Forward Future Live at Dreamforce! 10/15/2025

F1, Salesforce, Live Golf, Anthropic, and Figma leaders converged at Dreamforce 2025 to discuss AI's transformative impact on their industries, emphasizing its role in operational efficiency, fan engagement, and product innovation while maintaining a human-centric approach.

• AI is transforming sports operations and fan engagement, demonstrated by F1's lean workforce management and Live Golf's fan-centric AI tools.

• Enterprise AI prioritizes accuracy, consistency, and a robust 'agentic' infrastructure that includes memory, reasoning, and action, moving beyond just large language models.

• The human element, including storytelling and curating experiences, becomes increasingly crucial in an AI-driven world, emphasizing collaboration and strategic thinking.

Dreamforce 2025 featured discussions with industry leaders on how AI is revolutionizing their respective fields. Claire Sparks of F1 detailed AI's role in streamlining operations and expanding fan engagement, particularly to a younger, more global, and diverse demographic. Silvio Savarese from Salesforce emphasized that enterprise AI extends beyond large language models to include memory, reasoning, action, and user interface components, with a focus on accuracy and consistency. Scott O'Neal from Live Golf highlighted AI's use in enhancing fan experience and broadcast storytelling, while Paul Smith of Anthropic underscored his company's commitment to enterprise-focused, safe, and trusted AI, which is driving significant revenue and international expansion. Finally, Chris Rasmusen of Figma discussed how AI tools like Figma Make are democratizing design and coding, fostering collaboration, and evolving the roles of designers and developers, with Nancy Xu from Salesforce AI detailing the Agent Force platform’s role in enabling predictable and controllable AI agents and emphasizing the importance of evaluation and observability in enterprise-scale AI implementations.

F1 AI Adoption

• 00:02:45 Formula 1 is in the early stages of adopting AI, recognizing its potential to support a lean workforce of 650-700 employees, streamline operations, and enhance fan engagement. With a global fan base of 827 million, F1 is exploring AI to manage this scale and elevate the sport through technology. The focus is on leveraging AI to work smarter, minimize risks from specialist staff unavailability, and ensure consistent race broadcasting.

F1 Fan Base Growth

• 00:03:51 F1's fan base has exploded to 827 million globally, driven by initiatives like 'Drive to Survive' and the F1 movie, reaching new demographics previously untapped. The traditional fan base of males over 45 in Europe has diversified, with 43% now female and 42% under 35, spread geographically worldwide. This shift means fans are interested in broader aspects beyond just car technology and traditional motorsport.

F1 Global Operations

• 00:07:10 F1 operates as a 'traveling tech circus,' moving complex equipment across 21 countries for 24 races annually. Teams arrive 10 days prior to set up everything except a concrete slab, power, and water, including hundreds of cameras and microphones. Telemetry data is fed to a traveling broadcast center, which curates the international feed sent to the UK media center and then distributed globally to broadcast partners.

Human Element in Sports

• 00:11:19 Despite rapid technological advancements like autonomous driving, the human element remains central to F1's appeal, especially the drivers' reaction time, decision-making, and situational awareness. Fans are increasingly interested in the human stories behind the technology and sport, including drivers' daily routines, well-being, and mindset, reinforcing the importance of personal connection in an increasingly tech-driven world.

Salesforce AI Approach

• 00:21:00 Salesforce's AI research, led by Silvio Savarese, emphasizes building an 'agentic enterprise' beyond just large language models (LLMs), focusing on the combination of memory, reasoning (brain), action (actuator), and user interface. The company prioritizes consistency and accuracy for enterprise use cases over the pursuit of artificial general intelligence (AGI), which it views as a 'moving target.' Salesforce develops in-house models for developer productivity, a trust layer for safety, and embeddings for information retrieval.

Enterprise AI Simulation

• 00:24:40 Salesforce's critical investment is in 'enterprise verse simulation environments,' designed to stress-test AI agents and facilitate 'learning from experience.' This approach helps agents interact with the real world, learn from successes and failures, and improve performance through feedback, fine-tuning, and better prompting. This method addresses the saturation of traditional LLM training and aims to create benchmarks relevant for enterprise-specific applications like financial services and healthcare.

Live Golf's Innovation

• 00:41:45 Live Golf, as a new global league, aims to grow the game by featuring top professional golfers in a team-based, more entertaining, festival-like format, distinct from the PGA Tour. CEO Scott O'Neal highlights innovations like the 'fan caddy' app, which uses AI to provide attendees with real-time information and insights, and 'Agent Caddy' for broadcasters, which helps them tell compelling stories and manage the complexities of a shotgun start format during live events. Technology is also critical for optimizing player performance, extending beyond physical training to include data-driven insights on sleep, nutrition, and injury prevention.

Anthropic's Enterprise Focus

• 01:42:51 Anthropic maintains an 'unconflicted' and deliberate focus on serving enterprise clients, prioritizing safety, trust, explainability, and regulatory compliance. This strategy has driven rapid growth in enterprise revenue, particularly in heavily regulated sectors like banking, insurance, and healthcare. Anthropic leverages strong partnerships with platforms like Salesforce, AWS, and GCP to scale its offerings, emphasizing co-creation of unique joint products and direct relationships with Fortune 500 companies.