Key Takeaways
- Salesforce UK to become AI hub for UK and Europe, with new R&D teams to support business innovation across the region
- Salesforce’s pledge builds on its ongoing investment in the UK’s AI economy, including an earlier $4 billion commitment and establishment of its first AI Center in London
- £1 million Salesforce Accelerator launched to surge AI innovation for nonprofits in the UK
LONDON – September 16, 2025 – Salesforce, the #1 AI CRM, today announced plans to invest $6 billion in its UK business through 2030. This new commitment from Salesforce, which has operated in the UK for 25 years, will support UK and European companies’ transformation into Agentic Enterprises, with humans and AI agents working together to drive customer success.
The investment bolsters Salesforce’s ongoing commitment to the UK, extending a previous five-year investment of $4 billion made in 2023 and the selection of London for its first AI Center.
We are doubling down on our long-standing commitment to the UK with this significant investment.
Marc Benioff, Chair and CEO, Salesforce
“We are doubling down on our long-standing commitment to the UK with this significant investment,” said Marc Benioff, Chair and CEO, Salesforce. “We’re delighted that the UK, already a vital talent and innovation center, will become our AI hub for Europe, driving product innovation for customers across the region.”
Driving AI innovation from the UK
Through products like Data Cloud and Agentforce, Salesforce has helped thousands of customers around the world become Agentic Enterprises — where agents augment human workforces to create new opportunities, revenue streams, and ways of working.
The UK is Salesforce’s largest market outside the United States, and — with four out of five (78%) C-suite executives using AI agents — an important talent and innovation center. According to IDC estimates, the UK Salesforce economy — fueled by AI — could generate over $41 billion in economic benefits and create over 500,000 jobs in the UK by 2028.*
Salesforce’s AI Center already supports hundreds of UK customers like Capita, Formula 1, and Simplyhealth.
The recent acquisitions of Convergence.ai and Own Company will expand the Center’s capabilities and enable Salesforce UK to become an AI hub for the entire region. New UK-based R&D teams will support AI product innovation for customers across Europe. Additionally, Salesforce looks forward to welcoming Informatica to the team when the acquisition closes, subject to receipt of required regulatory clearances and other customary closing conditions.
“The UK has long been a pioneer in driving global AI breakthroughs, and I’m thrilled that Salesforce is contributing to this legacy,” said Zahra Bahrololoumi, CEO, Salesforce UK & Ireland. “With our deep pool of talent, we will power responsible AI innovation and help our European customer base transform their organizations.”
Salesforce’s commitment includes investing in UK companies that are building the future of AI. Salesforce Ventures has invested over $200 million in UK companies including ElevenLabs, the AI audio research and deployment company; Climate X, a climate adaptation and resilience data platform; and Covecta, an agentic AI company deploying purpose-built agents and search capabilities for the Financial Services sector.
Salesforce is also committed to ensuring the UK workforce is equipped with the skills needed to benefit from the AI transformation. The company has long advocated for a national digital skills platform to boost skills training, and has joined the UK government’s national skills drive to increase opportunities and access to AI training across the country.
Salesforce’s commitment to giving back
Salesforce also announced £1 million for a UK-based Salesforce Accelerator, an initiative designed to help nonprofits harness Agentforce. The Salesforce Accelerator — Agents for Impact initiative equips nonprofits with funding, cutting-edge technology, and pro bono expertise to help build and customize AI agents.
To date, the global Salesforce Accelerator program has given over $10 million to 38 purpose-driven organizations, enabling them to improve operational efficiency and scale community impact in the AI driven future. Interested organizations can submit a letter of interest by October 5.
Through its 1-1-1 philanthropic model, Salesforce has contributed $28.2 million in grants to local nonprofits, and its employees have volunteered more than 551,000 hours in the UK. This includes partnering with Prince William and The Royal Foundation on its Homewards initiative to end homelessness, and support of Business in the Community’s Seeing is Believing program, established by the organization’s Royal Founding Patron His Majesty King Charles III.
Learn more:
- Learn more about Agentforce
- Learn more about Capita’s journey with Agentforce
- Read why Salesforce UKI’s CEO Zahra Bahrololoumi’ thinks investment in AI and skills is critical to realizing the UK’s growth ambitions
- Read about Salesforce philanthropy
*IDC Infographic, sponsored by Salesforce, The UK Salesforce Economy, doc #US51175423, November 2023.
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