The Ultimate Dreamforce 2026 Guide: Dates, Keynotes, and Event Strategy
Key Takeaways:
Dreamforce 2026 takes place September 15–17 in San Francisco, with thousands attending in person and online.
Agentic AI, Agentforce, Data 360, and enterprise AI adoption are expected to shape this year's event.
The event offers keynotes, hands-on training, certifications, networking, and sessions tailored to different Salesforce roles.
Two years ago, Salesforce used the Dreamforce keynote stage to introduce Agentforce, the idea that AI shouldn't just assist inside your CRM; it should act.
This September, that idea gets its biggest test yet. Dreamforce 2026 is built entirely around the concept of the "Agentic Enterprise," and for anyone tracking how AI is actually being deployed inside real businesses rather than just demoed, this is arguably the most consequential Dreamforce since the pandemic reshaped the event format.
Here's what you need to know before you register, book a flight, or decide to just watch from home.
What Is Dreamforce?
Dreamforce is Salesforce's annual flagship event, bringing together Salesforce customers, partners, developers, admins, architects, marketers, and business leaders from around the world. Held at San Francisco's Moscone Center, the event combines product announcements with technical learning, hands-on training, customer stories, networking, and community experiences.
It’s where Salesforce typically unveils some of its biggest product developments and gives attendees a closer look at where the platform is heading.
The event also gives attendees direct access to Salesforce product experts, customers, partners, and other Trailblazers. Between sessions, there are community meetups, roundtables, demonstrations, and experiences across San Francisco, making the event as much about the people and conversations as the product and feature announcements.
For those who can't make it to San Francisco, Salesforce+ provides a free virtual option, with keynotes, hundreds of sessions, interviews, and virtual hands-on training available online.
Salesforce Dreamforce 2026: Quick Facts
| Dates | September 15–17, 2026 |
| Location | Moscone Center (North, South, West halls), San Francisco, CA |
| Trailblazer Bootcamp add-on | September 12–14, 2026 (pre-conference) |
| Format | In-person + free live/on-demand streaming via Salesforce+ |
| Sessions | 1,600+ sessions, 50+ keynotes, 150+ hands-on trainings |
| Minimum age | 18+ (required for all venues and sessions) |
Who Can Attend for Free and What It Costs Everyone Else
You don't need a badge to get real value out of Dreamforce. Salesforce+ streams keynotes and a selection of sessions live and on-demand at no cost, with no registration required. That's the easiest free entry point, and it's genuinely how a large share of the "attendee" base experiences the event each year.
For everyone attending in person, here's the current pricing:
| Pass Type | Price | Notes |
|---|---|---|
| Full Conference Pass | $2,299 | Standard individual rate |
| Group Registration (3+ people) | $999/person | Saves $3,900+ across a group of three |
| Trailblazer Bootcamp add-on | $1,499 | 3 extra days of hands-on training, Sept 12–14 |
| Salesforce+ (virtual) | Free | Keynotes + select sessions, live and on-demand |
The Full Conference Pass covers all three main days and includes keynotes, breakout and theater sessions, workshops, roundtables, community networking, the Welcome Reception, Dreamfest, and daily meals. Pricing tiers have already increased from $999 to $2,299. So the earlier you register, the better your odds of locking in better rates before they move.
Budgeting beyond the pass: for attendees flying in and staying multiple nights, a realistic all-in estimate- pass, hotel, and flights combined lands somewhere in the $2,500–$3,500 range domestically, more for international attendees once flights and longer stays are factored in.
Topics to Cover at Dreamforce 2026
If last year was about introducing agentic AI, this year is about proving it works at scale. Expect the agenda to lean heavily into:
Agentforce in production: Moving past demos into real deployment patterns, governance, and measurable outcomes for autonomous agents operating inside live business workflows
Data Cloud as the backbone: Sessions focused on unifying customer data in real time as the foundation agentic AI actually depends on
AI embedded across Sales, Service, and Marketing Cloud: Less about standalone AI features, more about how conversational and generative tools now sit inside everyday rep and agent workflows
Trust and governance for autonomous systems: A growing track as more companies hand agents real decision-making authority, not just suggestions
Industry-specific tracks: Tailored sessions for financial services, healthcare, manufacturing, and retail, showing how agentic strategies differ by sector
Career and certification: On-site certification exams plus skill-building sessions for admins, developers, architects, and business analysts
Confirmed keynotes already on the schedule give a good sense of where the programme is headed:
Dreamforce Main Keynote: Marc Benioff opens the event with the year's biggest announcements
Agentforce Keynote: From Fast Start to Real ROI, the shift from Agentforce pilots to measurable business results
Security Keynote: Trust Across Agents, Data, and Platforms- what it takes to secure an enterprise once agents are making decisions, not just suggestions
Five Steps to Building Trusted AI Agents: A practical framework for agent governance and reliability
Data 360 Keynote: Context Is Your AI Advantage- Why unified, real-time data is the foundation every agentic strategy depends on
Agentforce Operations Keynote: Running and scaling agents once they're in production
Headless 360 Keynote: Anywhere Humans and Agents Work: Extending Salesforce experiences beyond the platform itself
Role-Based Keynotes
If you want to build your agenda around your specific job, these are worth prioritizing:
Architect Keynote: Architecture for the Agentic Future: Technical patterns for architects designing agent-ready systems
Developer Keynote: Build the Agentic Enterprise: What's new for developers building and extending agents
Admin Keynote: Bring the Agentic Enterprise to Life: The admin's role in deploying and managing agents day-to-day.
Marketing Keynote: A New Model for Growth: How agentic AI is reshaping marketing strategy and execution
Hands-on trainings worth building agenda time around:
Hands-on Training: Get Started with Data 360
Hands-on Training: Build Agents with Agentforce and Agent Script
Hands-on Training: Get Started with Marketing Cloud Next
What's New at Salesforce Dreamforce 2026
A few notable shifts from previous years worth knowing about before you plan your schedule:
Claude joins the keynote stage: Salesforce's official Dreamforce page confirms a session billed as "Claudeforce," where Anthropic CEO Dario Amodei and Marc Benioff will share their vision for combining Claude's reasoning with trusted Salesforce data.
Headless 360: Announced earlier this year, Headless 360 exposes the entire Salesforce platform CRM, Data 360, Slack, and more, as APIs, MCP tools, and CLI commands, letting AI agents take action without a human logging into a browser. It's significant enough to get its own keynote track, and expect it to come up across Architect, Developer, and Admin sessions too.
A dedicated Community Keynote: Separate from the main keynote, aimed specifically at Trailblazer groups and community-driven content
A full community zone: A third-floor space built for first-timers, user groups, and peer networking, rather than folding community programming into general session tracks
A tighter registration curve: With earlier pricing tiers already closed and the lowest-cost group tier historically selling out well before summer, this year’s registration has moved faster than prior years
Why Dreamforce 2026 Is Worth Attending
Dreamforce 2026 comes at a different point in Salesforce's AI journey. Agentforce has now been in the market for two years, so the conversation has moved beyond what autonomous agents could do.
This year, the more important question is what they've actually delivered.
Expect more real-world customer stories, lessons from production deployments, and discussions around what worked, what didn't, and where businesses are seeing measurable results. That makes this Dreamforce less about AI demos and more about seeing how agentic AI is being used in real business operations.
And that's what makes 2026 worth paying attention to. Salesforce isn't just presenting a vision for the agentic enterprise anymore; it's showing how that vision is being put into practice.
Dreamforce 2026 Speakers: Meet the Visionaries and Industry Leaders
| # | Speaker | Designation |
|---|---|---|
| 1 | Dario Amodei | Co-Founder & CEO, Anthropic |
| 2 | H.E. Omar Sultan Al Olama | UAE Minister of State for Artificial Intelligence |
| 3 | Linda A. Hill | Professor & Faculty Chair, Leadership Initiative, Harvard Business School |
| 4 | Sheryl Lee Ralph | Emmy Award-Winning Actor, Producer & Bestselling Author |
| 5 | Travis Kalanick | CEO & Founder, Atoms |
| 6 | Alessandra Sala | Co-Chair of UNESCO’s Women for Ethical AI; President of Women in AI |
| 7 | Matthew McConaughey | Academy Award-Winning Actor, NYT Bestselling Author & Salesforce Brand Partner |
| 8 | Reese Witherspoon | Academy Award-Winning Actress, Producer, NYT Bestselling Author & Founder of Hello Sunshine |
| 9 | Sterling K. Brown | Emmy Award-Winning Actor & Producer |
| 10 | Bill Nye | Emmy Award-Winning Science Educator, Bestselling Author, Advocate for Scientific Literacy |
| 11 | Terry Crews | Award-Winning Actor, Author, Activist & Motivational Speaker |
| 12 | Rebecca King-Crews | American TV Personality, Fashion Designer, Author & Philanthropist |
| 13 | Roland Busch | President & CEO, Siemens AG |
| 14 | Chamath Palihapitiya | All-In Podcast Co-Host; Founder & CEO, Social Capital |
| 15 | Dave Friedberg | All-In Podcast Co-Host & CEO, Ohalo |
| 16 | Jason Calacanis | All-In Podcast Co-Host & Technology Entrepreneur; Founder & CEO of LAUNCH |
| 17 | Tony Robbins | #1 NYT Bestselling Author, Entrepreneur & Philanthropist |
| 18 | Allie K. Miller | CEO, Open Machine & Fortune 500 AI Advisor |
| 19 | Jim Gaffigan | Emmy Winning, Grammy Nominated & NYT Bestselling Comedian |
| 20 | Anton Osika | CEO & Co-Founder, Lovable |
| 21 | Arthur C. Evans, Jr., PhD | CEO & Executive Vice President, American Psychological Association |
| 22 | Allan Thygesen | CEO, Docusign |
| 23 | will.i.am | CEO & Founder, FYI.AI |
| 24 | Renée Richardson Gosline | Sr. Lecturer & Head of Human-First AI Lab at MIT |
| 25 | Max Junestrand | CEO & Co-Founder, Legora |
| 26 | Jessica Sibley | CEO, TIME |
| 27 | Matt Loszak | CEO & Co-Founder, Aalo Atomics |
| 28 | Keely Cat-Wells | CEO & Founder, Making Space |
| 29 | Jamie Dormandy | Chief Operating Officer, Make-A-Wish UK |
| 30 | Guillermo Rauch | CEO & Founder, Vercel |
| 31 | Swan Sit | Former Nike & Estée Lauder Executive; AI & Digital Transformation Leader |
| 32 | Spiros Xanthos | CEO & Founder, Resolve AI |
| 33 | Sam Jacobs | Editor-in-Chief, TIME |
| 34 | Nicky Preston | Head of Corporate Affairs & Sustainability, One New Zealand |
| 35 | Dr. Uri Yerushalmi | Chief AI Officer & Co-Founder, Fetcherr |
| 36 | Ayesha Javed | Sr. Editor Business & Technology, TIME |
| 37 | Chase Lochmiller | CEO & Co-Founder, Crusoe |
| 38 | Dustin Podell | Co-Founder & Research Scientist, Black Forest Labs |
| 39 | Ethan Mollick | Innovation Expert & Artificial Intelligence Thought Leader; Professor of Entrepreneurship, The Wharton School |
| 40 | Dr. Maria Su | Superintendent of Schools, San Francisco Unified School District |
More speakers coming soon...
Check out the official Salesforce website for more details.
Before You Go: Quick Prep Checklist
Register now: The discounted early tiers have already closed, so the $2,299 Full Conference Pass and $999 group rate are the current pricing; waiting only risks losing session and hotel availability, not a better price
Set up your Trailblazer account: It's your free single sign-on for registration, agenda building, and Salesforce+ streaming
Book accommodation now: Downtown San Francisco fills up fast during Salesforce Dreamforce week and prices climb the longer you wait
Watch for Agenda Builder: Shortlist sessions early once the catalog opens so you're not scrambling day-of
Decide in-person vs. virtual: If hands-on training and certification exams matter to you, in-person is worth it; if you mainly want the keynote announcements, Salesforce+ covers that for free
Whether you're in the room at Moscone or watching from home, Dreamforce 2026 is shaping up to be less about what Salesforce says AI can do, and more about what it's already proven to do. September 15th isn't far off, worth having your plan locked in before then.
Frequently Asked Questions
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Yes. When you start registration on Salesforce's official Dreamforce page, you'll be prompted to either log in to an existing Trailblazer account or create a new one to complete the process; it can't be skipped.
The account is free to set up and doubles as your single sign-on for building your session agenda and streaming on Salesforce+, so it's worth creating well before registration opens rather than at the last minute.
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The pass is valid for all three days (September 15–17) and includes access to every keynote, breakout, and theater session, hands-on workshops, roundtable discussions, and networking with your community.
It also covers the Welcome Reception, Dreamfest, and daily morning and afternoon refreshments plus lunch. On top of that, you get full access to Campground (the expo floor where partners run live demos) and one included on-site certification exam opportunity, with no separate exam voucher needed.
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TDX (TrailblazerDX) is Salesforce's developer-focused event held earlier in the year, and Connections focuses on marketing and commerce. Dreamforce is the largest and broadest of the three, covering every role, industry, and product line, and it's where Salesforce typically makes its most significant company-wide announcements.
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Dreamforce 2026's Agenda Builder is already live on the Salesforce Events website; log in with your Trailblazer account to browse, favorite, and reserve sessions now. The mobile app's builder typically activates closer to the event, around two weeks out. Capped sessions like hands-on labs fill fast, so reserve early.
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