Marc Benioff on Dreamforce memes and the AI SaaSpocalypse

章节 1：Dreamforce迷因与人工智能 hype 周期

📝 本节摘要：

本章围绕 Dreamforce 现场流行的网络迷因展开，Marc Benioff 回顾自己借鉴 John Chambers、走下舞台与观众互动的演讲方式，并解释环形剧场设计所体现的客户理念。谈及 AI 热潮时，他认为各行业正处于巨大转型的早期，不同个人、公司和国家所处阶段并不相同。

[原文] [Marc Benioff]: Alex, thank you for coming, by the way, to Dreamforce. Exciting to have you here. Is this your first Dreamforce?

[译文] [Marc Benioff]: Alex，顺便谢谢你来参加 Dreamforce。很高兴你能来。这是你第一次参加 Dreamforce 吗？

[原文] [Alex Heath]: No, it's my third.

[译文] [Alex Heath]: 不是，这是我第三次来。

[原文] [Marc Benioff]: Wow. Amazing. Congratulations.

[译文] [Marc Benioff]: 哇，太棒了。恭喜。

[原文] [Alex Heath]: A lot of things to talk about, but first I've got to ask you, Marc, do you know what frame mogging is?

[译文] [Alex Heath]: 有很多事情想聊，但首先我得问你，Marc，你知道什么是“frame mogging”吗？

[原文] [Marc Benioff]: Well, I didn't know it as well as I do right now.

[译文] [Marc Benioff]: 以前不知道，现在可太知道了。

[原文] [Alex Heath]: You know it now. You're a meme.

[译文] [Alex Heath]: 你现在知道了。你已经成了一个迷因。

[原文] [Marc Benioff]: Actually, every year I'm a slightly different meme.

[译文] [Marc Benioff]: 其实，我每年都会变成一个略有不同的迷因。

[原文] [Alex Heath]: A slightly different one. I've been enjoying the frame mog memes. Yeah,

[译文] [Alex Heath]: 每年都不太一样。我最近很喜欢那些“frame mogging”的迷因。

[原文] [Alex Heath]: Those have been big this year. I would say the other one is you and Jensen

[译文] [Alex Heath]: 今年这些迷因很火。我觉得另一个热门的是你和 Jensen 的那个，

[原文] [Alex Heath]: where you say, "We're all following you, bro."

[译文] [Alex Heath]: 就是你说“我们都在跟着你，老兄”的那个。

[原文] [Marc Benioff]: Yeah.

[译文] [Marc Benioff]: 对。

[原文] [Alex Heath]: That's been a big one.

[译文] [Alex Heath]: 那个也非常火。

[原文] [Alex Heath]: And I think that actually speaks to

[译文] [Alex Heath]: 我觉得这其实说明了

[原文] [Alex Heath]: the moment we're in.

[译文] [Alex Heath]: 我们正处在怎样的时代。

[原文] [Marc Benioff]: These weren't planned, by the way.

[译文] [Marc Benioff]: 顺便说一句，这些都不是事先计划好的。

[原文] [Alex Heath]: That's what I was going to ask you. Like, when you do the frame mogging, are you thinking, like, people are going to meme this?

[译文] [Alex Heath]: 这正是我想问你的。你做“frame mogging”的时候，会不会想到“人们肯定会把这个做成迷因”？

[原文] [Marc Benioff]: I was just mentioning to a member of my team, I'm like, you know, a year ago we had a whole different set of memes, and now we have a whole different set of memes

[译文] [Marc Benioff]: 我刚才还跟团队里的一位成员说，一年前我们有完全不同的一套迷因，而现在又有完全不同的一套迷因，

[原文] [Marc Benioff]: and, like, the memes from a year ago are forgotten and gone.

[译文] [Marc Benioff]: 一年前的那些迷因已经被遗忘、消失了。

[原文] [Marc Benioff]: Yeah. And I'm like, you don't know what's next. You know, I couldn't have told you five days ago that this would be the funniest thing coming out of Dreamforce, but that's the nature of

[译文] [Marc Benioff]: 对。我当时就想，你根本不知道接下来会发生什么。五天前我不可能告诉你，这会成为 Dreamforce 出现的最有趣的事情，但这就是

[原文] [Marc Benioff]: the world we're in, in social media right now.

[译文] [Marc Benioff]: 我们当下所处的社交媒体世界的特点。

[原文] [Alex Heath]: My favorite one is there's one of you and Sam, and it says, "ARR meets AGI."

[译文] [Alex Heath]: 我最喜欢的是你和 Sam 的那张，上面写着“ARR 遇上 AGI”。

[原文] [Marc Benioff]: Yeah.

[译文] [Marc Benioff]: 对。

[原文] [Marc Benioff]: That's a good one.

[译文] [Marc Benioff]: 那个不错。

[原文] [Alex Heath]: And I've been reading about people trying to describe this year's Dreamforce on X. And my favorite one was, "It feels like a mix between a megachurch sermon and science camp, but for B2B SaaS." And when I see you walking through doing that keynote, I mean, you've always kind of done it that way, right? Where did you have the idea? Because it's become such an iconic part of the conference.

[译文] [Alex Heath]: 我一直在看人们在 X 上如何描述今年的 Dreamforce。我最喜欢的一条是：“感觉像大型教会布道和科学营的结合体，只不过是面向 B2B SaaS 的。”看到你走来走去做主题演讲，我想你一直都是这样，对吧？你当初是怎么想到这种方式的？因为它已经成了大会非常标志性的一部分。

[原文] [Marc Benioff]: It's a huge nod to John Chambers,

[译文] [Marc Benioff]: 这很大程度上是在致敬 John Chambers，

[原文] [Marc Benioff]: who was the CEO of Cisco, who hated to stay on the stage.

[译文] [Marc Benioff]: 他曾是思科的 CEO，非常不喜欢一直待在舞台上。

[原文] [Alex Heath]: Okay.

[译文] [Alex Heath]: 明白。

[原文] [Marc Benioff]: And so we would all be facing towards the stage, and John would walk off the stage and walk into the audience, and I was like, "Whoa." And I'm like, I have to learn how to do this and train everybody to be a John Chambers.

[译文] [Marc Benioff]: 当时我们都会面向舞台，而 John 会走下舞台，走进观众中。我当时就想：“哇。”然后我就觉得，我必须学会这样做，还要训练所有人都成为 John Chambers。

[原文] [Marc Benioff]: And one of his key executives, who I was very close with and who has since passed on, Rick Justice, then became kind of the second acolyte to come off the stage with John. And I'm like, "Whoa, if he can do that, we can get everyone to do that." And then the one pivot is, you may see we do more of a theater in the round because

[译文] [Marc Benioff]: 他的核心高管之一 Rick Justice 和我关系非常亲密，他后来也去世了。当时他成了第二位追随者，和 John 一起走下舞台。我就想：“哇，如果他能这么做，我们就能让所有人都这么做。”另外一个变化是，你可能会看到我们更多采用环形剧场的形式，因为

[原文] [Marc Benioff]: we don't really want to be a patriarchal structure in the room. It tries to be a little more—yeah—

[译文] [Marc Benioff]: 我们不太希望把现场变成一种父权式的结构。我们希望它能更——对——

[原文] [Marc Benioff]: democratic,

[译文] [Marc Benioff]: 民主一些，

[原文] [Marc Benioff]: people up and—

[译文] [Marc Benioff]: 让大家都站起来并且——

[原文] [Marc Benioff]: Yeah. Well, there's like 12,000 people in the keynote room. So, and then it's all set in the round. But when we go on the road, we're about to go on the road.

[译文] [Marc Benioff]: 对。主题演讲厅里大概有 12,000 人，而且整个场地都是环形的。不过我们马上就要开始巡回演讲了。

[原文] [Alex Heath]: Oh, yeah.

[译文] [Alex Heath]: 哦，对。

[原文] [Marc Benioff]: And we're going to do what we call the world tour. So we'll hit all the major cities. We'll go to Tokyo, we'll go to New York, we'll go to London, we'll go to Paris, we'll take this show on the road—Chicago, on and on. When we do that, it's the same thing, just slightly smaller, right? We'll set it in the round, and we'll always walk with everybody and try to be with our customers. It's a metaphor for being with your customer.

[译文] [Marc Benioff]: 我们要进行所谓的“世界巡回”。我们会去所有主要城市：东京、纽约、伦敦、巴黎，把这场演出带到各地——芝加哥等等。到那时形式还是一样，只是规模稍小一些，对吧？我们会采用环形布局，始终和大家一起走动，努力和客户在一起。这象征着我们与客户同行。

[原文] [Alex Heath]: You don't have a prompter, right? You're just walking around.

[译文] [Alex Heath]: 你没有提词器，对吧？你就是直接走来走去。

[原文] [Marc Benioff]: No. So many people ask me that question. They're like, "Did you memorize it?" But, you know, the presentation is different every single time because of that. Yeah.

[译文] [Marc Benioff]: 没有。很多人都会问我这个问题。他们会问：“你把它背下来了吗？”但正因为如此，每次演讲的内容都不一样。

[原文] [Alex Heath]: Well, Jensen does that, too. If you go see Jensen speak, there's no prompter. I'm always amazed by the density of information that you're putting out.

[译文] [Alex Heath]: Jensen 也是这样。如果你去看 Jensen 演讲，他也没有提词器。我总是很惊讶你能输出如此高密度的信息。

[原文] [Marc Benioff]: Yeah. He knows what he wants to say.

[译文] [Marc Benioff]: 对。他知道自己想说什么。

[原文] [Alex Heath]: Yeah. And he was there, and you said that we're all following you, bro.

[译文] [Alex Heath]: 对。他当时也在，你还说“我们都在跟着你，老兄”。

[原文] [Alex Heath]: And I do feel like that's true. Like,

[译文] [Alex Heath]: 我确实觉得这是真的。比如说，

[原文] [Marc Benioff]: I think it's true.

[译文] [Marc Benioff]: 我觉得这是真的。

[原文] [Alex Heath]: I'm asking that, too, to say: where do you think we are in the AI hype cycle right now? Do you think there's a little bit of nervousness? Kind of what you said there, I think, was maybe speaking to a little bit of the nervousness that people feel.

[译文] [Alex Heath]: 我这么问也是想知道：你觉得我们现在处在 AI 热潮周期的哪个阶段？你觉得人们是不是有一点紧张？我觉得你刚才说的那些话，可能也触及了人们感受到的某种不安。

[原文] [Marc Benioff]: If I said it like that, I didn't mean to. I think we're in this incredible transformation of our industry

[译文] [Marc Benioff]: 如果我刚才的话听起来像是在表达这个意思，那并不是我的本意。我认为我们正处于行业的一场巨大变革之中，

[原文] [Marc Benioff]: and of many industries, and we're in the middle of it. It's exciting, you know, but we're still very much in the beginning of the beginning

[译文] [Marc Benioff]: 而且许多行业也都在经历变革。我们正身处其中。这令人兴奋，但我们仍然只是处在起点的起点，

[原文] [Marc Benioff]: of what can be an incredible new chapter of the world. But you probably already heard me say this: I just spent two full months in Europe, and I met with hundreds of our customers. And, you know, things are different in Europe than they are here in San Francisco, than they are in Shanghai. If you're here in San Francisco, you probably know there's more than a thousand Waymos driving around autonomously. And that's not the only autonomous company here in San Francisco. If you go to Europe, I didn't see one autonomous vehicle in two months. Not one. Not in any country. So that's kind of a metaphor, though, for me, that everyone is in a slightly different place in AI—as an individual, maybe as a company, maybe as a country. We're in a continuum, and we're all on that.

[译文] [Marc Benioff]: 这可能成为世界一个全新而非凡篇章的开端。但你可能已经听我说过：我刚在欧洲待了整整两个月，见了数百位客户。欧洲的情况和旧金山不同，也和上海不同。如果你在旧金山，可能知道这里有一千多辆 Waymo 在自动驾驶。而且旧金山不只有这一家自动驾驶公司。可如果你去欧洲，我两个月里一辆自动驾驶汽车都没见到。一辆也没有，任何国家都没有。所以对我来说，这其实是一种隐喻：每个人在 AI 领域所处的位置都略有不同——个人如此，公司如此，国家也如此。我们正处在一条连续的进程中，而我们都在这条进程上。