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.

What is Salesforce Agentforce?

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

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

Agentforce components

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

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

These components might also come 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

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

  • Customer 360 applications (Sales, Service, Marketing, and Commerce Cloud): Communication between these apps and Agentforce can be beneficial to extend and augment the work of existing Salesforce users.  
  • Data Cloud: It can also take advantage from this communication, since Agentforce connects, unifies, and harmonizes 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 enables users to track actions and outputs for compliance.  
  • The MuleSoft API management platform allows developers and admins to bring in third-party data, which is useful for Agentforce because it enables it to work across any system.  
  • Salesforce Flow benefits Agentforce by invoking any process created in Flow Builder, the low-code process automation tool, or enabling users to create new flows to support specific Agentforce jobs.
  • Slack also helps Salesforce users deploy Agentforce within its conversational interface for employee-facing autonomous agents.

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. For example, AI agents provide 24/7 support and can handle 90% to 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 information they need 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 enables organizations to provide highly personalized experiences throughout the entire buyer's journey. Its agents utilize customer data to enhance engagement, recommend customized solutions, and produce content that connects with your audience. Unlike earlier AI models, Agentforce agents view customer interactions as parts of a larger context rather than standalone events. They access data from the Salesforce ecosystem to tailor offerings according to each 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.

Here’s how.

Reduce customer turnover with proactive, personalized promotions

Retaining customers is just as important as acquiring new ones, especially when they may be at risk of churning. If a customer’s churn score nears a threshold, reaching out with an exclusive loyalty discount or renewal incentive guides them through the redemption process.

How does it work?

Agents can identify these at-risk customers by analyzing specified churn indicators—such as low engagement or decreased purchase frequency—and autonomously send a tailored promotion based on their profile and guardrails set by the marketer.

The outcome

Agents help identify where to rekindle interest and engagement before the customer decides to leave, and reach out proactively to avoid it. These AI-powered retention strategies boost customer lifetime value, reduce churn, and foster brand loyalty.

With minimal manual effort, Agentforce helps marketers stay connected to customers who might otherwise drift away.

By building agents to implement these use cases, marketers can increase customer engagement, boost conversions, and build deeper, lasting relationships.

Automate customized, two-way conversations on messaging apps

Interacting one-on-one with every customer responding to a promotional campaign on messaging apps—such as WhatsApp or SMS—is a tall order for any marketing team.

How does it work?

Imagine a customer receives an exclusive offer for a product they’ve shown interest in. Historically, there have been limited chatbot capabilities that typically only use keywords or have no ability to respond to a WhatsApp message at all. With Agentforce, you can enable a customer-facing, autonomous agent that acts like a personal concierge.

The customer reaches out with a question, and an agent instantly responds with tailored product recommendations, current offers, or even information on complementary products. If the customer decides to make a purchase, the agent can guide them through the entire checkout process, from completing the transaction to sending order status and updates. If additional help is needed, the agent smoothly transfers the conversation to a human service representative, maintaining continuity.

The outcome

This approach not only boosts conversions by keeping customers engaged, but it also builds satisfaction and loyalty through timely, relevant responses. By reducing support team load, Agentforce helps deliver a consistent brand experience that feels truly personal and seamless.

Improve customer journeys with intelligent reprioritization

Keeping your audience engaged while respecting their communication preferences can be a balancing act. Before customers reach their communication limit, reassign them to the most relevant journey based on both their interests and your business goals.

How does it work?

Marketers can ensure high-value content is delivered at the right time by reprioritizing messaging without overwhelming customers. Also, by adapting dynamically to customer behavior, Agentforce helps ensure every interaction is relevant, so customers stay engaged with your brand.

For example, if a customer is close to their communications cap, use Agentforce for Marketing to prioritize an upcoming product announcement or a VIP event invitation, aligning customer interests with timely opportunities for engagement.

The outcome

This leads to higher conversion rates, lower unsubscribe rates, and stronger customer relationships.

Capture and qualify leads effortlessly on your website

In order to avoid self-guided experiences for the visitor, which often result in opportunities to bounce before becoming a lead or talking to a sales representative, you can use Agentforce to welcome them with tailored product or service recommendations, offer exclusive content, and capture contact information.

How does it work?

Depending on visitor behavior, the agent can suggest gated assets such as case studies and demo videos, or even register someone for an event or webinar.

For highly engaged prospects, the agent can schedule follow-up meetings with sales reps, ensuring they receive immediate value without friction.

The outcome

This proactive, conversational approach nurtures leads by guiding them to the right solutions based on their needs and interests.

By keeping visitors engaged and moving seamlessly through the pipeline, Salesforce Agentforce for Marketing nurtures leads naturally, resulting in higher-quality opportunities for ultimately loyal customers.

Additional examples

Let’s explore some other examples.

  • AI-powered stakeholder mapping: Customize content for existing contacts while finding missing stakeholders within an account and proactively filling those gaps (read more).
  • AI content generation: Tailor marketing content to different parameters, such as job roles, industries, or interests.
  • Summarizing customer interactions, with insights about audiences and individuals.

References

“Agentforce: The AI Agent Platform.” Salesforce. Accessed June 4, 2025. https://www.salesforce.com/agentforce/.

Mathes, Nathalie. “5 Ways Agentforce Can Elevate Your Marketing Strategy,” Salesforce, December 3, 2024, https://www.salesforce.com/blog/agentforce-for-marketing/

‍