How Salesforce Is Bringing AI Agents Into Marketing

This podcast is sponsored by Salesforce

Organizations are moving beyond AI experimentation and beginning to deploy agents that can engage customers, generate pipeline, and work alongside marketers to drive growth.

The results are already beginning to emerge. Rawlings reports 75% faster campaign creation using Agentforce Marketing.

At Salesforce Connections, a broader shift came into focus: organizations are beginning to bring AI agents into marketing operations, moving what was once experimental into day-to-day execution.

This week on The Modern Customer Podcast, recorded live at Salesforce Connections, Amber Armstrong, CMO of Agentforce Applications at Salesforce, shares what she’s learning from organizations deploying AI agents—and why she believes marketing teams will be able to accomplish far more in the years ahead.

As AI agents become part of everyday work, marketers will have new opportunities to focus on strategy, creativity, and growth.

The organizations seeing the strongest results aren’t trying to transform everything overnight. They’re starting with a specific use case, aligning stakeholders around it, and ensuring their data is clean, accessible, and current before scaling further.

Key highlights from the conversation:

• How AI agents are helping organizations engage customers, generate pipeline, and drive growth
• The framework successful organizations use to deploy AI agents and scale adoption
• Lessons from Salesforce’s own use of AI across marketing and business operations
• Why marketing teams will need new skills as AI becomes part of everyday work
• What separates AI experimentation from measurable business results

Agentforce Marketing aims to close the gap between how customers engage with brands today and how marketing systems were built in the campaign era.

To learn more about Salesforce’s vision for agentic marketing, read the announcement here.

🎧 Listen to the full episode of The Modern Customer Podcast. Stream now on Apple Podcasts, Spotify or your favorite podcast platform.