Salesforce News Roundup – October 23, 2025

The Agentforce Moment: What We Learnt From Dreamforce 2025

Agentforce stole the show at this year’s Dreamforce, but now the real question is - what next? For a lot of users the path forward is still a bit murky. Earlier in the year, Salesforce had hinted at major announcements for Dreamforce 2025, setting expectations for the event. While the big enterprise players were all over the place talking about Data Cloud, Agentbuilder and a bunch of other proof-of-concept ideas - mid-market & SMB users were left wondering where they fit in.

The Key Takeaways

• Agentforce certainly made a big splash at Dreamforce this year.

• If you’re a mid-market or small business user, you’re still waiting for a clear roadmap to get started.

• The free credits for Agentforce definitely got people talking - but now they’re worried about what that really means for the future.

• You can find more detailed insights and resources about Agentforce and Dreamforce 2025 on the official event website and industry expert blogs.

A Disconnect Between Leadership & Community

Salesforce’s big keynote this year was all about “outcomes over people”, and to be honest, it didn’t exactly sit well with the admin community. Some community members are questioning whether the board of directors is fully aware of the admin community's concerns. These are the people who have been driving Salesforce forward for years - but for the third year running, they felt like they were overlooked in favour of the enterprise players.

Some Key Points

• As we all know, admins often act as the head of their organization's Salesforce implementation, making critical budget decisions.

• There’s a growing sense that admins are being left behind as Salesforce focuses on bigger, more enterprise-sounding messaging.

• Meanwhile the debate rages on - where should you be putting your investment money - in Agentforce, Agentbuilder or Data Cloud?

API-First: Playing Catch-Up?

Salesforce is now saying it's going to be an API-first company - and that sounds great - but some insiders are sneaking in an "about time" because quite frankly, the competition has been doing this for a while now. And customers are getting a bit worried about what that means for their own investments in the platform.

What We're Seeing

• Developers love the flexibility that an API-first approach brings, but they want better documentation and more clear-cut timelines.

• Customers are trying to decide whether they should just dip their toes in the water and see what happens - or go all in with a full-blown platform integration.

• Meanwhile, the call is growing louder for Salesforce to come up with a more clear message about where it stands in the market.

• Salesforce has announced a new series of API-first webinars and documentation updates to keep the community informed.

The AI Lawsuit: Big Questions Ahead

Salesforce is now facing a lawsuit from a group of authors who claim their work was used to train AI models without their permission. This lawsuit could prompt a shift in the regulatory regime governing AI data usage and compliance. And this case could end up re-shaping how enterprise AI systems manage their training data and influence the way the whole industry looks at data ownership.

What It Means

• It’s all throwing up some big questions around data ownership and consent - and who owns the data in the first place.

• This case could also set new standards that are intended to ensure ethical AI training and governance.

• And it’s all highlighting the importance of trust and compliance in enterprise AI.

Partnering with Google on AI

Salesforce and Google have launched the integration of Agentforce 360 with the Gemini AI platform. And the idea is that this will give CRM users some really advanced generative and multimodal AI features - and keep Salesforce at the forefront of the AI revolution.

What's in It For Us All

• This is all about providing CRM users with advanced generative and multimodal AI features, making CRM workflows more intelligent so you can automate more tasks and get better insights into your customers.

• Combining the power of Salesforce’s customer data with Google’s AI innovation is a pretty powerful play.

• And it’s all part of a bigger push for smarter enterprise systems that bring everything together.

Customer Experience: Success Stories & Setbacks

Voices from the Front Lines

Customer experience remains at the heart of business success, and 2025 has been a year of both remarkable progress and high-profile challenges. In San Francisco, the federal government’s decision to reverse the deployment of National Guard troops was widely seen as a win for local leadership. Mayor Daniel Lurie’s proactive approach to public safety drew praise from President Trump, who cited the city’s improvements as a key reason for canceling further military involvement. This move not only marked a turning point for the city but also underscored the power of government and business leaders working together to create safer, more supportive communities.

Yet, not every story has been a triumph. Salesforce CEO Marc Benioff’s public comments supporting the initial National Guard deployment sparked controversy, as reported by the New York Times. Local officials and residents voiced strong opposition, highlighting the delicate balance between corporate influence and civic responsibility. The backlash served as a reminder that leadership decisions—especially those involving government and military—can have a profound impact on public trust and the overall customer experience.

On the global stage, business and government involvement continue to shape the customer journey. Nvidia’s recent partnership with the Trump administration, which directs revenue from H20 microchip sales in China, has raised questions about the intersection of profit, values, and social responsibility. As companies expand into new markets and navigate complex regulatory environments, the need for transparent, values-driven leadership has never been greater.

Education and development are also playing a pivotal role in shaping the future of customer experience. The launch of agentic AI technologies in August 2025, alongside Salesforce’s new customer experience team, signals a commitment to innovation and personalized service. These advancements, coupled with ongoing support and training, are helping businesses create more meaningful connections with their customers.

Progress is being tracked closely. The Project 2025 Tracker, for example, reported in October that 119 policy objectives had been completed, with 66 more in progress—a testament to the power of collaboration and sustained effort. Meanwhile, June 2025 saw a wave of new AI models and strategic partnerships, further transforming the way companies engage with their audiences.

Looking ahead, the customer experience landscape will continue to evolve as businesses, governments, and technology leaders respond to new challenges and opportunities. The events of this year—from major armed conflicts to regulatory shifts in China—underscore the importance of adaptability, education, and a customer-first mindset.

As President Trump recently stated, “The customer experience is a critical aspect of any business, and it’s essential to prioritize the needs and concerns of customers.” This sentiment is echoed across the industry, as companies like Salesforce invest in new tools, technologies, and initiatives to improve every touchpoint.

Ultimately, the path forward will require ongoing support, education, and a willingness to innovate. By working together—across sectors, countries, and communities—we can create a more supportive, inclusive, and successful environment for customers everywhere. The world is watching, and the time to act is now.

Marc Benioff Speaks Out

Marc Benioff has made a big statement about his support for the proposed National Guard deployment in San Francisco - and he’s acknowledged the concerns of the community in the process. The recent decision to cancel the National Guard deployment has sparked renewed debate about the role of corporate leaders in public policy. And what’s interesting here is how that decision reflects the tension between corporate influence and civic responsibility.

Where Do We Go From Here

• This is all reigniting the conversation about leadership transparency and social impact.

• It’s also reinforcing the idea that Salesforce is a company that is willing to take a step back and self-correct when necessary.

• And it’s really highlighting the importance of values-driven decision-making in business.

• Salesforce leadership has signed a public statement reaffirming their commitment to community engagement and transparency.

The Final Word

The value of Salesforce's innovations is a central topic in ongoing industry discussions about AI ethics and accountability. From Agentforce to AI ethics, Salesforce is having to navigate some really big questions about innovation and accountability. And over the coming months we’ll be seeing just how well it all pans out - and whether it can balance product clarity, community connection and public trust in the evolving AI landscape.