Salesforce has released a teaser starring Matthew McConaughey in an AI Wild West.

The 15-second video features the award-winning actor, who is also a Salesforce ambassador, entering a computer-generated Wild West town and looking for the sherrif. “So the AI is the Wild West. I heard there’s a sheriff around here,” he says. The tagline “Ask more of AI” then appears on the screen.

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.

McConaughey acknowledges the risks associated with AI, such as surveillance and privacy concerns, and said he believes that AI can only cause damage if individuals allow it to do so. He also emphasizes the importance of asking the right questions to guide AI’s actions.

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.

“GenAI has the potential to help businesses connect with their audiences in new, more personalized ways,” said Paula Goldman, chief ethical and humane use officer for Salesforce, in a statement. “As companies embrace this technology, businesses need to ensure that there are ethical guidelines and guardrails in place for safe and secure development and use of GenAI,” she also said.