Salesforce signed a definitive agreement to acquire Cresta, whose voice agents handle customer calls end-to-end, while the same platform provides human representatives with real-time guidance and analyzes conversations. Salesforce didn’t disclose the price.
Salesforce says it plans to connect Cresta’s understanding of customer conversations with the customer history and systems already sitting in Salesforce. The AI can understand the conversation as it happens, guide the employee, handle the interaction itself, and then connect what happened to the customer record.
The company says Cresta will continue to support the contact-center and telephony platforms that customers already use after the deal closes. That could matter to companies that don’t want their phone stack tied completely to Salesforce, although the eventual depth and cost of those integrations remain to be seen.
Cresta is Salesforce’s third acquisition announcement in roughly two weeks, following agreements for Braze and logistics software company Rune Technologies. The Cresta deal is expected to close in Salesforce’s first quarter of fiscal 2028, subject to regulatory approval and other customary conditions.
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Constantine von Hoffman is senior editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.
