Salesforce has unveiled Marketing Cloud Next, a significant update to its marketing platform, at the Salesforce Connections 2025 event. The new platform introduces 'agentic marketing' through the integration of autonomous AI agents across the customer funnel, aiming to shift traditional 'do-not-reply' marketing into interactive, two-way conversations across various channels.

Marketing Cloud Next is built natively on the Salesforce Platform and integrates seamlessly with Salesforce's Sales, Service, and Commerce offerings. The platform's AI agents are designed to autonomously manage tasks such as campaign assembly, performance optimisation, and personalisation, allowing marketers to focus more on strategic and creative aspects of their work.

Executive Vice President and General Manager of Marketing Cloud at Salesforce, Steve Hammond, stated, "With Marketing Cloud Next, we’re giving marketers more than AI-powered features – we’re delivering a complete agentic marketing solution...Agentforce transforms how work gets done, but it doesn’t replace marketers – it empowers them. By offloading the manual, repetitive tasks to Agentforce, marketers can focus on big picture strategy and being a value multiplier across the business."

The platform includes features such as Agentforce Campaign Creation, Agentforce Personalization Decisioning, and Agentforce Lead Management. These tools are designed to streamline marketing processes by offloading manual tasks to AI, thereby enabling marketers to concentrate on higher-level strategic initiatives.

Marketing Cloud Next is available to current Marketing Cloud customers as part of their existing licensing through Marketing Cloud+ SKUs. Additional features, including Agentforce Web Curation and expanded collaboration with LinkedIn, are planned for release later in 2025.

Customer testimonials highlight the platform's potential impact across different sectors. Chief Marketing Officer at University of Chicago Medicine, Andrew Chang, commented, "As a data-driven marketer, I believe that data isn't just for campaigns – it's the foundation for driving organizational transformation. In healthcare, where the stakes are incredibly high, there's an immense opportunity to reimagine the patient experience. By integrating advanced technologies like AI into that journey and harnessing the power of data, we can make receiving care more intuitive and seamless."

Executive Vice President of Strategy & New Business Ventures at WNBA team Indiana Fever, Joey Graziano, noted the platform's role in enhancing fan engagement. "We’re in a once-in-a-generation moment for women’s sports—and we’re meeting it with urgency. Salesforce is the unifier that connects our data, our systems, and most importantly, our fans. With Data Cloud, Marketing Cloud, and Agentforce, we’ve turned 30+ data sources into personalized, 1:1 fan engagement at scale—so every campaign, message, and moment feels as unforgettable as game day."

CEO and Founder of Asymbl,Brandon Metcalf, added, "The real magic is in the partnership between our digital and human SDR. Together they operate as one team, adapting in real time and letting us act like a company 10x our size while keeping costs in check and our people energized."

Marketing Cloud Next is generally available now, with additional features slated for release throughout 2025.