At Connections 2026, Salesforce introduced new Agentforce Marketing capabilities designed to help marketers work alongside AI agents that can build pipeline, create content, and manage campaigns.

The latest innovations aim to free marketers from repetitive tasks, allowing them to focus on strategic and creative work such as storytelling, campaign development, and customer engagement.

Rather than spending time chasing reports or managing workflows, marketers can now collaborate with AI agents that act as analytical and creative partners—helping validate ideas, qualify leads, develop campaigns, and optimize customer experiences in real time.

An Agentic Marketing Platform Built on Shared Context

Salesforce says its platform combines Agentforce with the world’s leading customer data platform (CDP), unifying customer and business data, content, conversations, and workflows across marketing, sales, service, and commerce.

This shared context allows AI agents to reason, make decisions, and take action throughout the customer lifecycle.

Without a unified view of the customer, AI systems risk creating disconnected experiences, such as promoting products a customer has already purchased or asking for information that has already been provided.

AI Agents Designed to Build Pipeline

According to Salesforce, 86% of marketers believe AI has fundamentally changed how customers engage with brands.

To help businesses convert website visitors into customers, Salesforce highlighted two AI-powered agents:

Piper, Qualified’s AI SDR Agent

Piper can:

  • Identify and qualify website visitors in real time
  • Answer questions conversationally
  • Understand buyer intent
  • Route prospects directly into sales interactions

The goal is to eliminate delays caused by form submissions and reduce the number of missed sales opportunities.

Hunter, the New Prospecting Agent

Hunter is designed to:

  • Identify prospects based on buying intent
  • Initiate outreach
  • Run email nurturing campaigns autonomously

By automating prospect research and cold outreach, Hunter allows sales teams to focus on high-value customer interactions.

Together, these agents work continuously to help companies build and nurture sales pipelines while ensuring interactions remain relevant and connected across marketing and sales.

AI-Powered Content Creation at Scale

Salesforce also cited research showing that 78% of marketers need more personalized content than human teams can produce on their own.

To address this challenge, Salesforce announced that it has signed a definitive agreement to acquire Contentful, a leading composable content platform and headless content management system used by more than 4,800 brands worldwide.

The acquisition is expected to add a unified content layer to Salesforce’s Headless 360 strategy, enabling companies to move from static, channel-specific content toward dynamic content orchestration.

Agentforce Content Agent

The new Agentforce Content Agent allows marketers to describe a campaign and have AI generate content across multiple channels, including:

  • Emails
  • Mobile messages
  • SMS
  • RCS conversations
  • Personalized promotional experiences

The platform also handles localization within the same workflow, reducing the need for manual coordination across global teams.

By grounding content generation in customer data, campaign objectives, and brand guidelines, Salesforce says marketers can create more relevant and personalized experiences while maintaining brand consistency.

Autonomous Campaign Management

Customer behavior continues to evolve rapidly, and Salesforce reports that 64% of marketers struggle to keep pace.

To help marketers adapt, Salesforce introduced the Agentforce Marketing Goals Agent, which enables teams to set campaign objectives, budgets, guardrails, and levels of autonomy while allowing AI agents to execute and optimize campaigns.

Using customer context and real-time signals, the AI can determine:

  • The right audience
  • The most effective channels
  • Appropriate messaging
  • Optimal timing for customer interactions

For example, a marketer could instruct the AI to improve conversion rates among parents shopping during back-to-school season, and the agent would automatically build audiences, launch campaigns, test messaging, and adjust offers based on customer behavior.

Bringing AI Into Everyday Workflows

Salesforce is also extending these capabilities beyond traditional marketing applications through Headless 360.

By exposing campaign management capabilities as MCP tools, marketers can orchestrate workflows directly from interfaces such as Slack.

Through conversational interactions, users can:

  • Request audience segments
  • Create campaigns
  • Update customer journeys
  • Monitor campaign performance

This approach enables marketers to access AI-powered workflows wherever they work.

Early Business Impact

Companies are already beginning to see results from the platform.

Linda West, Vice President of Business Automation at Indeed, said:

“The difference with Marketing Cloud Next is that it’s fully built on the Salesforce platform. That means you can create a Flow that instantly triggers a customer case or generates a lead for a sales rep—truly game-changing. We’ve been able to consolidate our martech by 40% after implementing Marketing Cloud Next.”

Salesforce’s Vision for the Future of Marketing

“Our vision for the future of marketing is simple: Empower marketers with AI agents that help them do work that wasn’t possible before,” said Eric Zenz, Senior Vice President of Product Management for Agentforce Marketing.

“With shared customer and business context powering every agent, companies can move beyond static campaigns to continuous engagement that evolves in real time, delivering more relevant experiences, greater productivity, and stronger business outcomes.”

With the latest Agentforce innovations, Salesforce is positioning AI not as a replacement for marketers, but as a collaborative partner that helps teams create, personalize, and optimize customer experiences at scale.