Learning. Innovation. Community. Those are the key words cloud-based CRM software company Salesforce uses to describe its annual flagship conference, Dreamforce, touted as the world’s largest AI event and enterprise tech conference. Hosted every year in San Francisco and set for Sept. 17-19 at Moscone Center, Dreamforce is considered an essential business gathering for the global Salesforce community, aka “Trailblazers,” that attracts thousands of attendees worldwide for three days of learning, networking, innovation sharing, philanthropy, and fun. 

In 2023, the 21st annual event drew an estimated 40,000 Salesforce customers, partners, and employees. 

Backstory: Launched in 2003 to help customers and stakeholders maximize their use of Salesforce products, the inaugural Dreamforce started as a small gathering at a Hilton hotel in San Francisco that attracted approximately 1,300 attendees and featured more than 50 sessions. Since then, Dreamforce has evolved into a major global conference that features keynotes, workshops, and sessions covering a wide range of topics beyond just Salesforce.  

Context: The 22nd annual Dreamforce is taking place amid questions about its future in San Francisco, where the event has been held for more than two decades and where Salesforce’s headquarters are located. In 2023, Salesforce CEO Mark Benioff expressed concerns about keeping Dreamforce in The City by the Bay, citing its homelessness and public drug use problems as adversely impacting the show. However, in November 2023, the company agreed to hold the event at Moscone in 2024 after city leaders agreed to implement new safety, cleanliness, and hospitality measures and standards. 

Building on the packed agenda of last year’s event, Dreamforce ‘24 promises an even richer array of sessions and experiences. Whether joining in person or online, here are eight things attendees can expect from the tech extravaganza: 

Everything AI. 

According to Dreamforce officials, a majority of senior business leaders are prioritizing artificial intelligence for their businesses over the next 18 months. In response, the show will feature more than 70 AI researchers, innovators, ethics experts, and thought leaders to help attendees stay on the cutting edge of this emerging and rapidly growing technology. Attendees will have the chance to learn the foundation of AI and how they can put it to work for their companies through product and industry breakouts, theater sessions, roundtables, and hands-on workshops focused on the latest AI tools shaping a new era of business.  

A plethora of education. 

A learning experience at its core, Dreamforce will present more than 1,500 educational sessions and workshops led by more than 115 thought leaders, including Benioff and former NVIDIA Chief Scientist David Kirk. Educational offerings will include keynotes, high-profile interviews, Q&A sessions with Salesforce execs, hands-on training sessions, interactive demos, product announcements, and practical learning experiences.  

Dozens of role-specific breakout sessions for sales, marketing, service, commerce, IT, development, architecture, and more will also be on tap, as well as curated content for specific industries such as manufacturing, automotive, retail, packaged goods, financial services, and more. Trailblazers will also have the chance to earn new certifications and gain new skills on Salesforce’s free online learning platform Trailhead, where they can learn about new tools, technologies, tips, and tricks to move their companies in a more customer-centric direction.  

Community-building opportunities. 

Dreamforce provides numerous opportunities to connect with industry peers through formal sessions and social events. In between sessions, keynotes, and giving back opportunities, attendees can network with thousands of experts, business leaders, and peers from around the world, including some of the most innovative brands, visionaries and changemakers, executive leaders, Salesforce employees and experts, and like-minded Trailblazers. The conference also features a marketplace of partner activities, ideas, and services spanning more than 25,000-square-feet of expo space. 

Inspiring speakers and guests.  

Dreamforce is known for hosting a vast array of thought leaders, industry pioneers, and notable luminaries sharing their perspectives and expertise on the world’s latest social, economic, and environmental issues, and this year’s lineup will be no exception. Top-level guests sharing their insights this year will include:  

• Daniela Amodei, president and co-founder of Anthropic, will shed light on the path forward in AI, emphasizing ethical development and responsible technology. 
• Oscar-nominated actress turned singer-songwriter Kate Hudson will share her journey of blending cinematic storytelling with the complexities of modern rock. 
• Delving into the advancements in CUDA programming, former NVIDIA Chief Scientist David B. Kirk will offer a glimpse into the future of computing. 
• Raj Subramaniam, CEO of FedEx, will discuss the role of innovation in global logistics and the importance of sustainable practices within large corporations. 
• Actor and Salesforce brand advisor Matthew McConaughey will share his unique blend of entertainment and strategic insights and discuss how creative storytelling can be leveraged in business marketing. 
• Cristóbal Valenzuela, co-founder of Runway, will explore the intersection of AI with creative tools to make technology accessible to artists and developers. 
• Known for his captivating performances and directorial ventures, Dev Patel will speak on the creative process in film and entrepreneurship in the arts. 
• Sallie Krawcheck, CEO of Ellevest, will address the critical role of empowering women through innovative financial tools and investment solutions. 

Can’t-miss special events. 

While educational sessions and keynotes are the heart of Dreamforce’s programming, the event also features a fun lineup of special events and parties to help attendees to blow off steam and network with peers in a more relaxed setting, from the Dreamforce Welcome Reception and numerous partner gatherings and happy hours to Dreamfest, Dreamforce’s epic celebration with a top-tier musical headliner. This ever-popular onsite celebration has featured award-winning global music icons such as the Red Hot Chili Peppers, Metallica, The Killers, and Foo Fighters, and this year, chart-topping music icon P!NK and hitmaking band Imagine Dragons will headline it. 

Opportunities to give back.  

Each year, Dreamforce partners with nonprofits to provide attendees with opportunities and activities that promote diversity, inclusion, equality, and sustainability through action and volunteerism, enhancing the event experience while also fostering a sense of community and shared purpose. A few organizations the conference has supported in the past include UCSF Benioff Children’s Hospitals; (RED); Girl Scouts; Children of Shelters; Bay Area Workforce Development; Larkin Street Youth Services; Hamilton Families; Oakland Unified School District; and San Francisco Unified School District. 

Sustainability efforts. 

According to Dreamforce officials, the conference works to host a more sustainable event every year in support of its commitment to creating a low-carbon future and accelerate the world’s journey to net zero. This year, the conference will limit non-sustainable swag, provide carbon-friendly menus, eco-friendly packaging, refillable water stations, and the option for onsite attendees to offset their travel-related emissions. In support of its sustainability mission, Dreamforce will also feature expert speakers and hands-on demo stations to educate and enable attendees to take climate action. 

Immersive hybrid programming.  

Following its shift to a virtual format in 2020, Dreamforce has since evolved into a dynamic hybrid experience with Salesforce+, a complimentary immersive digital experience and dedicated streaming service that allows attendees to engage with the conference’s live or on-demand content from anywhere in the world. Offering a full three days, the reimagined virtual experience includes two channels, 72 hours of live broadcast, 200+ on-demand sessions, and the latest news and announcements. The platform will also feature its own exclusive content and moments, so onsite attendees are also encouraged to register for the Salesforce+ conference experience. 

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