Agentic AI Innovation on Display to Thousands at Agentforce World Tour Melbourne

Salesforce announces Agentforce 3 and is joined by customers including Kellanova, Medibank, El Jannah, and Momentum Energy 

Announces extension of Victorian State Government Special Purchasing Agreement to help agencies deliver more efficient and accessible public services

Expands Melbourne office to support employee connection and serve customers including Telstra, ANZ Bank and Mecca

MELBOURNE — 25 June, 2025—  Salesforce hosts its Agentforce World Tour Melbourne event today, with more than 4000 attendees registered to hear from customers including Kellanova, Medibank, El Jannah, and Urban Rest.

Attendees will witness how digital labour from Agentforce can complement human teams and transform Australian businesses. Sessions and demos will showcase how trusted, autonomous AI agents can work 24/7 to boost productivity, enhance efficiency, drive innovation and exceed customer demands.
At the Campground, visitors will get hands-on experience building and deploying their own customised agents, while exploring hundreds of use cases.

Agentforce innovations take centre stage

Salesforce shared its latest Agentforce innovations, Agentforce 3, empowering enterprises to manage the first generation of hybrid workforces – human labour and digital labour – on one platform.

This includes the announcement of a new Agentforce Command Centre that gives business leaders real-time visibility into human and agent performance. Agentforce 3 will also see new enterprise-grade interoperability capabilities, faster performance, an expansion of the Salesforce AgentExchange marketplace, as well as more than 20 new industry-specific actions to help teams activate AI agents quickly. 

In Australia, Agentforce, the agentic AI layer of the Salesforce platform, has received IRAP (Information Security Registered Assessors Program) certification, ensuring that its solutions meet the highest standards of security and compliance for federal government customers.

Agentic AI is a new era for Australian businesses. Salesforce customers are scaling agents to unlock hidden value in their businesses, redefining entire systems and processes.

Jane Brown, Senior Vice President, Salesforce ANZ

Jane Brown, Senior Vice President, Salesforce ANZ said: “Agentic AI is a new era for Australian businesses. Salesforce customers are scaling agents to unlock hidden value in their businesses, redefining entire systems and processes. Companies including Urban Rest, El Jannah and Audata aren’t just growing – they’re using digital labour alongside human expertise to drive unprecedented efficiency and innovation.

Attendees will hear how industry-leading organisations including El Jannah and Urban Rest – are using agent-first innovation to enhance customer experiences, streamline operations, and drive productivity:

• “Our Agentforce customer service agent has already independently handled more than 1,000 queries since it was implemented, providing our customers with fast answers on everything from opening hours and locations to ingredients and recipes. Not only have we freed up our customer-facing teams to take on more strategic work; it’s helped the business connect with more than 16,000 new active customers.” – Tyler Mason, Head of IT, El Jannah
  
• “With no on-site infrastructure across 800 properties in four countries, our guest services teams rely on Agentforce to access a comprehensive knowledge base of every apartment’s assets, including manuals and videos. This empowers our guest relations team and AI agents to provide 24/7 support, virtually guiding guests through any issue as if they were physically present, enabling us to scale effectively.”- Jeff Baars, Chief Commercial Officer, Urban Rest

Renewed Victorian Government State Purchase Contract and expansion of Melbourne office

Salesforce will announce the creation of a Victorian Government Centre of Excellence as part of its renewed three-year State Purchase Contract, which will support the Government’s digital transformation efforts to deliver more efficient and accessible public services.

Salesforce will also expand its Melbourne presence by mid-2026 in the 55 Collins Street building, helping the company accelerate growth in Australia and lead in the digital labour revolution. The new space highlights Salesforce’s continued commitment to the market, following the opening of a new office in Canberra later this year, as part of Salesforce’s $2.5 billion investment in Australia over the next five years.

​​The expansion of our offices in Melbourne and Canberra represents our commitment to Australia, allowing us to help our customers on their Agentforce journey, tap into a rich talent pool, and empower our employees to innovate alongside AI agents and digital labour.

Jane Brown, Senior Vice President, Salesforce ANZ

New features of the Melbourne space include increased employee floor space, new reception area and customer-facing boardrooms, and a social kitchen. As part of this growth, employees from the William Street office will transition into Collins Street, creating a single, vibrant location that will connect teams and provide exciting spaces to engage with customers and the local community.

“Salesforce has a huge market opportunity ahead with Agentforce — and we’re investing in growth. Our new, expanded footprint at 55 Collins Street is a purpose-built space that will bring together our local employees, customers, and the community into a vibrant, collaborative environment, providing exciting opportunities to connect, innovate, and lead in this transformative era of work,” said Relina Bulchandani, Executive Vice President Real Estate & Workplace Services at Salesforce.

“​​The expansion of our offices in Melbourne and Canberra represents our commitment to Australia, allowing us to help our customers on their Agentforce journey, tap into a rich talent pool, and empower our employees to innovate alongside AI agents and digital labour,” added Jane Brown.

Learn more:

• Learn more about Agentforce and Agentforce 3 news
• Read more Agentforce World Tour Melbourne news here
• Read more about Salesforce’s $2.5b investment commitment to ANZ