Salesforce to acquire voice AI company Cresta

Salesforce has signed a definitive agreement to acquire Cresta, a voice-first customer experience technology company specialising in AI-powered voice agents and real-time conversation intelligence.

Cresta's technology enables voice agents to handle complex customer calls, while providing real-time guidance to human representatives and analysing customer interactions. Its platform is used by major brands including Marriott, Comcast and Alaska Airlines.

Salesforce combines voice AI with customer data

The acquisition will bring together Cresta's conversation intelligence capabilities with Salesforce's customer data and enterprise service infrastructure.

Cresta's voice agents can conduct real-time conversations, respond to interruptions and manage complex customer enquiries at enterprise scale. The platform also supports human representatives through real-time coaching and provides tools to test and improve automated agents, applying consistent quality standards across both.

Salesforce plans to integrate these capabilities with Service Cloud, connecting customer conversations with their histories and the systems businesses use to resolve enquiries, improve retention and generate revenue.

Cresta adds conversation intelligence to Service Cloud

The companies aim to address the challenge of customer insights remaining fragmented across communication channels and business systems. As AI agents take on more complex service interactions, businesses need to connect information gathered during conversations with customer records and operational processes.

Salesforce brings customer histories and business applications, while Cresta contributes its understanding of customer conversations and the ability to act on insights through voice agents.

Following completion of the transaction, Cresta will continue supporting the contact centre and telephony platforms its existing customers use.

Salesforce highlights role of voice AI in customer service

Kishan Chetan, EVP and GM of Agentforce and Service Cloud, Salesforce: "Voice is where service is hardest to get right, and where it matters most to customers. Cresta has built voice agents that handle complex, high-volume calls for some of the world’s largest brands. As more service is resolved in the conversation itself, together we’ll bring the customer, the conversation and the outcome into one place."

Ping Wu, CEO of Cresta: "Cresta’s mission is to turn every customer interaction into a competitive advantage for our customers through a single agentic operating system for customer experience. Through unparalleled innovation, we’ve achieved that goal with some of the world’s largest companies. Now, by uniting our platform with Salesforce, we will realize our full vision at scale, embedding real-time conversation intelligence and agentic experiences directly into Salesforce’s first-class customer service Platform."

The transaction is expected to close in the first quarter of Salesforce's fiscal year 2028, subject to customary closing conditions, including required regulatory approvals.

www.salesforce.com

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