Agentic support helps attendees make every hour count at Dreamforce.

Personalized Planning And Discovery

For Dreamforce 2025, Salesforce expanded the event agent from a helpful guide into a 24/7 Agentforce-powered concierge.

Before arriving in San Francisco, attendees could ask questions in natural language like, “Which sessions are relevant for me?” The event agent returned personalized session recommendations and allowed attendees to reserve seats with a single click. It also made it easy to schedule meetings with product experts by showing real-time availability.

Once onsite, the event agent became a central hub for managing the day. Attendees could ask, “What’s on my agenda today?” to see a complete view of confirmed sessions, demos scheduled by account teams, and expert appointments — all in one place.

It also helped attendees discover exclusive, time-sensitive experiences happening across campus. “We had one sponsor who was giving away branded Stanley tumblers and another that was doing tarot card readings,” said Jacinda Knightner, Associate Manager, Strategic Event Technology Digital Experience. “We used the app to create buzz so attendees didn’t miss out.”

Personalization ensured every attendee received relevant guidance. For example, Executive Summit attendees asking, “Where is lunch?” were directed to exclusive dining areas, while general attendees were guided to public venues like Yerba Buena Gardens.

Real-Time Answers And Wayfinding

Beyond planning, the event agent also made it easy to find answers to common FAQs. Attendees could ask, “Where’s the nearest place to get coffee?” or “Where is badge pickup?” and receive accurate, context-aware answers in seconds.

The event app also simplified navigation across Dreamforce’s massive footprint. “Dreamforce is over 1.5 million square feet across multiple locations,” said Diana Yu, Director, Product Management. “It’s tricky to navigate, so we added interactive maps to the event agent’s capabilities. We had over 900 beacons throughout the campus to inform real-time wayfinding and they were accurate to within 10 feet.”

With this foundation in place, attendees could ask questions like, “How do I get to the keynote?” and receive precise directions to help them move confidently between sessions, meetings, and experiences.

Accuracy Powered by Data 360

The event agent’s accuracy was made possible by Data 360, which unified operational, behavioral, and CRM data into a single, continuously updated attendee profile. This unified profile gave the agent a complete, real-time view of each attendee’s identity, interests, and activity throughout Dreamforce.

To build that profile, Data 360 integrated data from the systems that power Dreamforce itself. Through RainFocus, it ingested comprehensive session metadata — including descriptions, speakers, schedules, locations, capacity, and tracks. Interactive maps and points-of-interest data from Pointr provided spatial context across the event campus. Salesforce CRM contributed attendee attributes such as role, company, industry, and account context. At the same time, live behavioral signals — including session reservations, badge scans, app engagement, and activation participation — flowed into Data 360 in near-real time, ensuring each profile reflected what the attendee was doing as it happened.

This foundation enabled the event agent to generate personalized recommendations by translating each request into a well-defined Data 360 query grounded in the attendee’s unified profile. Agentforce could retrieve sessions aligned with the attendee’s role, stated interests, schedule availability, and live event activity. As attendees attended sessions, booked meetings, or changed plans, their profile updated in near-real time — allowing recommendations to continually change and point to the most relevant next step.

Turning Engagement Into Impact

The event agent’s expanded capabilities drove a clear shift in how attendees experienced Dreamforce. It supported 47,000 unique users during the event and handled 141,000 conversations — six times higher engagement than the previous year.

That engagement translated into action. The event agent completed 21,000 agenda-building actions for attendees, including session reservations and expert meeting bookings. Personalized recommendations also helped attendees follow through on their plans, driving a 30% higher session show rate compared with manually curated agendas.

The value carried beyond the event itself. After Dreamforce, almost 8,000 attendees used the event agent to create personalized event recaps to share with their broader teams and a list of next steps to explore new products and initiatives inspired by Dreamforce sessions. This kept the magic of Dreamforce going long after the doors closed by turning a packed week of ideas into momentum.