Article
    by Gabriel Juarez, Salesforce Tech Lead and Micaela Vidart, Technical Support Representative

    Boost marketing with Salesforce Agentforce

    Salesforce Agentforce for marketing is more than an automation tool - it’s an essential partner that empowers you to deliver the seamless, personalized experiences your customers expect.

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    Service

    Salesforce Platform optimization

    Discover how Salesforce Agentforce empowers marketing and customer engagement by turning traditional, one-way outreach into responsive, context-aware experiences. This platform integrates seamlessly into the broader Salesforce ecosystem — connecting data, intent signals, and automation to enable smarter, more personalized interactions at scale.

    Introducing Salesforce Agentforce

    What is Salesforce Agentforce?

    What is Salesforce Agentforce?

    Agentforce is a proactive, autonomous AI application that provides specialized, always-on support to employees and customers through tailored agents.

    In other words, it’s the platform that enables autonomous agents to respond to customers, execute complex tasks, integrate with your marketing tools, and collaborate autonomously with other agents. This communication is essential for keeping individual AI agents experts in their jobs. Maintainability and scalability are possible when keeping instructions and actions cohesive within specialized agents.

    Agentforce has become a key player for sales and marketing teams by streamlining automation, providing real-time data insights, fostering stronger customer relationships, and boosting productivity. You can equip Agentforce with any necessary business knowledge to execute tasks according to its specific role.

    This platform is integrated into the Salesforce ecosystem, making the work with other assets, like the Einstein Trust Layer, the MuleSoft API management platform, or Salesforce Flow, smooth. These connections extend the work of existing Salesforce users and unify and harmonize customers' data for grounding precise and context-aware responses.

    Learn more about how Salesforce enables agent-to-agent communication here.

    Agentforce components

    Agentforce components

    Agentforce contains several components that can be useful in different situations.

    For instance, when creating a new agent, we can use the Agent Builder, a feature that enables users to customize, set up, test, and activate agents with an Agent Wizard and low-code tools. Used alongside the Testing Center, a functionality that enables teams to test Agentforce using synthetically generated data at scale, we get the most accurate outcome according to our goals.

    These components might also come in handy afterwards:

    • Agentforce Service Agent: Customer-facing autonomous AI agent that helps deliver self-service resolution to customers with pre-built topics and actions for key service use cases.
    • Atlas Reasoning Engine: It autonomously analyzes data, makes decisions, and completes complex multi-step tasks intelligently.
    Communication with other assets

    Communication with other assets

    Since Agentforce is a new layer that is already integrated into the Salesforce platform, users will find it easy to leverage other platform assets, including:

    • Customer 360 applications (Sales, Service, Marketing, and Commerce Cloud) communicate with Agentforce to extend and augment the work of existing Salesforce users.
    • Data Cloud helps Agentforce connect, unify, and harmonize customer data and metadata for grounding precise and context-aware responses. Data Cloud retrieval augmented generation (RAG) capabilities enable users to upload unstructured data for further grounding. Tableau helps Agentforce see and understand data.
    • The Einstein Trust Layer protects customer data using security features and guardrails such as zero data retention, toxicity detection, secure data retrieval, and dynamic grounding. The AI agent benefits from the Trust Layer Audit Trail, since it lets users track actions and outputs for compliance.
    • The MuleSoft API management platform allows developers and admins to bring in third-party data, which allows Agentforce to work across any system.
    • Salesforce Flow benefits Agentforce by invoking any process created in Flow Builder, the low-code process automation tool, so users can create new flows to support specific Agentforce jobs.
    • Slack also helps Salesforce users deploy Agentforce within its conversational interface for employee-facing autonomous agents.

    Introducing Salesforce Agentforce

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    What information do you need to configure an agent on Agentforce?

    In order to work properly, each agent in Agentforce needs the following specifications:

    • Role: It defines the job to be done and the broader goals the agent should achieve on your team.
    • Trusted data: This is the information the agent needs to carry out its role. This could include company knowledge articles, CRM data, external data via Data Cloud, public websites, and so on.
    • Actions: These are the predefined tasks an agent can execute to do its job based on a trigger or instruction. For example, it could run a flow, prompt template, or Apex.
    • Guardrails: They define what the agent can and cannot do. These can be natural-language instructions to escalate to a human or could come from built-in security features in the Einstein Trust Layer.
    • Channels: The applications where agents can perform. They can be your website, CRM, mobile app, Slack, and more.

    What are the benefits of using Agentforce?

    Agentforce agents use automation and the Salesforce platform to improve work processes. Each agent has specific roles and serves as an extension of your team. Using this tool can improve overall efficiency, as Agentforce can automate repetitive tasks, including administrative duties, and reduce reliance on manual labor.

    Another benefit of using Agentforce is that businesses can lower operational costs while maintaining quality and output. AI agents provide 24/7 support and can handle 90–99% of customer inquiries related to product availability, order management, appointment scheduling, and more. Their replies come from reliable sources, like your company's knowledge or CRM data.

    Use Agentforce to deliver quick and accurate responses to your customers’ inquiries while conveying your brand's personality with coherence across every channel. These agents can also personalize replies for each customer. This level of customization typically boosts satisfaction, increases engagement, and reduces churn. The quick response times ensure that customers receive the necessary information right when they need it.

    Furthermore, you could build an AI agent that can identify and prioritize leads, serving as key support for sales teams. Agentforce can also act as a sales coach trained in your best practices, chatting with your sales representatives, addressing their questions and objections, and offering hands-on tips. This type of work alone could boost sales by about 20% and increase ROI by nearly 30% in the retail industry.

    Regarding content creation, Agentforce agents can streamline every stage, from research and briefing to content writing. Their ability to adapt to your brand's voice and process large amounts of data allows them to draft high-quality copy, potentially leading to:

    • Better marketing outcomes
    • Time and cost savings
    • Brand consistency across channels
    • Higher engagement
    • Increased conversions
    • Improved visibility in search results
    Marketing teams may also use AI agents to refine their copy before it goes live. With Agentforce, organizations can deliver hyper-personalized experiences at every stage of the buyer's journey. Its agents leverage customer data to drive engagement, suggest tailored solutions, and create content that resonates with your audience. Unlike previous AI models, Agentforce agents do not treat customer interactions as isolated events. Instead, they draw from the Salesforce ecosystem to customize offerings based on the customer's profile.

    Agentforce benefits summary

    • Process automation: Forget about repetitive tasks, like administrative duties, and reduce manual work while improving efficiency.
    • Team augmentation: Agents act as extensions of your team with specific roles and functions.
    • Cost reduction: Using these agents drops operational costs without compromising quality and output.
    • 24/7 support: Agentforce handles 90–99% of customer inquiries reliably by building their answers with information from your company’s knowledge and CRM data.
    • Brand consistency: Delivers responses aligned with your brand’s personality across all channels.
    • Personalized customer service: Tailors replies to each customer, improving satisfaction and reducing churn.
    • Lead prioritization: Identifies and ranks leads to support sales teams.
    • Sales coaching: Offers on-demand training and guidance to sales reps.
    • Content creation support: Assists with research, drafting, and editing, while maintaining brand voice.
    • Marketing benefits:
      • Better marketing outcomes
      • Time and cost savings
      • Consistent brand messaging
      • Higher engagement and conversions
      • Improved search visibility
    • Context-aware interactions: Uses Salesforce data to provide holistic customer engagement instead of isolated interactions.

    How Agentforce helps marketers

    Agentforce allows marketers to forge deeper relationships, from personalized conversations to proactive retention strategies.

    Reduce customer turnover with proactive, personalized promotions

     

    Automate customized, two-way conversations on messaging apps

    Improve customer journeys with intelligent reprioritization

    Capture and qualify leads effortlessly on your website

    Additional examples

    Additional resources

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    Agentforce in Connections 2025

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    References

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