccast members\u201d current and able to sell one of the broadest suites of products in all of media and entertainment; retailer VF\u2019s revitalized website that gets you exactly what you want, without people, sooner.<\/p>\n\n\n\n

Finally, he has his own shop, Salesforce, that includes 9,000 customer support workers now supported by the company\u2019s own AI products, making Benioff one of the most experienced CEOs in the world when it comes to deploying\u2014at scale\u2014 what he calls \u201cdigital labor.\u201d And that\u2019s why Chief Executive<\/em> reached out to him for help as we all pioneer this new frontier together.<\/p>\n\n\n\n

\u201cI\u2019m probably the last CEO that you\u2019ll meet who only managed humans,\u201d says Benioff. \u201cAll of us going forward are going to manage humans and agents together.\u201d What follows was edited for length and clarity:<\/p>\n\n\n\n

You talk to a lot of CEOs. When they ask you about AI these days, what are they asking? And what do you tell them?<\/h5>\n\n\n\n

A lot of CEOs are embarrassed that they don\u2019t know more. Maybe they\u2019re thinking they should have done more. Maybe they have a failed deployment now on their hands from some DIY project where they tried to do it all themselves. We hear a lot of stories like that. What we\u2019re trying to do is give these CEOs wins, one win at a time. Like this morning when I got up, I went to vans.com. I saw that they deployed Agentforce. You can see it for yourself on the app. The icon in the middle is now Agentforce so you can order shoes, you can ask questions, figure out how to interact with the company to get your support issues done. It\u2019s a whole new way to navigate their site.<\/p>\n\n\n\n

Their CEO, Bracken Darrell, he\u2019s amazing. He was the CEO of Logitech before this, now he\u2019s the CEO of VF Corp. They have brands like Vans and others. He sent me a note saying, \u201cHere\u2019s a little taste of the reaction to our new site. Direct customer feedback: \u2018I hit the new website. Everything changed. It confused me at first, and then it hit me, this new website is awesome.\u2019\u201d He had to send that to me this morning. That\u2019s where I was like, \u201cWhoa. This is, like, amazing.\u201d That\u2019s where I\u2019m like, \u201cAll right. How do I continue to help these CEOs kind of get those kinds of wins?\u201d That\u2019s my main goal, to get that to happen. I build the relationships with these CEOs, and then what I try to do is motivate them to get this stuff turned on.<\/p>\n\n\n\n

What you have to remember is what we\u2019re trying to be the catalyst of is the biggest, most exciting transformation in the history of technology, which is the digital labor revolution.<\/p>\n\n\n\n

This was the phrase you used when I heard you speaking at an event. You said, in essence, \u201cthere is the potential for the first time to have growth without additional headcount, without additional labor, and it\u2019s through a new form of labor, which is digital labor.\u201d What is the promise, broadly speaking?<\/h5>\n\n\n\n

It will touch every company in the world. We all have the ability now to extend our human workforce with a digital workforce. There\u2019s no question that AI has this capability.<\/p>\n\n\n\n

At Salesforce, we see it ourselves. We\u2019ve deployed a site called help.salesforce.com. I have 9,000 support agents. So, six months ago, those 9,000 support agents were using our service cloud app, and customers would come to our website. We tried to deflect them where possible. Then, a lot of them would move into that support mechanism, and we would manage their cases and escalations and all those things, right? But now those human workers are working alongside digital workers. There are thousands of agents at Salesforce that are working hand-in-hand with human workers.<\/p>\n\n\n\n

Do I still need 9,000? Probably not. Probably need about half as many. I can redeploy because those 9,000 are now being complemented by thousands of other workers. So I need to rebalance my human and digital workforce.<\/p>\n\n\n\n

The one thing I\u2019d love to get to with you is leading the culture change. You\u2019re a living lab for this. What are you learning about what it takes to lead the AI transformation that you\u2019re seeing and wanting other people to do?<\/h5>\n\n\n\n

It\u2019s that scene where Indiana Jones has to take the leap of faith. The bridge is there, but we have to realize we can really do it. This is nothing that any of us have had training on. This is another bridge that CEOs will have to cross. It\u2019s a leap of faith. It\u2019s complicated because you are doing something in business that has never been done before. When we talk about a $12 trillion digital labor opportunity, this will impact every business in every geography around the world.<\/p>\n\n\n\n

I live in a small rural town. In my small rural town, I think all the time about, \u201cHow is this really going to impact us?\u201d But I\u2019ll tell you, if you go across the street to the hospital, we don\u2019t have all the physicians and experts that we need. But with AI, we can have a lot more capability. If you go down to our local schools, which are only a couple of blocks away, you know what, our teachers and tutors and mentors are all going to be augmented with this capability. So, in the case of schools and in the case of hospitals, things are going to just get better. In some places it\u2019s probably going to remain the same for a long time, like construction. Tourism, it\u2019s probably mostly going to be the same. It will be a long time before an autonomous plane is landing.<\/p>\n\n\n\n

When you talk about augmentation, what do you mean? What\u2019s your sense of the augmented worker a few years down the line here?<\/h5>\n\n\n\n

In the case of Gucci, we put our call center product in their Florence call center, and we thought, \u201cOh, now it will be more efficient. They can reduce the number of call center workers.\u201d Instead, revenues went up more than 30 percent. They found that their call center became a sales and marketing center and also that they didn\u2019t have the training before. RBC Bank is finding the same thing. They have thousands of call center and customer support agents who can now sell mortgages. So, that is augmentation\u2014the ability for humans to do something they could not do.<\/p>\n\n\n\n

I\u2019m an investor in an amazing company called Artera. Artera is the first AI platform for urologists dealing with prostate cancer. What you can do if you\u2019re using Artera is basically have the same capabilities as Peter Carroll, who is perhaps the top prostate cancer doctor in the world at UCSF. He has the intuition and the datasets and the capabilities. Maybe a lot of urologists, especially the ones in our little town, don\u2019t have that\u2014but now they do. You put your labs, your data and your scans into Artera, and it says the standard of care is this. So, that augments that urologist or augments that call center worker or augments whoever it is to make them a little bit smarter, a little bit better than they might\u2019ve been.<\/p>\n\n\n\n

The core of all of this, though, like all things about culture when people interact with technology or with each other, comes down to trust. Give us some thoughts, since you\u2019re in the game already with this, about the role of trust and what leaders need to do to develop the trust for this to really be what you see it could be.<\/h5>\n\n\n\n

If you go back and look at our last interview together [in 2022], you\u2019ll see that trust was a major theme because trust is our highest value at Salesforce\u2014it always has been. Having that trusted relationship with all of our stakeholders. When we deployed our AI platform, Agentforce, the first thing we built was our trust layer because we didn\u2019t want all your corporate data going to one of these LLM companies and them trading on it. So, we built a trust layer.<\/p>\n\n\n\n

Trust can mean a lot of different things. It can mean that your data is not our product, that we\u2019re going to protect your data. Trust can also mean that this technology is accurate, but LLMs are not 100 percent accurate. Even in our own use of our Agentforce platform, it\u2019s only 84 percent accurate, and that\u2019s at scale with the best deployment.<\/p>\n\n\n\n

Some of our best customers\u2014our best media company and our best bank\u2014are in the low 90s, but it\u2019s not 100 percent because the LLM is this weird architecture where you\u2019re putting a word, a word, a word, a word, a word together, and those words do not create perfect accuracy because they have these kind of spiral or spider-type networks off of the words, and then all the words are connected together into this network, and then that\u2019s how you get this answer.<\/p>\n\n\n\n

But the answer may or may not be accurate. That\u2019s the nature of a large language model. It\u2019s just not the nature of AI and how it works. At some point, maybe there\u2019s 100 percent accurate AGI, but that is not where we are now. So, the models are only so accurate.<\/p>\n\n\n\n

That means there is a role for humans. When you\u2019re on help.salesforce.com getting your issue resolved on our website and things are not going exactly right or the LLM is confused, boom, you can hit a moment, and you can just go right over to our humans. Because in our architecture, and this is the key part of it, it\u2019s not just about AI. The AI and the apps are together. It\u2019s about, \u201cOh, we\u2019ve built it so that humans and AI are working together.\u201d<\/p>\n\n\n\n

The first layer in architecture is our apps, all those apps. The second layer is all the data, the amalgamated data and the federated data. The third layer is the agentic layer. All of it is just one piece of code. But when you\u2019re on help.salesforce.com and you\u2019re like, \u201cThis is bullshit, get me out of this,\u201d boom, the human then gets presented with a screen with all the conversations you had with the agent and can see your customer history, everything is right there. And the humans and the AI are working together around one dataset. This is the critical part.<\/p>\n\n\n\n

Where do you see this going from here? And what do CEOs need to do now to prepare themselves, not just to lead their organizations but also not to get left behind?<\/h5>\n\n\n\n

Well, technology is constantly getting lower cost and easier to use and it\u2019s constantly marching forward. So, since Salesforce kind of came along 25 years ago, we did the cloud, we did social, we did mobile, and we did AI, but we did predictive machine intelligence, machine learning. Then, we got into generative. Now, we\u2019re going to do agents. Soon we\u2019ll be into robots. These are different waves of technology that are kind of coming at us. Even today at Trail DX, which is our conference in San Francisco, there\u2019s a robot standing next to a human on the check-in line checking customers in and answering questions. We can do that because that robot is just a manifestation of Agentforce. Pretty interesting, right? It\u2019s the next level. But you know that robot\u2019s not giving me 100 percent and so there\u2019s a human standing right by it. It\u2019s a metaphor, but it\u2019s also a physical reality.<\/p>\n\n\n\n

I would say there\u2019s three big changes happening in an immediate future that we can say are definitely true. One is that these LLMs are commodities, that it\u2019s not about OpenAI, Anthropic, xAI, U.com or Perplexity, or any of these. It\u2019s really having a platform that you can mix and match and bring in the model you need when you need it. And that these models are mostly a commodity.<\/p>\n\n\n\n

I\u2019m ready to delete ChatGPT off my phone. I\u2019m not really using it anymore. I\u2019ve moved to Grok completely. That\u2019s the most interesting app for me, the most accurate, the best user interface, the best voice, all those things. Six months ago, that wasn\u2019t true. Six months from now, I don\u2019t know what is true, but I do know that the model is a commodity and more models are coming. The LLM is maturing as a concept, and there\u2019ll be another model that will replace or extend the LLM in a different way. The LLM is like a part of the core infrastructure. The way chips or disk drives or memory are kind of a core part of infrastructure and technology now, the LLM is that way.<\/p>\n\n\n\n

Two, companies are investing hundreds of billions of dollars in data centers. For us at Salesforce, we just have a much lower-cost way to deploy. This will be incredible for us. We\u2019re taking advantage of these low prices to deploy on more substrates.<\/p>\n\n\n\n

Three, there is definitely some super accurate model down the road. People call it AGI. Maybe there\u2019s some other kind of model, a different description of it coming. AI is only going to get better. So, commodity models today, B, low-cost infrastructure, C, some incredible future state that we\u2019ve seen in movies. This is an opportunity to transform our businesses.<\/p>\n\n\n\n

What do CEOs need to do to prepare?<\/h5>\n\n\n\n

I\u2019m just trying to get them to get a lot of base hits right now. Get on base, have your pilot, your lighthouse app, show your employees and your customers what you can do.<\/p>\n\n\n\n

There\u2019s this great company in Miami, Lennar. They\u2019ve got these co-CEOs, Jon Jaffe and Stuart Miller. They\u2019re amazing. They\u2019re one of the nation\u2019s largest home builders. Their people came to Dreamforce. Their tech team came back. They called an emergency meeting with the CEOs. They said, \u201cWe saw something we think can radically extend our business. We\u2019re going to become a lot more profitable and grow our revenues way more than we thought.\u201d They said, \u201cProve it.\u201d So, they had a hackathon. The hackathon went so well, they had five huge use cases. The CEOs got on the phone with me and they said, \u201cIs this real? Are you going to back us?\u201d I said, \u201cAbsolutely. I\u2019ll do whatever you need.\u201d<\/p>\n\n\n\n

So, then I let them rip at it. Now they\u2019re ready to deploy this technology. They\u2019ll be able to service homes 24\/7. They couldn\u2019t do that before. They didn\u2019t have the workforce. They\u2019ll be able to sell products, heterogeneous products like mortgages, insurances to existing customers that they couldn\u2019t sell before. They didn\u2019t have the salespeople. They have all kinds of new ways to augment their company and to make it more profitable. So that\u2019s amazing.<\/p>\n\n\n\n

Another company right next door to them, a big one, Disney, is doing this incredible work where they\u2019re augmenting their employees because they have these super complex products. They\u2019re also taking some of their marquee products like Disney Plus or their hospitality products like their hotels and putting the agent in as a direct connection to the customer. This has never been done before.<\/p>\n\n\n\n

Anything else to guide folks? They\u2019ve heard a lot of hype. They\u2019ve heard a lot of \u201cyou have tos.\u201d<\/h5>\n\n\n\n

Put your failures aside because a lot of them now have these big failures. You didn\u2019t get the huge AI magical boost that you thought you were going to get. The agent revolution is what every enterprise needs. This is the brass tacks of AI, the human work, the digital workforce, the digital labor revolution. You are either going to be part of the digital labor revolution or you are not. So, you\u2019ve got to embrace it.<\/p>\n\n\n\n

But none of us have any training on this, so you\u2019ll have to take the leap of faith. You\u2019re going to make mistakes just like you did in every other kind of technology, but this is how you\u2019ll move your organization forward. Your company will become a lot better. You\u2019ll also be able to rebalance your workforce, put more people into areas that will help you grow and take other digital workers and put them into areas where maybe you had gaps, and you\u2019re going to do things that you just could not do before.<\/p>\n\n\n\n

The Lennar example is a great example because I love that they\u2019re able to take their existing customers, service them better, sell them new products, and that they weren\u2019t able to do it because they just didn\u2019t have the humans to do it. Now they have digital workers. That\u2019s a cool thought.<\/p>\n\n\n\n

Not necessarily eliminating people, but just being able to extend what the people can do to do things that their business just could not do before.<\/h5>\n\n\n\n

Exactly. So you can think about having a connection, connect with your customer in a whole new way. And this is probably one of the greatest opportunities for CEOs in the history of business. It\u2019s definitely the most transformational. Properly executed, businesses will just become simply better.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Salesforce founder and CEO Marc Benioff led the cloud computing revolution. Now he wants to bring business into an entirely new era of augmented humans, unlimited digital workforces and nothing less than the \u2018most exciting transformation in the history of technology.\u2019 But first, there\u2019s work to do.<\/p>\n","protected":false},"author":3405,"featured_media":367486,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_oasis_is_in_workflow":0,"_oasis_original":0,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[57295,871,5],"tags":[57692],"class_list":["post-367485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-artificial-intelligence-ai","category-leadershipmanagement","category-technology","tag-featured"],"acf":[],"yoast_head":"\nMarc Benioff On The Future Of AI<\/title>\n<meta name=\"description\" content=\"Salesforce founder and CEO Marc Benioff led the cloud computing revolution. 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