Agentforce World Tour Melbourne brought together more than 3,000 attendees to experience what AI was always meant to be: trusted, autonomous, and working alongside us.
From the global debut of Agentforce 3 to standout local customer stories from Fisher & Paykel, Sutton Tools, Medibank, and Victoria Police, the day was a masterclass in how humans and agents can work together to create better business outcomes — fast.
Across keynotes, breakout sessions, hands-on demos and real-world customer stories, the event showcased the power of AI agents already in action. Teams are delivering results, scaling operations and shaping the future of work today.
Unveiling Agentforce 3: The digital labour platform
The headline announcement from the keynote was the unveiling of Agentforce 3 — the world’s first AI agent platform built for business.
Designed to help organisations build, manage and scale a hybrid workforce, Agentforce 3 gives teams the tools to work smarter and move faster. It’s a powerful new chapter in Salesforce’s mission to help every organisation increase productivity and customer success.
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With Command Centre, businesses get a real-time view of agent performance — including how agents are operating, what actions they’re taking, and where support or optimisation might be needed.
AgentExchange, Salesforce’s growing marketplace of ready-to-deploy agent skills, now supports Model Context Protocol (MCP) and Agent-to-Agent (A2A) communication. This allows agents to safely exchange information and collaborate — across apps, departments or even businesses — while maintaining context and trust.
For teams just getting started, pre-built industry actions make it easy to deploy agents fast and start seeing value on day one. These out-of-the-box capabilities allow agents to perform high-value tasks in areas like service resolution, customer onboarding, forecasting and reporting — all without custom code.
Agentforce 3 sits at the heart of the Salesforce Platform, bringing AI, data, and automation together to extend what teams can do, without increasing complexity.
Powered by trust, driven by values
Throughout the keynote, we came back to the values that guide everything we do at Salesforce: trust, customer success, innovation, equality and sustainability.
They’ve shaped the Agentforce platform from the ground up — from our zero-copy approach to data to flexible pricing models that include $0.10 per action pricing and unlimited employee agent access for internal use cases.
And when combined with Salesforce Data Cloud and the Atlas Reasoning Engine, Agentforce moves beyond task automation. Agents are able to reason, plan and act with context. This shift from reactive to proactive intelligence is already transforming how sales, service, marketing and operations teams get work done with more speed, more insight and less manual effort.
Local investment, local trust
Several significant announcements spoke directly to the Melbourne crowd. The Victorian Government has renewed its State Purchase Contract with Salesforce for another three years, strengthening a long-standing partnership.
As part of the renewed agreement, we’ll establish a new Victorian Government Centre of Excellence, and provide free Salesforce licenses to all 79 specialist public schools across the state. These investments will help expand access to trusted technology across government and education.
Additionally, Agentforce and the Salesforce Platform are now certified at the IRAP (Independent Registered Assessors Program) PROTECTED-level. This is the highest security standard for handling classified and sensitive data in Australia and a major milestone for public sector organisations looking to scale digital labour while maintaining full compliance and trust.
What digital labour looks like in action
Across industries, the impact of Agentforce is already being felt. Fisher & Paykel shared how they’ve reimagined service by cutting call handle times in half and shifting 65% of routine cases to self-service, freeing up agents for more complex support.
Sutton Tools, a 100+ year-old manufacturer based in Victoria, now uses Agentforce to provide real-time inventory insights and product information via autonomous agents, reducing call volumes by 70%.
We also heard from leaders at AGL, RACV, Medibank, Victoria Police, Urban Rest, Magentus, and Kellanova, each showing how they’re turning data, automation, and AI into results — whether that’s proactive health insights, faster case resolution, or more responsive services.
More than 500 agents built on-site
Agentforce World Tour Melbourne was built for action. And attendees wasted no time. At Agentforce Consultations, attendees built 186 AI agents with help from Salesforce experts.
At Camp Trailhead, another 362 were built using plain-language instructions in Agent Builder with no coding required. Across the Campground, 22+ product demos showed how Agentforce integrates with Sales Cloud, Service Cloud, Data Cloud, Marketing Cloud, Commerce Cloud and more, helping teams reduce manual tasks, accelerate time-to-insight and deliver better customer experiences.
A platform for everyone and the next generation
One of the most inspiring moments of the day came from the 20+ students from Sunbury College, who joined us for a guided experience of the Campground and keynote.
They saw firsthand how AI is already shaping careers, industries, and possibilities and left with a clearer sense of how they might help shape it too.
Agentforce World Tour Melbourne was a snapshot of a workforce that works differently — where human creativity meets agentic speed, and every team can scale smarter.
Read more
- 5 Characteristics of an Agentforce Company: The Agent-First Blueprint
- How Agentforce Is Transforming Business By Unlocking Digital Labour
- Agentic AI Innovation at Agentforce World Tour Melbourne
Become an Agentblazer
Agentblazers have the skills and the vision to transform how work gets done in the agentic AI era. They keep pace with innovation, use digital labor to create value for their companies, and leverage Agentforce to turn ideas into reality. The future is here, and it belongs to Agentblazers.
