Salesforce scales on-demand event support as an Agentic Enterprise.

Dreamforce is Salesforce’s flagship annual conference and one of the world’s largest tech events, hosting 2,000 sessions for 50,000 attendees over three days. With so much happening at once, attendees need a way to make every hour count — from planning agendas and exploring demos to navigating venues and sessions.

To meet that need, Salesforce built an event agent powered by Agentforce and fueled by unified attendee profiles in Data 360. Embedded across Dreamforce mobile and web experiences, the event agent used unified attendee profiles and real-time event data to deliver personalized, real-time support for both in-person and virtual attendees. It also serves as a reusable framework, allowing Salesforce to scale personalized event support across more than 15 global events and tens of thousands of attendees.