BUSINESS TECH | Salesforce launches AI marketing agents to automate campaigns, content creation
Salesforce said the platform combines customer data, content, conversations, and workflows across marketing, sales, service, and commerce operations to provide AI agents with context needed to perform tasks and support decision-making.
Salesforce unveiled new artificial intelligence-powered marketing tools during its Connections 2026 conference, introducing AI agents designed to help marketers generate leads, create content, and manage campaigns with less manual work.
The new capabilities, part of Salesforce’s Agentforce platform, were announced on June 8 and are aimed at helping marketing teams automate routine tasks while focusing on strategy, creative work, and customer engagement.
The company said the platform combines customer data, content, conversations, and workflows across marketing, sales, service, and commerce operations to provide AI agents with context needed to perform tasks and support decision-making.
Among the new features is Piper, an AI sales development representative from Qualified that can identify and qualify website visitors, answer questions, and connect potential customers with sales teams. Salesforce also introduced Hunter, an AI prospecting agent that can identify prospects, initiate outreach, and manage email nurture campaigns.
For content creation, Salesforce launched Agentforce Content Agent, which can generate marketing materials across multiple channels, including email, SMS, mobile messaging, Rich Communication Services (RCS), and personalized promotional content. The company said the tool can also localize content for different markets within the same workflow.
The announcement follows Salesforce’s disclosure that it has signed a definitive agreement to acquire Contentful, a content management platform used by more than 4,800 brands. Salesforce said the acquisition is intended to support content delivery across channels, audiences, and languages.
Salesforce also introduced the Agentforce Marketing Goals Agent, which enables marketers to define campaign objectives, budgets, and operating limits while AI agents create, execute, and optimize campaigns based on customer data and real-time signals. According to the company, the system can automatically adjust audience targeting, content, timing, and channel selection as customer behavior changes.
In addition, Salesforce said its campaign management tools can now be accessed through platforms such as Slack, allowing marketers to create campaigns, manage customer journeys, and monitor performance from within existing workflows.
“The difference with Marketing Cloud Next is that it’s fully built on the Salesforce platform,” said Linda West, vice president for business automation at Indeed. “We’ve been able to consolidate our martech by 40% after implementing Marketing Cloud Next.”
Salesforce said the new capabilities are part of its broader effort to integrate AI agents into marketing operations and customer engagement workflows.
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