Today at Connections, Salesforce gave marketers their own AI team, agents that collaborate with them to build pipeline, create content, and run campaigns. This frees marketers to be makers again — spending more time on the strategic and creative work of shaping the stories, campaigns, and experiences that move customers and drive growth.

Rather than chasing reports, waiting on deliverables, and managing handoffs, marketers can work alongside agents that serve as analytical and creative partners — helping them validate ideas, qualify leads, create complete campaigns, and optimize customer experiences as behavior evolves.

We’re more agile, we can test at a more refined level, and the scope of our personalization has exploded. We’re delivering a better experience than we ever have before, and we’re just getting started.

Matt Patston, Rawlings

Built on the world’s #1 CDP and Agentforce, Salesforce has the only agentic marketing platform that unifies customer and business data, content, conversations, and workflows across marketing, sales, service, and commerce. Together, these systems provide agents with the shared context needed to reason, make decisions, and take action across every moment in the customer lifecycle. Without that context, agents can only react to isolated signals — leading to disconnected experiences, like promoting a product a customer just purchased or asking them to repeat information they’ve already shared.

Companies are already beginning to see the impact. Sporting goods brand Rawlings reports 75% faster campaign creation using Agentforce Marketing, allowing teams to personalize engagement and act on customer behavior in real time.

“The ability to access and act on transactional data as it’s created completely changes what’s possible,” said Matt Patston at Rawlings. “We’re more agile, we can test at a more refined level, and the scope of our personalization has exploded. We’re delivering a better experience than we ever have before, and we’re just getting started.”

What’s New

Agents That Help Teams Build Limitless Pipeline

Eighty-six percent of marketers say AI has fundamentally changed how customers engage with brands. One of the clearest examples is agents on company websites — critical moments where brands must turn browsing into buying.

With Piper, Qualified’s AI SDR Agent, brands can identify and qualify website visitors in real time — answering questions conversationally, understanding buyer intent, and routing prospects into immediate sales interactions. No form fill, no waiting, no dropped leads.

Companies are already seeing measurable productivity gains from Qualified. “We’ve reduced our lead qualifying reps by about 20% but increased our opportunity creation by more than 22%,” said Susan Ganeshan, CMO at Emplifi.

Hunter, a new Prospecting Agent, identifies prospects based on buyer intent, initiates outreach, and runs email nurture sequences. No more hours spent researching prospects and writing cold outreach. Hunter handles prospecting autonomously so sales teams can focus on higher-value customer engagement.

Together, these agents work around the clock to build pipeline. And because they share customer and business context, every interaction is informed, relevant, and seamlessly connected across marketing and sales. 

Agents That Create Content at Individual Scale

Seventy-eight percent of marketers say they need more personalized content than human teams alone can produce. As customer expectations increase with AI, brands need content systems that can personalize experiences across every channel, in any language, in real time. 

This week, Salesforce announced it signed a definitive agreement to acquire Contentful, a leading composable content platform and headless content management system trusted by more than 4,800 of the world’s leading brands. Contentful adds a single, unified content layer to Headless 360, moving enterprises from static, channel-specific content to dynamic orchestration. It’s the foundation that lets marketers create once and have agents deliver everywhere, multiplying a single idea across every channel, audience, and language.

With Agentforce Content Agent, marketers will be able to describe their campaign and have an agent generate omni-channel content — including emails, mobile messages, SMS, RCS conversations, and personalized promotional experiences. Localization of the content also happens within the same workflow so global teams aren’t waiting on handoffs. Instead of spending weeks coordinating production and channel execution, marketers can focus on the ideas, storytelling, and customer experiences that differentiate their brand.

By grounding the agent in customer and business context, campaign goals, and brand guidelines, the content generated is more relevant to each individual while remaining on brand.

Agents That Turn Goals into Autonomous Campaigns 

Customer behavior is changing faster than marketers can adapt. In fact, 64% of marketers say they struggle to keep pace. Too much time is spent managing campaigns instead of creating experiences that drive growth.

The Agentforce Marketing Goals Agent gives marketers a new way to run campaigns. Instead of managing workflows, marketers manage agents. Marketers define goals, budgets, guardrails, and autonomy limits. Agents take it from there, creating, executing, and optimizing campaigns within those boundaries. Using customer context and live signals, agents determine the right content, channel, audience, and timing for each interaction, continuously adapting to drive better results.

For example, a marketer could tell the Marketing Goals Agent that they want to “recover declining conversion among parents shopping during peak back-to-school demand.” The agent would then use context and live signals to build an audience, launch a campaign, optimize channel mix, test messaging, and adapt offers as customer behavior changes.

Going Headless: Bringing AI to Where Marketers Work

This orchestration can now extend beyond the marketing application itself. Salesforce’s Agentforce Marketing exposes campaign management capabilities as MCP tools, allowing marketers to orchestrate workflows directly from interfaces like Slack. Through conversational campaign management, marketers can request audience segments, create campaigns, update journeys, and ask questions about performance within their existing workflow. This is Headless 360 in action — where shared customer context, business logic, and AI-powered workflows can be embedded anywhere marketers work.

More Customer Perspectives

• Linda West, VP, Business Automation, Indeed: “The difference with Marketing Cloud Next is that it’s fully built on the Salesforce platform. That means you can create a Flow that instantly triggers a customer case or generates a lead for a sales rep — truly game-changing. We’ve been able to consolidate our martech by 40% after implementing Marketing Cloud Next.”
• Rachael Britnell, VP, Growth Marketing, NextGen Healthcare: “Healthcare buying journeys are complex, multi-stakeholder, and rarely linear. At NextGen, we’re focused on orchestrating engagement across the entire revenue journey — connecting signals, intent, digital engagement, SDR outreach, and AI-driven experiences into one coordinated growth engine. With Agentforce Marketing and Qualified, we’ve shifted from treating website visitors as anonymous clicks to identifying accounts in motion, accelerating pipeline creation, and building a more intelligent, connected path to revenue.”
• Tim Peyton, VP, Global Marketing Operations, Pearson: “Educators and learners move through a complex journey, and too often the experience is disconnected at exactly the moments that matter. With Agentforce Marketing and Agentforce, we’re using unified data and AI agents to simplify discovery, reduce friction, and build more connected relationships across that journey. It’s changing disconnected interactions into adaptive experiences that meet educators and learners wherever they are.”

Salesforce’s Vision for Marketing

“Our vision for the future of marketing is simple: Empower marketers with AI agents that help them do work that wasn’t possible before,” said Eric Zenz, SVP, Product Management, Agentforce Marketing. “With shared customer and business context powering every agent, companies can move beyond static campaigns to continuous engagement that evolves in real time — delivering more relevant experiences, greater productivity, and stronger business outcomes.”

Availability

• Qualified’s AI SDR Agent, Piper, is generally available now.
• Prospecting Agent Hunter is generally available now.
• Campaign management in Slack using MCP is generally available in June ’26.
• Agentforce Content Agent is in pilot now.
• Agentforce Marketing Goals Agent is in pilot now. 

Learn More

• Watch the Connections keynote to learn how you can plan and deliver experiences, content, and conversations that evolve with every customer.
• Learn more about Agentforce Marketing and follow along for the latest information.

This article may include references to services or features that are still in development and are unreleased. Customers should make their purchase decision based on fully released and available features.