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We live in a world of unlimited content. Audiences want access to everything at any point in time, and while content may be unlimited, attention is not. Every publisher, newspaper, streaming service, video game company, and broadcaster is competing for the same few minutes of a consumer’s time.
In order to win this race for relevance, media and entertainment companies need to create content that truly sticks out, make every interaction personal, and monetize attention to turn it into real commercial value. The industry has seen great progress over the last few years by implementing AI and automation, but there are still challenges: manual production workflows, outdated ad sales systems, and fragmented subscriber data.
All of that is standing in the way of real-time outcomes, but Salesforce has the solution courtesy of Agentforce and the agentic enterprise, where humans and AI agents work together to capture, keep, and monetize your audience’s attention. Keep reading to learn about the 2026 Salesforce trends that are driving smart content creation and deep audience engagement with the power of Agentforce.
Streamline workflows with Agentforce for Media and Entertainment
The journey begins with creating content and making sure that it lands in front of the right person on the right channel at the right time. Getting good content out there in an agile, fast, relevant way is what it’s all about, but that is not easy to do. Pitch to play is too slow in the market right now, and oftentimes not successful. Agentforce for Media and Entertainment solves this problem by powering the entire content lifecycle, taking on high-volume repetitive tasks that slow down employees and empowering them to focus on the creative and the strategy side.
Think of Agentforce as your partner in delivering content that hits home with your audience. The campaign agent analyzes information to suggest the right messaging and the key channels that will reach your audience, and it does it in seconds rather than weeks or even months. That rapid turnaround time gives marketers a new level of confidence that their content is not only going to land, but that it will be in front of the target audience at the right time.
Agentforce Media ushers in a new era of ad sales
The better you capture your audiences and monetize the data behind them, the better your revenue growth. Ad sales present a massive opportunity, but right now it’s an explosion of channels, media types, formats, specs, compliance, and regulations, plus you need to make sure that you show ROI for your brands and your advertisers. The complexity in measuring all of this is tremendous and it keeps teams buried under a pile of manual tasks. That’s where Agentforce Media comes into the picture.
Agentforce Media (formerly known as Media Cloud) brings AI agents right next to your human workforce so that you can collaboratively engage and make processes go faster so that your employees can focus on more strategic actions. Agentforce Media is also on Salesforce’s core platform with Revenue Cloud, meaning faster performance from the get go and better scaling and easier upgrades. Ad sales management functionality is built in out-of-the-box, giving you insight all the way from lead to cash in one place so decisions can be made with a single source of truth.
Agentforce’s ad proposal agent takes the guesswork out of what would be typically dependent on your salesperson’s experience. It pulls information from multiple sources like inventory availability, targeting, and audience insights, bringing them all together with your research and media kits to create a deck that gives your sellers a starting point. If you have your seller in a meeting talking to your customer and they want to bring up something that would be appropriate, Agentforce is right there with you digging into out-of-the-box integrations to pull in availability and provide proposals that you may want to push.
With the help of Data Cloud Clean Rooms, you can uncover the right audience for proposing these campaigns. A Data Clean Room is a secure environment where two or more organizations can upload, harmonize and analyze audience data without ever directly sharing any personally identifiable information. This is a fantastic way to help your advertisers share their data in a safe and compliant way, segmenting those audiences that you can then activate to start showing ads.
Enhanced subscriber management to attract and keep customers
Creating great content is essential for capturing customer attention, but that’s just the first step. The real challenge is how to keep that attention, which is where subscriber management comes into play. Subscriber management comes down to two big factors: delivering a personalized experience to keep your customers connected to your brand and content, and providing fast integrated support so no issue goes unanswered. The last thing you want is customers to churn because they feel ignored.
The subscriber journey is still very manual, from onboarding to renewal. As a result, it becomes very hard for teams to deliver a great experience for customers and it’s almost impossible to scale. But with Agentforce, you can take care of the whole subscriber journey, from creating campaigns, briefings, and emails to using AI agents to respond to service requests. Agentforce turns the manual work into autonomous support.
Agentforce can instantly create a multi-channel campaign that you can refine at any time. From there you can lay out who you’re targeting, what messages go out, and which channels to use. In Journey Builder, you can create personalized flows that automatically adapt to every subscriber preference: e-mail, text, or both.
Even the most brilliant campaign won’t work if it’s not in front of the right people. Now, with Agentforce, you can create or edit any target segments, and even count the size of the segment in real time. Salesforce has media-specific data model objects, which means all your subscriber data lives in one place. It’s unified, it’s actionable, and it’s purpose-built for your business.
In the instance of an issue like a service outage, Agentforce can detect the outage and proactively reach out to the affected people. Some frustration is inevitable and if subscribers mention cancelling, the service agent can highlight the benefits of your package and offer an exclusive discount to prevent churn while your teams can focus on fixing the problem. Once that’s done, Agentforce automatically updates your subscribers.
Retail media networks expand across industries
The rapid growth of retail media networks is one of the biggest developments in the media and entertainment space, with digital ad dollars shifting from traditional publishers to media networks that are no longer limited to just retailers. Digital platforms like Lyft and PayPal, travel companies like United and Marriott, and credit card companies like American Express and Mastercard have all spun up media networks that leverage their data and resell it to advertisers for targeting.
The replatforming of Agentforce Media on the core Salesforce platform makes managing retail media networks smoother than ever, with more stability and speed. Organizations no longer have to deal with the previous managed package, and instead get a product that aligns with the regular Salesforce releases to make updates much easier. This past year, we helped a U.S. home improvement company expand its retail media capabilities with Salesforce and Placements.io, and we continue to work with companies around the world to drive growth in the retail media network space. Our media and entertainment experts are here to help your business implement these Salesforce solutions and connect with audiences in ways that deliver real, tangible outcomes. Reach out to our team to learn how we can help you achieve your 2026 objectives.
