{"id":95777,"date":"2026-10-01T08:00:00","date_gmt":"2026-10-01T15:00:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=95777"},"modified":"2026-09-30T15:16:56","modified_gmt":"2026-09-30T22:16:56","slug":"getting-to-roi-with-ai","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/news\/stories\/getting-to-roi-with-ai\/","title":{"rendered":"Getting to ROI: How Brands Turn Cost Centers into Revenue Engines with AI"},"content":{"rendered":"\n<div class=\"wp-block-group is-style-shadow-box is-style-takeaways\"><div class=\"wp-block-group__inner-container is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 id=\"h-key-takeaways\" class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-1\">Key Takeaways<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>AT&amp;T, Southwest, Canada Goose, and others share lessons they learned from their agentic deployments.<\/li>\n\n\n\n<li>Common themes include using AI to turn cost centers into value centers, building trust into agentic systems, and the importance of evolving along with customer needs.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.salesforce.com\/customer-stories\/agentic-enterprise-city\/\" target=\"_blank\" rel=\"noreferrer noopener\">Salesforce customers across industries<\/a> recently described their agentic rollouts, sharing what worked, what surprised them, and what they\u2019d tell others just getting started on their own AI journeys.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A clear pattern emerged. Customers seeing real results don\u2019t just deploy. They listen to their users, define success, and build the guardrails to sustain it. Here are three lessons that come up again and again.<\/p>\n\n\n\n<h2 id=\"h-ai-unlocks-the-value-in-the-human-side-of-your-business\" class=\"wp-block-heading\"><strong>AI unlocks the value in the human side of your business<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A consistent theme across Salesforce customers is that delegating time-consuming tasks to agents gives people the opportunity to offer more value as humans. When <a href=\"https:\/\/www.salesforce.com\/agentforce\/ai-agents\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">agents<\/a> take on routine tasks, humans get to do the work that only they can handle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Canada Goose, human staffers no longer spend their days answering customer queries about when a jacket will arrive or how to exchange a sweater for a different size. <a href=\"https:\/\/www.salesforce.com\/agentforce\/?d=cta-body-promo-8\" target=\"_blank\" rel=\"noreferrer noopener\">Agentforce<\/a> handles that now, autonomously resolving 89% of routine messaging inquiries and 15% of calls. Instead, the company\u2019s \u201cStyle Experts\u201d focus on personalization, personal shopping, and moments of connection.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe wanted to make sure that AI wasn\u2019t removing the human; it was actually elevating the human,\u201d said Dennis Liut, the company\u2019s Head of Global Customer Experience and Revenue. \u201cAnd now we have an Experience Center that used to be a call center that is bringing in millions in revenue.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Canon is also pivoting its service organization from a cost center to a value center, as agents field questions that don\u2019t require a human touch. \u201cThere are all kinds of opportunities to leverage this data \u2014 to harness that voice of the customer,\u201d said Bill Duval, VP of Service Information Management and Technology. \u201cDriving customer effort down while capturing that information and driving product development \u2014 it\u2019s incredibly valuable to us.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AT&amp;T\u2019s strategy centers on using AI to make human interactions better, not replace them. That includes its \u201cagent briefing,\u201d which uses check-in details captured through AT&amp;T\u2019s retail app to collect and package a customer\u2019s key info so that a retail expert knows who they\u2019re helping and why before they even connect. Making it work requires investing in data quality and governance up front so the briefing delivers accurate, relevant context. It also means being deliberate about where AI enters the conversation and where it steps back.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The goal, said&nbsp; John Miller, VP of Consumer and Business Solutions, is proactive customer service. Anticipate what someone needs before they ask, and equip the human on the other end of the interaction to deliver.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vidyard wp-block-embed-vidyard\"><div class=\"wp-block-embed__wrapper\">\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script><img decoding=\"async\"  style=\"width: 100%; margin: auto; display: block;\"  class=\"vidyard-player-embed\"  src=\"https:\/\/play.vidyard.com\/3o9BRqaYdDzpQHcSr4FrYj.jpg\"  data-uuid=\"3o9BRqaYdDzpQHcSr4FrYj\"  data-v=\"4\"  data-type=\"inline\"  data-width=\"500\"  data-height=\"187\"\/>\n<\/div><figcaption class=\"wp-element-caption\"><em>Dennis Liut, Canada Goose head of global customer experience and revenue, at Dreamforce 2026.<\/em><\/figcaption><\/figure>\n\n\n\n<h2 id=\"h-discover-what-customers-actually-want-and-keep-asking\" class=\"wp-block-heading\"><strong>Discover what customers actually want \u2014 and keep asking<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Several customers warned against over-engineering the rollout based on internal assumptions.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWhen you start off, you have a lot of hypotheses around what customers want. And you quickly learn through doing what they actually need,\u201d said Rudi Khoury, Chief Digital Officer at Fisher &amp; Paykel. That creates a powerful argument for diving in while remaining ready to iterate. \u201cJust get started and learn directly from your end user.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Southwest Airlines applies the same principle to its roadmap, using real chat data to shape where it deploys next. Actual customer questions, not internal guesses, drive prioritization.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe\u2019re using a lot of the data that we\u2019re finding in the chat experience to help drive and know where our customers want to be serviced in this experience,\u201d said Megan Rauber, Manager of Customer 360 for the airline. \u201cWe\u2019re continuing to see our CSAT score improve week over week as we\u2019re continuing to introduce new capabilities.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The lesson is that deployment isn\u2019t a one-time decision; it\u2019s an ongoing conversation with your customers.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vidyard wp-block-embed-vidyard\"><div class=\"wp-block-embed__wrapper\">\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script><img decoding=\"async\"  style=\"width: 100%; margin: auto; display: block;\"  class=\"vidyard-player-embed\"  src=\"https:\/\/play.vidyard.com\/rTns6Sq9sCRhEeeiqecLpZ.jpg\"  data-uuid=\"rTns6Sq9sCRhEeeiqecLpZ\"  data-v=\"4\"  data-type=\"inline\"  data-width=\"500\"  data-height=\"187\"\/>\n<\/div><figcaption class=\"wp-element-caption\"><em>Megan Rauber, manager of Customer 360 for Southwest Airlines, at Dreamforce 2026.<\/em><\/figcaption><\/figure>\n\n\n\n<h2 id=\"h-build-in-the-control-and-trust-you-need\" class=\"wp-block-heading\"><strong>Build in the control and trust you need<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In many regulated industries, trust matters more than speed or efficiency. The customers seeing the most durable success build governance into their implementations from the start.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AT&amp;T gave itself the ability to turn agents on or off at any time, implementing a trust layer and its own LLM for anything touching proprietary IP.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-vidyard wp-block-embed-vidyard\"><div class=\"wp-block-embed__wrapper\">\n<script type=\"text\/javascript\" async src=\"https:\/\/play.vidyard.com\/embed\/v4.js\"><\/script><img decoding=\"async\"  style=\"width: 100%; margin: auto; display: block;\"  class=\"vidyard-player-embed\"  src=\"https:\/\/play.vidyard.com\/QdNCqoNY5fQdRWV79LKGvK.jpg\"  data-uuid=\"QdNCqoNY5fQdRWV79LKGvK\"  data-v=\"4\"  data-type=\"inline\"  data-width=\"500\"  data-height=\"187\"\/>\n<\/div><figcaption class=\"wp-element-caption\"><em>Andrew Walling, Sammons Financial Group AVP of capability planning and delivery, at Dreamforce 2026.<\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Sammons Financial Group took a similarly disciplined approach. The company ran through more than 200 guardrails and tests before going live and made a deliberate choice to prevent the model from learning from live conversations, effectively eliminating drift in a compliance-sensitive environment. To ensure safety, Andrew Walling, AVP of Capability Planning and Delivery, noted that the company implemented a fail-safe: \u201cWe have a kill switch, a supervisor agent that\u2019s constantly listening to all of those phone calls, checking the values in the CRM against what was said on the line.&#8221;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Takeda is automating the administrative burden that consumes its sales reps\u2019 time while remaining carefully within the constraints that regulate the pharmaceutical industry. That balance requires staying current as the technology itself keeps advancing. \u201cAI is moving at such a rapid pace. You\u2019ve got to keep up with it,\u201d said Samer Ansari, Head of Commercial Innovation and External Experience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a useful reminder that governance isn\u2019t a constraint on ambition. It\u2019s what makes ambition sustainable.<\/p>\n\n\n\n<h4 id=\"h-go-deeper\" class=\"wp-block-heading\"><strong>Go deeper:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.salesforce.com\/news\/stories\/five-dreamforce-2026-takeaways\/\" target=\"_blank\" rel=\"noreferrer noopener\">Five big ideas coming out of Dreamforce 2026<\/a>&nbsp;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/news\/stories\/higher-education-ai-agents\/\" target=\"_blank\" rel=\"noreferrer noopener\">How institutions of higher education are putting AI agents to work<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.salesforce.com\/news\/stories\/why-we-post-trained-our-own-reasoning-model\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why Salesforce post-trained its own reasoning model<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways Salesforce customers across industries recently described their agentic rollouts, sharing what worked, what surprised them, and what they\u2019d tell others just getting started on their own AI journeys. A clear pattern emerged. Customers seeing real results don\u2019t just deploy. They listen to their users, define success, and build the guardrails to sustain it. [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":95791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"sf_show_toc":false,"footnotes":""},"categories":[1],"tags":[],"sf_content_type":[19390],"sf_theme":[1917],"sf_topic":[21212,20528,21187,1744],"sf_product":[19930],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[1798],"sf_collection":[],"sf_visibility":[],"coauthors":[],"class_list":["post-95777","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","sf_content_type-snapshots-customer-stories","sf_theme-customer-engagement","sf_topic-agentic-enterprise","sf_topic-agents","sf_topic-ai","sf_topic-customer-success","sf_product-agentforce","sf_location-global"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.2 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Brands Turn Cost Centers into Revenue Engines with AI - Salesforce<\/title>\n<meta name=\"description\" content=\"Key Takeaways AT&amp;T, Southwest, Canada Goose, and others share lessons they learned from their agentic deployments. 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