Salesforce Winter ’26 Release: Major Agentforce Updates for Marketers
▼ Summary
– Salesforce’s Winter 2026 release integrates Agentforce into marketing tools to enhance AI-driven, data-informed marketing efforts.
– Agentforce will improve campaign creation, analysis, and performance insights in Marketing Cloud Next, including customizable flows and multichannel support.
– Marketing Intelligence updates include pausing low-performing Google Ads, customizable data pipeline scheduling, and seamless pipeline upgrades without downtime.
– Marketing Cloud Account Engagement gains Agentforce actions for managing prospects and nurture campaigns, enabling instant lead insights from anywhere in Salesforce.
– Enhancements across platforms focus on personalization, data capture, expanded messaging support, and improved setup for identity resolution and AI features.
The Salesforce Winter ’26 release brings a wave of innovation for marketers, with Agentforce positioned as a central force in transforming how teams leverage data and artificial intelligence. This update emphasizes smarter, more responsive marketing strategies that align with the growing demand for personalized customer engagement.
Marketers today operate in an environment where data drives decisions, and the ability to act quickly on insights can make or break a campaign. Salesforce’s latest enhancements are designed to meet these challenges head-on, integrating Agentforce deeply into the marketing ecosystem to streamline workflows and amplify results.
Within Marketing Cloud Next, Agentforce introduces customizable flows for drafting campaign briefs and building multichannel strategies. It also delivers performance insights based on historical data, helping teams refine their approach. The transition of Paid Media Optimization to a dedicated Agentforce Employee Agent means marketers receive tailored guidance aligned with specific campaign objectives, enabling faster and more informed actions.
Marketing Cloud Account Engagement now incorporates Agentforce actions, allowing users to manage prospects from anywhere in the Salesforce environment. This reduces manual effort in updating leads or overseeing nurture campaigns. Users can even create a personalized Lead Management Agent for instant prospect insights.
Beyond Agentforce, the Winter ’26 release introduces several key upgrades across the platform. In-app messaging now supports interactive push notifications on verified mobile devices, with detailed engagement metrics available at the campaign level. Marketers can also create emails more efficiently, collaborate using the Content Builder Agent, and leverage expanded WhatsApp and SMS capabilities in regions like Hong Kong and Singapore.
New form features simplify data capture by mapping details directly to Salesforce objects and automating tasks through flow triggers. Personalized landing pages using merge fields enhance visitor engagement, while sandbox testing allows teams to experiment safely without affecting live environments.
Marketing Intelligence receives significant upgrades as well. Data pipelines now offer fully customizable scheduling and on-demand reprocessing, ensuring marketers work with the freshest data available. Live pipeline updates occur without downtime, and users can explore the Semantic Data Model directly from their workspace.
A notable addition is the ability to pause underperforming Google Ads directly within Marketing Intelligence, reducing wasted ad spend and simplifying decision-making. New conversion data sources, including custom CRM objects, uploaded files, and Data Cloud models, enrich attribution insights.
Dashboard organization improves with collections, making it easier to group, share, and manage analytics. Custom metrics aligned with campaign objectives provide clearer performance summaries, and new API connectors simplify cross-channel data ingestion.
Marketing Cloud Account Engagement strengthens its integration with Data Cloud, enabling access to richer engagement data and third-party form details. With Agentforce, teams gain even more flexibility in managing prospects and nurturing leads efficiently from anywhere in Salesforce.
(Source: MarTech)
