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AI is the latest addiction — Does it need to be regulated like cigarettes?

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Salesforce ( CRM ) kicked off its Dreamforce 2026 conference this week, where the company unveiled its new AI-powered AIforce platform.

Salesforce CEO Marc Benioff weighs in on how AI should be regulated, comparing the new technology to the addictive nature of cigarettes and social media on younger users.

00:00 Brian

Mark, I think it was, I don't know, several years ago. I remember you and I were talking and you mentioned to me,

00:06 Brian

Brian, Facebook is the new cigarette. And that comment always stayed with me.

00:10 Brian

Is is AI the new cigarette? Like does it need to be regulated because it's so addictive?

00:31 Mark

Brian, I think you know and I know that we're all deeply disappointed with how the social media companies have operated over the last decade or more.

00:43 Mark

We know how many kids have been hurt. I know you have personal stories.

00:47 Mark

you know, you we we've seen what have happened even to certain countries because of narratives on social media.

00:54 Mark

And we cannot let AI be social media 2.0.

01:00 Mark

You know, we we need a different approach and we need companies to be responsible for the applications and technology that they're building.

01:10 Mark

You know, there needs to be an ethical base in how we operate our industry, that companies and executives take absolute responsibility for what they are doing.

01:21 Mark

This is the most critical part of AI. We have to learn from the past, learn from the social media failures and create our industry in a way that we believe is on a deep ethical foundation of responsibility of our actions.

01:42 Mark

And I believe that that message is being heard crystal clear by these AI leaders today.

02:00 Brian

What's the consequences if we don't rise to this moment?

02:07 Mark

Well, you're going to see potentially, and I hope that we don't see more accidents. But, you know, one small accident that we've all been talking about is the Hugging Face accident.

02:18 Mark

The Hugging Face accident is the model got out of the box and it did something that we didn't want it to do.

02:26 Mark

And, you know, I'm not going to go into the encyclopedia of accidents that we could have, but there could be a whole bunch of these types of things and we want to prevent those from happening.

02:35 Mark

And the only people who are going to prevent it from happening are the people who are building that code.

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