Salesforce just announced the release of Marketing Cloud Next, an evolution of its leading marketing solution to end traditional ‘do-not-reply’ marketing.
Powered by autonomous artificial intelligence (AI) agents that act as always-on collaborators built natively on the Salesforce Platform, Marketing Cloud Next offers actionable data, cross-departmental workflows, and autonomous AI agents embedded across the entire customer funnel. These AI agents transform ‘do-not-reply’ messages into agentic engagements so that every channel becomes a two-way conversation.
Purposely built for agentic marketing, the AI agents handle complex tasks like campaign assembly, performance optimization, and 1:1 personalization at a scale that was previously unattainable. Marketing Cloud Next can autonomously handle complex tasks like: “build a campaign to drive awareness for our new product line among high-value customers.”
Delivering Marketing Solution
According to Salesforce officials, AI agents in other platforms often operate more like interns— needing detailed instructions and close oversight at every step. The Agentforce-powered AI agents in Marketing Cloud Next operate like seasoned team members that understand your business, take initiative, and drive outcomes. And because Marketing Cloud Next is built on the Salesforce Platform, these AI agents can operate across sales, service, and xommerce, orchestrating 1:1 customer engagement across the full funnel.
“With Marketing Cloud Next, we’re giving marketers more than AI-powered features — we’re delivering a complete agentic marketing solution,” said Steve Hammond, EVP & GM, Marketing Cloud, Salesforce. “Agentforce transforms how work gets done, but it doesn’t replace marketers — it empowers them. By offoading the manual, repetitive tasks to Agentforce, marketers can focus on big picture strategy and being a value multiplier across the business.”
Benefits of Agentic Marketing
Agentic marketing use autonomous AI agents to personalize and connect experiences across every touchpoint. Unlike traditional automation, marketers can define the strategy— such as “increase loyalty among at-risk customers”— and AI agents handle the execution.
As a result, AI agents create content, build audiences, personalize messaging, optimize performance, and even manage handoffs between teams and channels. This allows marketers to concentrate on strategy, creativity, and driving growth.
Breaking Down the New Capabilities
To accomplish this, Salesforce is introducing agentic innovations into Marketing Cloud Next that help teams move faster, engage at scale, and drive better results across the entire customer funnel in a single platform.
Create: The Campaign Creation enables marketers can build and deploy a campaign in hours, collaborating with Agentforce to generate a full campaign brief, The AI agents then create the audience, draft the email and SMS content, and set up the customer journey in Flow.
Marketers can activate unstructured data in Data Cloud, using content from new sources like Google Drive, SharePoint, Zendesk, blogs, and documents to fuel campaign personalization and insight.
Engage: In Marketing Cloud Next, marketers can turn dead-end messages into always-on agentic engagements across every channel. Personalization Decisioning uses real-time signals— like customer behavior, preferences, and intent— to recommend tailored content and product offers across email, mobile, and web. Furthermore, Web Curation dynamically assembles individualized web experiences, including adapting layouts, messaging, and recommendations for every visitor based on their context and behavior.
Qualify: Marketers often watch leads go cold simply because sales isn’t equipped to follow up fast enough. With Lead Generation & Management, AI agents autonomously add leads to nurture programs, retrieve scores, and recommend content. They draft personalized outreach, engaging in multi-turn conversations, and booking meetings in multiple languages. Built-in safeguards and human-in-the-loop review points help ensure quality and brand alignment at every step.
Optimize: Today, marketers often don’t see campaign performance until it’s over— making it impossible to course-correct and improve ROI. With Paid Media Optimization, AI agents are constantly monitoring ad performance— pausing underperforming ads and recommending improvements to targeting and spend based on marketer-defined business goals.
Marketing Cloud Next and Agentforces Campaign Creation, Unstructured data in Data Cloud, Personalization Decisioning, Lead Management, SDR Agent, Paid Media Optimization, and Segment Intelligence are all now generally available.
Marketing Cloud+ SKUs are set to be released this July while Agentforce Web Curation and an expanded Collaboration with LinkedIn is planned for the Fall.
