In terms of AI-powered advertising and marketing, we’re watching the longer term unfold in actual time.
At Salesforce Connections, one clear message rang out: agentic advertising and marketing is now not only a speaking level — it’s action-ready. And with it comes a brand new playbook for the way manufacturers join, interact, and co-create with clients in ways in which really feel deeply private at scale.
After a standout keynote, numerous demos, and real-world buyer tales, it’s clear Salesforce isn’t simply constructing instruments — it’s constructing solely new methods of working.
What’s Salesforce Connections?
Salesforce Connections is the premier occasion for entrepreneurs to discover the way forward for advertising and marketing by agentic methods. Held yearly, it affords two days of hands-on studying, in-depth classes, and workshops centered on AI-driven advertising and marketing innovation.
3 takeaways from Salesforce Connections
Under are my high three takeaways for entrepreneurs from the Connections keynote, which sign not solely the place we have to focus, but in addition the place we have to activate now.
1. Agentic advertising and marketing transforms one-way messages into two-way conversations
Conventional advertising and marketing usually includes broadcasting messages to broad audiences. Agentic advertising and marketing, nevertheless, leverages AI to create dynamic, personalised interactions throughout each channel: electronic mail, textual content, adverts, and past.
As Ariel Kelman, Salesforce President and CMO, posed, “What if each message was a two-way dialog?” This strategy unlocks real-time engagement, permitting entrepreneurs to answer buyer wants with unprecedented pace and precision. It’s precisely this dedication to non-public, ongoing interplay that elevates buyer connection from transactional to transformational.
2. Unified information is the muse for personalization at scale
Very similar to I highlighted in my Canva Create protection, the echo of personalization at scale was amplified as soon as once more. True personalization calls for a whole understanding of the shopper, which is just doable with unified information.
Salesforce’s Information Cloud consolidates buyer data throughout all touchpoints into one single supply of reality. This integration eliminates information silos and powers seamless buyer journeys. For instance, UChicago Medication makes use of Information Cloud to rework complicated affected person experiences, like reserving a specialist, into proactive, streamlined journeys. The power to remove pointless back-and-forth is the place effectivity and buyer care actually converge.
3. AI is revolutionizing the advertising and marketing workflow
AI isn’t merely optimizing advertising and marketing outputs — it’s redefining your entire workflow.
With Advertising and marketing Cloud Subsequent launching in July 2025, entrepreneurs can now companion straight with AI brokers to create marketing campaign briefs, construct segments, and launch flows proper from Slack Canvas. Marketing campaign timelines that when took weeks now take minutes. And with AI-powered optimization, groups can regulate spend, content material, and viewers segmentation in real-time based mostly on efficiency, turning each marketing campaign right into a dwelling, studying system.
So, now what?
Agentic advertising and marketing is not a future state — it’s right here. As I shared in The AI Advertising and marketing Thoughts 2025, the true alternative isn’t nearly adopting AI — it’s about utilizing it to deepen buyer connection in additional intentional, clever methods. AI offers us scale, however connection offers us belief.
The manufacturers that win would be the ones who embrace AI as a collaborative companion – orchestrating information, groups, and experiences across the buyer journey itself. Should you haven’t began mapping the place agentic workflows match into your advertising and marketing technique, now’s the time. Your clients gained’t wait – and with AI, neither do you have to.
Take a look at the AI Advertising and marketing Thoughts 2025 to dive deeper into how advertising and marketing will change this yr — and what you are able to do to arrange.