Salesforce relies on AI agents in marketing
Salesforce is expanding its Marketing Cloud with autonomous AI agents that can handle tasks on their own. The solution offers features such as automated campaign creation, marketing management, and two-way customer communication.
Cloud provider Salesforce has launched Marketing Cloud Next, a further development of its marketing solution. At the heart of the innovations are AI agents that take over tasks in the entire marketing funnel independently, according to Salesforce. The AI agents can automate the creation of campaigns, performance optimization and personalization, among other things. In particular, they replace classic "do-not-reply" messages with bidirectional communication across every channel, according to the press release.
The AI agents would act completely autonomously: They create content, define target groups, personalize messages and web layouts, optimize performance and manage coordination between team members and channels. According to Salesforce, functions such as automated lead management, paid media optimization and the integration of unstructured data are also available for marketing departments. The solution is embedded directly in Salesforce Cloud services and is suitable not only for marketing, but also for sales and customer service applications.
The new Agentforce functions - Campaign Creation, Personalization Decisioning, Lead Management, Paid Media Optimization and Segment Intelligence - are already available, according to Salesforce. An expansion of the partnership with Linkedin is also planned for November 2025. This will enable marketing departments to track conversion events, synchronize customer and company lists for ad targeting and view Linkedin's target group analyses in the Marketing Cloud Next data cloud, according to the press release. (Filip Sinjakovic/dwi)
