{"id":7516,"date":"2023-03-15T05:00:00","date_gmt":"2023-03-15T12:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=7516"},"modified":"2023-03-15T05:00:00","modified_gmt":"2023-03-15T12:00:00","slug":"web3-ethics-salesforce-approach","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/news\/stories\/web3-ethics-salesforce-approach\/","title":{"rendered":"How Salesforce Centered Ethical Innovation in Its Web3 Launch"},"content":{"rendered":"\n<p><em>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go <\/em><a href=\"https:\/\/www.salesforce.com\/news\/topics\/artificial-intelligence\/\"><em>here<\/em><\/a><em>.<\/em><\/p>\n\n\n\n<p>Today, Salesforce announced the limited general availability of <a href=\"https:\/\/www.salesforce.com\/news\/stories\/web3-nft-news\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce Web3<\/a>, which will enable companies to sustainably mint, manage, and sell <a href=\"https:\/\/www.salesforce.com\/blog\/what-is-an-nft\/\" target=\"_blank\" rel=\"noreferrer noopener\">non-fungible tokens (NFTs)<\/a> on a trusted platform.<\/p>\n\n\n\n<p>As businesses and brands explore emerging Web3 technologies, including NFTs, it\u2019s imperative that everyone does so in a responsible, ethical way. Salesforce is no exception, which is why the company has centered its values as it developed, piloted, and launched this new product.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-is-salesforce-entering-the-web3-space\">Why is Salesforce entering the Web3 space?<\/h2>\n\n\n\n<p>Salesforce has seen growing customer demand for <a href=\"https:\/\/www.salesforce.com\/news\/stories\/web-3-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">NFTs<\/a> as a way to build brand loyalty and consumer engagement. NFTs present an opportunity for companies to find new audiences and source zero-party data, and to unlock co-creation and co-ownership, token-gated communities, and personalized engagement using wallet data.<\/p>\n\n\n\n<aside class=\"contextual-driver has-text-align-left contextual-driver--einstein\">\n\t<header class=\"tidbit-header\">\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tIntroducing Salesforce Web3, Tech that Helps Brands Build Trusted, Sustainable Digital Communities\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p><\/p>\t<\/div>\n\t\t\t<p class=\"tidbit-link label\">\n\t\t\t<a class=\"label has-right-arrow has-right-arrow--small\" href=\"https:\/\/www.salesforce.com\/news\/stories\/web3-nft-news\/\" target=\"_blank\">\n\t\t\t\t<span>Read the announcement<\/span>\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\">\n\t<path d=\"M13.92 5.38a1 1 0 000-.76.9.9 0 00-.17-.26.25.25 0 000-.07l-4-4a1 1 0 00-1.46 1.42L10.59 4H1.07a1 1 0 000 2h9.52l-2.3 2.29a1 1 0 000 1.42 1 1 0 001.42 0l4-4a.25.25 0 000-.07.9.9 0 00.21-.26z\" \/>\n<\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-einstein\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/au\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/au\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/au\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/au\/news\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-einstein-large@1x.png\"\n\t\talt=\"Illustration of einstein\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n\n\n\n<p>However, as with any early-stage technology, there are potential risks to safety, privacy, and trust. For example, in a recent survey conducted by Salesforce of 935 global respondents*, 59% reported experiencing or witnessing some type of fraud (the most common being fake accounts acting as a brand for the purposes of phishing). There was also a significant trust gap between those who have purchased an NFT in the past and those who have yet to do so. For these reasons, it was important that Salesforce provide customers with a trusted, sustainable platform to operate NFT campaigns and programs.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>For these reasons, it was important that Salesforce provide customers with a trusted, sustainable platform to operate NFT campaigns and programs.<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Putting values at the center of innovation<\/h2>\n\n\n\n<p>To develop Salesforce Web3, Salesforce engaged its Office of the Ethical and Humane Use, Technology (Product and Engineering), Sustainability, and Equality teams \u2013 as well as its <a href=\"https:\/\/www.salesforce.com\/news\/stories\/web3-advisory-board\/\" target=\"_blank\" rel=\"noreferrer noopener\">Web3 Advisory Board<\/a> \u2013 to understand the complex dynamics of Web3 and determine how to engage in this emerging space through a values-driven lens.<\/p>\n\n\n\n<p>Together these teams developed five principles to guide their Web3 development efforts:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Trust and Security.<\/strong> Embed best-in-class brand and consumer protections, identifying \u2014 and preventing the use of the product for \u2014 fraud, force, or fear.<\/li>\n\n\n\n<li><strong>Sustainability.<\/strong> Minimize environmental impacts, disclose these impacts transparently, and neutralize residual carbon emissions while driving increased sustainability in the sector more broadly.<\/li>\n\n\n\n<li><strong>Equality. <\/strong>Provide guidance and guardrails to ensure fairness, diversity, and empowerment of customers and consumers.<\/li>\n\n\n\n<li><strong>Accountability.<\/strong> Empower the end user with explainable governance and engage stakeholders in ongoing evaluation.<\/li>\n\n\n\n<li><strong>Integrity and Transparency. <\/strong>Share clear, precise communication about the product and create trusted experiences and marketplaces where safety is top of mind.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Putting principles into practice<\/h2>\n\n\n\n<p>Salesforce put these principles to work by building Trust and Sustainability features directly into the product. To do so, the Web3 product team partnered closely with Salesforce\u2019s Ethical Use Advisory Council, external experts from academia and non-governmental organizations, and employees.<\/p>\n\n\n\n<p>Some of the many <strong>trust<\/strong> features and functionality include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Automatically deploying audited smart contracts <\/strong>on leading blockchains to ensure contracts are safe from bugs and user errors.<\/li>\n\n\n\n<li><strong>Proactively preventing Web3 fraud. <\/strong>Salesforce Web3<strong> <\/strong>collaborates with partners to analyze, flag, and assign risk scores to crypto wallets suspected of harmful or illegal activity.<\/li>\n\n\n\n<li><strong>Providing a secure, authenticated NFT checkout experience. <\/strong>First-party<strong> <\/strong>commerce sites help customers know they are buying NFTs from a safe, trusted source.<\/li>\n\n\n\n<li><strong>Addressing best-in-class consent and privacy practices. <\/strong>Providing tools for customers to collect meaningful, informed and granular consent for the collection and use of consumer data, particularly in cases where Web2 and Web3 data may be combined.<\/li>\n<\/ul>\n\n\n\n<p>Salesforce Web3 also delivers <strong>sustainable<\/strong> experiences for customers by:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Not supporting proof-of-work blockchains. <\/strong>Salesforce Web3 only<strong> <\/strong>allows transactions to take place on more energy-efficient blockchains, like proof-of-stake, which emit 99%+ less carbon.<\/li>\n\n\n\n<li><strong>Automating carbon emission calculations<\/strong> <strong>of potential blockchain options.<\/strong> The product will empower customers to offset emissions by purchasing carbon credits.<\/li>\n\n\n\n<li><strong>Collaborating with Web3 sustainability and climate action leaders. <\/strong>Salesforce is a supporter of the <a href=\"https:\/\/cryptoclimate.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Crypto Climate Accord<\/a> to help accelerate sustainability in the Web3 space and drive positive impact beyond Salesforce Web3.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Customers pilot helps tests values-driven approach<\/h2>\n\n\n\n<p>To ensure these principals were met, Salesforce undertook a deep research process that included a successful customer pilot with over 275,000 transactions on Polygon and Flow. No fraudulent activity of any impact was discovered. Furthermore, Salesforce found:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Customers are primarily viewing NFTs as a way to modernize loyalty programs and connect with consumers in Web3.<\/li>\n\n\n\n<li>The product\u2019s built-in safety and trust features work as intended. But brands looking to enter Web3 should also consider whether they have the right systems and resources in place to protect their consumers \u2014 and brand \u2014 from post-drop fraudulent activity.<\/li>\n\n\n\n<li>As an emergent technology, Web3 has a steep learning curve. Brands need to commit to educating their marketing teams and consumers about the technology, its associated risks, and how to safely engage.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Exploring Web3 safely<\/h2>\n\n\n\n<p>These are still the early days of a rapidly evolving technological landscape \u2014 and Salesforce will continue to evolve and innovate along with it.&nbsp;<\/p>\n\n\n\n<p>For example, Salesforce is currently exploring additional features that push the boundaries on privacy approaches that don\u2019t simply replicate a Web2 privacy paradigm (e.g. box-checking for opt-in, cookies) but that are unique to Web3 (e.g. consent tokens or use of verifiable credentials).  The promise of these and other innovations will deliver more trust for customers and consumers.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>The promise of these and other innovations will deliver more trust for customers and consumers.<\/p>\n<\/blockquote>\n\n\n\n<p>Salesforce does not have all the answers, but knows that by leading with values, it can help guide Web3 in a positive direction.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">More information:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>For more information about Salesforce\u2019s Web3 offerings, <a href=\"https:\/\/www.salesforce.com\/products\/web3\/overview\/\" target=\"_blank\" rel=\"noreferrer noopener\">go here<\/a>.&nbsp;<\/li>\n\n\n\n<li>Read about the vision for Salesforce Web3 <a href=\"https:\/\/www.salesforce.com\/news\/stories\/web-3-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/li>\n\n\n\n<li>Learn how the Salesforce Web3 Advisory Board Guides on Trust, Ethics, and Insights <a href=\"https:\/\/www.salesforce.com\/news\/stories\/web3-advisory-board\/\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>*Data is from a double-blind survey of 935 consumers across 30 countries conducted by Salesforce Research November 7\u201328, 2022.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. For the latest on Salesforce Einstein, go here. Today, Salesforce announced the limited general availability of Salesforce Web3, which will enable companies to sustainably mint, manage, and sell non-fungible tokens (NFTs) on a trusted platform. As businesses and brands explore emerging [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":7517,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[1099],"sf_theme":[1115],"sf_topic":[1093,1132,1134],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1094],"sf_collection":[1311],"sf_visibility":[],"coauthors":[],"class_list":["post-7516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-snapshots","sf_theme-digital-transformation","sf_topic-digital-transformation","sf_topic-innovation","sf_topic-marketing","sf_location-global","sf_collection-web3"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Salesforce Centered Ethical Innovation in Its Web3 Launch - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/news\/stories\/web3-ethics-salesforce-approach\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Salesforce Centered Ethical Innovation in Its Web3 Launch\" \/>\n<meta property=\"og:description\" content=\"Editor\u2019s Note: AI Cloud, Einstein GPT, and other cloud GPT products are now Einstein. 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