Salesforce plans to add Contentful’s content platform to Agentforce and Customer 360 to power personalised AI-driven customer experiences.
Salesforce has signed a definitive agreement to acquire Contentful, a composable content platform used by more than 4,800 brands to deliver digital experiences across channels. The company said the acquisition will strengthen its Headless 360 offering by adding a native content layer that connects customer data with content experiences across Salesforce applications.
The integration is expected to combine Salesforce Data 360, Agentforce, and Contentful’s composable APIs to help enterprises create and deliver personalised digital experiences at scale across marketing, commerce, sales, and service channels.
“Every meaningful customer interaction depends on three things working together: the right data, the right AI-driven content, and a modern, effortless experience. With Contentful, we complete that picture by adding a native, headless, composable content layer that lets Agentforce dynamically assemble and deliver personalised experiences across every channel, at the speed and scale the AI era demands,” said Jujhar Singh, President, C360 Applications and Industries, Salesforce.
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Connecting Content, Data, and AI
Following completion of the transaction, Salesforce plans to integrate Contentful natively across Customer 360 while maintaining the platform’s composable architecture. According to the company, Contentful’s structured content framework will be directly accessible to Agentforce, enabling AI agents to query, assemble, and deliver content dynamically without manual publishing.
The company said the combined capabilities will help organisations move beyond static content management models by enabling dynamic content orchestration based on customer context, language preferences, channel requirements, and business rules.
“Joining forces with Salesforce accelerates our mission of enabling modern enterprises to dynamically assemble and deliver rich digital experiences across every channel. Our API-first architecture and deep domain expertise fit perfectly into the Salesforce stack. Together, we will redefine how brands interact with customers by giving Agentforce the content layer it needs to make every interaction truly engaging,” said Karthik Rau, CEO, Contentful.
Supporting Personalised Customer Experiences at Scale
Salesforce said the acquisition will provide enterprises with a unified content layer across web, mobile, email, commerce, marketing, and sales applications. The company believes this approach can reduce content fragmentation, improve brand consistency, and accelerate time-to-market for digital experiences.
The planned integration reflects growing enterprise demand for platforms that combine customer data, AI, and content orchestration to deliver more personalised and context-aware customer experiences across digital channels.
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