Salesforce to Acquire Cresta to Expand AI Voice Capabilities

Salesforce has announced that it has signed a definitive agreement to acquire Cresta, a provider of AI-powered voice agents and conversation intelligence technology, as it looks to expand its customer service capabilities.

The acquisition will bring Cresta’s voice AI technology together with Salesforce’s Service Cloud platform, allowing organisations to connect customer conversations with existing customer records and service processes.

Cresta’s platform is designed to handle complex customer enquiries through AI voice agents, while also providing real-time guidance to human agents and analysing customer interactions.

Its voice agents can manage conversations, respond to interruptions and handle customer requests without requiring every interaction to be transferred to a human agent.

The technology is already used by organisations including Marriott, Comcast and Alaska Airlines.

By combining the two platforms, Salesforce intends to give businesses greater visibility into customer interactions and their outcomes, including issue resolution, customer retention and revenue.

The integration is also expected to help organisations use conversation intelligence alongside existing CRM data, providing agents and AI systems with additional customer context.

Kishan Chetan, EVP and GM of Agentforce and Service Cloud at Salesforce, commented on the acquisition:

“Voice is where service is hardest to get right, and where it matters most to customers.

“Cresta has built voice agents that handle complex, high-volume calls for some of the world’s largest brands. As more service is resolved in the conversation itself, together we’ll bring the customer, the conversation and the outcome into one place.”

Following completion of the acquisition, Cresta is expected to continue supporting the contact centre and telephony platforms currently used by its customers.

Ping Wu, CEO of Cresta, commented:

“Cresta’s mission is to turn every customer interaction into a competitive advantage for our customers through a single agentic operating system for customer experience.

“Now, by uniting our platform with Salesforce, we will realize our full vision at scale, embedding real-time conversation intelligence and agentic experiences directly into Salesforce’s first-class customer service Platform.”

The transaction is expected to close in the first quarter of Salesforce’s fiscal year 2028, subject to customary closing conditions and regulatory approvals.

Reviewed by: Jo Robinson