Salesforce to acquire Cresta in AI voice agent deal

Salesforce (NYSE: CRM) announced it has signed a definitive agreement to acquire Cresta, a company that develops voice-based AI agents and tools for customer service operations.

Cresta's platform includes voice agents designed to handle customer calls end to end, as well as tools that guide human representatives in real time and analyze customer interactions. The company counts Marriott, Comcast and Alaska Airlines among its customers.

According to a press release, the combined offering is intended to connect Cresta's conversation intelligence capabilities with Salesforce's Service Cloud, allowing businesses to link customer interactions to outcomes such as issue resolution and customer retention.

Kishan Chetan, EVP and GM of Agentforce and Service Cloud at Salesforce, said, "Cresta has built voice agents that handle complex, high-volume calls for some of the world's largest brands. As more service is resolved in the conversation itself, together we'll bring the customer, the conversation and the outcome into one place."

Ping Wu, CEO of Cresta, said the acquisition would allow the company to embed its "real-time conversation intelligence and agentic experiences directly into Salesforce's first-class customer service platform."

Salesforce said Cresta will continue to support existing contact center and telephony platforms used by its current customers after the transaction closes. The deal is expected to close in the first quarter of Salesforce's fiscal year 2028, subject to regulatory approvals and other customary closing conditions. Financial terms were not disclosed.

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