When it comes to the companies leading the way in AI development, Salesforce might not be the first name that springs to mind. The veteran CRM provider launched its flagship ‘Einstein’ AI in 2016, which relied on traditional machine learning methods to improve customer experience, but hasn’t sought to go head-to-head with major AI developers.

With several years of generative AI hype at its back, the company is trying to carve a out a place for itself as the purveyor of trusted AI tools that live up to the hype – put simply, automated software that helps us work less, and reap more rewards.

How has the company sold this vision so far at its annual conference, Dreamforce 2024? And is it likely to succeed given the vicious competition in the space?

In this episode, Jane and Rory speak to Ross Kelly, ITPro’s news and analysis editor, live from Dreamforce in San Francisco.

Read more:

• Salesforce wants to show what “AI was always meant to be” – Dreamforce 2024 is its chance to do it
• Salesforce CEO wants to “break the hypnosis" coming from major AI vendors in scathing critique of Microsoft Copilot
• “Values drive value” for Salesforce Ventures as AI investment ramps up
• Salesforce may have had its ‘ChatGPT moment’ with AI agents – and it will take a lot to knock the company off its perch
• High wire acts, Microsoft Clippy, and DIY AI at Dreamforce 2024
• Dreamforce 2024: All the news and announcements as they happened