At Dreamforce, we were reminded once again of the incredible power of community: marketers, innovators and dreamers coming together to shape what’s next. This year, the energy was undeniable, and one truth became clear: marketing is transforming again, this time thanks to agentic AI.
Over the past 25 years, we’ve seen marketers get closer and closer to building lasting relationships with every customer. Thanks to technology like CDPs and AI, they can execute omni-channel engagement across email, mobile, social, web, commerce and loyalty. And they can do this all while navigating new data privacy rules and shifting budgets, and learning new tools.
But with all this progress comes new pressures: the need to move faster, to personalize even deeper, and to connect with customers in more meaningful ways. That brings us to the next evolution: a world shaped by intelligent AI agents. Consumer expectations have shifted. It used to be enough to send a message with a call to action and wait for clicks, research and decisions. But today, agents do the heavy lifting, find answers, make choices and even take action in seconds.
As marketers, our challenge is clear: every customer interaction must become a personalized, responsive experience with agents at the center. Because if we don’t deliver that, consumers will find a brand that will. Agentic marketing is the next great evolution in our field: marketing that stops speaking at customers and starts engaging with them.
That transformation is happening now. This blog will explain how the innovations we announced at Dreamforce will give you the tools you need for this new era.
What is Agentforce Marketing?
Agentforce Marketing empowers every marketer to turn bold ideas into measurable impact by transforming one-way campaigns into dynamic, conversational experiences. With agents handling the busywork, marketers can focus on strategy, creativity and innovation. The agents help your brand respond to, adapt and act on every customer message in real time, driving outcomes while freeing marketers to think bigger.
Agentforce Marketing is powered by a unified system built on three pillars: data, engagement, and intelligence.
It all starts with your data. When customer data lives in one place, it stops being a list and becomes a shared resource that every team — from marketing to sales, service and commerce — can act on together with AI agents. Unified data gives your entire organization the foundation to understand customers and personalize every interaction.
That data then powers our marketing engagement engine — uniting ExactTarget, Pardot, Datorama, and Evergage into a single, connected platform. It fuels engagement across every channel — email, mobile, ad, social, and web — turning disconnected campaigns into a seamless customer journey.
Finally, Agentforce brings intelligence to every moment. AI agents plan, create and optimize marketing in real time, turning one-way campaigns into two-way conversations where every touchpoint strengthens the relationship.
And the best part? Whether you use Marketing Cloud Engagement or Account Engagement, everything you have today continues to work — and gets even better. There’s no cost to access, no migration, and no customer gets left behind.
With Agentforce Marketing, every marketer is elevated with AI agents, This means you can now:
1️⃣ End “do not reply” marketing
2️⃣ Power every journey with unified data
3️⃣ Create experiences that adapt with customers
4️⃣ Build campaigns at the speed of creativity.
5️⃣ Surface insights that turn into impact
The end of ‘Do Not Reply’ marketing
For decades, marketing has been a one-way broadcast, an era defined by “do not reply.” Even with improved personalization, it was nearly impossible to meet every customer’s needs in the moment. We all know email is the backbone of digital marketing, but the reality is that average click-through rates sit at just 1.4%.
But email isn’t dead — it’s evolving.
At Salesforce we see email as a conversation starter. And we proved it with our Road to Dreamforce campaign, where one email became thousands of real-time conversations. Instead of sending people to a landing page, we invited them to reply, and Agentforce handled every question, booking, and interaction instantly, powered by Data Cloud insights. The result? Personalized, two-way engagement that moved out of the inbox and continued across channels, like WhatsApp.
This is the end of “do not reply” marketing. We showcased a Salesforce-on-Salesforce story at Dreamforce using this innovation, and two-way email capabilities will become generally available this February (2026). With Agentforce Marketing, the future of conversational engagement is here.
Customer journeys powered by unified data
Every marketer knows this feeling: your data is all over the place. There’s one system for email, another for ads, analytics, sales and service. Your customers can feel that fragmentation because it impacts their experience with your brand. Data should be your greatest advantage, but for 87% of modern marketing teams, it’s still their biggest challenge.
That’s why we built Salesforce Data 360, the customer data platform that’s the foundation of Agentforce Marketing. Data 360 brings together information from Marketing Cloud Engagement, Account Engagement, and any other source through zero-copy integration — connecting to data where it lives, without moving or duplicating it.
That means real-time access to trusted, compliant data harmonized into a single, dynamic customer profile. Because it’s natively built into Agentforce Marketing, your data becomes instantly actionable to power real-time segmentation, personalization, and analytics across marketing, sales, service, and commerce — powering personalization from one trusted source of truth.
And the best part: with Agentforce Marketing, it can be set up in three self-guided steps. First, you’ll connect and configure the data you want to ingest into Data 360, then you’ll connect your data bundles and business units so your org structure and workplaces remain intact, and then you’ll bring in data through the data streams.
Within hours, marketers can see their data streams flowing together, mapped and ready to use. From there, Agentforce can instantly identify new audiences, predict intent and power adaptive journeys across every channel. You won’t have to rebuild a thing. Your current orgs, business units and data extensions stay intact.
When your data is unified and actionable, marketing doesn’t just get easier — it gets smarter, faster, and infinitely more connected. That means siloed campaign data and analytics can become transformed into unified and centralized campaign management. It means that static journeys can become adaptive and move in real time. And SQL? That’s now a thing of the past because you don’t need any code to connect audiences or journeys. That’s what journeys powered by unified data means with Agentforce Marketing.
Build experiences that adapt with customers
Today’s customers expect more, and they’re not shy about it. In a world shaped by AI, 71% of customers expect personalized experiences, yet 76% get frustrated when those expectations fall short. That gap between what customers want and what brands can deliver has become one of marketing’s biggest challenges.
The solution? Agentic, adaptive experiences. What if every interaction — not just a marketing message — could spark a two-way conversation? Imagine a website that doesn’t just display content, but responds, learns and guides each visitor like your best salesperson, service rep and marketer all in one.
Trailblazers like Fisher & Paykel, the luxury home appliance brand, are already proving what’s possible. Using Salesforce Personalization and Agentforce, they’ve turned their site into a living, adaptive experience — one that feels like a conversation, not a click path.
As customers browse, the site updates instantly to show products and content tailored to their style and intent. If the next step is visiting a showroom, Agentforce takes care of it, scheduling the appointment, sending reminders and seamlessly handing off to a service rep with full context. The result: a 33% increase in order conversion, proof that when every interaction feels personal, performance follows.
Two-way SMS and WhatsApp is currently available today, and starting December 2025 Adaptive Websites will make this possible for every Salesforce customer. This is the future of adaptive marketing: experiences that evolve with every customer interaction across marketing, commerce, sales and service.
Campaigns built at the speed of creativity
For years, marketing automation hasn’t really lived up to its name. Marketers have spent weeks mapping journeys, chasing approvals and waiting an average of 7.4 weeks to launch campaigns — only to see the message go stale before it even lands.
That changes with Agentforce Marketing. It’s like having an agency of AI agents at your side — planning, segmenting, personalizing and activating campaigns across every channel.
Leaders like Indeed, a leading job site and global hiring platform, are already proving what’s possible. However, they struggled with disconnected marketing, sales and service systems that prevented consistent user experience and slowed the creation and activation of campaigns. Now, they’ve consolidated their martech by 40% and by using Agentforce to unify data, automate segmentation, and create campaigns, they’ve turned disconnected workflows into intelligent, connected marketing.
What once took weeks now happens in minutes, as Agentforce drafts campaigns and suggests segments based on data across their entire system, not just marketing data. By factoring in details like the time since an employer’s last job posting, Indeed can now reach employers right before a hiring need arises — a critical moment in their customer experience.
Once campaigns are launched, teams can use Agentforce and AI partners to build and version content for different industries — like Retail or Healthcare — all within the same campaign. With partners like Typeface integrated directly into the campaign builder, they can create and personalize assets faster than ever. The result: faster launches, smarter personalization, and campaigns that reach the right audience at exactly the right time.
We’re excited to announce new and expanded partnerships with Writer, Jasper, Typeface, Bynder, Automattic and Contentstack – bringing the best AI and content platforms directly into Agentforce Marketing. Together, we’re transforming content creation into continuous co-creation — where every asset, message, and moment is intelligently generated, personalized, and optimized in real time.
Insights that turn into impact
More than half of marketing budgets are wasted on bad targeting and after-the-fact optimization. Even with the best tools, few teams have the time or resources to monitor performance in real time.
That’s where Agentforce Marketing changes everything. With built-in optimization agents, campaigns don’t stop when they launch — they learn. The agents continuously track performance, spend and creative across every channel, surfacing insights directly in Slack so marketers can act fast.
What used to take hours of analysis now happens in moments — with greater accuracy and insight. Marketers can ask Agentforce what’s driving a slowdown, then use Paid Media Optimization — generally available today — to automatically pause underperforming ads and shift spend to high-value audiences. All within a conversation that delivers faster, smarter decisions.
And with Data 360 Clean Rooms, generally available this December, teams can securely collaborate with media partners to expand top-performing segments without moving or duplicating data. The result? Smarter targeting, faster optimization and marketing that never sleeps.
By connecting data, intelligence, and action in one place, Agentforce Marketing turns performance management into a continuous loop of learning and improvement. With Unified Analytics, now generally available, and Multi-Touch Attribution coming in February, every campaign gets sharper, every message more relevant and every dollar spent more effective. It’s not just optimization — it’s evolution in real time.
The agentic era has arrived
This is Agentforce Marketing in action — ending “Do Not Reply” marketing, powering every journey with unified data, adapting experiences in real time, building campaigns at the speed of creativity and turning insights into impact.
These aren’t future promises — they’re innovations available to you. Whether you use Marketing Cloud Engagement or Account Engagement, all of the below capabilities are included in your existing Marketing Cloud license.
The agentic era is here. So, where do you go from here? Activate Agentforce Marketing today and unlock a new way of working with AI agents by your side. Then turn on Data 360 with the three-step setup we went through earlier — and watch your data, campaigns and teams connect like never before. And if you’re a Marketing Cloud Engagement customer, here’s a guide with everything you need to know to get started with Agentforce Marketing.
See how agentic AI can help your brand
Our Dreamforce keynote explains how Agentforce Marketing helps you spark conversations with your customers.
