Salesforce is pushing deeper into conversational commerce with new Agentforce 360 capabilities unveiled at CES 2026, as the company positions artificial intelligence as a core driver of modern retail experiences. The announcement is significant for the MarTech ecosystem, where brands are increasingly focused on reducing friction across marketing, ecommerce, and customer service journeys while maintaining consistent context.
The Salesforce Agentforce 360 expansion introduces a new set of AI powered tools designed to help retailers move toward what the company describes as agentic commerce. The goal is to enable more natural, contextual conversations that follow customers seamlessly from discovery through purchase and into post purchase support. Salesforce said the new capabilities are built to address long standing fragmentation between customer touchpoints that often results in disjointed experiences.
At the center of the update is a unified context engine that operates across sales, marketing, commerce, and service. Rather than deploying isolated AI assistants for individual functions, Salesforce said Agentforce 360 allows multiple agents to operate from a shared data model and decision engine. This ensures every interaction is informed by the same real time view of the customer journey.
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Salesforce introduced three new retail focused features as part of the rollout. Two way email transforms traditional promotional emails into interactive shopping experiences, enabling customers to ask questions and receive AI driven responses directly within the email conversation. Contextual search enhances onsite discovery by interpreting natural language and shopper intent instead of relying solely on keyword matching. Guided shopping agents are embedded directly into retail websites, where they proactively assist customers with product discovery, inventory confirmation, and purchase related questions.
According to Salesforce, these tools were developed in response to challenges emerging from fragmented AI deployments. When individual agents operate in silos, they often lack awareness of prior interactions or campaign promises, leading to inconsistent recommendations and broken experiences. Salesforce said Agentforce 360 is designed to prevent those issues by allowing agents to share context continuously and respond with a single source of truth.
“A customer might click a campaign promising delivery by Friday, only for the store agent to suggest a product that’s already been returned,” the company said in its announcement. “When delays occur or questions are asked, agents respond in isolation, breaking the continuity of the customer journey.”
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Salesforce also shared performance data to illustrate the impact of agent based retail experiences. During the most recent holiday season, AI and agents contributed to 20 percent of retail sales on the Salesforce platform. Retailers using AI agents achieved a 59 percent higher growth rate than their peers, averaging a 6.2 percent year on year increase. Customer engagement with agents also accelerated, with a 126 percent increase in customer service interactions through AI agents during the peak holiday period compared with the prior two months.
“Agentforce 360 stops agentic commerce from feeling like a series of disconnected moments,” Salesforce said. “When a customer asks a question in an email, the same agent can respond on the website. If the conversation shifts to customer service, it continues without resets or repetition.”
As conversational commerce becomes a priority for retailers, Salesforce Agentforce 360 highlights how shared context and coordinated AI agents are shaping the future of customer engagement. By unifying conversations across channels, Salesforce is signaling how agentic commerce could become a foundational model for scalable, customer centric retail experiences.
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