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Browse the full session catalog by role, industry, and product to design an agenda that works for you. Reserve your seat for hands-on trainings, certification exams, roundtables and more.

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Community Speaker

Reserved Seating

Live Stream

Video On Demand

Open List
  • All Sessions
All Sessions, 75 sessions
  • Yes
    Marketing
    Marketing
    Agentic AI
    Advanced
    Breakout
    All Sessions
    Construct a context layer that turns your agents into trustworthy teammates
    Build brand-specific evals to benchmark output quality
    See how agents can be a force multiplier for QA and catch brand drift before it ships
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Metreon AMC
    11:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    Agents multiply campaign output, but when left ungoverned, brand risk skyrockets. Learn why Walmart, AWS, and Nordstrom trust Gradial agents, and see how AI governance becomes a force multiplier.
    Session Format: Breakout
    • Thursday, Sep 1711:30 AM - 12:10 PM PDT
      (6:30 PM - 7:10 PM GMT)
      Metreon AMC, L3, Theatre 9
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Intermediate
    Breakout
    All Sessions
    Video On Demand
    Understand why execution, not AI access, is the real bottleneck for enterprise marketing teams.
    Diagnose where marketing work stalls at the handoffs between disconnected systems.
    Evaluate how a governed execution layer cuts page creation from 10 hours to 30 minutes without replacing systems.
    Breakout
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Moscone South
    Content Pavilion
    Video On Demand
    9:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    Marketing teams aren't short on AI — they're short on execution. Learn why work stalls at the seams between systems and how AWS cut page creation from 10 hours to 30 minutes per page.
    Session Format: Breakout
    • Thursday, Sep 179:30 AM - 10:10 AM PDT
      (4:30 PM - 5:10 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 7
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Sales
    Manufacturing
    Technology
    Marketing
    Sales
    Customer Relationships
    Beginner
    Theater
    All Sessions
    The session explored Salesforce's innovative Partner Cloud enhancements, designed to unify partner marketing and sales efforts into a seamless experience. Attendees learned that 94% of organizations generate revenue through the channel, yet many struggle with controlling channel conversion rates and pipeline management. Salesforce has addressed this challenge with an AI-driven Partner Ecosystem Management system, featuring tools like Agentforce, which simplifies campaign creation, co-branded marketing, and marketing development fund (MDF) requests while ensuring brand consistency. By integrating marketing and sales, Salesforce enables partners to access real-time insights, frictionless collaboration, and measurable ROI, transforming the channel into a scalable revenue engine.
    <html><head/><body><p>• Salesforce's Partner Cloud leverages AI tools like Agentforce to streamline campaign creation, enhance partner engagement, and ensure brand consistency across co-branded marketing efforts.</p><p>• The platform provides partners with a frictionless experience, offering dashboards for deal registration, revenue projections, and MDF requests, while delivering actionable insights to channel leaders.</p><p>• By replacing vanity metrics with ROI-driven analytics, Partner Cloud empowers organizations to measure the true value of their channel initiatives and drive sustainable growth.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838966738001Gm6B
    See how Partner Cloud ties co-branded MDF spend to closed-won revenue, bringing rigor to indirect channels.
    Understand how Agentforce handles partner MDF requests, promos, and questions on demand and keeps partners on-brand.
    See how real-time and deal-level visibility across the full partner lifecycle contributes to clearer ROI.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838966738001Gm6B">Report a Concern</a>
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Content Pavilion
    9:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    See how bringing partner selling and marketing into one single platform drives more pipeline and more consistent partner growth, and how Partner Cloud offers visibility on ROI across the lifecycle.
    Session Summary arrow-forward
    Session Format: Theater
    • Thursday, Sep 179:30 AM - 9:50 AM PDT
      (4:30 PM - 4:50 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 8
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    IT Business Leader
    Media and Entertainment
    Marketing
    Data 360
    Agentic AI
    Intermediate
    Theater
    All Sessions
    This session highlighted how a football club leveraged the Salesforce platform including Data Cloud, MuleSoft, Agentforce, Service Cloud, Sales Cloud and various other solutions, to achieve a transformative digital strategy focused on fan engagement. By prioritizing relationships with their global fan base, the club implemented three AI agents to enhance customer care, streamline internal operations, and provide personalized hospitality experiences. MuleSoft played a critical role in orchestrating data across systems, while Data Cloud facilitated identity resolution and behavioral data analysis, creating a unified data foundation for delivering tailored experiences. The results included reduced operational friction, improved service efficiency, and a significant boost in fan engagement, with over 46% of season ticket conversions influenced by the AI agent, demonstrating the power of Salesforce AI Agents and solutions in sports management.
    <html><head/><body><p>• The football club deployed three AI Agents, including a fan support chatbot, an internal service co-pilot, and a hospitality advisor, to enhance both fan, internal stakeholder and business customer experiences.</p><p>• The use of MuleSoft and Data Cloud allowed the club to create a unified data foundation, enabling personalized fan experiences and seamless integration of data across multiple systems.</p><p>• The AI-powered fan support AI Agent contributed to over 46% of season ticket conversions, showcasing the significant impact of data-driven personalization on fan engagement and business outcomes.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779461497287001DOdI
    Learn how to unify fan data with Data 360 to power personalized engagement across every touchpoint.
    Discover how Agentforce helps deliver faster, smarter fan service at scale — without losing the human touch.
    Explore how a connected Salesforce operating system powers fan-first growth across tickets, retail, hospitality, and more.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779461497287001DOdI">Report a Concern</a>
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 2
    Moscone West
    11:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    See how AI is reshaping the next era of sports fan engagement. Hear from AC Milan on how agents help teams act faster, remove tedious work, and turn fan moments into smarter action.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 1611:30 AM - 11:50 AM PDT
      (6:30 PM - 6:50 PM GMT)
      Moscone West, L2, Learning Lab Theater B
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Intermediate
    Breakout
    All Sessions
    The session focused on the transformative role of AI in marketing, specifically through the introduction of agentic marketing systems within Salesforce Marketing Cloud. By leveraging AI agents, marketers are rethinking their approach to optimizing end-to-end campaign workflows, addressing challenges such as disconnected processes, bottlenecks in content creation, and the inability to achieve true 1:1 personalization at scale. The session highlighted key features, including adaptive campaign audiences, content automation, and real-time optimization, all grounded in unified data from Salesforce's trusted ecosystem. Attendees also heard from pilot participants who shared their experiences implementing these AI-driven tools to streamline processes, improve efficiency, and balance innovation with compliance in their respective industries.
    <html><head/><body><p>• Salesforce's new agentic marketing system enables marketers to automate and optimize the entire campaign lifecycle, from planning and creation to execution and real-time optimization.</p><p>• AI-driven adaptive campaign audiences and content generation reduce manual workflows while improving personalization, scalability, and efficiency across channels like email, SMS, and paid media.</p><p>• Pilot participants emphasized the importance of establishing a strong data foundation and involving stakeholders early in the process to ensure seamless adoption and alignment with business goals.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838904020001Gxiv
    Learn how agents connect your marketing vision to every campaign, budget, and outcome.
    Discover how to autonomously generate personalized, on-brand content across every channel.
    See how agents orchestrate and optimize campaigns end-to-end from a simple set of goals.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838904020001Gxiv">Report a Concern</a>
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Metreon AMC
    Tuesday, Sep 15
    2:00 p.m. Tuesday, Sep 15
    Set the vision. Scale the content. Activate everywhere. See how agents execute your full marketing lifecycle autonomously so you can focus on what matters most.
    Session Summary arrow-forward
    Session Format: Breakout
    • Tuesday, Sep 152:30 PM - 3:10 PM PDT
      (9:30 PM - 10:10 PM GMT)
      Metreon AMC, L3, Theatre 7
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    IT Business Leader
    Professional Services
    Technology
    Marketing
    Data 360
    Agentic AI
    Intermediate
    Theater
    All Sessions
    Connect Salesforce audience intelligence, content creation, and performance data into a continuous optimization loop.
    Learn how campaign results can improve the next round of content without disrupting existing Marketing Cloud workflows.
    Learn to scale enterprise teams, improving content systems while maintaining brand governance, compliance, and control.
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Campground
    Moscone North
    9:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    See how Typeface and Salesforce connect content, audience data, activation, and performance signals into a governed loop that learns from every campaign and improves what gets created next.
    Session Format: Theater
    • Thursday, Sep 179:30 AM - 9:50 AM PDT
      (4:30 PM - 4:50 PM GMT)
      Moscone North, LL, Campground, Industry Pavilion
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Executive
    Financial Services
    Marketing
    Data 360
    Data Activation
    Intermediate
    Breakout
    All Sessions
    Learn how to unify member data and predictions to power real-time cross-sell across channels.
    Understand how real-time decisioning drives personalized experiences in web, email, and contact centers.
    Discover how integrated measurement and AI-driven insights accelerate cross-sell growth at scale.
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Metreon AMC
    Tuesday, Sep 15
    8:00 a.m. Tuesday, Sep 15
    How Gerber Life connected data, AI-powered decisioning, and multiple clouds to orchestrate personalized experiences across five product lines — in less than a year.
    Session Format: Breakout
    • Tuesday, Sep 158:30 AM - 9:10 AM PDT
      (3:30 PM - 4:10 PM GMT)
      Metreon AMC, L3, Theatre 9
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Executive
    Education
    Education
    Marketing
    Beginner
    Breakout
    All Sessions
    Learn how to unify fragmented legacy tools on Salesforce to surface real-time data and drive mission outcomes.
    See how to scale a lean marketing team across multiple locations without losing the personal touch.
    Discover how to use AI-powered automation to build intentional, data-backed constituent journeys that earn community trust.
    Breakout
    Community Speaker Icon
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    W Hotel
    Community Speaker
    Tuesday, Sep 15
    1:00 p.m. Tuesday, Sep 15
    See how Harmony Public Schools scales personalized, AI-driven constituent journeys across over 60 locations on Salesforce – unifying data, automating outreach, and building trust with a lean team.
    Session Format: Breakout
    • Tuesday, Sep 151:00 PM - 1:40 PM PDT
      (8:00 PM - 8:40 PM GMT)
      W Hotel, L2, Industry Room
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Operations
    Marketing
    Slack
    Agentic AI
    Intermediate
    Breakout
    All Sessions
    The session focused on Salesforce Marketing Cloud's innovative marketing intelligence tools designed to streamline decision-making and optimize campaign performance. Speakers highlighted the challenges marketers face, such as reconciling conflicting metrics and slow data access, and introduced solutions like conversational data agents, multi-touch attribution (MTA), and marketing mix modeling (MMM). These tools leverage the Data Cloud and a semantic data model to unify data across channels, enabling marketers to ask questions, receive actionable insights, and make decisions directly within their existing workflows or through integrations like Slack. Upcoming features, such as Data Guardian for data quality assurance and automated budget optimization, showcase Salesforce’s commitment to improving data trust, ROI measurement, and efficiency in marketing operations, with a forward-looking vision toward AI-driven decision intelligence and learning loops for marketers.
    <html><head/><body><p>• Salesforce Marketing Cloud's marketing intelligence tools enable faster, data-driven decisions by unifying data across channels through the Data Cloud and semantic data models.</p><p>• Features like multi-touch attribution and marketing mix modeling provide advanced insights into campaign effectiveness, enabling marketers to optimize channel performance and budget allocation.</p><p>• Upcoming innovations, including Data Guardian for data quality monitoring and automated budget optimization, aim to increase trust in data, streamline workflows, and enhance ROI measurement.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838903298001GD8L
    Learn how to query cross-channel performance data instantly using natural language.
    Act on marketing insights in real time without leaving Marketing Intelligence or Slack.
    Simplify how you analyze marketing performance and cut through dashboard clutter.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838903298001GD8L">Report a Concern</a>
    Breakout
    Community Speaker Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 2
    Moscone West
    Community Speaker
    2:00 p.m. Wednesday, Sep 16
    12:00 p.m. Thursday, Sep 17
    Thursday, Sep 17
    Wednesday, Sep 16
    See how Marketing Intelligence unifies cross-channel performance, grounds AI in trusted marketing context, and delivers insights and actions wherever marketers already work.
    Session Summary arrow-forward
    Session Format: Breakout
    • Wednesday, Sep 162:30 PM - 3:10 PM PDT
      (9:30 PM - 10:10 PM GMT)
      Moscone West, L2, Room 2024
      FIRST COME FIRST SEATED
    • Thursday, Sep 1712:30 PM - 1:10 PM PDT
      (7:30 PM - 8:10 PM GMT)
      Moscone West, L2, Room 2024
      FIRST COME FIRST SEATED
  • Yes
    IT Business Leader
    Operations
    Media and Entertainment
    Marketing
    Data 360
    Data Activation
    Intermediate
    Theater
    All Sessions
    Learn how the Atlanta Hawks connect ticketing, seat history, and CRM data into unified profiles using Data 360.
    See how unified fan profiles automatically activate sales motions in Salesforce — and set the stage for AI.
    Acquire a concrete framework and key deployment takeaways from the Hawks’ real-world Data 360 implementation.
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Campground
    Moscone North
    12:00 p.m. Tuesday, Sep 15
    Tuesday, Sep 15
    See how the Atlanta Hawks use Data 360 to find buying signals hiding in ticketing data. By unifying every touchpoint into one fan profile, they put their best sales leads directly in front of reps.
    Session Format: Theater
    • Tuesday, Sep 1512:30 PM - 12:50 PM PDT
      (7:30 PM - 7:50 PM GMT)
      Moscone North, LL, Campground, Theater 2
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Intermediate
    Theater
    All Sessions
    The session highlighted Salesforce's innovative use of RCS (Rich Communication Services) and Agentforce to revolutionize conversational marketing by combining rich messaging with AI-driven intelligence. With 83% of users desiring direct and personalized conversations with brands, RCS offers the richness of an app and the reach of SMS, enabling users to discover, decide, and act directly from their inbox. Paired with Agentforce, this technology provides real-time context and actionable insights, transforming simple interactions into meaningful conversations that drive customer satisfaction and loyalty. The session also showcased a live demo and real-world application of RCS, emphasizing its ability to streamline customer journeys, reduce friction, and integrate seamlessly into existing Salesforce ecosystems like Marketing Cloud and Sales Cloud for enhanced campaign optimization and engagement metrics.
    <html><head/><body><p>• RCS, combined with Agentforce, transforms traditional messaging into two-way, personalized conversations that provide context and actionable guidance, increasing customer satisfaction and retention.</p><p>• The integration of RCS with Salesforce tools like Marketing Cloud enables brands to deliver rich, interactive content and measure engagement alongside other channels, such as email and SMS, for comprehensive campaign insights.</p><p>• The session demonstrated how RCS empowers customers to complete actions, access support, and interact with brands in a frictionless, trusted channel, reducing churn and enhancing the overall customer experience.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838910331001GcPI
    Learn about the Marketing Cloud RCS offering and how it can help you better connect with your customers.
    See real-world use cases that drive the highest ROI for RCS.
    Discover the latest RCS innovations and what’s coming next.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838910331001GcPI">Report a Concern</a>
    Theater
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Campground
    Moscone North
    Moscone West, Level 2
    Moscone West
    <a href="https://www.salesforce.com/plus/experience/dreamforce_2026/series/marketers_at_dreamforce_2026/episode/episode-s1e12">Watch now</a>
    Video On Demand
    https://www.salesforce.com/plus/experience/dreamforce_2026/series/marketers_at_dreamforce_2026/episode/episode-s1e12
    1:00 p.m. Wednesday, Sep 16
    11:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Learn how RCS — with verified sender identity, rich media, and native, two-way conversations — unlocks better engagement and conversion.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 1611:30 AM - 11:50 AM PDT
      (6:30 PM - 6:50 PM GMT)
      Moscone North, LL, Campground, Theater 3
      FIRST COME FIRST SEATED
    • Wednesday, Sep 161:00 PM - 1:20 PM PDT
      (8:00 PM - 8:20 PM GMT)
      Moscone West, L2, Learning Lab Theater B
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Data 360
    Agentic AI
    Intermediate
    Breakout
    All Sessions
    This Salesforce session introduced Contentful, a newly integrated Salesforce company, showcasing its innovative solutions for content management and AI-driven optimization. Attendees learned how Contentful addresses modern content challenges, including the need for consistent, personalized experiences across multiple channels and audiences, by leveraging structured content and headless CMS technology. Key innovations highlighted included Palmata, an AI-powered tool for understanding and improving brand visibility in AI answer engines, and automation capabilities that reduced localization timelines from 6.8 days to 2.8 minutes while improving quality by 16%. The session also demonstrated how Contentful empowers marketers to manage content independently, enabling faster time-to-market, scalability across global markets, and seamless integration with Salesforce products for enhanced governance and personalization across all channels, both human and AI-driven.
    <html><head/><body><p>• Contentful's Palmata tool helps brands optimize their visibility in AI answer engines, providing actionable insights and simulated impact predictions to improve brand perception and search performance.</p><p>• Automation and AI-driven workflows in Contentful reduced localization timelines by 99.97%, improving quality by 16% and enabling businesses to reach global markets faster and more efficiently.</p><p>• Contentful's headless CMS empowers marketing teams with tools for content reuse, personalization, and governance, allowing for consistent and scalable experiences across multiple channels and audiences while freeing up engineering teams to focus on innovation.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838901144001GTOU
    Learn how Contentful complements your existing Salesforce stack, and understand how structured content powers every marketing experience.
    Hear how a real customer's team, not a hypothetical, uses Contentful from day to day.
    See how fast a real opportunity becomes real, governed content, at scale.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838901144001GTOU">Report a Concern</a>
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Content Pavilion
    9:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Learn how marketers can scale productivity with reusable, governed content and experiences for people and AI agents.
    Session Summary arrow-forward
    Session Format: Breakout
    • Wednesday, Sep 169:00 AM - 9:40 AM PDT
      (4:00 PM - 4:40 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 1
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Beginner
    Breakout
    All Sessions
    Discover how frontier CMOs unlock breakthrough gains in marketing speed, scale, and performance with AI.
    Unleash human creativity and AI agents to turn bold ideas into market impact at unprecedented speed.
    Leave with a blueprint to move beyond AI experiments and deliver measurable business impact.
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Metreon AMC
    11:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    A playbook for the AI-native marketing org: how CMOs embed agents, where teams focus, what's missing, and how to avoid burning tokens with no ROI to show for it.
    Session Format: Breakout
    • Wednesday, Sep 1611:00 AM - 11:40 AM PDT
      (6:00 PM - 6:40 PM GMT)
      Metreon AMC, L3, Theatre 10
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Beginner
    Roundtable
    All Sessions
    Identify where agents can solve meaningful marketing challenges today.
    Assess the data, workflow, and operating-model readiness each agentic use case requires.
    Build a phased business case that connects an achievable first win to broader agentic transformation.
    Roundtable
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    2:00 p.m. Wednesday, Sep 16
    2:00 p.m. Thursday, Sep 17
    Thursday, Sep 17
    Wednesday, Sep 16
    You’re being asked to deliver agentic marketing, but still have campaign, data, and workflow challenges to solve first. Learn where agents help and how to build the business case and path forward.
    Session Format: Roundtable
    • Wednesday, Sep 162:30 PM - 3:30 PM PDT
      (9:30 PM - 10:30 PM GMT)
      InterCon, L5, InterCon Ballroom A, Roundtable 7
      RESERVED SEATING
    • Thursday, Sep 172:30 PM - 3:30 PM PDT
      (9:30 PM - 10:30 PM GMT)
      InterCon, L5, InterCon Ballroom A, Roundtable 7
      RESERVED SEATING
  • Yes
    Marketing
    Executive
    Retail
    Marketing
    Data 360
    Customer Relationships
    Intermediate
    Roundtable
    All Sessions
    Learn why points alone aren't enough: emotional connection and experience drive lasting loyalty.
    Discover how respecting privacy and offering real value unlocks rich, zero-party customer data.
    See why unifying customer data today is the foundation for real-time, AI-driven loyalty.
    Roundtable
    Community Speaker Icon
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    Community Speaker
    2:00 p.m. Wednesday, Sep 16
    3:00 p.m. Thursday, Sep 17
    Thursday, Sep 17
    Wednesday, Sep 16
    Join retail marketing and loyalty leaders for a candid conversation on growing loyalty programs, personalizing at scale, and making Data 360 and Marketing Cloud work together.
    Session Format: Roundtable
    • Wednesday, Sep 162:30 PM - 3:30 PM PDT
      (9:30 PM - 10:30 PM GMT)
      InterCon, L3, SoMa, Roundtable 5
      RESERVED SEATING
    • Thursday, Sep 173:00 PM - 4:00 PM PDT
      (10:00 PM - 11:00 PM GMT)
      InterCon, L5, InterCon Ballroom A, Roundtable 8
      RESERVED SEATING
  • Yes
    Marketing
    Marketing
    Agentic AI
    Beginner
    Roundtable
    All Sessions
    Please bring your own laptop to participate.
    Learn how to turn email, WhatsApp, SMS, and RCS into conversational channels.
    Identify key use cases by hearing real-world use cases from marketing leaders around the globe.
    Take away tactics you can use to turn your own outbound campaigns into conversational conversations.
    Roundtable
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    Tuesday, Sep 15
    4:00 p.m. Tuesday, Sep 15
    Join a peer-led discussion where global marketing leaders share real-world use cases for conversational WhatsApp, SMS, RCS, and email to turn one-way campaigns into conversational experiences.
    Required equipment: Please bring your own laptop to participate.
    Session Format: Roundtable
    • Tuesday, Sep 154:00 PM - 5:00 PM PDT
      (11:00 PM - 12:00 AM GMT)
      InterCon, L5, InterCon Ballroom A, Roundtable 8
      RESERVED SEATING
  • Yes
    Marketing
    Service
    Retail
    Consumer Goods
    Marketing
    Service
    Agentic AI
    Intermediate
    Theater
    All Sessions
    This session highlighted how a leading jewelry brand leveraged Salesforce's multi-cloud solutions to deliver hyper-personalized customer experiences at scale. By integrating Commerce Cloud, Data Cloud, Marketing Cloud, and Service Cloud, the brand was able to track customer interactions in real time, use propensity scores to identify high-intent users, and trigger personalized engagement like booking consultations at the perfect moment. Results included reaching 1.2 million personalized experiences annually, a 5.5% conversion rate for wedding jewelry campaigns, and 90% engagement on post-purchase WhatsApp interactions. The session also outlined future plans to enhance customer lifetime value through unified identity resolution, frequency capping, and expanded use of Salesforce solutions to deepen personalization and improve customer service efficiency.
    <html><head/><body><p>• The integration of Salesforce's multi-cloud solutions enabled the brand to convert anonymous website visitors into high-intent leads using real-time data and personalized engagement strategies.</p><p>• The implementation of this solution resulted in a 5.5% conversion rate for targeted wedding jewelry campaigns and 90% engagement rates on post-purchase WhatsApp communications.</p><p>• Future plans include leveraging unified identity resolution and expanding Salesforce capabilities to enhance customer lifetime value and deliver even more tailored experiences across the customer lifecycle.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839009841001GyO6
    Learn how one conglomerate unified four brands on a single Marketing Cloud stack and the sequencing that made it work.
    See what real-time personalisation, WhatsApp, and paid media look like when Marketing, Service, and Commerce share data.
    Understand the honest trade-offs and hard decisions behind a full cross-cloud, multi-brand deployment at scale.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839009841001GyO6">Report a Concern</a>
    Theater
    Community Speaker Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Campground
    Moscone North
    Community Speaker
    2:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    How a leading retailer connected Data 360, Marketing, Service, and Commerce to spot buyer intent live, delivering a 5.5% lead conversion lift and 1.2 million personalized experiences. Plus, live demo.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 162:00 PM - 2:20 PM PDT
      (9:00 PM - 9:20 PM GMT)
      Moscone North, LL, Campground, Theater 1
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Architect
    Automotive
    Manufacturing
    Marketing
    Data 360
    Data Activation
    Beginner
    Breakout
    All Sessions
    Learn how enterprises govern data to enable trusted, compliant AI at scale.
    See how connected data powers real-time AI-driven decisions and experiences.
    Discover how unified data delivers predictive insights and personalized engagement.
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Metreon AMC
    4:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Explore how leading enterprises govern, orchestrate, and activate data for AI agents — from zero-copy federation in regulated industries to predictive models for marketers.
    Session Format: Breakout
    • Wednesday, Sep 164:00 PM - 4:40 PM PDT
      (11:00 PM - 11:40 PM GMT)
      Metreon AMC, L3, Theatre 10
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Beginner
    Theater
    All Sessions
    The session highlighted the transformative power of Contentful's headless CMS in enabling marketers to deliver consistent, personalized, and scalable content across multiple channels. With 81% of companies struggling with inconsistent content and 76% of customers frustrated by generic experiences, Contentful addresses these challenges by separating content from presentation layers, offering a single source of truth, and leveraging APIs for omnichannel delivery. The platform empowers marketers by reducing dependence on developers, enabling rapid content creation, and optimizing content performance with granular analytics. Notable features include AI-driven translations, which streamline localization processes, and personalization tools that dynamically adapt content based on user behavior, driving efficiency and improving customer engagement for over 4,800 brands worldwide, including enterprise leaders like KFC and Vodafone.
    <html><head/><body><p>• Contentful's headless CMS enables marketers to create and manage content once and reuse it across multiple channels, ensuring brand consistency and reducing inefficiencies.</p><p>• The platform leverages AI-driven workflows, such as automated translations and personalization, to save costs, improve localization, and deliver tailored customer experiences.</p><p>• Granular analytics allow marketers to pinpoint the performance of specific content components, optimizing campaigns and driving better business outcomes for enterprise-level scalability.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838912547001GvXr
    See how marketers can deliver personalized, on-brand experiences at scale across every market, audience, and channel from a single source of truth.
    Learn why structured content is the foundation that makes all content discoverable and usable by Agents.
    See how Contentful’s intelligent content platform can accelerate your team’s productivity with native AI for content creation and translations, built-in workflows, and guardrails.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838912547001GvXr">Report a Concern</a>
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Campground
    Moscone North
    Tuesday, Sep 15
    4:00 p.m. Tuesday, Sep 15
    Learn how marketers can scale productivity and revenue with reusable, governed content and experiences across channels, markets, audiences, and AI agents.
    Session Summary arrow-forward
    Session Format: Theater
    • Tuesday, Sep 154:30 PM - 4:50 PM PDT
      (11:30 PM - 11:50 PM GMT)
      Moscone North, LL, Campground, Theater 1
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Service
    Marketing
    Service
    Agentic AI
    Intermediate
    Roundtable
    All Sessions
    Explore how AI agents deliver HR support directly in Slack and Microsoft Teams.
    Identify HR requests AI can resolve and when complex needs should be routed to HR teams.
    Learn how peers are using AI to simplify employee support and improve the HR experience.
    Roundtable
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    8:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Drive employee engagement for critical HR services using AI. Join this roundtable to see how combining agents with tools like Slack and MS Teams empower employees to solve requests instantly.
    Session Format: Roundtable
    • Wednesday, Sep 168:30 AM - 9:30 AM PDT
      (3:30 PM - 4:30 PM GMT)
      InterCon, L3, SoMa, Roundtable 5
      RESERVED SEATING
  • Yes
    Marketing
    Executive
    Financial Services
    Marketing
    Data 360
    Data Activation
    Beginner
    Breakout
    All Sessions
    Learn how to unify member data while maintaining strict regulatory governance and data security.
    Evaluate methods for scaling Financial Services marketing and personalization strategy.
    Assess the benefits of transitioning from manual campaign processes to an automated, data-driven vision.
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Metreon AMC
    Tuesday, Sep 15
    2:00 p.m. Tuesday, Sep 15
    Learn how financial firms build compliant, personalized marketing programs. Executives share real-world strategies for unifying member data and scaling engagement within a secure martech foundation.
    Session Format: Breakout
    • Tuesday, Sep 152:30 PM - 3:10 PM PDT
      (9:30 PM - 10:10 PM GMT)
      Metreon AMC, L3, Theatre 11
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Data Analyst
    Travel, Transportation, and Hospitality
    Marketing
    Data 360
    Data Activation
    Intermediate
    Roundtable
    All Sessions
    Roundtable
    Community Speaker Icon
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    Community Speaker
    2:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    See how to improve your messaging with Agentforce, Marketing Cloud Next, and Data 360 — then discuss precise segmentation, automated workflows, and personalized messaging.
    Session Format: Roundtable
    • Wednesday, Sep 162:30 PM - 3:30 PM PDT
      (9:30 PM - 10:30 PM GMT)
      InterCon, L4, Telegraph Hill
      RESERVED SEATING
  • Yes
    Marketing
    Manufacturing
    Marketing
    Agentic AI
    Intermediate
    Breakout
    All Sessions
    This session explored the future of marketing automation and orchestration with Salesforce's Flow Builder, emphasizing its transformation of marketing strategies and its ability to streamline processes for marketers. The discussion highlighted the evolution from traditional batch-and-blast messaging to personalized, multi-channel, and real-time customer engagement, leveraging tools like Marketing Cloud and Data Cloud. Key advancements included the introduction of Flow for Marketers, which simplifies automation with clicks-not-code, and the integration of AI-driven tools such as Einstein Copilot to enhance efficiency and scalability. Real-world use cases demonstrated how organizations, including those in education, are leveraging Flow to automate complex processes, reduce technical dependencies, and create connected, data-driven customer experiences across channels like email, SMS, and WhatsApp.
    <html><head/><body><p>• Flow Builder's intuitive design empowers marketers to automate workflows without relying on IT teams, enabling faster execution and decision-making with clicks-not-code functionality.</p><p>• AI-driven tools like Einstein Copilot and natural language processing will soon allow marketers to build flows, create segments, and analyze data with unprecedented speed and ease, enhancing productivity and personalization.</p><p>• Real-world implementations showcased how organizations are using Salesforce's Flow and Data Cloud to integrate data, automate communication, and deliver personalized, multi-channel experiences, significantly improving customer engagement and operational efficiency.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1780317822085001wQSo
    Discover how Flow Orchestration unifies every customer interaction on one canvas to automate seamless, connected journeys.
    Explore real-world use cases of Flow Orchestration delivering the right action, at the right moment, for every customer.
    Preview what's next on the Flow roadmap and how innovations ahead will shape the future of customer experiences.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1780317822085001wQSo">Report a Concern</a>
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Content Pavilion
    1:00 p.m. Wednesday, Sep 16
    3:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    From B2C customer experiences to B2B buyer journeys, Flow Orchestration unifies every interaction on one canvas: automating the right action, at the right moment, every time.
    Session Summary arrow-forward
    Session Format: Breakout
    • Wednesday, Sep 161:30 PM - 2:10 PM PDT
      (8:30 PM - 9:10 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 2
      FIRST COME FIRST SEATED
    • Wednesday, Sep 163:00 PM - 3:40 PM PDT
      (10:00 PM - 10:40 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 1
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Intermediate
    Theater
    All Sessions
    The session explored Salesforce's advancements in AI-driven marketing, specifically focusing on the Marketing Cloud Engagement (MCE) MCP server and its headless marketing capabilities. Attendees learned how Salesforce is enabling organizations to build, deploy, and scale AI-driven workflows using natural language processing, enhancing speed to market and operational efficiency. The session highlighted use cases such as automating audience creation, journey building, and asset management, which significantly reduce manual effort and improve governance. Early adopters of the MCP server, like a large financial institution, have demonstrated its ability to transform marketing and IT collaboration by enabling self-service capabilities and facilitating more strategic, data-driven conversations.
    <html><head/><body><p>• Salesforce's headless marketing stack, powered by the MCP server, allows users to create audiences, build journeys, and manage assets using natural language, significantly reducing manual effort and increasing speed to market.</p><p>• Organizations using the MCP server have seen transformative impacts, including improved platform hygiene, scalable governance, and the ability to quickly adapt to regulatory or rebranding requirements without additional headcount.</p><p>• By shifting from transactional to strategic conversations, the MCP server empowers marketing teams to focus on data insights, campaign performance, and customer retention strategies, fostering stronger collaboration with IT teams.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838908014001G32U
    Understand how the Salesforce MCP Server connects any AI agent to MCE, enabling real-time action without navigating the UI.
    See a demo of an AI agent building segments, drafting sends and activating journeys by describing a task in natural language.
    Leave knowing how to leverage your existing AI investments as a direct bridge into Marketing Cloud.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838908014001G32U">Report a Concern</a>
    Theater
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Content Pavilion
    Video On Demand
    9:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    4:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Discover how Model Context Protocol (MCP) transforms Marketing Cloud Engagement. Connect your data to AI agents, automate personalized journeys, and deliver smarter customer experiences at scale.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 164:00 PM - 4:20 PM PDT
      (11:00 PM - 11:20 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 8
      FIRST COME FIRST SEATED
    • Thursday, Sep 179:00 AM - 9:20 AM PDT
      (4:00 PM - 4:20 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 6
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Intermediate
    Roundtable
    All Sessions
    Pinpoint what's really blocking personalization at scale — content volume, data readiness, or manual if/then rules.
    Choose high-impact recommendation use cases and channels/moments to personalize first, tied to a clear business objective.
    Prove lift with a measurement approach that isolates impact and builds confidence to scale from one use case to many.
    Roundtable
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    12:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Great personalization starts with data and ends in results. Let's trade candid takes on what blocks next-best-action strategies at scale, which use cases to build first, and how to prove the lift.
    Session Format: Roundtable
    • Wednesday, Sep 1612:00 PM - 1:00 PM PDT
      (7:00 PM - 8:00 PM GMT)
      InterCon, L3, Grand Ballroom C, Roundtable 4
      RESERVED SEATING
  • Yes
    Marketing
    Administrator
    Marketing
    Agentforce
    Productivity
    Beginner
    Hands-on Training
    All Sessions
    Explore core features of Marketing Cloud Next to streamline and automate key marketing activities.
    Build targeted audience segments and marketing content directly within Marketing Cloud Next.
    Design a multi-channel marketing campaign using Agentforce and Salesforce Flow automation.
    Hands-on Training
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Laptops are provided for all attendees.
    Visible
    Marriott Marquis
    8:00 a.m. Thursday, Sep 17
    8:00 a.m. Wednesday, Sep 16
    Thursday, Sep 17
    Wednesday, Sep 16
    Get hands-on with Marketing Cloud Next, built natively on Salesforce. Launch campaigns, automate flows, and engage customers with Agentforce so your team moves faster and markets smarter.
    Equipment provided: Laptops are provided for all attendees.
    Session Format: Hands-on Training
    • Wednesday, Sep 168:00 AM - 9:00 AM PDT
      (3:00 PM - 4:00 PM GMT)
      Marriott, Level B2, Salon 10-14
      RESERVED SEATING
    • Thursday, Sep 178:00 AM - 9:00 AM PDT
      (3:00 PM - 4:00 PM GMT)
      Marriott, Level B2, Salon 10-14
      RESERVED SEATING
  • Yes
    Marketing
    Marketing
    Data 360
    Agentic AI
    Intermediate
    Workshop
    All Sessions
    Please bring your own laptop to participate.
    Build: Add journeys to a campaign and orchestrate cross-channel flows to activate your first use cases with minimal lift.
    Analyze: Navigate unified analytics to see performance across MCE and Marketing Cloud Next in a single, connected view.
    Strategize: Talk through important business operations, perceived gaps, and migration concerns for MCE customers.
    Workshop
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    Moscone West, Level 2
    Moscone West
    Tuesday, Sep 15
    2:00 p.m. Tuesday, Sep 15
    Hands-on workshop covering the immediate benefits of MC Next for Engagement users: faster data activation, agentic journeys, and unified analytics in one platform.
    Required equipment: Please bring your own laptop to participate.
    Session Format: Workshop
    • Tuesday, Sep 152:00 PM - 3:00 PM PDT
      (9:00 PM - 10:00 PM GMT)
      Moscone West, L2, Room 2002
      RESERVED SEATING
  • Yes
    Marketing
    IT Business Leader
    Financial Services
    Financial Services
    Marketing
    Customer Relationships
    Beginner
    Theater
    All Sessions
    Learn how Edelman reimagined offer management to support personalized customer engagement at scale.
    Simplify campaigns with automated offer eligibility, prioritization, and fulfillment orchestration.
    Explore how leading organizations use Salesforce to govern, automate, and optimize offer programs across channels.
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Moscone West, Level 2
    Moscone West
    9:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    Discover how Edelman centralized promotions, automated voucher lifecycles, integrated enterprise systems, and delivered personalized offers across digital and print channels using Loyalty Management.
    Session Format: Theater
    • Thursday, Sep 179:30 AM - 9:50 AM PDT
      (4:30 PM - 4:50 PM GMT)
      Moscone West, L2, Theater 4
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Service
    Energy and Utilities
    Marketing
    Agentforce
    Agentic AI
    Intermediate
    Breakout
    All Sessions
    This session explored the transformative impact of AI and data-driven solutions in the energy and utilities sector, highlighting evolving customer expectations and the shift toward renewable energy and electrification. With 70 of the 100 largest energy customers worldwide utilizing Salesforce's integrated industry applications, the discussion emphasized the importance of transitioning from legacy systems to domain-oriented architectures for scalability, adaptability, and improved customer engagement. By leveraging Salesforce's AI capabilities, such as service replies, sentiment analysis, and intelligent routing, companies can deliver proactive, personalized, and connected experiences while empowering employees with better tools and insights. The panel underscored the significance of building strong data foundations, integrating systems effectively, and fostering trust with customers through privacy and transparency to navigate and thrive in an era of rapid change and disruption within the energy market.
    <html><head/><body><p>• Energy companies are leveraging Salesforce's AI capabilities and integrated industry applications to deliver proactive and personalized customer experiences while empowering agents with insights and automation tools.</p><p>• Transitioning from monolithic legacy systems to domain-oriented architectures enables organizations to adapt to market disruptions and unlock the full potential of AI-driven solutions for customers and employees alike.</p><p>• Strong data foundations, including integration and information architecture, are critical for building trust with customers, ensuring privacy, and creating scalable and connected ecosystems for the future of energy.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1780057134447001FPVr
    Learn how leading energy retailers deployed Agentforce for autonomous, personalized service — the use cases and outcomes.
    Map operations against peer journeys to find your highest-impact starting point for agentic deployment.
    Feel confident that agentic customer service is achievable at your scale, with a clear path from real peer outcomes.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1780057134447001FPVr">Report a Concern</a>
    Breakout
    Community Speaker Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Content Pavilion
    Community Speaker
    2:00 p.m. Thursday, Sep 17
    Thursday, Sep 17
    Learn how major energy retailers are providing faster and more personalized customer service with Agentforce — resolving issues, retaining customers, and driving growth across digital touchpoints.
    Session Summary arrow-forward
    Session Format: Breakout
    • Thursday, Sep 172:00 PM - 2:40 PM PDT
      (9:00 PM - 9:40 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 1
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Salesforce on Salesforce
    Intermediate
    Breakout
    All Sessions
    This session showcased Salesforce's innovative use of AI-powered agents and their integration across various marketing and sales channels to enhance productivity, customer engagement, and pipeline acceleration. The speaker detailed how Salesforce, as 'Customer Zero,' has pioneered the adoption of its own products like Data Cloud, Marketing Cloud, Sales Cloud, and Slack to drive transformative marketing strategies. Examples included the use of AI agents for tasks such as optimizing SEO, creating personalized content, and enabling real-time collaboration through Slack, as well as an engaging Super Bowl campaign powered by Slack bots. Notably, Salesforce's deployment of AI agents has resulted in a 36% faster conversion of leads to sales opportunities, with over 3 million customer engagements and the introduction of a new 'agent-influenced pipeline' metric to measure success.
    <html><head/><body><p>• Salesforce's AI-powered agents have saved an estimated 36,000 hours of human labor by autonomously optimizing websites, fixing broken links, and improving search engine authority through cross-linking and backlinking strategies.</p><p>• The introduction of voice-enabled agents, such as the Dreamforce event app assistant, has enhanced accessibility and provided real-time support, helping attendees navigate the event seamlessly and access personalized recommendations.</p><p>• AI agents like Qualified have demonstrated significant impact by driving a 6% conversion rate from high-intent website visitors, doubling traditional conversion rates and accelerating lead progression through the sales funnel.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839507687001GmTh
    Learn how Salesforce is transforming our website, event technology, and messaging channels into agent-first experiences.
    Discover how AI is transforming how marketers work and learn.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839507687001GmTh">Report a Concern</a>
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 3
    Moscone West
    1:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Learn how Salesforce is transforming its global marketing in the agentic era. We’ll share how Salesforce is connecting with customers digitally using Salesforce’s agentic products.
    Session Summary arrow-forward
    Session Format: Breakout
    • Wednesday, Sep 161:00 PM - 1:40 PM PDT
      (8:00 PM - 8:40 PM GMT)
      Moscone West, L3, Room 3020
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Communications
    Marketing
    Data 360
    Agentic AI
    Intermediate
    Theater
    All Sessions
    This session explored how leveraging Salesforce's unified data platform and AI-driven tools, such as Marketing Cloud, Data Cloud, and Einstein, can transform customer retention strategies by focusing on empathy and personalization at scale. The case study presented demonstrated how a telecommunications company achieved its lowest churn rate in two years without resorting to discounts or promotions, instead using data-driven insights to address customer needs and rebuild trust. By integrating customer data from numerous sources into a single view, the company implemented an 'empathy engine' that enabled personalized communication and proactive problem-solving, proving that understanding and addressing customer disconnection is more effective than financial incentives. The session highlighted the role of AI in optimizing communication timing, tailoring messaging, and scaling empathetic interactions, showcasing the measurable impact of a data-first and customer-centric approach on business outcomes.
    <html><head/><body><p>• The telecommunications company reduced churn by 12% using a data-driven empathy engine, achieving its best retention results in two years without relying on discounts or promotional offers.</p><p>• Salesforce solutions, including Marketing Cloud, Data Cloud, and Einstein AI, enabled the integration of customer data across numerous sources to create a unified customer profile and deliver personalized, context-aware messaging at scale.</p><p>• This approach demonstrated that addressing customer disconnection and reinforcing the value of services can significantly improve retention and customer lifetime value, even in high-risk scenarios.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839100063001GzzX
    Reframe churn from a pricing problem to a relationship problem without giving up commercial discipline.
    Use Data 360 signals and dynamic content to run one journey that speaks to different customer needs.
    Turn a successful campaign into a repeatable retention capability across the lifecycle.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839100063001GzzX">Report a Concern</a>
    Theater
    Community Speaker Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 3
    Moscone West
    Community Speaker
    3:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Telcos sit on a goldmine of real-time customer data. Hear how telcos capitalize on this to reduce churn without discounts with hyper-personalized marketing, transforming customer engagement.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 163:00 PM - 3:20 PM PDT
      (10:00 PM - 10:20 PM GMT)
      Moscone West, L3, Learning Lab Theater D
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Communications
    Marketing
    Agentic AI
    Intermediate
    Theater
    All Sessions
    Learn how AI reduces campaign production time while maintaining brand consistency and governance.
    Discover lean and agile workflows that eliminate bottlenecks and accelerate campaign delivery.
    Explore how Salesforce marketers use AI to scale campaign creation with fewer resources.
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Moscone West, Level 3
    Moscone West
    9:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Discover how enterprise marketing teams use AI to eliminate production bottlenecks, speed up campaign creation, and launch brand-compliant Salesforce campaigns in minutes instead of days.
    Session Format: Theater
    • Wednesday, Sep 169:00 AM - 9:20 AM PDT
      (4:00 PM - 4:20 PM GMT)
      Moscone West, L3, Theater 17
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Executive
    Retail
    Marketing
    Data 360
    Customer Relationships
    Beginner
    Theater
    All Sessions
    This session highlighted how Salesforce Marketing Cloud Engagement, AI, and MCP servers are revolutionizing email marketing by automating traditionally manual processes. By leveraging Agentforce and AI-driven tools, Under Armour demonstrated how they transformed a time-intensive email creation workflow into a streamlined, efficient system that reduces hours of production to minutes. The innovative solution enables marketers to upload creative assets, which are then automatically mapped, analyzed, and assembled into dynamic, personalized emails within seconds, allowing for faster campaign deployment and more time for strategic growth. This approach not only enhances operational efficiency but also creates more personalized customer experiences, showcasing the immense potential of AI in marketing automation.
    <html><head/><body><p>• Under Armour integrated Salesforce Marketing Cloud Engagement, Agentforce, and MCP servers to automate the email creation process, cutting production times from hours to minutes.</p><p>• The AI-driven solution maps creative assets to pre-defined content blocks, enabling dynamic and highly personalized emails to be generated quickly and efficiently.</p><p>• Best practices for implementing AI solutions include using sandbox environments for testing and establishing clear governance and rule sets to ensure seamless functionality.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1778259681390001NxDb
    Understand the architecture — See how Under Armour connected an AI email agent to Agentforce Marketing using Salesforce MCP Servers, and what it takes to wire up a similar setup.
    See the AI-driven workflow in action — Learn how the agent generates scalable, on-brand email templates and campaigns in minutes, cutting down manual production time.
    Apply the efficiency gains to your own team — Walk away with practical takeaways on how marketers can use agentic AI to boost campaign output and free up time for higher-value work.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1778259681390001NxDb">Report a Concern</a>
    Theater
    Community Speaker Icon
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Campground
    Moscone North
    Community Speaker
    Video On Demand
    Thursday, Sep 17
    10:00 a.m. Thursday, Sep 17
    Discover how UA built an AI email agent using Salesforce MCP Servers and SFMC to generate scalable, branded email templates and campaigns in minutes — boosting production and marketer efficiency.
    Session Summary arrow-forward
    Session Format: Theater
    • Thursday, Sep 1710:30 AM - 10:50 AM PDT
      (5:30 PM - 5:50 PM GMT)
      Moscone North, LL, Campground, Theater 3
      FIRST COME FIRST SEATED
  • Yes
    Commerce
    Marketing
    Retail
    Consumer Goods
    Commerce
    Marketing
    Artificial Intelligence
    Intermediate
    Breakout
    All Sessions
    The session explored how Salesforce is leveraging AI and advanced tools to help businesses adapt to a rapidly evolving digital landscape, focusing on discovery, preference, and loyalty. Highlights included the introduction of Palmata, a new tool that allows businesses to analyze how their brands are perceived in AI-driven discovery environments, and the relaunch of Simulate as AI-powered Commerce Search, which uses small language models to deliver personalized, intent-driven search results for e-commerce. The session emphasized the importance of rethinking content strategies to ensure visibility in AI-powered channels, optimizing on-site customer experiences, and creating seamless, proactive customer service interactions using data insights from Salesforce's Data Cloud. Attendees were encouraged to adopt these innovations to align with shifting consumer expectations for convenience, immediacy, and personalization, ultimately driving business growth and customer loyalty.
    <html><head/><body><p>• Palmata empowers businesses to analyze brand perception in AI-driven discovery channels, providing actionable insights to improve visibility and address misconceptions.</p><p>• AI-powered Commerce Search, built with custom small language models, enhances e-commerce experiences by delivering personalized, intent-driven results and reducing manual rule management for merchandisers.</p><p>• Integrating marketing and service data through Salesforce tools enables businesses to create proactive, personalized customer experiences that foster loyalty and reduce operational inefficiencies.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838901858001GpoH
    Learn how LLMs are rewriting discovery, so your brand shows up inside AI-driven answers.
    See how personalization and intent-driven search turn arrivals into conversions.
    Discover how two-way service and marketing channels keep customers loyal.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838901858001GpoH">Report a Concern</a>
    Breakout
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Metreon AMC
    8:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    With LLMs, customers decide before visiting your site and need instant answers. Learn the new CX playbook: how your brand can be the best, easiest option across discovery, conversion, and retention.
    Session Summary arrow-forward
    Session Format: Breakout
    • Wednesday, Sep 168:30 AM - 9:10 AM PDT
      (3:30 PM - 4:10 PM GMT)
      Metreon AMC, L3, Theatre 7
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Slack
    Agentic AI
    Intermediate
    Theater
    All Sessions
    The session explored how Salesforce is revolutionizing marketing at scale using AI agents integrated within Slack to drive efficiency, creativity, and collaboration. By maintaining a 'human in the lead' principle, marketers are empowered to focus on strategy and judgment while AI agents handle operational tasks such as synthesis, orchestration, and execution, resulting in faster time to market and reduced costs. A pilot initiative using AI for email campaigns demonstrated remarkable results, including a 4.6x speed-to-market improvement and a 3% lift in lead quality, showcasing the potential of AI-powered marketing processes. Salesforce’s dual-path approach combines centralized governance with cultural transformation, enabling teams to adopt AI fluency, enhance creativity, and foster an AI-first mindset while working seamlessly within Slack as the primary engagement layer connecting people, data, and systems across the enterprise.
    <html><head/><body><p>• Salesforce achieved a 4.6x speed-to-market improvement and a 3% lift in lead quality using AI-driven email campaign workflows with humans leading strategy and oversight.</p><p>• Slack serves as a centralized platform that connects AI agents, data, and teams, enabling seamless collaboration and orchestration without the need for users to switch systems.</p><p>• Salesforce’s dual-path approach focuses on both technological innovation and cultural transformation, fostering AI fluency and adoption while maintaining human creativity and strategic leadership.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1780095387341001oqqX
    Master the art of leveraging AI for maximum efficiency and ROI: Connect your outputs to business metrics that drive growth.
    Understand how Slack serves as the engagement layer for the Agentic Enterprise framework to orchestrate AI agents at scale.
    Gain actionable principles to implement agentic orchestration in your marketing operations and scale impact effortlessly.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1780095387341001oqqX">Report a Concern</a>
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 3
    Moscone West
    3:00 p.m. Thursday, Sep 17
    3:00 p.m. Wednesday, Sep 16
    Thursday, Sep 17
    Wednesday, Sep 16
    Experience agentic marketing in action. See how Salesforce uses Slack as the unified engagement layer, empowering marketers to command AI agents for campaign automation across every channel at scale.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 163:00 PM - 3:20 PM PDT
      (10:00 PM - 10:20 PM GMT)
      Moscone West, L3, Learning Lab Theater C
      FIRST COME FIRST SEATED
    • Thursday, Sep 173:00 PM - 3:20 PM PDT
      (10:00 PM - 10:20 PM GMT)
      Moscone West, L3, Learning Lab Theater C
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Data 360
    Agentic AI
    Intermediate
    Theater
    All Sessions
    The session provided an in-depth exploration of Marketing Cloud Flow fundamentals, focusing on its ability to streamline and optimize marketing automation directly within the Salesforce platform. Key features like the drag-and-drop interface, audience segmentation, and multi-channel message delivery (email, SMS, WhatsApp, etc.) were discussed, along with the various types of audience flows—segment triggered, list flow, record flow, and campaign flow. Advanced tools such as Agentforce for initial campaign setup, Flow Builder for customization, and flow templates for efficiency were highlighted, showcasing the flexibility and scalability of these tools. Additionally, practical tips on debugging, version control, and best practices for flow activation and management were shared, emphasizing how marketers can leverage these capabilities to enhance customer engagement and operational efficiency.
    <html><head/><body><p>• Audience flows in Marketing Cloud include segment triggered flows, list flows, record flows, and campaign flows, allowing marketers to automate personalized customer journeys across multiple channels.</p><p>• Agentforce and flow templates significantly reduce setup time by providing pre-built campaign structures and reusable processes, while Flow Builder empowers marketers to create advanced custom workflows.</p><p>• Debugging tools, version control, and pause/resume functionality ensure error-free implementation and seamless updates to ongoing campaigns, enabling marketers to optimize their strategies in real-time.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838911813001GSdd
    Understand how Flow in Marketing Cloud connects automation, personalization, and cross-channel optimization.
    Identify the right Flow use cases and learn how to build and configure them.
    Start automating and optimizing your marketing workflows in Marketing Cloud.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838911813001GSdd">Report a Concern</a>
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 2
    Moscone West
    2:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Learn how Flow in Marketing Cloud lets you automate, personalize, and optimize across every channel. Whether you are just starting out or ready to level up, this session has something for you.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 162:00 PM - 2:20 PM PDT
      (9:00 PM - 9:20 PM GMT)
      Moscone West, L2, Learning Lab Theater B
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Data 360
    Agentic AI
    Beginner
    Roundtable
    All Sessions
    Compare practical Marketing Cloud frameworks and identify what works across different organizations and use cases.
    Tackle real implementation challenges through peer conversation and walk away with solutions you can apply immediately.
    Sharpen your ability to communicate the value and impact of Marketing Cloud to your marketing leadership.
    Roundtable
    Reserved seating Icon
    Important: By selecting “Schedule” you are reserving a seat. Please show up 5 mins prior to the session or we will release your seat. If a session is full, you still can join the walk-up line onsite.
    Visible
    InterContinental
    10:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Join peers in this interactive roundtable to compare practical frameworks, tackle real implementation challenges, and sharpen what you bring back to your marketing leadership.
    Session Format: Roundtable
    • Wednesday, Sep 1610:00 AM - 11:00 AM PDT
      (5:00 PM - 6:00 PM GMT)
      InterCon, L3, Grand Ballroom A, Roundtable 1
      RESERVED SEATING
  • Yes
    Executive
    Marketing
    Agentic AI
    Intermediate
    Theater
    All Sessions
    Understand how buyer discovery is shifting from search engines to AI agents and how to measure your brand's visibility.
    Learn which signals matter in an agent-first world: citations, structured content, and brand authority over clicks.
    See how one operator plus AI infrastructure can do the work of a full growth team, with a real playbook from Gamma.
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Moscone South
    Content Pavilion
    10:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Your next customer may never see your website, but their AI agent will. How discovery, brand, and growth change when agents become the buyer's front door, with insights from Gamma's Head of Growth.
    Session Format: Theater
    • Wednesday, Sep 1610:00 AM - 10:20 AM PDT
      (5:00 PM - 5:20 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 8
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Beginner
    Keynote
    All Sessions
    The Marketing Cloud keynote at Dreamforce showcased groundbreaking innovations designed to empower marketers in a rapidly evolving digital landscape. Key announcements included the integration of Contentful with Salesforce Marketing Cloud to optimize answer engine optimization (EO) and enhance AI-driven brand representation, as well as the introduction of new AI-powered agents like the campaign agent and inbound pipe gen agent. These tools automate content creation, campaign management, and lead engagement, allowing marketers to focus more on strategy and creativity while driving measurable outcomes such as a 2x increase in conversion rates. Additionally, customer success stories, such as those from Under Armour and Formula One, demonstrated how these innovations are enabling businesses to deliver personalized, scalable, and impactful digital experiences across multiple channels.
    <html><head/><body><p>• The integration of Contentful into Marketing Cloud enables marketers to optimize their EO strategies, ensuring their brands are accurately represented in AI-driven answer engines and improving visibility and perception metrics.</p><p>• New AI-powered tools, such as the campaign agent and inbound pipe gen agent, significantly reduce manual bottlenecks by automating campaign creation, content personalization, and lead engagement, resulting in efficiency gains and higher conversion rates.</p><p>• Customer success stories from Under Armour and Formula One illustrate how Marketing Cloud innovations help businesses deliver personalized and seamless experiences across diverse channels, driving fan engagement and measurable growth.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1781726983251001lIFg
    Discover how to go from idea to launch faster with campaigns that drive growth and continuously improve.
    Learn how to stay discoverable as customers turn to AI and influence decisions beyond the channels you own.
    Understand how to recognize and act on buying signals across the journey to source provable pipeline.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1781726983251001lIFg">Report a Concern</a>
    Keynote
    Live Session Audio Icon
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Video On Demand
    Live Stream
    11:00 a.m. Thursday, Sep 17
    Thursday, Sep 17
    Hear from product leaders and customers on how agentic marketing turns goals into continuous, real-time decisions that drive growth wherever customers discover and decide.
    Session Summary arrow-forward
    Session Format: Keynote
    • Thursday, Sep 1711:30 AM - 12:20 PM PDT
      (6:30 PM - 7:20 PM GMT)
      Moscone South, LL, Keynote - Hall B
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Architect
    Marketing
    Data 360
    Agentic AI
    Beginner
    Theater
    All Sessions
    The session explored the evolving role of marketing data in the age of AI, emphasizing the importance of unified and contextual data for enabling advanced personalization and automation. Salesforce highlighted innovations in its Data 360 (formerly CDP), Marketing Cloud, and new features like marketing objects and digital wallet, designed to optimize data management and consumption. Key insights included using data for persona-based creative strategies, achieving an 83% ROI on personalized email campaigns, and understanding that 63% of marketers’ time is spent on data-related tasks. Practical tips, such as auditing data platforms, optimizing refresh cadences, and leveraging efficient features, were shared to help marketers maximize ROI and streamline their workflows using Salesforce tools.
    <html><head/><body><p>• Salesforce’s Data 360 and Marketing Cloud tools enable marketers to create unified customer profiles, driving advanced personalization and higher ROI across campaigns.</p><p>• Digital wallet provides real-time insights into data consumption, helping businesses monitor usage and optimize costs while achieving transparency in marketing operations.</p><p>• 63% of marketers' time is spent on data tasks, highlighting the importance of tools like data extensions and marketing objects for quick, efficient data handling.</p></body></html>
    Session Summary
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838911074001Gjb9
    Understand why a strong data foundation is critical to modern marketing success.
    Explore the flexible data capabilities Salesforce offers across the full spectrum of marketer needs.
    Walk away with knowledge of Salesforce's latest data innovations and how to apply them to your marketing strategy.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838911074001Gjb9">Report a Concern</a>
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 3
    Moscone West
    12:00 p.m. Tuesday, Sep 15
    Tuesday, Sep 15
    Data is the foundation of effective, modern marketing, and it doesn't have to be complicated. Join us for best practices on how to get the most out of your data and compete in live trivia for prizes!
    Session Summary arrow-forward
    Session Format: Theater
    • Tuesday, Sep 1512:30 PM - 12:50 PM PDT
      (7:30 PM - 7:50 PM GMT)
      Moscone West, L3, Theater 18
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    IT Business Leader
    Retail
    Marketing
    Agentic AI
    Beginner
    Theater
    All Sessions
    Understand how real-time CRM turns World Cup moments into timely customer engagement.
    Learn how automated journeys convert live match events into sales opportunities.
    Identify tactics to scale personalization, engagement, and revenue during major events.
    Theater
    This session is first come, first seated. You do not have a reserved seat.
    Visible
    Yes
    Moscone West, Level 2
    Moscone West
    8:00 a.m. Wednesday, Sep 16
    Wednesday, Sep 16
    See how McDonald’s turned World Cup goals, comebacks, and halftime into instant sales — using real-time data and automated journeys to reach millions, boost engagement, and drive record revenue.
    Session Format: Theater
    • Wednesday, Sep 168:30 AM - 8:50 AM PDT
      (3:30 PM - 3:50 PM GMT)
      Moscone West, L2, Theater 4
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Thought Leadership
    Beginner
    Theater
    All Sessions
    The session highlighted the transformative impact of AI on software development, emphasizing the importance of quality, trust, and speed in engineering. Salesforce and its ecosystem, including Slack, are leveraging AI to enable developers to build high-quality applications faster, with a focus on combining creative AI capabilities with deterministic guardrails. Key innovations such as Cloud Forest, AI-powered software factories, and tools like design.md were discussed as methods to balance creativity and reliability while enhancing productivity. Additionally, the session explored the critical role of cybersecurity, emphasizing the need for robust defenses to address vulnerabilities and ensure trust in AI-driven systems.
    <html><head/><body><p>• AI is revolutionizing software development by enabling faster, higher-quality application creation, but maintaining trust and quality requires careful implementation of guardrails and frameworks.</p><p>• Salesforce and Slack are driving innovation with tools like Cloud Forest and AI-powered software factories, which combine creative AI capabilities with deterministic systems to enhance productivity and design consistency.</p><p>• Cybersecurity is a crucial focus area, with AI being used to identify vulnerabilities and improve system defenses, highlighting the importance of proactive measures to safeguard data and infrastructure.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1782911331151001ZgDz
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1782911331151001ZgDz">Report a Concern</a>
    Theater
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone West, Level 2
    Moscone West
    Video On Demand
    Tuesday, Sep 15
    4:00 p.m. Tuesday, Sep 15
    Parker Harris and Guillermo Rauch get candid on building AI that scales when stakes are high, where fast execution and staying accountable move together.
    Session Summary arrow-forward
    Session Format: Theater
    • Tuesday, Sep 154:10 PM - 4:40 PM PDT
      (11:10 PM - 11:40 PM GMT)
      Moscone West, L2, Trailblazer Theater
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Agentic AI
    Intermediate
    Theater
    All Sessions
    The session explored the transformative potential of headless marketing, emphasizing its ability to simplify complex marketing workflows through natural language interfaces and AI integration. Key innovations included the introduction of any surface, any agent, and any data principles, allowing marketers to collaborate across platforms like Claude, ChatGPT, and Slack, while leveraging unified data from Marketing Cloud, the wider Customer 360, and data 360. A live demonstration showcased how marketers can efficiently execute use cases such as campaign analysis, audience targeting, and flow orchestration by utilizing prompts and AI-driven tools within the Salesforce ecosystem, ultimately saving time and enhancing productivity. With beta features and interactive guides available, attendees were encouraged to explore headless marketing in sandbox environments and start small to unlock the full potential of this approach in their organizations.
    <html><head/><body><p>• Headless marketing enables marketers to work seamlessly across platforms like Slack, ChatGPT, and Gemini using natural language, unifying workflows and improving efficiency.</p><p>• The AI-driven capabilities demonstrated include campaign performance analysis, audience segmentation, and automated flow creation, which significantly reduce manual effort and time spent on tasks.</p><p>• Salesforce is providing resources such as beta MCP servers, interactive guides, and best practices to help users get started with headless marketing, emphasizing experimentation in sandbox environments.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838906484001GS9Q
    Understand how headless architecture decouples marketing execution from the UI, enabling work across any system of engagement.
    Learn how AIforce lets marketers orchestrate campaigns and data in natural language without code or a fixed interface.
    Explore how MCP servers for Marketing Cloud unlock AI-powered workflows across agents, apps, and channels.
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779838906484001GS9Q">Report a Concern</a>
    Theater
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Moscone South
    Moscone West, Level 2
    Content Pavilion
    Moscone West
    <a href="https://www.salesforce.com/plus/experience/dreamforce_2026/series/marketers_at_dreamforce_2026/episode/episode-s1e11">Watch now</a>
    Video On Demand
    https://www.salesforce.com/plus/experience/dreamforce_2026/series/marketers_at_dreamforce_2026/episode/episode-s1e11
    1:00 p.m. Wednesday, Sep 16
    Tuesday, Sep 15
    3:00 p.m. Tuesday, Sep 15
    Wednesday, Sep 16
    AIforce frees marketers from the UI to control campaigns, journeys, and data in plain language across every channel. Build once, act anywhere, at speed and scale.
    Session Summary arrow-forward
    Session Format: Theater
    • Tuesday, Sep 153:00 PM - 3:20 PM PDT
      (10:00 PM - 10:20 PM GMT)
      Moscone West, L2, Learning Lab Theater B
      FIRST COME FIRST SEATED
    • Wednesday, Sep 161:30 PM - 1:50 PM PDT
      (8:30 PM - 8:50 PM GMT)
      Moscone South, LL, Content Pavilion, Stage 6
      FIRST COME FIRST SEATED
  • Yes
    Marketing
    Marketing
    Thought Leadership
    Beginner
    Theater
    All Sessions
    This session explored the intersection of nuclear energy and artificial intelligence (AI), focusing on how nuclear power can support the growing energy demands of AI data centers. Currently, nuclear energy powers 20% of the U.S. grid, with projects repurposing existing nuclear plants and developing advanced modular reactors to meet increasing energy needs. A notable innovation discussed involves mass-manufactured nuclear reactors designed specifically for AI applications, capable of producing 50 megawatts of electricity per pod with minimal environmental impact. The session also examined the challenges of public perception, regulatory hurdles, and the broader implications of AI and nuclear energy as transformative yet potentially risky technologies for humanity's future progress and sustainability.
    <html><head/><body><p>• Mass-manufactured nuclear reactors are being developed to provide clean, baseload energy for AI data centers, offering a scalable solution to meet surging energy demands.</p><p>• Nuclear energy has been misunderstood as dangerous, yet evidence shows it is one of the safest energy sources, comparable to solar and wind in terms of safety per kilowatt hour produced.</p><p>• The growing demand for carbon-free energy by companies like Microsoft, Google, and Amazon is driving a resurgence in nuclear power projects, highlighting its critical role in decarbonization and infrastructure expansion.</p></body></html>
    Session Summary
    Video On Demand
    https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839537539001GPBf
    Yes
    <a href="https://docs.google.com/forms/d/1RxLLEWKfFX0b9bpAoLIiCAcWhF_8t_8UZ8HDIdBLXMU/viewform?usp=pp_url&entry.996201328=1779839537539001GPBf">Report a Concern</a>
    Theater
    Video On Demand Icon
    This session is first come, first seated. You do not have a reserved seat.
    Yes
    Campground
    Moscone North
    Agentic Theater
    Video On Demand
    2:00 p.m. Wednesday, Sep 16
    Wednesday, Sep 16
    Matt Loszak and Charles Oppenheimer explore the technologies, economics, and new approaches needed to make nuclear a bigger part of the energy mix for an AI-powered world.
    Session Summary arrow-forward
    Session Format: Theater
    • Wednesday, Sep 162:00 PM - 2:30 PM PDT
      (9:00 PM - 9:30 PM GMT)
      Moscone North, LL, Campground, Agentic Theater
      FIRST COME FIRST SEATED

I go to Dreamforce because innovation is transferable across industries, and I can connect with a community that stretches across cities, time zones, and years.

Kathy Lueckeman

Chair, Education Trailblazers Association

Transform every
part of your business.
Become an Agentic Enterprise.

September 15–17 | San Francisco and Salesforce+

Register now
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