{"id":13555,"date":"2026-07-14T15:10:05","date_gmt":"2026-07-14T15:10:05","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=13555"},"modified":"2026-07-14T15:10:06","modified_gmt":"2026-07-14T15:10:06","slug":"why-ethical-ai-will-define-the-winners-of-the-agentic-era","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/why-ethical-ai-will-define-the-winners-of-the-agentic-era\/","title":{"rendered":"Trust Is the New Intelligence: Why Ethical AI Will Define the Winners of the Agentic Era"},"content":{"rendered":"\n<p>We are entering one of the most transformative moments in business history.<\/p>\n\n\n\n<p>Agentic AI is changing the way we work, market, sell, and serve customers.<\/p>\n\n\n\n<p>With <a href=\"https:\/\/www.salesforce.com\/eu\/agentforce\/\">Agentforce<\/a>, Salesforce is ushering in a new era where humans and AI agents collaborate together, combining speed, intelligence, and automation at unprecedented scale.<\/p>\n\n\n\n<p>But as AI becomes increasingly autonomous, one question matters more than ever:<\/p>\n\n\n\n<p><strong>Can we trust what we create?<\/strong><\/p>\n\n\n\n<p>Because in the age of agents, trust is no longer just a value.<\/p>\n\n\n\n<p>It becomes the foundation of intelligence itself.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-agentic-era-requires-more-than-technology\"><strong>The Agentic Era Requires More Than Technology<\/strong><\/h2>\n\n\n\n<p>Over the past decade, organizations have invested heavily in data, AI, and automation.<\/p>\n\n\n\n<p>But technology alone has never guaranteed success.<\/p>\n\n\n\n<p>Today, success depends on something far more human: Trust.<\/p>\n\n\n\n<p>As Paula Goldman, Salesforce&#8217;s Chief Ethical and Humane Use Officer, reminds us, AI should not only be powerful and efficient, it must also be ethical and trustworthy.<\/p>\n\n\n\n<p>Because innovation without responsibility is not progress.<\/p>\n\n\n\n<p>It is risk.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-trust-is-becoming-the-ultimate-competitive-advantage\"><strong>Why Trust Is Becoming the Ultimate Competitive Advantage<\/strong><\/h2>\n\n\n\n<p>According to Salesforce&#8217;s <a href=\"https:\/\/www.salesforce.com\/eu\/resources\/research-reports\/state-of-the-connected-customer\/\">State of the Connected Customer<\/a> report:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>88% of customers say trust becomes more important in times of change.<\/li>\n\n\n\n<li>Customers increasingly expect transparency in how companies use AI and their data.<\/li>\n\n\n\n<li>Trust directly influences loyalty, advocacy, and long-term relationships.<\/li>\n<\/ul>\n\n\n\n<p>In the Agentic Enterprise, trust becomes the invisible infrastructure behind every customer interaction.<\/p>\n\n\n\n<p>And unlike technology, trust cannot be automated.<\/p>\n\n\n\n<p>It must be earned.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-five-principles-behind-responsible-agentic-ai\"><strong>The Five Principles Behind Responsible Agentic AI<\/strong><\/h2>\n\n\n\n<p>Since 2018, Salesforce has been pioneering ethical AI through the Office of Ethical and Humane Use.<\/p>\n\n\n\n<p>As we enter the Agentforce era, five principles guide the responsible development of autonomous AI.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-accuracy\"><strong>Accuracy<\/strong><\/h3>\n\n\n\n<p>AI must deliver reliable outcomes.<\/p>\n\n\n\n<p>Powered by the Atlas Reasoning Engine, Agentforce uses topic classification and guardrails to ensure agents operate within clearly defined boundaries and provide verifiable results.<\/p>\n\n\n\n<p>Because intelligence without accuracy creates confusion.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-safety\"><strong>Safety<\/strong><\/h3>\n\n\n\n<p>AI should reduce harm, not amplify it.<\/p>\n\n\n\n<p>Through the Einstein Trust Layer, Agentforce includes toxicity detection mechanisms, privacy protection, and safeguards against bias.<\/p>\n\n\n\n<p>Because scale without safety becomes dangerous.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-honesty\"><strong>Honesty<\/strong><\/h3>\n\n\n\n<p>Transparency builds confidence.<\/p>\n\n\n\n<p>Agentforce clearly discloses AI-generated interactions, ensuring customers understand when they are engaging with AI systems.<\/p>\n\n\n\n<p>Because trust starts with truth.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-empowerment\"><strong>Empowerment<\/strong><\/h3>\n\n\n\n<p>The future is not Human versus AI.<\/p>\n\n\n\n<p>It is Human plus AI.<\/p>\n\n\n\n<p>Agentforce is designed to automate routine work while allowing humans to focus on judgment, creativity, and high-value decisions.<\/p>\n\n\n\n<p>Because AI should elevate human potential, not replace it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-sustainability\"><strong>Sustainability<\/strong><\/h3>\n\n\n\n<p>Bigger models are not always better.<\/p>\n\n\n\n<p>Salesforce Research has demonstrated that optimized models such as xLAM and xGen-Sales can deliver high performance while minimizing environmental impact.<\/p>\n\n\n\n<p>Because innovation must also be responsible to future generations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-new-role-of-the-cmo\"><strong>The New Role of the CMO<\/strong><\/h2>\n\n\n\n<p>As AI agents increasingly create content, orchestrate campaigns, and interact with customers, CMOs face a new responsibility.<\/p>\n\n\n\n<p>Tomorrow&#8217;s marketing leaders will not only manage brands.<\/p>\n\n\n\n<p>They will govern trust.<\/p>\n\n\n\n<p>The future CMO must become:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>A steward of ethical AI.<\/li>\n\n\n\n<li>A champion of transparency.<\/li>\n\n\n\n<li>A protector of customer trust.<\/li>\n\n\n\n<li>A leader of human-AI collaboration.<\/li>\n\n\n\n<li>A builder of purpose-driven organizations.<\/li>\n<\/ul>\n\n\n\n<p>Because in the age of Agentic AI, leadership itself becomes a competitive advantage.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-marketing-with-purpose-in-the-agentic-era\"><strong>Marketing With Purpose in the Agentic Era<\/strong><\/h2>\n\n\n\n<p>As Head of Marketing at Salesforce Switzerland, entrepreneur, and mental trainer, I believe we are witnessing a profound shift.<\/p>\n\n\n\n<p>The organizations that win will not necessarily be those with the biggest models.<\/p>\n\n\n\n<p>Or the fastest algorithms.<\/p>\n\n\n\n<p>Or the most automation.<\/p>\n\n\n\n<p>They will be the organizations that people trust.<\/p>\n\n\n\n<p>Because technology can scale intelligence.<\/p>\n\n\n\n<p>But only humans can scale trust.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thought\"><strong>Final Thought<\/strong><\/h2>\n\n\n\n<p>The future of AI is not about replacing humanity.<\/p>\n\n\n\n<p>It is about amplifying it.<\/p>\n\n\n\n<p>And in a world where agents increasingly make decisions alongside us,<\/p>\n\n\n\n<p>the most powerful technology of all may not be artificial intelligence.<\/p>\n\n\n\n<p>It may be human integrity.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Trust is the new intelligence. And ethical AI will define the leaders of the Agentic era.<\/p>\n<\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Feu%2Fblog%2Fwhy-ethical-ai-will-define-the-winners-of-the-agentic-era%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Trust%20Is%20the%20New%20Intelligence%3A%20Why%20Ethical%20AI%20Will%20Define%20the%20Winners%20of%20the%20Agentic%20Era\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 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1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Trust Is the New Intelligence: Why Ethical AI Will Define the Winners of the Agentic Era\" https:\/\/www.salesforce.com\/eu\/blog\/why-ethical-ai-will-define-the-winners-of-the-agentic-era\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n<aside class=\"contextual-driver has-text-align-left\">\n\t<header>\n\t\t<h2 class=\"tidbit-head\">\n\t\t\tDiscover more\t\t<\/h2>\n\t<\/header>\n\t<div class=\"tidbit-body\">\n\t\t<p>\ud83d\udd39\u00a0Explore how\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/agentforce\/\"><strong>Agentforce<\/strong><\/a>\u00a0is shaping the Agentic Enterprise<br>\ud83d\udd39\u00a0Discover how\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/slack\/\"><strong>Slack AI<\/strong><\/a>\u00a0and Slack Skills are redefining collaboration<br>\ud83d\udd39\u00a0Discover how\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/data\/\"><strong>Data<\/strong>\u00a0<strong>360<\/strong><\/a>\u00a0enables AI-powered personalization at scale<br>\ud83d\udd39\u00a0Understand how\u00a0<a href=\"https:\/\/www.salesforce.com\/eu\/artificial-intelligence\/trusted-ai\/\"><strong>Trusted AI at Salesforce<\/strong>\u00a0<\/a>ensures innovation is built on transparency and responsibility<\/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\/eu\/blog\/category\/podcasts\/\" target=\"_blank\">\n\t\t\t\t<span>And the Spotlight Podcast<\/span>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 14 10\"><path d=\"M13.92 5.38a1 1 0 0 0 0-.76.9.9 0 0 0-.17-.26.3.3 0 0 0 0-.07l-4-4a1 1 0 0 0-1.46 1.42L10.59 4H1.07a1 1 0 0 0 0 2h9.52l-2.3 2.29a1 1 0 0 0 0 1.42 1 1 0 0 0 1.42 0l4-4a.3.3 0 0 0 0-.07.9.9 0 0 0 .21-.26\" \/><\/svg>\n\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<img class=\"tidbit img-evergreen\"\n\t\tsrcset=\"\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@0.5x.png 84w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@1x.png 168w,\n\t\t\thttps:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@2x.png 336w\n\t\t\"\n\t\tsrc=\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/themes\/newsroom\/assets\/images\/article-tidbit-evergreen-large@1x.png\"\n\t\talt=\"Illustration of evergreen\"\n\t\tsizes=\"(min-width:1024px) 175px, 130px\"\n\t>\n\t<\/aside>\n\n","protected":false},"excerpt":{"rendered":"<p>Marketing with Purpose | By Vanessa Gentile, Head of Marketing, Salesforce Switzerland<\/p>\n","protected":false},"author":757,"featured_media":13558,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"123455667787899905043212","post_meta_title":"","ai_synopsis":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"sf_topic":[10],"sf_content_type":[437],"coauthors":[137],"class_list":["post-13555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing","sf_content_type-blog"],"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>Trust Is the New 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