Salesforce has signed a definitive agreement to acquire Cresta, which builds AI voice agents for customer service. It plans to integrate Cresta with Service Cloud, linking calls to customer history and outcomes.
Salesforce expects to complete the Cresta acquisition during its fiscal year 2028’s first quarter, pending regulatory approval. Salesforce did not disclose a price.
Cresta’s AI voice agents handle complex customer calls from start to finish, including interruptions during real-time conversations. The platform also guides human representatives during calls, analyses interactions and coaches staff. Marriott, Comcast and Alaska Airlines use its voice agents at enterprise scale.
For companies building customer service workflows, the planned Service Cloud integration would connect voice conversations with customer records and outcomes such as resolution and retention. Salesforce says Cresta will keep working with the contact centre and telephony systems customers already use after completion, so those systems need not be replaced.
A signed acquisition agreement commits Salesforce to bringing voice AI deeper into its customer service platform, although completion still depends on regulatory approvals.
Connecting calls to customer history could make voice agents more useful within existing business workflows, but the integrated product’s performance remains unproven.
Continued support for existing contact centre platforms gives customers a path to retain their current systems after the acquisition.
Written automatically by the Made in 10 Newsroom from the source above.
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