{"id":8980,"date":"2025-07-17T18:11:50","date_gmt":"2025-07-17T10:11:50","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=8980"},"modified":"2025-07-17T18:16:26","modified_gmt":"2025-07-17T10:16:26","slug":"agentforce-web-experience","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/agentforce-web-experience\/","title":{"rendered":"Agentforce on Our Site \u2014 100K Conversations Later, Here\u2019s What We Learned"},"content":{"rendered":"\n

Four months ago, we reimagined the web experience for Salesforce.com by launching\u00a0Agentforce<\/a>, our platform for building\u00a0AI agents<\/a>, across the site. We\u2019ve seen some exciting successes \u2014 our agent, which automatically pops up to chat throughout the site, has handled more than 100,000 conversations and influenced 30,000 sales leads \u2014 but we\u2019ve also been on a valuable learning curve. Let\u2019s take a look at our early wins and works-in-progress, and preview some new ways that we\u2019re improving the agent.<\/p>\n\n\n\n

One of the biggest wins: The\u00a0artificial intelligence (AI)<\/a>\u00a0agent\u2019s role has expanded in scope and value. While its main task initially was to answer questions about Salesforce and its products in a sophisticated and efficient way, it\u2019s now also guiding users toward key conversion points like watching a product demo or signing up for a free product trial.\u00a0\u00a0<\/p>\n\n\n\n

\u201cThe job of the agent now is to not only answer questions, but surface relevant offers at the right time to help move someone through the sales funnel,\u201d said Dana Greenberg, senior director of product management at Salesforce. <\/p>\n\n\n\n

Matt Matsuoka, vice president of product management at Salesforce, takes it a step further, saying the agent is not just a\u00a0digital worker,\u00a0<\/a>but a digital marketer.<\/p>\n\n\n\n

\u201cThe agent is a marketer on our website whose job is to convince people that there\u2019s something there for them to explore and there\u2019s something they may want to purchase,\u201d he said. \u201cIt does this by delivering compelling information that provides value to users. <\/p>\n\n\n\n

\u201cThis was an epiphany, that the agent is not just a mechanism on the website \u2014 but an employee with a job to do.\u201d <\/p>\n\n\n\n

Before we get to the rest of our findings, here\u2019s a refresher on how Agentforce works on our site.<\/p>\n\n\n\n

Agentforce on Salesforce.com: How it works<\/h2>\n\n\n\n

A key step is determining which authoritative content sources are best to feed an agent. <\/p>\n\n\n\n

Originally, the agent was grounded in a set of knowledge articles that were designed specifically for it \u2014\u00a0they were separate from any existing content or content-generating process. Turns out this wasn\u2019t ideal. The data was hard to scale, didn\u2019t cover the breadth of knowledge the agent needed to impart, and lacked a formal updating process. So, we pivoted: The agent now uses three data streams of existing content \u2014 product\u00a0catalogue, website content, and customer stories\u00a0catalogue.\u00a0<\/p>\n\n\n\n

These sources are ingested and mapped to\u00a0Data Cloud<\/a>, which then feeds Agentforce. In the future, additional knowledge sources from the website, including different content types like video, will be added to Agentforce, enhancing the richness of the experience.\u00a0<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n

Agentforce uses the\u00a0Atlas Reasoning Engine<\/a>\u00a0and\u00a0retrieval augmented generation<\/a>\u00a0(RAG) to execute combined semantic search on structured data, like product\u00a0catalogues, and unstructured data, like website content. If a user asks Agentforce about Sales Cloud, it pulls data from the unstructured website content to respond. If they ask, \u201cHow much does Sales Cloud cost?\u201d Agentforce understands the context, selects the right product details from the structured product\u00a0catalogue, and delivers an accurate answer. It seamlessly links unstructured and structured data using existing text, identifiers, and tags.<\/p>\n\n\n\n

Sharat Radhakrishnan, principal architect at Salesforce, said responses to certain queries \u2014 such as those concerning pricing, and terms and conditions \u2014 must be 100% deterministic 100% of the time. This means they can never vary from one query to another, and must be completely accurate. Responses to more open-ended queries, such as \u201cHow can I improve the efficiency of my service team?\u201d can be probabilistic, meaning some variances in responses are acceptable.<\/p>\n\n\n\n

What\u2019s working<\/h2>\n\n\n\n

All that planning and groundwork has resulted in a completely different conversational experience than what our previous chatbot offered: The AI agent is smarter, more flexible, and more helpful. But how is Agentforce actually performing? We\u00a0analysed\u00a0usage data and customer journeys to see where the agent is truly making a difference. Here\u2019s what we\u2019ve learned.<\/p>\n\n\n\n

Site visitors are converting at higher rates<\/h3>\n\n\n\n

The number of visitors using the AI agent is roughly the same as those who used the legacy chatbot on the site, but visitors are now taking more actions. In other words, the agent is nurturing users to the next step.  <\/p>\n\n\n\n

\u201cThere are two types of actions a user could take after chatting with Agentforce,\u201d said Jesse Luke, senior manager of data enablement at Salesforce. \u201cThey could either transfer to a human sales development rep (SDR), or they could fill out a form for a demo, free trial, or to be contacted. Taken together, we\u2019ve seen an 18% increase in these conversions from visitors using Agentforce.\u201d<\/p>\n\n\n\n

These next steps demonstrate a visitor\u2019s interest, which gives our sales team an encouraging lead. Ultimately, these conversions are what fill the sales pipeline and help the business grow.<\/p>\n\n\n\n

The number of people transferred to SDRs has expectedly declined \u2013 the AI agent is answering basic questions previously directed to them \u2013 but the people who are <\/em>transferred are generally more qualified to buy. <\/p>\n\n\n\n

Cross-functional operating model = killer alignment<\/h3>\n\n\n\n

One of the biggest\u00a0reasons AI pilots fail<\/a>\u00a0is a lack of alignment across all stakeholders. To avoid that, we created a cross-functional team of marketing technology, engineering, marketing, content operations, analytics, and digital experts. The team meets regularly to discuss milestones, challenges, new features, and more. The upside of this approach goes beyond better alignment. The collaboration brings a ton of diverse perspectives, helping us identify challenges or unique solutions that a siloed team might overlook.\u00a0\u00a0<\/p>\n\n\n\n

For example, the team devised new user experience strategies, such as the agent\u2019s new ability to proactively start a conversation with a user. (More on that below.) Marketing\u2019s perspective was important for the product experts, since we needed a mix of prompts: both commonly asked questions and questions that provide general awareness of Salesforce at early stages in the customer\u2019s journey. <\/p>\n\n\n\n

Enablement is crucial to this integrated approach, particularly as the agent launched on all global sites. Enablement experts supported the internal rollout with FAQs and other guides to entice employees to use the agent, better understand how it works, and report any observed issues to an internal triage team. The enablement and SEO teams are also currently working on training materials to help content developers write for\u00a0large language models<\/a>\u00a0(LLMs).\u00a0<\/p>\n\n\n\n

Content can be tailored to users\u2019 needs<\/h3>\n\n\n\n

The interactions with your website\u2019s AI agent are more than just helpful exchanges for users. They represent a rich stream of valuable business intelligence.<\/strong> Think about it: Every question a visitor asks is logged in detail. This gives you an unfiltered view into your audience\u2019s needs, and it\u2019s a fantastic way to pinpoint content gaps and plan future content. <\/p>\n\n\n\n

\u201cWe definitely want to use this data to inform content on the site and to understand what the agent is finding most relevant and surfacing most frequently,\u201d said Greenberg. <\/p>\n\n\n\n

In the future, these insights could even help refine marketing messages and SEO strategies, and help understand customers\u2019 needs with greater accuracy.<\/p>\n\n\n\n

What needs refinement<\/h2>\n\n\n\n

Pulling back the curtain means sharing not just the successes, but the areas ripe for improvement. The journey to a truly seamless AI-powered web experience is an iterative one. So, while Agentforce is already showing value, we\u2019ve also identified where it needs further refinement. First off: How can we encourage more of our millions of site visitors to take that initial step and begin a conversation?<\/p>\n\n\n\n

You can lead a horse to water but \u2026<\/h3>\n\n\n\n

In April, the website received over 9 million visitors; however, only a fraction initiated conversations with the AI agent, despite its prominent placement on nearly every page.<\/p>\n\n\n\n

Clearly, there was an opportunity to make interaction easier. To encourage use, we added preset prompts (see below) to help users get the conversation started. While it\u2019s too early to measure their full impact, our product teams are already exploring new ways to\u00a0personalise\u00a0and\u00a0contextualise\u00a0these prompts.<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n


For example, a user tooling around on the\u00a0Sales Cloud<\/a>\u00a0page might get prompts specific to that product. If a user is a known entity, the prompts would be\u00a0personalised\u00a0to their industry, browsing, and purchase history.<\/p>\n\n\n\n

To make the agent more visually engaging (links and text are so<\/em> last-generation), the team is also experimenting with adding rich content, like content cards with embedded links for certain queries. Below, you\u2019ll see the agent\u2019s answer to a question about pricing tiers for CRM.<\/p>\n\n\n\n

\"\"\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n

The team is also thinking about how to make the agent more noticeable by surfacing various entry points that would let users engage with the agent, such as directly with page content or as a key utility in the website header.<\/p>\n\n\n\n

\u201cWe\u2019re looking at whether we should have agents persistent in the main navigation so it\u2019s the primary way of exploring the site. Also, there may be opportunities to have other invocation points embedded in the content of a page,\u201d said Greenberg. <\/p>\n\n\n\n

Another possibility: an agent that activates itself with a greeting, instead of relying on the user to initiate a conversation.<\/p>\n\n\n\n

Output quality is always a work in progress<\/h3>\n\n\n\n

Regularly measuring our agent\u2019s accuracy and helpfulness is fundamental to its success. Agentforce currently gets High or Very High quality ratings for nearly 70% of its \u201cutterances,\u201d or responses to user questions. It\u2019s a promising start, but we\u2019re working to improve performance so users have the highest degree of confidence in the agent. That\u2019s why gaining deep, granular insights into its real-world performance is the cornerstone of our iterative development approach.<\/p>\n\n\n\n

To get there, we use\u00a0Agentforce Interaction Explorer<\/a>\u00a0to monitor real-time conversations, and pair those insights with web and campaign analytics to measure performance against KPIs. This gives us a clear picture of what\u2019s working \u2014 and what needs work.<\/p>\n\n\n\n

Agentforce web experience: Enhancing engagement and efficiency<\/strong><\/h2>\n\n\n\n

The AI agent on Salesforce.com operates as a digital worker, enhancing the customer experience and streamlining the sales process. Its primary functions include helping users find the information they need, answering their questions,<\/strong> guiding them through the site, offering tailored recommendations based on their activity, and capturing relevant interaction data. When users show strong interest or have needs requiring human expertise, the agent routes them to an SDR, an approach that can potentially improve conversion rates.<\/p>\n\n\n\n

Available around the clock, the AI agent offers consistent real-time support and generates actionable insights from user interactions. These capabilities for continuous engagement and data analysis help refine how we connect with customers, leading to potential gains in productivity for SDRs, and increased customer satisfaction. This AI-powered digital worker is all about making customer interactions smoother and your sales process smarter and more effective from start to finish. <\/p>\n\n\n\n

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D-I-Why? Deploy AI agents faster with Agentforce<\/strong><\/h2>\n\t\t\t\t\t\t\t

Building and deploying autonomous AI agents takes time. Agentforce, the agentic layer of the Salesforce platform, can reduce time to market by 16x compared to DIY approaches \u2014 with 70% greater accuracy, according to a new Valoir report.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tRead the report<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

<\/h2>\n","protected":false},"excerpt":{"rendered":"

The AI agent\u2019s role on Salesforce.com has expanded in scope and value. Here are the biggest wins so far, and improvements to come.<\/p>\n","protected":false},"author":145,"featured_media":8978,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"494cca4e4810488d875682dc415a47c5","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[23,665],"sf_content_type":[],"coauthors":[],"class_list":["post-8980","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-artificial-intelligence","sf_topic-agentforce"],"yoast_head":"\nOur Agentforce Web Experience: 100k Conversations Later - Salesforce<\/title>\n<meta name=\"description\" content=\"Four months ago, we launched an AI agent across Salesforce.com. 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