• by Laurie Sullivan , October 14, 2025

Salesforce has expanded partnerships with OpenAI and Anthropic to integrate their respective AI models into its "Agentforce 360" platform. The goal is to provide enterprise artificial intelligence (AI) tools to a wider range of businesses, including advertising.

On Tuesday at Salesforce’s annual conference, Dreamforce, the company announced it will integrate OpenAI's latest GPT-5 model and Anthropic's Claude family of models into Salesforce's ecosystem, allowing employees and consumers to interact with customer data and analytics in ChatGPT, Slack and Salesforce's own software.

Specialty retailer Williams-Sonoma Inc. and its brands West Elm and Pottery Barn are early adopters of Agentforce 360. The companies are using the technology to build and deploy AI agents that support customer service and enhance shopper experiences.

Williams-Sonoma is known for specialty in-store chefs. Customers can gain website help, plan menus and discover products by interacting with the sous chef agent —Olive — which will reason and use data, infer intent, and deliver a customized plan for experiences such as hosting and cooking a Thanksgiving dinner.

Salesforce CMO Bobby Jania told MediaPost the move from cookies to agentic technology will require a change in support for brands through CRM data. That data merges structured and unstructured data when it is time to buy media for different types of channels.

Jania believes agents will turn every interaction into a conversation with brands to ask questions and have the AI agent respond.

“It used to be okay for consumers to click from an ad to a website to do their own research, but now they are getting more familiar with AI agents doing the research for them,” Jania said. “Marketers can turn all these engagements through LLMs into highly personal experiences.”

Agentforce 360, launched globally on Monday, was designed to create, deploy and manage AI agents across an entire organization.

Most marketers are using AI to determine which consumers should receive a specific ad, but consumers are not aware of how this may benefit them.

Salesforce is working to improve that experience. “For a B2B ad, or even a Google ad, when you click on that Sponsored link, it often goes to a page that immediately tries to get your contact information,” Jania said.

Salesforce also this week will announce Adaptive websites. Historically, consumers have clicked on an ad that led them to a website that requests personal information before allowing them to download information.

In the future, Jania believes it will be possible to obtain leads where a consumer asks questions and the brand “earns” consumer information including name and email address, providing the information first.

AgentForce will allow marketers to generate emails and campaign workflows as well as paid media optimization to analyze the ads running. The paid-media optimization integrates the brand’s performance data.

A new "Agentforce Commerce" feature will allow merchants to sell products via ChatGPT's Instant Checkout, but retain control of customer data and fulfillment.

With advertisers gaining the ability to see changes in paid media and act on them in real time, Jania believes every interaction becomes a conversation between brands and consumers.