Salesforce Spent $20 Million For The Face Of Its AI Strategy

In a San Francisco conference hall, nearly 900 individuals donned matching white lab coats, wigs, and mustaches. Guinness World Records recognized this as the largest gathering of people dressed as Albert Einstein, honoring Salesforce Inc., the organizer of the March event.

The artificial intelligence elements of the software corporation have given the long-dead scientist a new lease on life as its mascot.

And it wasn’t cheap: in a contract reached about ten years ago, Salesforce spent more than $20 million to license Einstein’s image, according to a person familiar with the situation who wished to remain anonymous because the terms of the agreement were confidential.

Salesforce uses the face of Albert Einstein to communicate safety and forward-thinking in AI technologies. The company’s branding draws attention to the distinction of its AI features and underscores the necessity of an intermediary for AI safety. Salesforce CEO Marc Benioff pushed through with the Einstein branding despite some marketers’ initial resistance.

Hebrew University favored Salesforce’s pitch, locking in a two-decade exclusivity for Einstein’s likeness. Other major tech firms released AI features with strategic names. 

Salesforce’s AI lineup includes Einstein-branded features, emphasizing quick content generation. CEO Benioff warned of AI dangers, highlighting the need for management. The “Einstein Trust Layer” filters out harmful AI outputs.

The classic Salesforce commercial features creative advisor Matthew McConaughey characterizing AI as the “wild west.” Salesforce’s Chief AI Officer, Clara Shih, emphasizes the importance of raising awareness of the risks associated with AI. Shih emphasizes indirect sales resulting from AI skills, however revenue details are unpublished. 

The presence of a reliable figure like Einstein supports that safety-focused talking point. Fleming remarked, “He’s just an incredible human being—one of the most quoted people in the world.” “As a company, we’ve never made better brand decisions than this one.”

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