Image of Agent Builder next to a headline claiming 1 AI agent replaced 12 customer builds per year

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

Executive summary

Dreamforce is Salesforce’s flagship annual conference and one of the world’s largest tech events, hosting 2,000 sessions for 50,000 attendees over three days. With so much happening at once, attendees need a way to make every hour count — from planning agendas and exploring demos to navigating venues and sessions.

To meet that need, Salesforce built an event agent powered by Agentforce and fueled by unified attendee profiles in Data 360. Embedded across Dreamforce mobile and web experiences, the event agent used unified attendee profiles and real-time event data to deliver personalized, real-time support for both in-person and virtual attendees. It also serves as a reusable framework, allowing Salesforce to scale personalized event support across more than 15 global events and tens of thousands of attendees.

The results

47,000

unique users across in-person and virtual audiences

30 %

higher session show rate

configurable AI agent supports multiple events

Explore Salesforce’s solution

Dreamforce 2025 between Moscone North and Moscone South

Agentic support before, during, and after Dreamforce

Powered by Agentforce, the event agent guides planning and wayfinding in real time, then generates recaps and next steps after the event to keep momentum going.

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Attendee registration at Connections 2025

Sales pipeline accelerated with unified data

Data 360 unified attendee profiles, enabling agentic activation via Agentforce to personalize engagement, spark product interest, and increase close rates.

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