“Loyalty isn’t built with discounts — it’s built with data, intelligence, and trust.” That was the energy at Dreamforce 2025, where Salesforce unveiled how Agentforce is transforming retail by putting AI agents at the heart of every customer interaction.
AI + Agents in the Shopper Journey
AI agents are no longer behind the scenes — they’re in the center of the customer journey. They guide shoppers, predict intent, and deliver personalized, real-time experiences that feel human.
From a business perspective, this brings measurable impact:
Higher conversion rates through precise, context-aware recommendations.
Reduced friction in the buying process, as customers get what they need faster.
Increased customer lifetime value (CLV) through more meaningful post-purchase engagement.
Scalable personalization, without requiring constant manual intervention from teams.
For shoppers, the experience becomes effortless, relevant, and emotionally rewarding. The more they interact, the more the system learns — and the smarter and more personal each touchpoint becomes. Over time, this builds trust and loyalty not because customers are “locked in”, but because they genuinely feel understood.
Going all the way from product discovery to post-purchase support, agents are the new bridge between automation and empathy.
Unifying Data, Agents & Human Effort
Today’s biggest obstacle lies in disconnected data silos and fragmented systems, which prevent AI agents and human teams from accessing a single, trusted customer view — making true collaboration and personalization harder to achieve.
The foundation of this transformation? Unified, trusted data. When marketing, service, and commerce data live together, AI agents can act intelligently — and employees can collaborate seamlessly.
It’s not humans vs. AI, it’s humans + AI, working from a single customer view.
Leading brands are already using Agentforce to:
• Personalize shopper journeys in real time
• Automate service & fulfillment
• Predict next-best actions
• Build loyalty through consistent, connected experiences
The results? Stronger retention, faster service, and more meaningful engagement.
Earning Loyalty Through Every Interaction
Dreamforce reframed loyalty:
You don’t “get” loyalty after a transaction — you earn it through every interaction.
With Agentforce, loyalty becomes a continuous experience, not a reward system. This means a strategic mind shift: Although many companies recognized that loyalty is an important part of the sales cycle, too often it's treated as a necessary program to be delivered.
Therefore, Loyalty managers should not deal with administrative tasks, but rather foster true connections with customers.
AI agents handle the repetitive work, freeing up employees for creativity and connection. That’s how personalization truly scales — without losing the human element.
This new era of Agentforce Marketing is setting a new benchmark for customer communication. By combining data, intent recognition, and conversational AI, it enables a deep, two-way dialogue between brands and shoppers — where messages are not just sent, but understood and responded to in real time.
It’s the end of “no-reply” marketing — replaced by authentic, continuous conversations that build trust, connection, and measurable business impact.
Conclusion : The Future = The Agentic Enterprise
Salesforce’s vision is clear: The agentic enterprise — where data, AI, and humans operate as one intelligent system. This isn’t about technology replacing people; it’s about amplifying what people do best.
Agentforce isn’t just a feature — it’s a shift in how retailers build loyalty. By combining intelligence, data, and empathy, brands can create experiences that customers never want to leave. Think of it as a business where AI and humans co-pilot every customer interaction At diva-e Conclusion, we help brands turn these big ideas into real outcomes.
Our expertise lies within optimizing customer journeys — making sure every interaction feels effortless, relevant, and trustworthy.
From Marketing Cloud automation to data-driven personalization and AI-powered loyalty programs, we empower retailers to build experiences that customers truly value.
We don’t just set up technology — we help businesses build trust at every step of the customer lifecycle.
With the shift toward Agentforce and intelligent automation, our role is to help clients implement these innovations — combining smart systems and human insight to create loyalty that lasts.
What do you think — are AI agents ready to become the new face of customer loyalty? Curious how your brand could use Agentforce and Marketing Cloud to elevate your customer experience? Let’s start a conversation!
