Key Takeaways:
- Salesforce is combining customer data, AI, and Contentful’s composable content platform to support more personalized cross-channel experiences at enterprise scale.
- The company also introduced new AI agents for marketers focused on pipeline generation, prospecting, content creation, and campaign execution.
Salesforce has signed a definitive agreement to acquire Contentful, a leading composable content platform trusted by more than 4,800 of the world’s leading brands to deliver personalized digital experiences at scale.
The acquisition will enhance Salesforce’s Headless 360 with a native, enterprise-grade content layer that connects customer data with engaging content experiences across the company’s leading applications, according to executives from both companies.. By leveraging Data 360, Agentforce, and Contentful’s composable APIs, global enterprises can seamlessly deliver personalized, artificial intelligence (AI)-assembled experiences at scale across every channel.
Additionally, Salesforce announced a new suite of AI agents built specifically for marketers, giving teams autonomous tools to handle pipeline development, content creation, and full campaign execution. Unveiled at the company’s Connections event, the lineup represents Salesforce’s most direct push as a collaborative partner for marketing teams rather than a back-office automation layer.
Why Salesforce is Acquiring Contentful
Jujhar Singh, president, C360 Applications & Industries, Salesforce, noted that every meaningful customer interaction depends on three things working together.
“The right data, the right AI-driven content, and a modern, effortless experience,” said Singh in a statement. “With Contentful, we complete that picture by adding a native, headless, composable content layer that lets Agentforce dynamically assemble and deliver personalized experiences across every channel, at the speed and scale the AI era demands.”
Connecting Data, Content, and Customer Experiences
Following the close of the transaction, which is expected to occur in the third quarter of Salesforce’s fiscal year 2027, Contentful will be integrated natively across Customer 360 while preserving the composability that developers and digital teams expect from a modern headless platform. As a native layer within the platform, Contentful’s structured content architecture becomes accessible to Agentforce, enabling agents to query, assemble, and deliver content dynamically without manual publishing steps.
Officials from the companies said Agentforce and Contentful will move enterprises from static, channel-specific content to dynamic content orchestration— assembling 1:1 experiences at scale based on context, channel, language, and business rules. This unification gives enterprises a single content layer across all channels (email, web, mobile) and in any use case (marketing, commerce, sales), eliminating the fragmentation that slows time-to-market and undermines brand consistency.
“Joining forces with Salesforce accelerates our mission of enabling modern enterprises to dynamically assemble and deliver rich digital experiences across every channel,” said Karthik Rau, CEO of Contentful. “Our API-first architecture and deep domain expertise fit perfectly into the Salesforce stack. Together, we will redefine how brands interact with customers by giving Agentforce the content layer it needs to make every interaction truly engaging.”
What News Pipeline Agents Are Being Offered by Salesforce
The new suite of AI agents unveiled at the company’s Connections event June 3 is built specifically for marketers, giving teams autonomous tools to handle pipeline development, content creation, and full campaign execution. The lineup represents Salesforce’s most direct push as a collaborative partner for marketing teams rather than a back-office automation layer.
Two agents target the top of the funnel” Piper and Hunter. Piper is a Qualified AI SDR Agent, which identifies and qualifies website visitors in real time, answering questions conversationally, understanding buyer intent, and routing prospects into sales interactions without requiring a form fill or introducing delays.
Hunter, a new Prospecting Agent, identifies prospects based on buyer intent, initiates outreach, and runs email nurture sequences autonomously. The goal for Salesforce executives is to free sales teams from hours spent on cold research so they can focus on higher-value customer engagement. Both agents operate continuously and share customer context with each other, ensuring interactions remain connected across marketing and sales touchpoints.
“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, SVP, Product Management, Salesforce Marketing Apps. “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.”
Autonomous Campaign Management
The two Agentforce Marketing Outcomes Agent gives marketers a new operational model. Instead of managing individual campaign workflows, marketers define goals, budgets, guardrails, and autonomy limits, and the agent handles creation, execution, and optimization within those boundaries.
Separately, Salesforce announced that campaign management capabilities are now available as MCP tools, allowing marketers to orchestrate workflows directly from Slack. Marketers can request audience segments, create campaigns, update journeys, and review performance data without leaving their existing interface.
Piper and Hunter are generally available now. Campaign management in Slack via MCP is set for general availability in June 2026. The Agentforce Content Agent and Agentforce Marketing Outcomes Agent are currently in pilot.
