Cloud computing giant Salesforce has introduced new artificial intelligence capabilities for its Agentforce platform aimed at helping marketing teams automate lead generation, content creation, and campaign management.
Announced during the company’s Connections 2026 event, the new Agentforce Marketing features allow marketers to work alongside AI agents that can analyze customer data, qualify leads, generate content, and manage marketing campaigns.
The company said the tools are designed to reduce time spent on administrative tasks and allow marketers to focus on strategy and creative work.
Among the new capabilities is an AI sales development representative (SDR) agent called Piper, developed by Qualified, which can identify and qualify website visitors in real time and route prospects to sales teams.
Salesforce also introduced Hunter, an AI prospecting agent that can identify potential customers, initiate outreach, and manage email nurture campaigns.
The company also unveiled Agentforce Content Agent, which can generate marketing materials across multiple channels, including email, SMS, mobile messaging, and personalized promotions.
The system can localize content for different markets and languages while using customer and business data to tailor messaging.
Another feature, the Marketing Goals Agent, is designed to automate campaign execution. Marketers set objectives, budgets, and operating limits, while the AI agent determines audience segments, content, channels, and timing, adjusting campaigns based on customer behavior and performance signals.
Salesforce said the platform can also be accessed through conversational interfaces such as Slack, allowing users to create campaigns, update customer journeys, and review performance without switching applications.
The announcement comes as companies increasingly adopt AI tools to address growing demand for personalized customer experiences and marketing content.
Salesforce cited research showing that 86% of marketers believe AI has fundamentally changed how customers engage with brands, while 78% say they need more personalized content than their teams can currently produce.
“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 for product management at 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.”
