Salesforce Acquires Contentful, Launches AI Agents for Marketers
Salesforce is acquiring Contentful, a content platform used by more than 4,800 brands, and rolling out a new suite of AI agents built specifically for marketers. The moves connect customer data, AI, and content delivery across Salesforce's applications.
The acquisition closes in the third quarter of Salesforce's fiscal 2027. Contentful will integrate natively into Salesforce's Customer 360 platform, giving Agentforce-Salesforce's AI agent system-direct access to a content layer. This lets agents assemble and deliver personalized content across channels without manual publishing steps.
How the Integration Works
Contentful's API-first architecture lets Agentforce query and dynamically assemble content based on context, channel, language, and business rules. The result: brands move from static, channel-specific content to 1:1 experiences delivered at scale across email, web, and mobile.
Jujhar Singh, president of C360 Applications at Salesforce, said the combination addresses three requirements for customer interactions: "The right data, the right AI-driven content, and a modern, effortless experience."
New Marketing Agents Now Available
Salesforce announced four AI agents designed to automate marketing workflows. Two are generally available now; two remain in pilot.
Piper (Qualified AI SDR Agent) identifies and qualifies website visitors in real time, answers questions conversationally, and routes prospects to sales without requiring form fills.
Hunter (Prospecting Agent) identifies prospects based on buyer intent, initiates outreach, and runs email nurture sequences autonomously. Both agents share customer context with each other to maintain connected interactions across marketing and sales.
Agentforce Marketing Outcomes Agent shifts campaign management. Instead of building individual workflows, marketers define goals, budgets, and guardrails-the agent handles creation, execution, and optimization within those boundaries. This agent is in pilot.
Agentforce Content Agent handles content creation. Also in pilot.
Campaign Management in Slack
Salesforce added campaign management capabilities as MCP tools, allowing marketers to orchestrate workflows directly from Slack. Teams can request audience segments, create campaigns, update journeys, and review performance data without switching applications. This feature launches in June 2026.
Eric Zenz, SVP of Product Management for Salesforce Marketing Apps, said the vision is to "empower marketers with AI agents that help them do work that wasn't possible before."
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