Dreamforce 2025 is shaping up to be one of the most anticipated events on the enterprise software calendar.
Hosted by Salesforce, the annual conference has become more than a showcase of CRM innovations; it’s a pulse check on the future of enterprise AI, data management, and customer experience across industries.
Salesforce has teased a slate of high-profile keynotes, new product updates, and partnerships, so all eyes are on what the CRM giant will unveil at the event.
From agentic AI advancements to ecosystem shifts, here are the five key things to watch out for at Dreamforce 2025.
1. All Salesforce Apps Are Going Agentic
Marc Benioff, CEO of Salesforce, said in a recent interview on the Logan Bartlett Show, that the company is making all its apps “agentic”.
In other words, each will likely come with embedded AI agents that act on behalf of users, instead of simply assisting them by providing insights or recommendations.
By doing so, these agents may take real-time data and, on command, use it to perform actions and automate new workflows.
Already, some Salesforce customers got a tease of this with “agentic analytics” at its Tableau Conference. Yet, this appears to be just the start.
Indeed, on the podcast, Benioff said the company is moving towards “a different kind of architecture” in which these agentic apps are the norm, promising a sneak peek at Dreamforce. He stated:
All of our products, so our Sales Cloud, which we’ve talked about for decades, it’s becoming agentic sales, our Service Cloud is agentic service, even our Marketing Cloud where we do 11 trillion emails every single year. Those are all one-way conversations today. You’re going to see at Dreamforce those are all going to become two-way conversations. And it’s because you’re going to have an agent on the end of that having a conversation with those customers.
In line with this change, Benioff also teased his vision for how Salesforce’s products will work in the future, pledging to expand on this at the event.
“The data foundation, the application layer, and the agentic layer are the three core layers of how applications are working going forward,” Benioff said. “In every category, we’re going to transform that function, and we’ve had to rebuild every single one of our products to not only be the application layer where you’re creating, reading, updating, and deleting the data, but also working hand-in-hand with the agents as well.”
He continued: “Every company is on a path to become an agentic enterprise.”
“When you get to Dreamforce and see my keynote, I’m going to have 12 Fortune 100 companies there all showing you how to build an agentic enterprise, different shapes and sizes, different ways to do it, ranging from Pfizer to FedEx to OpenAI, Anthropic… that I think will be, probably my greatest pleasure at Dreamforce — to see customers show other customers how they’re doing it.”
2. See Salesforce’s New ITSM Solution in Action
Salesforce is officially entering the ITSM space with the launch of Agentic IT Service, which will go out to the masses at Dreamforce.
The company is taking on the market leader, ServiceNow, with its combination of Slack and Agentforce to deliver a conversational, agentic IT support application.
Shortly before an official announcement, Benioff teased the ITSM product in the podcast, stating:
Come to Dreamforce and you’ll see. We’ve never been in the ITSM market before, but now we’re entering, and we’re building it on Slack.
The release of Agentic IT Service reflects a closing of the gap between ITSM and customer support.
ITSM solutions help IT teams efficiently manage the services they deliver across an organization, from configuring devices to granting app access. In the process, they resolve tickets much like customer service teams, which is an overlap many IT teams may seek to bridge.
Additionally, as IT plays a bigger role in making contact center buying decisions, developing customer experiences, and leveraging service insights, it must collaborate with contact center leaders more and more.
As such, Salesforce’s collaborative ITSM solution may meet many needs.
3. A Big Google Partnership Announcement Seems Likely
Sundar Pichai, CEO of Google, is on the attendee list for Dreamforce, which might foreshadow a Salesforce-Google partnership announcement.
That’s what happened when Jensen Huang, CEO of NVIDIA, showed up last year. The companies announced a partnership to bring capabilities from the NVIDIA AI Enterprise platform to boost the development of Salesforce Data Cloud and Agentforce.
Any new announcement would build on the revitalized partnership Salesforce and Google detailed earlier this year, which not only enabled mutual customers to access Google’s Gemini large language model (LLM) family from within the Agentforce platform but also expanded Salesforce customers’ choice of hyperscaler.
As the vendors teased more announcements throughout the year, such as a Tableau, Looker, and BigQuery integration and standardized business logic and data definitions, Dreamforce is a logical place to unveil more ways in which their products can interact.
Yet, they may go beyond the initial announcements. For instance, preconfigured AI agents that run between their enterprise applications are one possibility.
4. The New Agentforce Builder & Industry-Specific Offerings
As it teases new updates and features before the big event, Salesforce recently announced that a new beta version of Agentforce Builder is coming. The update came as part of its Winter 2026 Release, which will roll out the day before Dreamforce begins.
Agentforce Builder provides users with a no-/low-code interface to design, test, and deploy AI agents. But with the new version, the company promises admins and developers a unified workspace to collaborate and deploy agents much faster. Expect to see more of this at Dreamforce.
As part of its Winter 2026 update, the CRM leader will also release a number of other tools and features. These include Agentforce Observability, which, aligned with the Command Center Salesforce announced at the launch of Agentforce 3, aims to provide enterprises with more control over all their autonomous AI agents, built on Salesforce’s AI agent solution or a third-party alternative. That control includes tools to monitor, optimize, and scale AI agent deployments, and help leaders quantify their ROI.
Agentforce Grid is another new tool with a spreadsheet-like interface, designed to bring together CRM data, AI prompts, and actions in one place to prototype new Agentforce-powered workflows.
Expect a closer look at these new Agentforce innovations and tailored Agentforce offerings for specific industry applications, such as the new Agentforce for Financial Services, at Dreamforce.
On these industry-specific offerings, Rebecca Wetteman, CEO & Principal Analyst at Valoir, recently told CX Today:
“Salesforce’s industry AI is a natural extension of what Salesforce has been doing with its industry clouds, providing more prebuilt capabilities and data models that accelerate time to value and reduce ongoing TCO (total cost of ownership) with fewer custom objects and code to manage.
“When it comes to AI, both Salesforce and customers are recognizing that a DIY approach is both expensive and risky,” continued Wetteman. “Leveraging a platform with more prebuilt, pretested components and agents drives faster time to value and more predictable results.
“We found that building agents with Agentforce enables companies to deliver agents 16x faster than DIY approaches; more prebuilt industry capabilities will further accelerate that.”
5. More on Salesforce’s Own Agentforce Story
Salesforce has become the testing ground for its own agentic AI offering, rolling out AI agents for customer support, marketing, and sales.
“I’ve articulated us as customer zero,” Benioff said on the podcast before drawing attention and criticism for claiming that his internal deployment of Agentforce had helped him cut 4,000 service workers.
Joe Sirianni, a former Enterprise Account Executive at Salesforce, was one of many to call out the idea that AI has enabled the company to replace thousands of customer support jobs in a viral LinkedIn post:
Let me be clear: that’s not the truth. I spent years inside Salesforce. I know firsthand that Salesforce AI is not ready for primetime. Like every other ‘AI Agent’ being hyped right now… Now those teams have been cut in half and AI isn’t filling the gap.
Benioff will likely address and push back on the debate around replacing employees with AI at Dreamforce. Get the popcorn ready.
Aside from Benioff, several major brands and leaders will take to the Dreamforce stage to share their Agentforce stories. They include the founders and CEOs of Starbucks, Waymo, ElevenLabs, PointFive, Vercel, and WRITER.
