Cover of Salesforce Events app with Events agent sharing sessions that cover Agentforce. 3 days 2,000 sessions 50,000 attendees 1event support agent.

How Salesforce built agentic support to help Dreamforce attendees curate one-of-a-kind experiences.

Explore the practical strategies that made it possible for the event agent to provide 1-to-1 guidance at Dreamforce scale.

Executive summary

Dreamforce is Salesforce’s flagship annual conference and one of the world’s largest tech events, with 2,000 sessions over three days and 50,000 attendees. With so much to choose from, attendees needed help making every hour count.

To meet that need, Salesforce built an event agent powered by Agentforce and fueled by unified attendee profiles in Data 360. Embedded in the Dreamforce mobile app, the event agent can recommend relevant sessions, build a tailored agenda, and schedule meetings with product experts based on each attendee’s interests, role, and onsite engagement.

Tips for success

See what Salesforce learned from building their event agent with Agentforce.

It was gratifying to see the event agent keep getting better and better throughout the event. Agentforce has the potential to completely redefine the mobile app experience.

Jacinda Knightner

Associate Manager, Strategic Event Technology Digital Experience, Salesforce

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Customer Story

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

See how Salesforce uses Data 360 and Agentforce to deliver personalized, AI-driven event experiences, boosting engagement and driving measurable business impact.

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Tip 4: Let new features spark innovation.

The event team treats every iteration of the event agent as a foundation for ongoing innovation, using new capabilities to expand what the agent can do.

For Dreamforce 2025, they built on the previous year’s agent by adding segmentation that allowed responses to be tailored based on attendee role, industry, and other attributes. This meant Executive Summit attendees asking “Where is lunch?” were directed to exclusive dining areas, while general attendees or employees were guided to public venues like Yerba Buena Gardens. Segmentation extended across FAQ, keynote guidance, and policy reminders, allowing the agent to give bespoke answers instead of generic responses.

For a companywide kickoff event a few months later, Agent Graph and Agent Script gave the team even more precise control over how the event agent behaved. Instead of relying primarily on prompt interpretation, the team could define explicit logic, workflows, and response paths tied to specific topics and actions for the agent. This made responses more predictable, enforceable, and aligned with event policies.

For example, they could ensure the agent stayed within defined quiz flows, followed approved guidance, and avoided offering speculative or irrelevant suggestions. These capabilities reduced variability, improved reliability, and gave the team greater confidence in how the agent would perform at scale. Just as importantly, they opened the door for new use cases, reinforcing how each iteration can introduce new technical foundations that support more advanced and intentional agent experiences over time.

Takeaway

Use each new feature to experiment and expand your agent. Every iteration is a chance to innovate.

Start with high-impact actions, then expand.

Put your event agent front and center.

Treat go-live as the start of learning.

Let new features spark innovation.

It was gratifying to see the event agent keep getting better and better throughout the event. Agentforce has the potential to completely redefine the mobile app experience.

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

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