Cover of Agentforce Builder with instruction to create a support agent for internal event 2026, resulting in 95% faster event support agent setup.

Salesforce delivers agentic support for 15 global events with one easy-to-configure build.

Low-code and no-code AI agent configuration makes it possible to support Salesforce’s biggest events without time-consuming customization.

The Results

configurable AI agent supports multiple events

95 %

faster event support agent setup

Scaling Support Across Events

Every year, Salesforce hosts a wide range of high-profile technology events such as Dreamforce and TrailblazerDX. Each one has unique sessions, venues, and attendees who expect mobile-first, real-time guidance.

Until recently, delivering that experience meant building a custom agent for every event at an average of two weeks per build. Not only did this approach keep engineers tied up for roughly 30 weeks a year on repetitive setup instead of advancing new capabilities, it also introduced small stability differences between agents. As demand grew across regional and global events, the team realized they needed a more stable, flexible, and scalable solution.

“We wanted to launch an agent that serves multiple events so we could eliminate the tech debt of having to spin a new one up for every event,” said Rini Joshi, Product Management Director.

A Single, Configurable Events Agent

Instead of building a new agent for every event, Salesforce used Agentforce to build a flexible events agent that can be configured to support any event, eliminating the need to build separate agents each time. The same agent now helps attendees find sessions, reserve seats, schedule meetings, and get instant answers through the event app and website.

Equipping the agent for a new event now requires relatively light effort. The engineering team activates it using a configuration file with event-specific metadata, such as event code, dates, and identifiers. The event operations team then publishes FAQ and knowledge content to Data 360, and structured session data from RainFocus automatically flows into the system. This standardized setup lets the events agent pull the right content for each event while supporting multiple events concurrently within a single deployment.

“Now we have one consistent event agent that we can configure for exactly what we need to support different events,” said Joshi. “We can move so much faster and even support multiple events at the same time.”

Innovation at Every Event

Salesforce treats every event as a chance to learn and improve the agent. The team started small, using an Einstein-powered chatbot to answer basic questions. At Dreamforce 2024, they tested a focused FAQ-only version to validate the concept. By TrailblazerDX 2025, the agent could take actions like reserving sessions and scheduling meetings. Each iteration built on lessons from the last, leading to the fully unified, configurable agent used at Dreamforce 2025, which was capable of delivering personalized recommendations, real-time guidance, and interactive support across the full event lifecycle.

Timeline showcasing the evolution of the Salesforce Events Agent

This iterative approach lets teams try new ideas in real-world conditions without starting from scratch. For example, early experiments with gamification at internal sales events shaped engagement features that later rolled out across broader events. Post-event engagement powered by Data 360, plus deeper awareness of sponsor activations and demo booths, are slated for the near future to help the agent extend its support from planning and onsite guidance to follow-up.

Identifying opportunities for improvement are built into the iteration process. The team uses technical health dashboards to monitor latency, API usage, and error rates across events, while engagement dashboards track metrics such as active users, conversation start rates, and action completion rates. These insights help the team refine the agent, prioritize enhancements, and ensure each new iteration is smarter, faster, and more responsive for attendees.

Faster Rollouts, Bigger Reach

By consolidating multiple agents into a single configurable build, Salesforce cut the operational effort to launch a new event by roughly 95%. What once took two weeks per custom build can now be done in a fraction of the time, freeing engineering resources for innovation rather than repetitive setup.

The same deployment now powers multiple events like Dreamforce, TrailblazerDX, and World Tour stops at once, delivering personalized guidance consistently across every audience.

The Salesforce Difference

Low-Code and No-Code Tools

Agentforce Builder low-code and no-code tools put control in the hands of each events team. Instead of relying on engineers, they can configure the event agent to accurately help attendees with event-specific details. With performance dashboards, events teams can see where their agent is performing well and where they need to refine responses and make targeted updates.

All-in-One AI Agent Platform

Salesforce’s all-in-one agent platform gave event teams a single place to build, test, deploy, and refine their event agent. Teams could use natural language to create agents, refine instructions, troubleshoot issues, and simulate conversations. Testing was built directly into the flow, allowing teams to generate reusable test cases from real attendee interactions, run batch tests in the builder, and track results over time.