At "Dreamforce" in September, Salesforce introduced its new AI agents, "Agentforce" , for the first time. During the Agentforce World Tour on November 6, 2024, in Düsseldorf, we had the opportunity to experience this technology firsthand—a technology that aims to fundamentally transform CRM processes in companies through AI. At the center are what Salesforce calls "agents": customizable AI assistants capable of autonomously managing CRM tasks, whether in marketing, sales, customer service, or e-commerce.
One key highlight upfront: the new Salesforce agents differ from existing AI-driven automation concepts in that they can be trained for specific tasks without programming knowledge. Users simply explain to the agent in plain language what it needs to do, setting up the relevant prompts without requiring technical expertise.
AI-Powered CRM Revolution with Agentforce
When AI was discussed in recent years, it generally referred to a complex, rule-based system that served as a foundation for various process automations. Agents, on the other hand, operate according to a new principle we know from AI tools like ChatGPT. This brings a revolutionary simplification to setting up AI elements in Salesforce.
New AI Engine for More Effective Automation
Unlike previous copilot concepts, Agentforce agents are deeply embedded in business processes rather than functioning as separate tools. This integration allows workflows within process chains to be automated more efficiently, providing targeted solutions to complex business challenges.
Salesforce sees this complete embedding of AI agents as having the potential to optimize business processes more comprehensively and sustainably than previously possible. The indispensable requirement remains, however, that all relevant business data is properly prepared and consistently integrated into Salesforce.
Where is Agentforce Already in Use?
At the Düsseldorf event, attendees saw companies already using the new Salesforce AI in real-world scenarios, including applications like Next Best Action, report summaries, individual customer order histories, and identification of cross- and upselling opportunities. It was impressive to see that AI agents are set to become an essential element of sales enablement strategies, taking over numerous routine tasks in sales, marketing, and customer service.
Natural Communication Between Humans and AI Agents
Training an Agentforce AI agent is essentially like onboarding a human employee. Users give the agent a prompt, which is then executed—similar to the principles we know from ChatGPT. At a dedicated "playground," visitors at the event could create their own Agentforce agents. The takeaway was clear: it has never been this easy to configure AI agents for various use cases with simple language commands.
How Can Companies Benefit from Agentforce Now?
Some companies may currently feel skeptical about the promises surrounding Agentforce. This is understandable, as the technology can only reach its full potential if all essential subsystems are well-integrated and used alongside Marketing Cloud, Sales Cloud, or Service Cloud within the Data Cloud. Only then can the AI agents deliver meaningful, data-driven results.
For interested companies, it's best to start with their "low-hanging fruit"—areas where the AI can quickly and safely deliver significant efficiency gains. Therefore, both data integration quality and setting realistic, effective application scenarios for Agentforce are essential for the successful deployment of these new AI agents.
In our view, it's particularly important to implement with a clear concept in mind, given the virtually endless possibilities. The simplicity of setting up agents can lead to inefficient configurations or, conversely, missed potential if in-depth knowledge is lacking.
Agentforce: Don't Sleep on Important Developments
Companies should definitely monitor the development of Agentforce closely. We see AI evolving at a rapid pace, and within a few years, disruptive use cases that seem unimaginable today could become reality.
In other words, companies should start preparing for AI-powered tools now, as they may soon become essential for staying competitive.
Looking Ahead: What Does Agentforce Mean for the Future of CRM?
Agentforce marks the beginning of a new era for AI-driven CRM: with AI agents that autonomously and flexibly handle a range of automation tasks, unprecedented efficiency gains are possible in many business areas. The low-code, language-based configuration promises a faster and easier path to automating routine tasks in areas like sales, service, and marketing.
However, such initiatives will only succeed in practice if a consistent data foundation exists and all relevant subsystems are thoroughly integrated into Salesforce. Those interested in exploring Agentforce’s potential should consider bringing in professional support.
In any case, decision-makers should keep an eye on Agentforce's development and at least consider the possibilities for implementation. We expect that AI agents will be applied to an increasing number of use cases in the coming years. Companies that manage to successfully implement Agentforce early on have the chance to set new standards for modern customer interaction.
