Salesforce presses ahead with its push into AI applied to customer service.
The software giant has signed a definitive agreement to acquire Cresta, a specialist in voice agents and conversational intelligence. The move aims to give Service Cloud a genuine voice dimension and extend Agentforce’s capabilities to telephone calls.
Cresta develops voice agents capable of handling complex, end-to-end conversations.
For Service Cloud, the objective is to make voice a fully integrated channel within the CRM. An incoming call could draw on the customer’s history, open cases, and the data stored in Salesforce. The voice agent can also trigger concrete actions: updating a file, creating a ticket, scheduling an intervention, or escalating to a human.
Cresta also brings an assistive layer for human agents. During the call, advisers can receive real-time recommendations; after the exchange, teams have access to conversational analytics tools to measure service quality, identify friction points and improve scripts or processes.
For Agentforce, the acquisition closes a strategic gap. Salesforce already had AI agents for digital channels, but voice remains one of the most demanding channels in customer service. By integrating Cresta’s technology, Agentforce will orchestrate journeys that combine chat, email, messaging and phone, with execution more closely tied to the company’s data and workflows.
Salesforce notes, however, that Cresta will continue after the acquisition to support the contact-center and telephony platforms already used by its customers. The approach thus appears to be one of strengthening the existing ecosystem rather than forcing migration to Salesforce’s infrastructure.
