What is Data 360?

Data 360, formerly Data Cloud, is an activation engine native to Salesforce — built to activate trusted data everywhere. It lets you make all your enterprise data ready for action without moving it via Zero Copy integration. Data 360 powers workflows, decisions, and analytics with one complete view of your customer. And it’s designed to bring context and insight to your data so Agentforce can put it to work.

The results? Transformational. Imagine if the trillions of records in your warehouse, or the signals streaming from your products, weren’t locked, but were fueling every interaction in real time? That would mean no more lag between customer actions and your response. No more fractured pipelines slowing teams down. No more missed opportunities. Instead, every engagement, every workflow, every AI agent could be powered by the full depth of your enterprise data — right when it matters most. That is what Data 360 makes possible.

While data technology has progressed rapidly—moving from early systems of record to relational databases, cloud data warehouses, and now data lakes—a fundamental problem persists. There's a significant gap between merely understanding your data and acting on it effectively. Shockingly, 94% of business leaders worldwide feel they aren't fully using their data.

Complexity is at the heart of the issue. Most companies have 1,000 applications, but 70% of them are disconnected, resulting in fragmented data ecosystems that fail to make data actionable in everyday workflows and in AI applications. In fact,  95% of generative AI pilots at companies are failing, often because they’re missing one crucial ingredient for intelligence and autonomy: context.  This is because enterprise unstructured data is frequently spread across complex systems, leading to unreliable and erroneous AI outputs.

Enter the solution: Data 360. It’s designed to simplify data activation by connecting all your data sources, warehouses, and lakes directly into the applications and workflows your teams use daily. By integrating data into Salesforce’s metadata framework, business teams can easily act on information that lives both within and outside of Salesforce, driving endless use cases to boost customer satisfaction and business operations.

Data 360 is the #1 CDP for marketers, but its applications span any business functions that are fueled by data. Historically, customer data platforms (CDPs) were solutions primarily used by marketing teams. Data 360, however, is deeply integrated with Salesforce and its metadata framework. This deep integration ensures that your entire workforce—both humans and AI agents—across marketing, service, sales, and commerce, gains a trusted foundation of unified customer data ready to be put to work across all Salesforce applications.

But its data power extends far beyond Salesforce’s native applications. Data 360 can activate any data, anywhere within Salesforce, because it's built on a Zero Copy foundation. Zero Copy lets you bring structured and unstructured data from any source, including data previously trapped in data lakes and warehouses, into Salesforce where it can be used to power automation, analytics, and customer personalization.

This means you can more easily use all your data that lives outside of Salesforce within everyday apps, like Agentforce Marketing, Agentforce Sales and Agentforce Service, without having to invest in and maintain messy, expensive data pipelines.