The company is actively pursuing its NFT Cloud pilot program.

Salesforce caused quite a stir with its official word earlier this year, announcing its ambitions to penetrate the Web3 market. This includes plans for integrating its NFT Cloud with TikTok and enhancing its e-commerce functionalities.

The unveiling of the NFT marketplace, aptly named NFT Cloud, faced significant backlash from numerous employees earlier this year. Nevertheless, Salesforce seems committed to rolling out the pilot for NFT Cloud.

Adam Caplan, Salesforce's senior vice president for emerging technologies, publicly indicated that the NFT Cloud would function as a no-code solution that allows users to sell, manage, and mint NFTs. Presently, it's in a closed pilot phase, with expectations for public access by October.

Why is the NFT Cloud controversial? 

NFTs currently draw skepticism and debate, largely due to security risks, the regulatory gray area surrounding them as stable financial assets, and concerns about the ecological impact of those utilizing the Ethereum blockchain.

These apprehensions were highlighted in a protest letter signed by nearly 400 Salesforce employees back in February, right after the company revealed its intentions for NFT Cloud. The response to these protests on Salesforce's part remains unclear, as they have yet to publicly address their staff's concerns.

However, a representative from Salesforce assured that NFT Cloud will operate on energy-efficient blockchains, specifically stating that transactions would only occur on proof-of-stake platforms and would exclude high-energy blockchains like proof-of-work.

This aligns with Salesforce's broader goals of environmental responsibility and sustainability. It is also important to note that the company has no plans to develop its own blockchain.

NFTs are a double-edged sword

Industry experts suggest that Salesforce users anticipating to utilize NFT Cloud should brace themselves for potential backlash from protestors. The contentious nature of the NFT sector leads many companies to tread carefully when considering entry. John Hughes, CEO of NearMintNFT and a tech consultant for Salesforce, emphasized that providing authentic responses to community concerns can significantly influence public reception of NFT marketplaces.

He noted that companies that actively demonstrate their commitment to ethical NFT practices focused on sustainability and security tend to enjoy better success rates when launching their NFT projects. Additionally, Hughes believes that a successful launch of the NFT Cloud will greatly depend on a united effort from the marketing team.

Hughes encourages Salesforce users to view NFTs as a new form of loyalty programs rather than simple collectibles, suggesting that as consumers engage more with a brand, NFTs, powered by blockchain technology and smart contracts, can adapt in real-time to unlock unique rewards. Notably, brands like Gap and PacSun have seen significant marketing success through NFTs linking virtual goods with physical apparel.

Hughes continued, asserting that NFTs provide marketers with superior data quality compared to traditional loyalty platforms, cards, or apps. They also serve as a gateway into digital spaces where customers, especially younger demographics, are increasingly spending their time.

Status of the NFT Cloud

Salesforce has intentions to explore social media promotions on platforms like Snapchat, TikTok, and Instagram. Initiatives like automated content curation and social feeds will simplify participation for merchants in these channels, according to Scot Gillespie, Salesforce's executive vice president and general manager of Commerce Cloud.

The announcement detailing the pilot for Salesforce NFT Cloud coincided with the introduction of additional marketing and e-commerce initiatives.

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