Dreamforce 2025 - Reflections from our CEO

By Laith Al-Hashimi

I’ve walked Dreamforce floors for years and always look forward to the mix of energy, ideas, and familiar faces. This year brought around 50,000 people to San Francisco, and while the scale felt familiar, the conversations were different. Instead of debating minor feature updates, most people I spoke with wanted to understand how Salesforce’s agentic capabilities are starting to take shape across the platform. What stood out was how practical everything felt. Most sessions focused on tools that already work in production and stories from customers who are using them today. The atmosphere was thoughtful and curious, but also with a hint of healthy caution. At Sirocco, our approach stays the same. We get excited about new ideas and then make them work for our customers in their production environment, following our winning formula of processes & data > people > technology. Here’s what stood out for me this year for admins and leaders focused on results that connect directly to business goals.

So what’s new?

Dreamforce 2025 put the idea of the Agentic Enterprise front and centre. The main announcement was Agentforce 360, a framework that connects Salesforce’s clouds through a layer of AI agents. The goal is simple: let systems handle more of the routine work while keeping humans in control. Salesforce has talked about this for a while, but this was the first time the pieces felt connected and ready to deploy.

Agentforce 360 ties together Customer 360, Data 360, Slack, and Einstein. It allows teams to build agents that can summarise, predict, and trigger actions across Sales, Service, Marketing, and Revenue. What makes it credible is the attention to governance. Admins can see what an agent did, why it acted, and where its data came from. That level of transparency is what makes automation something you can trust rather than just admire.

Sales Cloud reflected the same focus on practicality. Guided selling is now tangible. Agents can manage follow-ups, prepare notes, and keep pipeline data accurate so sellers can focus on actual conversations. The message was consistent: give time back to people instead of adding more layers of automation for its own sake.

In Service Cloud, Agentforce Voice drew the biggest crowds. It can take simple calls, log them automatically, and hand control back to a human when the situation needs care or nuance. It is not about replacing people but about giving them breathing room. The quality of implementation will depend on escalation paths, compliance, and tone, which makes this a genuine test for service leaders.

Marketing Cloud’s progress came through its foundation rather than its surface. Data Cloud has been reintroduced as Data 360, reinforcing its role as the layer that connects everything else. It adds improved data lineage, semantic models, and privacy controls, allowing agents to act on customer information with more confidence. For marketers, that means better segmentation and measurement. For admins, it means fewer headaches and more consistency.

Revenue Cloud has continued to evolve quietly. Automation now reaches deeper into quote and billing processes. Agents can check configurations, validate pricing, and flag inconsistencies before they reach customers. These aren’t headline changes, but they are the kind that make day-to-day operations smoother.

Data 360 itself has become the backbone of the platform. It brings consistency to how data is structured and shared. Tableau builds on that with a semantic model that aligns metrics across departments so everyone is working from the same definitions. Tableau dashboards can now surface directly inside Slack, which makes discussions about performance faster and more collaborative.

Slack also stepped into a bigger role this year. It is becoming the main interface where people, data, and agents meet. A smarter Slackbot, enterprise search, and the ability to embed agents inside channels make it feel more like a workspace than a messaging app. For admins, this shift means Slack configuration, permissions, and data access now deserve the same discipline as CRM settings.

And of course, it would not be Dreamforce without new names

Salesforce has brought much of its product portfolio under the Agentforce 360 umbrella. The official lineup now includes Agentforce Sales, Agentforce Marketing & SDR, Agentforce Commerce, Agentforce Service, Agentforce Revenue Management, Agentforce IT Service, Agentforce Field Service, Agentforce Supply Chain, and Agentforce HR Service. Data Cloud has become Data 360, MuleSoft gained an Agent Fabric, and Slack appears under “Slack & Teams.” Einstein Copilot is now simply part of Agentforce.

The renaming gives the ecosystem a single language and helps customers see how the pieces connect, but it also adds the usual translation work for admins. At Sirocco, we take it with a sense of humour. The names may change again, but what matters is whether these products behave more coherently in production — and right now, that seems to be the case. Customer stories grounded all of this. Salesforce shared how companies are using Agentforce to improve service, logistics, and onboarding. The most successful examples had familiar ingredients: clean data, realistic scope, and solid change management.

For partners, this feels like the technology has matured enough to handle real business problems without losing transparency or control. Agentforce 360 and the connected updates make Salesforce more capable in ways that admins and architects can actually manage. The opportunity now is to help organisations strengthen their data foundations and design governance frameworks that keep agents accountable.

To me, Dreamforce 2025 felt less like a show of concepts and more like a working session on what comes next. The tools are here, the ideas are grounded, and the community is ready to experiment. At Sirocco, our focus is to help customers bring these innovations into their existing systems, build trust in what the platform can now do on its own, and measure results that matter to the business.

If you were at Dreamforce too, or if you are starting to explore what these changes mean for your organisation, we would love to compare notes. Get in touch with our Sirocco team to talk about what is coming, what is worth testing, and how to get the most out of the next release cycle: