Salesforce agreed to buy Cresta, whose AI agents answer customer calls for Marriott and Comcast. It gave no price.
Salesforce announced the agreement on 2 November.
Cresta's voice agents handle complex calls from start to finish, and its software guides human staff in real time and analyses every call. Alaska Airlines also uses it. Salesforce says Cresta will work together with its Service Cloud.
Closing needs regulatory approval and is expected between February and April 2027. After the deal closes, Cresta will keep supporting the contact-centre and phone systems its customers already run, Salesforce says.
It is the second purchase Salesforce has announced in under a week, after Rune Technologies.
For companies on Service Cloud, the deal would put voice agents and the customer record with one vendor. For Cresta customers on other platforms, the promise of continued support is the line to watch.
Sources
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For your next steering committee
- 1Ask which AI tools already touch your ERP or finance data, including the ones nobody approved.
- 2Ask what each tool is allowed to change, and who reviews what it changed.
- 3Ask how the result is measured, and who decides to switch a tool off.
Issue 01 of the ERP LEADERS brief puts a timeline, the three-number review and six questions on one page. Read issue 01
Welcome back. · Issue 01
