Salesforce CEO Marc Benioff has become the latest technology leader to call for greater responsibility in the artificial intelligence industry as increasingly powerful models become more widely adopted.

His comments come amid a growing debate over AI safety, following Anthropic CEO Dario Amodei’s weekend essay in which he urged frontier AI labs to slow the development of advanced models to allow safety measures to keep pace with their capabilities.

Benioff has previously called on technology companies to consider their broader impact on society. He has been a vocal critic of social media platforms and their effects, describing Facebook in 2018 as “the new cigarettes” and advocating greater government regulation of the sector.

“A lot of companies got hurt, a lot of individuals got hurt through social media,” Benioff told Jim Cramer in a “Mad Money” interview from the sidelines of his company’s annual Dreamforce event in San Francisco. “We don’t want that to happen in AI.”

The warning is particularly significant given Salesforce’s close ties to companies driving the AI boom. Last month, Salesforce unveiled Claudeforce, a platform that includes a plugin enabling customers to use Anthropic’s Claude to access data stored in Salesforce and perform tasks such as drafting emails and updating records.