By Lukas Lunow

Dreamforce 2025

The Rise of Agentforce

Technology & Architecture,

NoA Ignite — The digital consultancy that delivers

Experiencing the shift firsthand

This year, our team from NoA Ignite’s Scandinavian offices traveled to San Francisco to experience this shift firsthand. We expected Agentforce to dominate the agenda, but the real question was how it would show up in the product keynotes. While we knew the strategic intent, we wanted to see the tangible updates and understand how these would impact the way our customers work with Salesforce every day.

Coming from different countries, we each brought unique perspectives and interests to the conference. With our schedules packed and agendas diverging, our evening meetups became opportunities to share what stood out the most—from keynotes and demo booths to hands-on workshops. Once the jetlag subsided, one common thread was clear: Agentforce has evolved. It’s smarter, better integrated, and now sits at the heart of Salesforce’s most critical business processes—from Flow Builder in Service Cloud to the Vibe Codey plugin in Visual Studio Code.

The Agentic enterprise

As Niklas Hartog from our Stockholm office put it, “Dreamforce framed AI as augmentation, not automation. The winning companies will be those that empower employees with AI teammates, not replace them.” He continued, “This is the Agentic Enterprise. Salesforce’s next big wave after cloud, mobile, and AI. It’s about autonomous agents that work alongside humans to handle tasks, make decisions, and trigger workflows.”

Viktor Sundin agreed: “One of my key takeaways from Dreamforce was how Salesforce is moving toward an agent-driven experience. In the main keynote, not a single image of the Salesforce UI was shown: a clear signal that conversational AI and agentic workflows are becoming the new standard. Slack is now positioned as the agentic operating system, seamlessly connecting people and AI agents. The future of CRM is conversational; agents are here to stay, and we’d better adapt. Perhaps, for us in Sweden, that means running a little faster with this new technology.”

Building smarter agents

But how do these agents come to life? That’s where the brand-new Agentforce Builder takes center stage. As my Norwegian colleague, Per Eric Johansen, explained, “The new Agentforce Builder is where AI becomes your assistant to build new AI Agents. Write job descriptions in plain text, just as you would for humans, and let the Builder do the rest.”

The Builder reduces the time and cost of innovation dramatically. Its test and monitor center gives developers the insight they need to refine and optimize agents continuously, making AI innovation both faster and safer.

Behind it all lies Data 360 (formerly Data Cloud), now the unified intelligence layer connecting apps, AI agents, and workflows. “No clean data, no smart AI,” as Niklas summed it up. With new governance tools ensuring visibility, identity control, and compliance, Salesforce is showing that trust remains its core value even in the AI era.

The most exciting part was seeing the Agentforce Service platform in action. Companies are now combining AI and human collaboration to transform customer service. With AI-powered tools like the Agentforce Command Center, Service Console, and self-service portals, businesses can deliver proactive, personalized experiences across every channel.

Marketing enters the conversation

The AI revolution is also reshaping marketing. As announced during the Marketing Keynote, the no-reply era is officially over. Marketing is no longer a one-way street: it’s a conversation.

Imagine a customer replying to an order confirmation email to change their delivery address. Instead of routing to an inbox no one monitors, an Agentforce Marketing agent reads the message, updates the order, and sends a confirmation. All automatically. This marks the beginning of truly interactive, agent-assisted communication.

Salesforce calls this the convergence of engagement and intelligence, and it’s powered by Data 360. As I experienced first hand during the Marketing Keynote, the roadmap includes Two-Way Email and SMS, Adaptive Websites, AI Content Partnerships, and Unified Analytics. The boundary between sales, service, and marketing is disappearing fast, replaced by a single, seamless customer conversation.

The agentic future is here

Curious how it could transform your organization? We’re just a conversation away.

Lukas Lunow: Marketing Technology Architect & Customer Engagement Strategist; (+45)25456529|lukas.lunow@noaignite.com

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