Salesforce Spends $20M on Einstein Image Rights, Securing AI Brand Dominance and Guinness Record

Salesforce, Inc CRM assembled nearly 900 individuals dressed as Albert Einstein in San Francisco, earning a Guinness World Records title for the largest gathering of people dressed as the renowned scientist. 

This event underscored the company’s use of Einstein as the face of its artificial intelligence features. It was a branding move that cost over $20 million for the rights to Einstein’s image nearly a decade ago. 

Aimed at distinguishing itself in the crowded AI tech field, Salesforce has adopted a friendly depiction of Einstein to symbolize the innovativeness and safety of its AI products while casting skepticism on the safety of competitors’ large language models, Bloomberg reports.

The company emphasizes that its AI, symbolized by Einstein, makes “Everyone an Einstein,” showcasing the transformation users undergo by utilizing Salesforce’s AI features.

Proceeds from the licensing deal benefit the Hebrew University of Jerusalem, established with Einstein’s support, and inherits his intellectual property. 

The university strictly controls the use of Einstein’s image, focusing on maintaining the brand’s integrity. 

Despite initial resistance and comparisons to IBM’s Watson, this choice was solidified by Salesforce CEO Marc Benioff’s persistence, securing an exclusive two-decade agreement with the Hebrew University.

Salesforce analysts projected continued margin expansion from generative AI investments offset by continued cost discipline.

Previously, Salesforce CEO Marc Benioff discussed the distinguishing aspects of the company’s Einstein Copilot product with CNBC’s Jim Cramer, flagging its unique capability to leverage customer data for decision-making. 

He highlighted the predictive and generative nature of the AI program, emphasizing its ability to liberate “trapped data” for customers. Furthermore, Benioff underscored the significance of pursuing growth through future acquisitions for Salesforce.

The stock gained 57% in the last 12 months. Investors can gain exposure to the stock via REX FANG & Innovation Equity Premium Income ETF FEPI and Fidelity Disruptive Technology ETF FDTX.

Price Action: CRM shares traded higher by 0.45% at $302.75 on the last check Thursday.

Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.

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