Salesforce Signs Definitive Agreement To Acquire Cresta, Connecting Voice AI With Customer Data And Service Workflows

Salesforce Expands Its AI Customer Service Strategy With Cresta Acquisition

Salesforce has signed a definitive agreement to acquire Cresta, a voice-first customer experience platform specialising in AI-powered voice agents and real-time conversation intelligence.

The proposed acquisition brings together Cresta's technology for handling complex customer calls with Salesforce's customer relationship management capabilities. The combination is designed to connect customer conversations with customer histories, service workflows and the systems businesses use to resolve issues and drive commercial outcomes.

Cresta's platform combines AI voice agents, real-time guidance for human representatives and conversation analytics. Its voice agents are designed to manage complex interactions, including natural conversations and interruptions, while its agent-assist capabilities help human representatives respond more effectively.

The company's customer base includes major brands such as Marriott, Comcast and Alaska Airlines, reflecting its focus on enterprise contact centre environments.

For Salesforce, the deal strengthens its efforts to bring AI agents deeper into customer service operations through Agentforce and Service Cloud.

Connecting Customer Conversations With Business Outcomes

Customer conversations contain valuable information about customer needs, preferences, concerns and purchasing intent. However, that information can remain disconnected from CRM records and the workflows used by service teams.

Cresta's technology is designed to address this gap by analysing interactions and translating conversational insights into action. Its platform also enables organisations to evaluate and improve both AI agents and human representatives against consistent quality standards.

Salesforce brings a different but complementary layer: customer data, account histories and the business applications required to act on information.

By combining the two platforms, Salesforce aims to connect every conversation with the broader customer relationship. This could help organisations move beyond simply analysing customer interactions towards resolving service issues, strengthening retention and identifying revenue opportunities within the same environment.

The integration is expected to bring Cresta's conversation intelligence and voice-agent capabilities closer to Salesforce's Service Cloud and Agentforce ecosystem.

Voice AI Moves Into More Complex Customer Interactions

Voice remains an important channel for customer service, particularly when customers need assistance with complex or high-priority issues that are difficult to resolve through self-service channels.

Cresta has built its voice agents to manage these interactions through real-time conversations, while supporting human representatives with contextual guidance and performance insights.

Kishan Chetan, EVP and GM of Agentforce and Service Cloud at Salesforce, highlighted the importance of voice in customer service, noting that Cresta has developed voice agents capable of handling complex, high-volume calls for large enterprises.

Ping Wu, CEO of Cresta, described the transaction as an opportunity to bring the company's agentic customer experience platform to a broader scale by embedding real-time conversation intelligence and AI-driven experiences into Salesforce's customer service platform.

The combination reflects a wider shift in enterprise AI, where the focus is moving from standalone assistants towards systems that can understand customer context, manage interactions and take action across business applications.

Cresta To Continue Supporting Existing Platform Customers

Following the transaction's completion, Cresta is expected to continue supporting the leading contact centre and telephony platforms its customers currently rely on.

This is an important part of the proposed deal, as enterprise customers often operate complex technology environments with multiple service and communications platforms.

Maintaining these integrations would allow existing Cresta customers to continue using the platform within their current operating environments while Salesforce works towards bringing the technology closer to its own customer service ecosystem.

Deal Expected To Close In Fiscal 2028

Salesforce expects the transaction to close in the first quarter of its fiscal year 2028, subject to customary closing conditions, including required regulatory approvals.

The financial terms of the transaction were not disclosed in the announcement.

If completed, the acquisition will bring Cresta's voice AI and conversation intelligence capabilities into Salesforce's broader strategy for agentic customer service, connecting customer data, conversations and automated actions within a more integrated enterprise environment.

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About Salesforce

Salesforce is a global customer relationship management technology company providing cloud-based platforms for sales, customer service, marketing, commerce and data management. Its offerings include Agentforce and Service Cloud, which support businesses in deploying AI-powered agents and managing customer interactions.

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About Cresta

Cresta is an AI-powered customer experience technology company focused on voice agents, real-time agent assistance and conversation intelligence. Its platform helps enterprises automate customer interactions, support human representatives and analyse conversations to improve service operations.

Source: Salesforce official announcement