At Salesforce, core values ​​are much more than just words on paper; they are the pillars that underpin every decision and action the company makes. Trust, customer success, innovation, equality, and sustainability are not only guiding principles, but also the foundation upon which Salesforce's commitment to ethical Artificial Intelligence (AI) is built.

AI is an emerging technology with unparalleled potential to transform entire industries and improve the lives of people around the world. Salesforce recognizes this potential and embraces the opportunity to use AI to amplify human capabilities, provide actionable data, and drive better outcomes for employees, customers, and partners. However, they also understand the inherent responsibility that comes with developing and deploying AI.

In this regard, Salesforce established its Trusted AI Principles in 2018, specifically tailored to its products, use cases, and customers. This process of creating ethical principles involved employees from all teams across the company, from Engineering to Legal, with the goal of ensuring that everyone understood and embraced the importance of implementing these principles in their daily work.

Implementation in practice

Ethical principles are not merely abstract at Salesforce; they translate into concrete actions and tangible measures to ensure that AI is developed and used ethically and responsibly. Before embarking on the development of new AI features, Salesforce undergoes a rigorous ethical assessment process, questioning the necessity and impact of these innovations. They work closely with external human rights experts to ensure that user rights are protected and transparency is promoted at every stage of the process.

Furthermore, the company is committed to responsibility toward its customers, partners, and society at large. They constantly seek independent opinions and customer feedback to continuously improve their AI-related practices and policies. This culture of responsibility not only ensures quality and ethics in AI development but also strengthens user trust in Salesforce solutions.

Salesforce Principles

The following ethical principles are fundamental to Salesforce's philosophy regarding the development and application of artificial intelligence (AI). These principles guide the company's practices, ensuring a responsible, transparent, and people-centered approach in all facets of its work with AI.

• Warranty: The organization strives to safeguard human rights, protect entrusted data, and meet scientific standards by working with external human rights experts and educating clients for a responsible use of AI, in addition to complying with strict security and privacy practices and applicable laws.
• Responsibility: We seek to continually improve practices and policies, engaging with external experts and gathering feedback from clients, collaborating with society and the sector to give back and contribute to the collective knowledge, and fostering an environment where employees can express concerns anonymously and openly.
• Transparency: The organization publishes model cards that describe how they were created, their use cases, ethical implications, and performance, provides explainability about AI predictions and recommendations, and ensures that customers retain control of their data and models at all times.
• Empowerment: AI is simplified so that people with diverse technological skills can use it, free training is offered to develop the skills needed for the Fourth Industrial Revolution, and guidance is provided for responsible use of AI.
• Inclusivity: The organization tests models with diverse and representative data sets to understand their impact in different contexts, and maintains inclusive teams that represent diverse experiences and points of view.

Collaborative work and continuous commitment

At Salesforce, we believe in engaging with multiple stakeholders—including employees, customers, partners, and communities—to solve AI-related challenges and ensure development that considers diverse experiences and fosters human potential.

Through this collaborative approach, they are confident that AI can be used ethically and responsibly, generating positive change in the world and maximizing its potential for the benefit of all.

Collaborating with external experts, gathering customer feedback, and fostering open dialogue with diverse stakeholders are clear examples of how Salesforce seeks not only to meet high ethical standards but also to consistently exceed them. This collaborative and continuously engaged approach reflects the belief that AI can be a force for good in the world, provided it is approached responsibly and with a human-centered focus.

Ultimately, Salesforce is committed not only to building advanced technology but also to ensuring that this technology is used ethically and benefits society as a whole. Its holistic approach to ethics in AI sets an admirable standard for the industry and serves as a model for other companies seeking to address the challenges and opportunities presented by this emerging technology.