Salesforce has entered into a definitive agreement to acquire Cresta, an artificial intelligence company specializing in real-time contact center intelligence. Cresta’s voice-first platform uses AI to power virtual agents handling customer calls and coach human representatives during live conversations. Comcast and Marriott are among the companies that use its technology.
The financial terms were not disclosed. The acquisition is part of Salesforce’s broader strategy to embed advanced AI across its product suite. Cresta’s technology will be integrated into Salesforce’s Service Cloud and Agentforce platforms to improve their handling of complex customer service calls. The transaction is expected to close in the first quarter of Salesforce’s fiscal year 2028, subject to regulatory approval.