Just publicity stunt in my humble opinion. Open source CRMs have existed before AI. If he at least said, they were using an open source CRM and added some custom features they were using Salesforce for... but we'll see, such an interesting time we're in.
They probably didn't need Salesforce in the first place. Salesforce is often bought for the ecosystem: third-party apps and integrations. In a past life I did some Salesforce development and it's like its own world.