Salesforce agrees to get voice agent firm Cresta

Salesforce, a US software company, signed an agreement to get Cresta, which makes voice agents. These are AI software that speak on phone calls with customers, and Cresta also coaches human staff during the calls. Its customers include Marriott, Comcast and Alaska Airlines, and the deal is to close in the first quarter of fiscal year 2028.

What Salesforce gets

Cresta voice agents hold talks with customers, and they stop when a person speaks. The same platform coaches staff and tests voice agents. It holds the two to the same quality standard. Salesforce adds the record of each customer and the systems that do the work.

The proof

No company gave a price, a customer count or test results. Regulators must give approval for the close. Cresta will keep work with the phone platforms that its customers use at this time.

What is not known

Salesforce tells us that more of the work for customers is done in the conversation. It did not tell us how the system or the price will change for customers of Cresta at this time.

Insight: Voice agents split into parts and full systems

Scaled Cognition sell only the voice part, at $9 for each million characters. Salesforce gets a full voice agent system. Gartner tells us that many firms have no full record of where their agents operate. This seems a move by Salesforce to hold the record of calls, and the voice work stays in its platform. Leaders must select: get a full system or assemble parts.