• by Laurie Sullivan , Staff Writer, October 16, 2025

Salesforce Marketing Cloud CMO Bobby Jania announced in a keynote at the Dreamforce Conference on Thursday the next generation of Salesforce Marketing Cloud, Agentforce Marketing, that offers major features supporting advertisers and marketers, and has little resemblance to the email-only platform ExactTarget, acquired by Salesforce in 2013.

ExactTarget, the cloud marketing company that became the spark for Salesforce Marketing Cloud after its acquisition, launched 25 years ago. It's amazing to think the advancements that has happened during those years.

Jania feels confident Agentforce Marketing will demonstrate to advertisers how agentic AI, built on unified data, will transform the advertising experience.

One of those advancements, which he described, paid-media optimization for advertisers as part of its “Marketing Intelligence” cloud services.

The optimization tool monitors and manages ad performance across platforms like Google and Meta, and can perform real-time actions based on return on advertising investment (ROAS) goals and thresholds.

It eliminates manual campaign checks and monitors budget waste by unifying performance data, automating optimizations, and improving return on ad spend (ROAS) through continuous, intelligent adjustments.

The Adaptive Web in Marketing Cloud will use Agentforce AI agents to personalize every website visitor’s experience based on their real-time agentic conversations to provide relevant content and recommendations.

This requires the use of real-time behavioral data and autonomous AI agents to dynamically deliver relevant content, product recommendations, and offers tailored to the individual user.

Salesforce also announced Journey Decisioning, which uses Agentforce to automatically route each customer based on real-time behavior and data and eliminates manual segmentation and campaign setup.

Salesforce has also expanded its partnership with Google by adding Google Gemini AI models to its Atlas Reasoning Engine AI platform, the companies said Thursday.

The partnership will feature a new integration between Slack's real-time search-application programming interface with Gemini Enterprise, enabling data analysis, agentic-AI capabilities and agent orchestration within Slack, the companies said.

Salesforce will integrate its Agentforce 360 platform with Google Workspace for sales and information-technology service, and will expand its Salesforce-Gemini integration to more Google Workspace tools beyond Gmail.

The suite of tools that initially integrated advertising campaigns with CRM data to personalize targeting and marketing, "Marketing Cloud Advertising Studio," has been retired.

The current offerings will use AI integrated into Salesforce Marketing Cloud, allowing users to target specific customer segments on platforms like Facebook, Google and Instagram using first-party data to acquire new customers.