Salesforce, the #1 AI CRM, today announced it has signed a definitive agreement to acquire Contentful, a leading composable content platform trusted by over 4,800 of the world’s leading brands to deliver personalized digital experiences at scale. The acquisition will enhance Salesforce’s Headless 360 with a native, enterprise-grade content layer that connects customer data with engaging content experiences across Salesforce’s leading applications. By leveraging Data 360, Agentforce, and Contentful’s composable APIs, global enterprises can seamlessly deliver personalized, AI-assembled experiences at scale across every channel. 

“Every meaningful customer interaction depends on three things working together: the right data, the right AI-driven content, and a modern, effortless experience,” said Jujhar Singh, President, C360 Applications & Industries, Salesforce. “With Contentful, we complete that picture by adding a native, headless, composable content layer that lets Agentforce dynamically assemble and deliver personalized experiences across every channel, at the speed and scale the AI era demands.”

“Joining forces with Salesforce accelerates our mission of enabling modern enterprises to dynamically assemble and deliver rich digital experiences across every channel,” said Karthik Rau, CEO of Contentful. “Our API-first architecture and deep domain expertise fit perfectly into the Salesforce stack. Together, we will redefine how brands interact with customers by giving Agentforce the content layer it needs to make every interaction truly engaging.”

Connecting Data, Content, and Customer Experiences   

Following the close of the transaction, Contentful will be integrated natively across Customer 360 while preserving the composability that developers and digital teams expect from a modern headless platform. As a native layer within the platform, Contentful’s structured content architecture becomes accessible to Agentforce, enabling agents to query, assemble, and deliver content dynamically without manual publishing steps.

Together, Agentforce and Contentful will move enterprises from static, channel-specific content to dynamic content orchestration – assembling 1:1 experiences at scale based on context, channel, language, and business rules. This unification gives enterprises a single content layer across all channels (email, web, mobile) and in any use case (marketing, commerce, sales), eliminating the fragmentation that slows time-to-market and undermines brand consistency.

The transaction is expected to close in the third quarter of Salesforce’s fiscal year 2027, subject to customary closing conditions, including the receipt of required regulatory approvals.