Salesforce to acquire Cresta for customer service AI

Salesforce has agreed to acquire Cresta to incorporate voice agents, real-time agent assistance, and conversation intelligence into its customer service portfolio. The author argues that Cresta fills a crucial gap in Salesforce's agentic architecture and could also strengthen its customer feedback management. However, the author cautions that Salesforce must streamline its complex product estate and prove that the acquisition creates genuine value for customers. Open article →