Enter the Agentforce

September always marks the return of conference season to the marketing world, and not just for event marketers. Both Salesforce and Hubspot hold their main customer conferences in which they present their vision for the next twelve months. That vision has the potential to shape the entire industry, given the importance of their platforms and their long-standing status as CRM thought leaders. This year was no different, especially given the mismatch between Generative AI hype and real-world experiences of the technology.

Agents

Both Salesforce Dreamforce and Hubspot Inbound took place last week and, as predicted, were dominated by Generative AI talk. Both firms announced major new AI platforms for customers, while providing a succession of demos to highlight the incredible potential of the technology to improve the customer experience. However, marketers have seen many promising AI demos in the last two years. The difference is that platform owners are only now introducing the tools for businesses to adapt AI to their workflows.