Madrid named EMEA South hub as Salesforce expands office presence, customer innovation, and AI workforce development across the region.
MADRID — October 19, 2026 — Salesforce, the #1 AI CRM, today unveiled plans to invest $1 billion in Spain over the next five years, cementing the country’s role as the growth engine for Salesforce’s EMEA South operations. The strategic investment includes a new Madrid headquarters, which will host a dedicated AI Implementation Team designed to develop the region’s AI skills ecosystem and support a growing footprint of enterprise customers and partners.
The announcement was made during the official inauguration of Salesforce’s new Madrid headquarters, attended by Miguel López-Valverde Argüeso, Minister of Digitalization of the Community of Madrid, together with Salesforce executives, customers and partners.
Located in central Madrid on the iconic Paseo de la Castellana, the new five-floor office features dedicated spaces for customer collaboration and hands-on training in agentic AI technologies. The new AI Implementation Team within the site will serve two strategic purposes: it will bring together Forward Deployed Engineers who work directly with Spanish customers to design and deploy agentic use cases, and it will manage a regional center for recruiting and training top graduates.
Through this talent initiative, graduates from several nationalities across EMEA South — a region spanning over 90 countries and three continents — will complete a year of intensive training in Spain. They will then deploy back to their home countries, expanding local AI implementation capacity across the region market by market.
Salesforce is delighted to expand our presence in Spain with this landmark investment and look forward to working hand-in-hand with our customers and partners to deploy transformative AI technologies, cultivate world-class talent, and drive sustainable growth across the entire region.
Miguel Milano, President & Chief Operating Officer, Salesforce
“As a proud Spaniard educated in our public university system, I’ve always believed in the power of Spanish talent, our ability to attract international talent to cities like Madrid, our ease of doing business, our strong ecosystem, and the sophistication of our corporations and institutions,” said Miguel Milano, President & Chief Operating Officer, Salesforce. “Salesforce is delighted to expand our presence in Spain with this landmark investment and look forward to working hand-in-hand with our customers and partners to deploy transformative AI technologies, cultivate world-class talent, and drive sustainable growth across the entire region.”
Miguel López-Valverde, Minister of Digitalization of the Community of Madrid, pointed out that the regional government is committed to advancing the automation of tasks using Artificial Intelligence with the aim of modernizing the regional administration, digitalizing citizen services, and strengthening regional competitiveness. “The regional Executive is accelerating the adoption of AI to be more efficient, anticipate needs, and offer closer, simpler, and more personalized services to customers and citizens. Agentic AI opens a new phase in which artificial intelligence can help teams resolve complex tasks, improve productivity, and dedicate more time to what brings true value: innovation, talent, and service to people. We want Madrid to be the best place in Europe to innovate, invest, entrepreneur, and develop technological projects.”
“Spain is rapidly positioning itself as a key engine of innovation in Europe,” said Natalia Escobedo, Senior Vice President and General Manager of Salesforce Iberia. “With this investment and our new Madrid headquarters, we reaffirm our long-term commitment to the country, its businesses, and its talent as we enter the era of agentic AI — where humans and intelligent agents collaborate to redefine every industry.”
Driving agentic AI transformation across Spanish industry
Since establishing its presence in Spain in 2003, Salesforce has built deep roots across the country, creating more than 600 direct jobs and supporting thousands more across its partner ecosystem.
Today, hundreds of Spanish organisations — including global enterprises such as Repsol, CaixaBank, and Telefónica, educational institutions like Universidad Europea, and national brands like Mahou San Miguel — rely on Salesforce to accelerate innovation and drive business transformation. Through Agentforce, Salesforce’s agentic AI platform, organizations are integrating autonomous agents with human teams — fueling company growth and setting new standards for customer engagement.
In the public sector, Comunidad de Madrid, through Madrid Digital, has integrated Salesforce Agentforce into its User Support Center (CAU) for public employees. The result is streamlined incident resolution, optimized multichannel service delivery, and the automation of routine technical support tasks.
“The collaboration between CaixaBank and Salesforce demonstrates how a shared vision of innovation can translate into real advances for customers and employees,” said Luis Javier Blas, Executive Director of Resources at CaixaBank. “Thanks to this joint effort, we have accelerated the adoption of artificial intelligence and are turning its potential into concrete improvements in customer service, efficiency, and service personalization. We want to keep moving forward together to develop new AI-driven capabilities that reinforce our digital leadership and allow us to enhance our advisory capacity, improve the user experience, and make our teams’ work easier—always grounded in responsible, secure use that aligns with our values.”
A commitment to Spanish society, skills and training
Through its 1-1-1 philanthropic model, Salesforce has donated more than $2.4 million to Spain, and its employees have contributed nearly 90,000 volunteer hours to local NGOs. More than 430 non-profit organizations in Spain operate using Salesforce technology.
Salesforce is committed to bringing the benefits of artificial intelligence to all of society. Together with ESADE Executive Education, the company has co-financed the Digital Leadership Program for the Public Sector. Through this program, 33 senior executives from non-profit organizations across Spain have received advanced training in AI and data analytics.
To help democratize access to future job opportunities, the CFTIC (Training Center for Information and Communication Technologies of the EducaMadrid network) now offers a free official Salesforce course for residents and workers of the Community of Madrid, helping them earn high-value professional certifications and improve their employability.
About Salesforce
Salesforce is the global leader in AI-powered CRM, helping companies connect with their customers in a whole new way through the power of agentic AI, trusted data, and the Customer 360 applications. For more information, visit salesforce.com/es.
