Salesforce Could Rebrand to ‘SalesforceSlack’, Marc Benioff Says

Marc Benioff has suggested that Salesforce rebrand to ‘SalesforceSlack’ to “capture its AI-era power”. The Salesforce CEO put out a poll on X, asking people to vote on whether they thought the move was a good idea. 68.3% said no, 23.3% said yes, and 8.4% said ‘maybe so’. 

It isn’t the first time a name change has been suggested for Salesforce. Late last year, a company employee told Business Insider that the company could change its official name to match its flagship AI product, Agentforce. The comment was said to have been made somewhat jokingly, but Benioff himself has repeatedly said customers no longer want to talk about cloud products, and he even admitted that a full company name change “might happen.”

Salesforce is Becoming ‘Slack First’

In any case, Benioff’s latest suggestion – along with a flashy video combining Salesforce and Slack logos and brand names in various ways – illustrates just how important Slack is becoming in Salesforce’s strategy.

Slack had, in a 2022 blog post, floated the idea of a ‘digital HQ’, which appears to have been something of a precursor to the concept of the ‘deeply unified platform’. It had remained a relatively separate platform until June last year, when Salesforce embedded Slack directly into its CRM. The company said that Slack and Salesforce were becoming “seamless”, as part of a strategy to bring apps, data, workflows and so on into a “single, intelligent, unified platform”. 

At the time of its launch, we spoke to Archana Kannan – who was SVP of Slack Product at Salesforce at the time, and now Senior Director of Product Management at Google. Archana told SF Ben that, since Slack’s acquisition, the company has been on a “deliberate journey to bring Slack and Salesforce together”.

There is a common phrase – that being “deeply unified platform” – which consistently pops up in Salesforce’s messaging, particularly around Slack. We have, in many ways, been seeing this idea become manifest over the past year. 

What it means, outside of marketing speak, is more integration between Slack, Salesforce, Agentforce, and Data 360. 

I had, in 2025, written that Salesforce was not the only digital HQ in town – naming Microsoft, which had launched integration between Dynamics 365 and Microsoft Teams – as another. Decision-makers at Salesforce/Slack would have to move fast if they wanted their own digital HQ to be the one that dominates the market, we said at the time. Over the last year, Salesforce has seemingly taken that advice. 

During the Slack keynote at Dreamforce ‘25, Parker Harris said Salesforce was “reengineering all of Salesforce to be Slack-first”, and at the start of 2026, Salesforce fulfilled that promise with a new AI-powered version of Slackbot. The reimagined Slackbot would act as a personal AI companion, summarizing threads, creating messages, and surfacing Salesforce insights. 

In March, Salesforce launched ‘Slack CRM’, seemingly fulfilling a promise that was made five years earlier. It meant that the capabilities of both products were available in one tab – thus minimizing context-switching. Benioff posted the news in a post on X on March 12, calling the new crossover capabilities “AI on top, Salesforce underneath”, in one “pane of glass”.