Salesforce has unveiled significant updates to its Agentforce Commerce, formerly known as Commerce Cloud, incorporating AI-driven communications, personalization, and purchasing tools across various shopping channels such as email, SMS, and WhatsApp. This move aims to transform traditional one-way marketing communications, which often include “Do not reply” prompts, into interactive dialogues that can enhance customer engagement and drive sales.
Typically, marketing communications direct customers to click on links to access offers or discount codes. The new features introduced by Salesforce will permit customers to respond directly to these messages. AI agents will be capable of managing these conversations, crafting personalized offers, upselling products, finalizing payments, and facilitating orders. The introduction of Two-Way Email, Two-Way SMS, and Two-Way WhatsApp functionalities could redefine mass marketing efforts, allowing for more meaningful two-way interactions.
According to Liz Miller, an analyst at Constellation Research, while a small percentage of customers typically respond to coupon emails, even minor engagement can generate a substantial volume of inquiries. “If I’m a marketer, you know what the least important thing in my day is? Sorting through 6,000 emails,” Miller noted, highlighting the potential for Salesforce’s two-way automation to alleviate the burden on marketing teams while simultaneously increasing sales opportunities.
The AI-powered tools aim to improve customer engagement during the purchasing process. For instance, Agentforce Commerce Guided Shopping will utilize conversational analytics to assist agents in determining customer actions and providing promotions seamlessly. Contextual Search is designed to offer targeted results based on prior customer interactions, while Marketing and Commerce Connected Journeys will utilize customer data to trigger responses based on events such as email signups or cart abandonment.
Miller emphasized that these updates, while appearing incremental at first glance, will compel retailers to rethink existing processes and foster closer collaboration between marketing and commerce teams. “They are going to force a new strategy for marketers themselves,” she said. The rapid evolution of AI technology necessitates a thoughtful approach to its integration into established workflows.
“Marketers are still being bombarded with the promise of AI and Agentforce,” Miller added, suggesting a need for a strategic pause to reassess how two-way conversations and guided searches can enhance customer experience. “What do I do to make sure that experience slaps every time?”
Some features of Agentforce Commerce are already available as part of the Salesforce Winter ’26 release, with additional tools expected to launch in February. The Contextual Search functionality is currently in open beta, providing users with an opportunity to explore its capabilities.
Looking ahead, Nitin Mangtani, senior vice president and general manager of Agentforce Commerce, noted that consumer behavior is evolving. During the 2025 holiday season, shoppers spent 35% more time on brand sites before making purchases compared to the previous year. This shift indicates a growing need for comprehensive product information and reassurance, making conversational commerce an essential strategy for retailers aiming to enhance conversions.
“Traffic to AI-search channels like ChatGPT doubled,” Mangtani said, underscoring the increasing demand for tailored shopping experiences. This trend suggests that robust AI tools, such as guided search and personalization features, could play a pivotal role during critical moments in the purchasing journey.
Salesforce has showcased its generative AI tools for retail at the National Retail Federation’s NRF ’26: Retail’s Big Show, signaling a commitment to advancing the integration of AI in commercial practices.
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