Even for AI specialists like Yoav Schlesinger, who is part of leading the responsible AI initiatives at software giant Salesforce, the impact of generative AI over the last year is hard to believe. Nevertheless, he is better equipped than most in anticipating the risks and impacts of the AI First journey that so many companies are now embarking upon because he, and his colleagues at the office of Ethical and Humane Use of Technology, help Salesforce design and deploy responsible AI solutions at the cutting edge.