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Dreamforce was a whirlwind experience for our Media & Entertainment team, from attending sessions to meeting with our clients and Salesforce partners to hosting media teams at our Pre-Dreamfest Reception. We had enlightening conversations around how organizations are currently using Salesforce to drive ad sales, campaign management, and media network growth, and had the opportunity to see how Salesforce’s agentic advertising innovations are transforming the media landscape.

Agentic advertising reimagines how advertising transactions are executed. Rather than relying on traditional workflows that involve emails, spreadsheets, manual coordination, and lengthy negotiations, Salesforce enables AI agents to collaborate directly across the buy side and sell side while keeping humans involved in critical approvals and decisions. Media Cloud is at the center of this vision, supported by trusted data from Data 360, automation through Agentforce, and access through AIforce.

AIforce removes operational barriers to agentic transformation

AIforce is the interface layer of Salesforce’s agentic architecture, bringing Salesforce intelligence to wherever people already work rather than forcing users into a specific application. AIforce sits above Data 360, Customer 360, and Agentforce, serving as the interaction layer through which business users access trusted data, workflows, and AI-driven capabilities. Whether employees work in Slack, Microsoft Teams, Claude, or another surface, AIforce enables them to engage with agents without leaving their preferred environment.

For media organizations, AIforce helps remove operational barriers by making trusted business processes available across multiple channels. Audience data, advertising workflows, subscription operations, and agent-driven automation can all be surfaced through the environments that teams already use. Rather than treating Salesforce as a destination, AIforce extends Salesforce capabilities into daily workflows, making data and automation more accessible.

The broader goal is to increase organizational speed while maintaining trust and governance. Combined with Agentforce and Data 360, AIforce enables users to access contextual intelligence, automate repetitive work, and coordinate actions across systems. This approach allows media companies to respond faster to customers, streamline operations, and support more scalable, AI-driven business models while keeping humans involved in key decisions.

Claudeforce showcases AIforce in action

AIforce is a headless interface framework that allows workflows to exist beyond traditional Salesforce screens, and Claudeforce is one of the clearest examples of how AIforce delivers Salesforce capabilities wherever users already operate. In the media keynote’s advertising example, a buyer never directly interacts with Media Cloud. Instead, Media Cloud, Agentforce, and Data 360 work invisibly behind the scenes while Claude becomes the primary engagement surface.

You could ask Claude to update your latest opportunity with a particular advertiser and it will determine if you have the proper permissions/access to do so and then push the changes. Those changes then trigger automated workflows already defined within Salesforce, such as pricing approval submissions for media plans.

Claude is not simply being used as a chatbot, but becomes a workspace where business transactions occur. Buyers can review proposals, generate counters, evaluate options, and continue negotiations without leaving Claude. Behind the scenes, Salesforce agents access live inventory, audience data, pricing information, targeting configurations, and operational workflows. Claude acts as the experience layer while Salesforce provides the business intelligence and transactional system underneath.

Agentforce supercharges Media Cloud with intelligent agents

Dreamforce offered a Media Cloud roadmap that revealed Salesforce’s ambition to transform Media Cloud into a comprehensive monetization platform built around audience intelligence, unified data, AI, and automation. Salesforce envisions a future where intelligent agents can discover inventory, negotiate opportunities, complete transactions, and coordinate workflows across organizations with minimal human intervention. Some of the key agents discussed at Dreamforce included:

  • RFP Agent: Modernizes the earliest stage of advertising sales by automating the intake, analysis, and processing of campaign briefs and requests for proposals. As part of Media Cloud’s RFP management capability, it extracts requirements from inbound briefs and structures them into usable sales data. The RFP Agent helps sellers understand campaign objectives, inventory needs, audience requirements, and commercial constraints without manual effort. By transforming traditionally fragmented and time-consuming workflows into a streamlined process, the RFP Agent provides the foundation for faster media planning and proposal generation.
  • Publishing Agent: Serves as the sell-side agent in Salesforce’s vision for agentic advertising. It receives campaign briefs from buyer agents, ingests and interprets requirements, evaluates available inventory, and assembles advertising proposals using publisher data such as audiences, pricing, targeting criteria, and rate cards.Working within platforms like Slack, the Publishing Agent supports sales teams by automating proposal creation while keeping humans involved in approvals and decision-making. The agent can negotiate with buy-side agents, respond to counteroffers, adjust pricing, and help complete transactions.
  • Proposal Agent: Responsible for generating advertising proposals based on campaign requirements and available inventory. After campaign objectives are captured through the RFP process, the agent assembles media plans using live availability data, audience insights, targeting options, and publisher pricing information. The Proposal Agent automates work that historically required days or weeks of manual effort, producing proposals that are ready for seller review before being shared with buyers. It supports rapid iteration by enabling repricing and revisions during negotiations between buyer and seller agents, accelerating deal cycles, improving productivity, and helping media organizations respond to advertiser opportunities faster.

Dreamforce 2026 was the most AI-forward Salesforce event we’ve ever been to, and we’re excited to collaborate with our clients to help them gain the most value from these announcements. Users with Salesforce Agentforce 1 Edition and Claude Enterprise licenses should have access to the Claudeforce open beta right now, and our AI Innovation Studio can help your team take advantage of this technology to deliver real business outcomes. With all of the sweeping changes across the Salesforce platform, Mphasis Silverline is the partner to work with to cut through the noise and see how this technology can actually work within ad sales orgs.

Find out what our media & entertainment experts can do for your organization. You can also use the chatbot on this page to schedule a meeting with a member of our team at a time that is convenient for you.