Salesforce continues its “Ask More of AI” campaign with a new installment starring Matthew McConaughey.

This time, the actor stands in an AI-generated forest and raises another thought-provoking question. “If AI collects your data in a forest and no one’s around to watch it, what happens?” he asks.

“Ask More of AI” an onscreen line reads at the end of the 15-second video.

In a previous ad, McConaughey visits a Wild West town and asks about the sherrif.

The campaign, which aims to provoke questions about the ethics and trustworthiness of AI and promote Salesforce’s AI services as a solution, is set to run across streaming services and apps, social media, and will also include newspaper ads in The Wall Street Journal and The New York Times.

As part of the campaign, Salesforce promotes its own generative AI tools and plans to launch a microsite in August to direct clients to these offerings.