Dreamforce 2025 showcased the next wave of innovation in AI, data, and customer experience, bringing together industry leaders, technologists, and trailblazers from around the world. This year, Salesforce focused on empowering enterprises with smarter AI agents, unified data, and seamless workflows that will deliver real-time, personalized customer experiences.

From the Main Keynote to deep dives on Agentforce 360, Data 360, and marketing innovations, we’ve curated the most impactful announcements that will shape the future of enterprise technology.

Dreamforce 2025: Main Keynote Highlights

As usual, the main keynote gave a quick overview of where Salesforce is heading and what the future of business looks like. Marc Benioff took the stage to share the company’s vision, focusing on AI, smarter workflows, and better customer experiences. He showcased how Agentforce 360 helps companies build AI agents that deliver accurate, consistent, and personalized answers.

A major announcement was that Agentforce will now be the central platform for everything Salesforce builds. All agents, workflows, prompts, and data tools will live in AgentForce, enabling organizations to orchestrate agents across topics and departments seamlessly. It’s a single hub where all AI-powered capabilities connect and work together. Along with this, Dreamforce featured a short demo of Agentforce Vibes, showcasing how quickly and intuitively apps and automations can be built just from descriptions.

While these updates will make agents smarter and more capable, data remains the key to getting them up and running effectively. That’s why Salesforce introduced Data 360, the next evolution of Data Cloud, to provide connected, context-rich, and actionable data for powering Agentforce and other enterprise workflows.

Customer stories added real weight to the announcement. Leading brands like Williams‑Sonoma Inc., PepsiCo, FedEx, Dell Technologies, and Pandora were spotlighted as early adopters using Agentforce to transform service, operations, and customer engagement.

The All-New Agentforce 360

Having 12,000 customers already, Agentforce has now evolved into Agentforce 360, the intelligent foundation of Salesforce’s AI ecosystem. It brings together every capability, from reasoning and orchestration to contextual understanding and voice, into one unified platform. With Agentforce 360, Salesforce is not just building smarter agents but enabling enterprises to create, customize, and scale AI across every department. The platform introduces four key capabilities: Agent Script, Agent Builder, Intelligent Context, and Agentforce Voice, each designed to make agents more capable, contextual, and human-like.

1. Agent Script (Beta)

Salesforce is opening up the power of its reasoning engine through Agent Script, enabling developers to design how AI agents think, respond, and act. With customizable logic and structured reasoning flows, teams can now guide the agent’s behavior for consistent, reliable outcomes. This makes every interaction more predictable, accurate, and aligned with the brand’s goals, allowing businesses to fine-tune responses for complex enterprise use cases.

2. Agent Builder (Beta)

With Agent Builder, anyone can create and deploy AI agents using simple language instead of complex prompts or code. This intuitive, low-code environment enables users to describe what they want the agent to do in plain language, while Salesforce handles the logic in the background. You can easily connect agents to Salesforce data, define workflows, and orchestrate collaboration between multiple agents across departments. Whether it’s sales, service, or marketing, Agent Builder empowers teams to launch intelligent, context-aware agents that are ready to scale.

3. Intelligent Context (GA October 2025)

Intelligent Context | Source: Salesforce

To help AI handle real-world complexity, Salesforce introduced Intelligent Context, enabling agents to reason over unstructured and dynamic data. This feature ensures every agent understands the full picture, from customer histories to emails and CRM data, before responding. By combining structured CRM insights with unstructured information, Intelligent Context powers responses that are more relevant, accurate, and human-like.

4. AgentForce Voice (GA October 2025)

Agentforce Voice brings conversational AI to life with natural, real-time voice interactions inside Salesforce. It’s designed to make customer conversations more human-like, with the ability to recognize nicknames, handle interruptions, and maintain full context throughout the dialogue. When a conversation is transferred to a live agent, the complete transcript and context are instantly available, allowing for a seamless handoff and uninterrupted customer experience. With this, Salesforce enables a unified voice solution that connects AI and human service effortlessly across every customer interaction.

Enhancing AI with Process Intelligence: Salesforce is leaving no stone unturned to make Agentforce truly powerful. At Dreamforce 2025, the recent acquisition of Apromore adds a critical layer of process intelligence to Agentforce 360. By leveraging Apromore’s process mining, simulation, and digital twin capabilities, AI agents now understand how work flows through an organization, reducing errors, ensuring compliance, and enabling enterprise-scale automation with confidence.

From Data Cloud to Data 360

Salesforce Data 360 | Source: Salesforce

At Dreamforce 2025, Salesforce reimagined how data powers business intelligence with the launch of Data 360, the next evolution of Data Cloud. It’s more than an upgrade; it’s the heartbeat of Salesforce’s AI ecosystem, designed to make data instantly actionable, connected, and trusted across the enterprise.

Data 360 remembers every customer conversation. It unifies, harmonizes, and governs data across systems while delivering truly personalized experiences across every channel, touchpoint, and modality. Built on the proven foundation of Data Cloud, this new evolution gives AI and agents the full context they need, empowering smarter decisions, richer interactions, and faster results.

Broad Use Cases of Data 360

Data 360 is built around three primary use cases that help businesses unlock the full potential of their data:

1. Deliver Personalized, Real-Time Experiences

By connecting and unifying fragmented data across the ecosystem, Data 360 enables organizations to deliver contextual and personalized experiences at every touchpoint, web, mobile, chat, or in-person.

For example, when engaging customers through marketing, Data 360 ensures every interaction feels timely, relevant, and informed by a complete understanding of the customer journey.

2. Power Smarter, Trusted AI Agents

AI needs data to work effectively, and Data 360 provides it in context. By unifying structured and unstructured data, AI agents can reason over complete information to deliver faster, more accurate, and trustworthy outcomes. This allows AI to collaborate seamlessly with humans, boosting productivity and ensuring consistent, intelligent decision-making.

3. Unlock Connected Customer Journeys

Data 360 extends the Customer 360 vision by integrating every interaction and data source. This allows enterprises to orchestrate seamless, connected experiences across the entire customer journey, from marketing and sales to service and loyalty.

Key Innovations in Data 360

Salesforce has introduced four groundbreaking innovations that power the new Data 360.

1. Intelligent Context (GA Oct 2025)

Provides AI with fast, semantic understanding of structured and unstructured data, delivering context-rich insights that enable smarter decisions, personalized experiences, and predictive actions across the enterprise.

2. Unstructured Data Governance (Beta Nov 2025)

Securely manages documents, PDFs, images, and videos while ensuring compliance, turning unstructured content into actionable intelligence for better decision-making and personalized customer engagement.

3. Clean Rooms (GA Dec 2025)

Enables organizations to collaborate securely with partners using anonymized and aggregated data, uncovering hidden audiences and actionable insights while ensuring sensitive information is protected and customer trust is maintained.

4. Agentic Setup and Data Management (GA Jan 2026)

Automates AI agent setup, data access, and workflow management, simplifying deployment and ensuring scalable, trustworthy, and intelligent AI solutions across the organization.

Agentforce Marketing: AI-Powered, Two-Way Customer Engagement

Agentforce Marketing | Source: Salesforce

While Salesforce is infusing AI across every Customer 360 product, marketing isn’t being left behind. The all-new Agentforce Marketing brings powerful AI capabilities to every marketer’s toolkit, transforming traditional campaigns into intelligent, two-way customer conversations.

How Agentforce Transforms Marketing

As highlighted during the keynote, marketers spend an average of 7.4 weeks building and launching a campaign. Agentforce Marketing changes that entirely; you set the vision, and AI handles the rest. Powered by Campaign Creation, Orchestration, and Activation Agents, Agentforce Marketing streamlines everything from planning to execution. The result? Smarter campaigns launched in days, not weeks, with precision targeting, personalized content, and real-time optimization.

What’s More in Agentforce Marketing

1. Two-Way Conversations

Businesses can engage in genuine, real-time conversations with their customers through interactive emails and SMS. Messages become two-way, so instead of talking at your audience, you’re engaging with them, creating experiences that feel more personal and connected.

2. Data 360 Integration

With Data 360 built right into Agentforce Marketing, you gain a comprehensive view of every customer, their complete history, behaviors, and engagement patterns. This connected data helps you deliver messages that feel timely, relevant, and genuinely personal across every channel.

3. Intelligent Journey Decisions

AI agents dynamically guide customers through their journeys, making smart decisions at every touchpoint. Interactions adapt automatically to behaviors and preferences, optimizing engagement and conversions.

4. Business Unit Awareness

If your company runs multiple brands or operates across regions, Agentforce Marketing’s AI knows how to keep it all organized. It tailors campaigns for each business unit while keeping your overall messaging consistent and on-brand.

5. Adaptive Website Experiences

With this innovation, your website gets smarter. It adapts in real time to how visitors browse, click, and interact, showing each person the most relevant content. The result is a seamless, personalized experience that keeps users engaged and coming back.

6. Paid Media Optimization

No more guessing where your ad budget works best. Agentforce Marketing keeps an eye on every campaign, fine-tuning spend in real time. It shifts budget from underperforming ads to what’s actually driving results, saving time and boosting ROI effortlessly.

7. Unified Analytics

Marketers gain instant insights across campaigns and channels, eliminating manual reporting. Unified analytics enable faster, smarter decisions, allowing teams to optimize performance and improve customer outcomes effectively.

No Migration or Extra License Required

Agentforce Marketing Availablity | Source: Salesforce

You can activate Agentforce Marketing with your existing Marketing Cloud license, whether Engagement or Account Engagement. There’s no need to migrate or purchase additional licenses. Your historical campaigns, contact data, and current setup integrate seamlessly, unlocking all AI-powered functionality immediately.

Conclusion

Dreamforce 2025 made it clear: Salesforce is empowering enterprises to work smarter, faster, and more intelligently. From Agentforce 360 to Data 360 and Agentforce Marketing, AI is no longer a tool; it’s the engine driving personalized, connected, and seamless customer experiences. With these innovations, businesses can orchestrate smarter agents, unlock richer insights, and deliver campaigns that truly engage.

Whether you’re scaling AI across departments, unifying your data, or transforming marketing into real-time, two-way conversations, Salesforce provides the platform to make it happen.

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Dreamforce 2025: Key Takeaways on Agentforce 360 and Data 360