“Digital labor” is reshaping Salesforce’s growth strategy

Salesforce CEO Marc Benioff sees a transformative shift unfolding where AI agents are becoming an essential workforce alongside humans. This vision isn’t theoretical—it’s happening now, with companies already deploying digital labor that autonomously handles customer interactions, drafts business strategies, and collaborates with leadership. This represents a fundamental reimagining of how businesses operate, potentially expanding Salesforce’s addressable market from hundreds of billions into the trillion-dollar range.

The big picture: Salesforce is pivoting toward what Benioff calls “digital labor,” expanding from traditional enterprise software into a market he estimates at $3-12 trillion.

• Despite already being the world’s second-largest enterprise software company with projected annual revenue of $40.9 billion and 75,000 employees, Benioff believes this shift represents a massive new growth opportunity.
• The company is seeing this transition manifest in real business outcomes, both within its own operations and across its customer base.

Key examples: Real-world implementation of AI agents is already delivering significant business impact across multiple organizations.

• 1-800-ACCOUNTANT recently completed tax season with 70% of customer service inquiries handled autonomously without human interaction.
• Salesforce itself has seen dramatic changes in its support operations, with an “agentic layer” at help.salesforce.com resolving many issues that previously required human agents.

Why this matters: The rise of digital labor represents a fundamental shift in how businesses operate, potentially creating massive efficiency gains while raising questions about the future of human employment.

• Benioff frames this as a transitionary period leading to “another unbelievable place” in how businesses function and deliver value.
• The scale of market opportunity—measured in trillions rather than billions—suggests this transformation could dwarf previous technology revolutions.

Behind the numbers: Salesforce’s projection of a $3-12 trillion market for digital labor indicates the company sees AI agents replacing or augmenting significant portions of knowledge work across industries.

• This market sizing suggests AI isn’t just enhancing existing software but creating entirely new categories of business value through autonomous digital workers.
• The 70% automation rate at 1-800-ACCOUNTANT demonstrates these aren’t aspirational figures but already-achievable outcomes in specialized domains.