The session explored how Salesforce, in collaboration with its connected solutions like Data Cloud, Marketing Cloud, and core AI, is addressing challenges in customer engagement by solving data fragmentation and unifying identity across channels. With 60-70% of revenue coming from existing customers, the emphasis was on creating a seamless, personalized customer experience through connected identity, which bridges the gap between paid and owned channels. Core AI and Agentforce enable marketers to leverage enriched data, clean rooms, and automation to dynamically optimize media spend, personalize customer journeys, and increase overall efficiency. By integrating these technologies, businesses can achieve higher customer lifetime value, eliminate waste, and orchestrate a fully connected, always-on experience across all touchpoints.