❯ Salesforce agrees to acquire Cresta to connect voice agents with customer-service workflows

A definitive agreement is signedSalesforce’s November 2 announcement confirms an agreement to acquire Cresta, with closing expected in the first quarter of fiscal 2028, subject to customary conditions including regulatory approvals. Terms were not disclosed. The Stack, citing The Information, reports a $2.7 billion price.

From coaching to handling callsCresta supplies a voice-first customer-experience platform. Its AI conducts real-time conversations, handles interruptions and resolves complex calls. The same platform coaches human representatives, analyzes interactions and tests voice agents. Customers identified by Salesforce include Marriott, Comcast and Alaska Airlines.

Connecting conversations to customer recordsThe integration targets the gap between voice conversations and enterprise customer information. Service Cloud provides customer history and systems for taking action, while Cresta handles conversation understanding, representative assistance and voice tasks. Outcomes can then connect to issue resolution and customer retention. Salesforce says Cresta will continue supporting customers’ existing major contact-center and telephony platforms after closing.

▮ SIGNALVoice-agent value increasingly depends on customer data and the authority to act, bringing conversation and execution into a single service workflow.