Salesforce announced a set of new AI marketing agents at its Connections 2026 conference, giving marketing teams autonomous AI collaborators designed to handle pipeline prospecting, content creation, and campaign management. The announcement positions Salesforce as what the company calls "the only agentic marketing platform" that unifies customer and business data, content, and workflows across marketing, sales, service, and commerce.
The new agents span the full marketing funnel. Piper, the AI SDR agent acquired through Salesforce's purchase of Qualified, identifies and qualifies website visitors in real time, routes warm prospects to sales automatically, and operates around the clock without form fills or handoffs. Susan Ganeshan, CMO at Emplifi, said the technology reduced lead qualifying headcount by 20 percent while increasing opportunity creation by more than 22 percent. Hunter, a new Prospecting Agent, identifies targets based on buyer intent, initiates outreach, and runs email nurture sequences autonomously.
On the content side, Agentforce Content Agent allows marketers to describe a campaign and have an agent generate omni-channel content across email, SMS, RCS, and mobile push, grounded in brand guidelines and built for multi-language deployment within a single workflow. Salesforce also signed a definitive agreement to acquire Contentful, a composable content platform used by more than 4,800 brands, to serve as a unified content layer across channels.
The Agentforce Marketing Goals Agent shifts campaign management from workflow supervision to goal setting. Marketers define objectives, budgets, and guardrails, and agents create, execute, and optimize campaigns within those constraints using live customer signals. Salesforce also exposed campaign management capabilities as MCP tools for use in Slack, part of what the company calls "Headless 360," allowing workflow execution without opening the marketing platform.
Sporting goods brand Rawlings reported 75 percent faster campaign creation using Agentforce Marketing. Campaign management in Slack using MCP is generally available in June 2026, with Content Agent and Marketing Goals Agent in pilot.
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