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Dreamforce never disappoints. It’s an event that’s always packed full of insightful discussions, exciting changes, and fun activities. For this Dreamforce 2025 recap, we wanted to focus on all the good times at the event, not just the major announcements. Here's what we're covering in this article:
- Some Big News from Dreamforce 2025
- Dreamforce featured Metallica and Bensen Boone
- Creating Space for Connection Beyond the Mainstage
- The Practical Power and Applications of Agentforce
- What’s Next for Salesforce and the Agentic Enterprise
If you didn't get a chance to attend this year, this article will provide a comprehensive overview of all the highlights of Dreamforce 2025.
1. Some Big News from Dreamforce 2025
What were the biggest news and announcements for the Dreamforce 2025 recap? There are so many incredible changes coming, it’s tough to boil it down to just a few highlights. The main keynote was delivered by Mark Benioff, and here are just a few things to expect for the future.
Taking Agentforce to the Next Level with Agentforce 360
The marquee announcement of Dreamforce 2025, Agentforce 360, represents the next evolution of the Salesforce platform. It’s designed with the end user in mind as an intelligent, agentic layer unifying Sales, Marketing, Commerce, Slack, Tableau, and MuleSoft into a single connected ecosystem.
Acting as the connective tissue across the enterprise, Agentforce 360 ensures every application can access the same models, share contextual intelligence, and operate within a consistent observability and governance framework. This means organizations can now orchestrate AI-driven workflows across departments with full transparency and control.
What would some of those practical applications look like? Here’s a few considerations:
- Agent-to-agent communication, enabling autonomous collaboration between digital agents.
- Model flexibility, allowing customers to deploy their LLM of choice while maintaining platform-wide visibility.
- Pre-built governance controls, ensuring compliance, security, and oversight remain intact as AI scales.
Marc Benioff also revealed that Salesforce has developed over 300 industry-specific agents. This will be a tremendous support for businesses without as much AI technical expertise to still have access to this budding technology. These agents will be pre-trained to accelerate value across verticals such as financial services, healthcare, and manufacturing, just to name a few.
Agentforce Vibes Offers Welcome Relief for Admins and Developers
Salesforce also introduced Agentforce Vibes, a new paradigm for app creation that could redefine how builders, admins, and developers work.
Moving beyond Flow Builder and traditional configuration tools, Vibes enables users to describe what they want in natural language and let the platform handle the rest. During his demo, Patrick Stokes showcased how a simple prompt (“Build a Dreamforce Command Center showing opportunities by region”) generated a fully functional dashboard, complete with Flows, data connections, and deployment (within a matter of seconds!).
For admins, Vibes signals the arrival of rapid prototyping and low-friction configuration. For developers, it underscores Salesforce’s push toward metadata-driven automation, where natural language, contextual intelligence, and platform metadata converge to deliver production-ready solutions at unprecedented speed.
Data Cloud is Now Data 360
Every agent needs context to provide the best possible solutions for the end user. With Data 360, Salesforce’s reimagined Data Cloud, it serves as the central intelligence layer powering the Agentforce ecosystem.
Enhanced to handle unstructured data, Data 360 provides the semantic and governance backbone that makes agentic automation viable at scale. It now features improved data masking, lineage tracking, and compliance controls, ensuring trust and transparency across the data lifecycle.
A key highlight from the keynote featured FedEx, which uses Data 360 to reactivate dormant customers and fuel Agentforce IT Service. By piping contextual signals directly into Slack and Agentforce apps, FedEx is able to automatically diagnose incidents, identify recurring issues, and deflect tickets through pattern recognition and contextual learning.
With Data 360 at the center, Salesforce has effectively turned its CRM into a living intelligence network. Now data, automation, and agentic AI operate as one cohesive system.
Salesforce and OpenAI Partner to Power the Agentic Enterprise
As part of the Dreamforce 2025 recap, we have to mention Salesforce and OpenAI announcing a landmark partnership aimed at transforming how people work. The goal of the partnership is to make enterprise systems conversational, intelligent, and seamlessly connected. The collaboration brings Agentforce 360 into ChatGPT, allowing users to query CRM data, analyze customer conversations, and build dashboards using natural language. At the same time, OpenAI’s frontier models, including GPT-5, are being embedded across the Salesforce platform to power agent creation, reasoning, and prompt engineering within its core applications.
As Sam Altman put it, the partnership is about “making the tools people use every day work better together.” Marc Benioff framed it as the unification of “the world’s leading frontier AI with the world’s #1 AI CRM,” driving the emergence of what Salesforce calls the Agentic Enterprise — organizations built around intelligent agents acting on trusted data. Here are a few key integrations to expect from this partnership:
- Agentforce 360 in ChatGPT: Access Salesforce CRM data and Tableau dashboards directly inside ChatGPT.
- Agentforce Commerce with Instant Checkout: Merchants can sell to ChatGPT users via the Agentic Commerce Protocol while maintaining control of payments and customer data.
- ChatGPT in Slack: Summarize threads, draft messages, or surface Salesforce insights without switching contexts.
- Codex in Slack: Developers can tag @codex to generate or debug code in real time.
- OpenAI in Agentforce 360: GPT-5 powers reasoning, voice, and multimodal capabilities within the Atlas Reasoning Engine and Prompt Builder.
This partnership marks a pivotal step toward a fully conversational enterprise, where work, data, and decisions flow naturally through dialogue. For employees, that means less friction and faster insight. For businesses, it signals a new operating model where AI agents, built on trusted data, drive execution across every channel and workflow.
If you couldn’t tell, AI and Agentforce were a major focus at this year’s main keynote and many of the other sessions. These tools are here to stay and will make the Salesforce experience more streamlined and effective for its users.
2. Yes, Dreamforce featured Metallica and Bensen Boone
Salesforce had no shortage of big name presence at their event. So who are some of the people you might recognize from the Dreamforce 2025 recap? Let’s dive in to some of the fun cultural moments and icons of the year.
Metallica and Benson Boone Headline at Dreamfest
Dreamfest 2025 delivered a show-stopping close to this year’s Dreamforce, with Metallica and Benson Boone headlining the annual benefit concert in San Francisco. The event, held on October 15, once again raised millions for UCSF Benioff Children’s Hospitals, continuing a philanthropic tradition that has generated more than $120 million since Dreamfest’s inception.
Metallica brought their signature intensity to the Chase Center, energizing thousands of attendees with a setlist that blended classic hits and modern favorites. Across town, rising star Benson Boone captivated the crowd at Bayfront Park, delivering a high-energy performance that showcased why he’s become one of the most recent rising stars. The dual-venue format offered attendees a choice of experiences before everyone reconvened for the post-show celebration.
The evening opened with a VIP reception and awards ceremony honoring a UCSF patient, underscoring the event’s purpose beyond entertainment. Corporate partners, Dreamforce attendees, and community leaders came together not only to celebrate innovation and connection but to contribute to a meaningful cause.
By pairing a legendary act like Metallica with an emerging artist like Benson Boone, Salesforce created a multigenerational, genre-spanning lineup that embodied Dreamforce’s spirit — bridging legacy and innovation. It was a cultural moment that reflected Salesforce’s broader mission to connect technology, community, and impact under one shared vision.
Insightful Sessions from Celebrities
Beyond the product launches and innovation showcases, this Dreamforce 2025 recap delivered what attendees have come to expect — powerful, human-centered storytelling from some of today’s most recognized voices. The Dreamforce sessions are designed to inspire, challenge, and connect, blending leadership lessons, personal journeys, and creative insight from across industries.
This year’s celebrity speakers shared deeply personal stories of growth, reinvention, and purpose to underscore how technology and humanity continue to intersect in new, transformative ways. Highlights from this year’s speaker lineup included:
Rob Lowe: Shared insights on adapting and evolving throughout his career while navigating an invisible disability. Lowe reflected on how technology continues to shape storytelling, creativity, and the way he connects with audiences.
David Spade: Closed out Dreamforce 2025 with a stand-up performance that brought levity and laughter to the conference’s final night — reminding attendees of the value of humor and perspective in an ever-changing world.
Matthew McConaughey: Joined Maria Shriver for a heartfelt session blending poetry and storytelling, exploring resilience, creativity, and the unifying power of words to inspire human connection.
Brandi Carlile: Partnered with Matthew McConaughey in a soulful conversation and performance, weaving together music, poetry, and reflection on inspiration, identity, and the winding paths that define personal and artistic journeys.
YOSHIKI: Japan’s iconic rock musician unveiled AI YOSHIKI, a groundbreaking digital twin powered by Salesforce technology. The initiative aims to revolutionize the music industry by returning creative control to artists and dismantling traditional gatekeeping structures.
Ellen Pompeo: Discussed the importance of authenticity and advocacy, sharing how she uses her platform to drive change and challenge systemic norms within the entertainment industry.
America Ferrera: Delivered a powerful conversation on leading with purpose, authenticity, and empathy — drawing from her trailblazing career to explore what it means to create meaningful impact in today’s world.
Jesse Eisenberg: Reflected on storytelling as a deeply human art form, emphasizing how vulnerability, humor, and self-expression foster connection in the digital age.
3. Creating Space for Connection Beyond the Mainstage
While Dreamforce 2025 brought together tens of thousands of attendees across San Francisco, TELUS Digital created a more intimate and collaborative experience just a few blocks away at Hotel Zetta. Throughout the week, our team hosted a series of curated gatherings to foster these connections. People enjoyed everything from morning breakfasts and working lunches to afternoon snacks, evening happy hours, and industry-focused Salesforce sessions.
These events provided a deliberate pause from the high-energy pace of Dreamforce. Attendees could recharge, connect, and collaborate with peers, customers, and Salesforce leaders in a more personal setting. This created the kind of meaningful exchanges that don’t always happen on the convention floor. Each session was designed to help guests maximize their time at the conference, offering opportunities to deepen relationships, share ideas, and explore real-world applications of Salesforce innovation across industries.
At Zetta, conversations moved fluidly from strategy to storytelling — from how organizations are scaling agentic AI to how digital transformation is reshaping the customer experience. Whether over coffee in the morning or cocktails at night, TELUS Digital’s space became a hub for cross-industry dialogue, insight exchange, and authentic connection.
By hosting these experiences alongside Dreamforce, TELUS Digital demonstrated the value of engagement beyond the keynote to show that innovation doesn’t just happen in sessions, but in the moments between them.
4. The Practical Power and Applications of Agentforce
At its core, Agentforce represents the operationalization of AI within the Salesforce ecosystem. Its purpose is to turn intelligence into action across every business function. Built on trusted CRM data and powered by generative and agentic AI, Agentforce enables organizations to automate complex workflows, personalize engagement at scale, and make data-driven decisions in real time.
As part of the Dreamforce 2025 recap, we wanted to highlight how its applications are tangible and far-reaching. Sales teams can accelerate deal cycles with predictive insights, service agents can resolve cases autonomously, and marketers can dynamically tailor campaigns based on live customer signals. In practice, Agentforce transforms how enterprises work — replacing manual processes with intelligent collaboration and shifting AI from a concept to a daily operational advantage.
Pandora, the world’s largest jewelry brand, is using Agentforce, the agentic layer of the Salesforce Platform, to replicate the personalized, consultative feel of its in-store experience online. By integrating deeply with Salesforce data and commerce systems, Pandora’s AI agent delivers contextual, human-like assistance—helping shoppers choose the perfect jewelry piece through natural-language conversations that draw on customer preferences, past purchases, and inventory insights.
The result is a seamless, high-touch digital experience that boosts conversion and loyalty while reducing service friction. Strategically, this positions Pandora as an innovator in AI-driven retail engagement, leveraging data intelligence and automation to scale white-glove service, differentiate its brand, and strengthen omnichannel continuity between digital and physical shopping experiences.
PepsiCo is deploying Agentforce across its global operations via Salesforce to unify data, streamline support, and optimize B2B and retail processes. The platform enables PepsiCo to consolidate customer profiles (via Data Cloud), gain real-time inventory visibility (through Consumer Goods Cloud), and automate elements of customer service and trade promotion management — freeing human teams to focus on strategic growth and execution.
Takeda, a global pharmaceutical company operating across 80+ countries, is embedding Salesforce’s unified AI and data stack (including Agentforce, Data Cloud, and Life Sciences Cloud) to enhance patient-first engagement and empower healthcare professionals with context-aware insights.
By integrating real-time analytics and intelligent agents directly into workflows, Takeda can deliver personalized communication, optimize medical and commercial operations, and ensure compliant interactions across its stakeholder ecosystem. This transformation positions Takeda to scale highly relevant, trust-driven engagement while elevating care outcomes through data-driven intelligence at enterprise scale.
5. What’s Next for Salesforce and the Agentic Enterprise
Of course the Dreamforce 2025 recap was going to mention the new features and fun times at the conference. But more importantly, how will these changes impact businesses? The announcements around Agentforce, Data 360, and the OpenAI partnership signaled a decisive move toward an autonomous, interconnected enterprise ecosystem. Over the next 12–24 months, these developments will begin reshaping how Salesforce customers operate, innovate, and scale.
Businesses Will Shift from Manual Operations to Autonomous Systems
The Agentforce framework will push organizations to automate not just tasks, but decisions. With autonomous agents handling cross-departmental workflows (from lead qualification to service resolution) businesses will begin to experience measurable efficiency gains and faster go-to-market velocity. Teams will spend less time managing systems and more time shaping strategy, as AI takes over execution at scale.
Salesforce Users Will Experience Work That Feels Conversational and Context-Aware
The integration of OpenAI’s frontier models and tools like Agentforce Vibes means users will soon work with Salesforce through natural dialogue — asking, not clicking. Everyday activities like generating dashboards, summarizing pipeline performance, or writing customer responses will happen through simple prompts. For many organizations, this will mark the beginning of AI-augmented work, where productivity tools anticipate user intent and respond in real time.
Data Will Become the Central Driver of Competitive Advantage
With Data 360 serving as the unified intelligence layer, companies will gain unprecedented visibility into how data flows between systems, interactions, and decisions. Expect Salesforce users to lean heavily on real-time, cross-cloud data orchestration — not just to understand their customers, but to predict needs and automate personalized engagement. Businesses that effectively operationalize this context will separate themselves from competitors still relying on static reporting.
Industry-Specific Agents Will Accelerate Time-to-Value
Salesforce’s announcement of more than 300 industry-ready agents signals a shift toward pre-trained, vertically specialized AI. Financial services firms, healthcare providers, and manufacturers will soon deploy domain-aware agents capable of handling nuanced tasks, from compliance checks to claims processing. This verticalization will make Salesforce more accessible, shortening deployment cycles and driving faster ROI.
Salesforce’s Growth Will Be Fueled by Ecosystem Expansion
By embedding Agentforce across Slack, MuleSoft, Tableau, and Commerce Cloud (and through its deep integration with OpenAI) Salesforce is positioning itself as the AI operating system for the enterprise. Expect rapid partner ecosystem growth as ISVs, developers, and customers build new agents, extensions, and automations on top of the platform. This shift will open new revenue streams for Salesforce while reinforcing customer lock-in through AI-driven infrastructure.
Partner with TELUS Digital as the Salesforce Implementation Experts
Dreamforce 2025 marked the start of Salesforce’s next growth phase, from CRM leader to enterprise intelligence platform. The coming year will see businesses rethinking how work gets done, with AI not just enhancing workflows, but running them. For Salesforce customers, the challenge and opportunity lie in readiness — aligning data, governance, and culture to harness agentic automation responsibly and at scale. Those who adapt early will redefine how their organizations operate in the age of intelligent systems.
Partner with TELUS Digital to transform your Salesforce ecosystem into an intelligent, connected platform powered by Agentforce—accelerating innovation, automation, and measurable business impact.
