Discover the Unified Commercial Hub | Consumer Goods Keynote, Dreamforce 2026

Good morning, Dreamforce. Welcome to the Consumer Goods Keynote. Now, I gotta tell y'all, I'm feeling pretty lucky today, not because I made a winning bet on Kelce or anything, but because of you. You all are the biggest names and most innovative minds in the consumer goods industry. Rarely do we find each other all together in one room. So before I say anything, I'd be remiss if I didn't take a moment to thank you. Thank you so much for taking your time out of a very busy schedule to be here with us today, because by doing so, you are actively shaping the future of the consumer goods industry, something we desperately need and could not do without you. Now, you may be thinking today's consumers don't want to engage with your brands and Not true. Your consumers aren't disengaged, they're simply more deliberate. They're asking themselves and each other, is this purchase worth it? 75% prefer value over brand when they shop, while 58% prefer more tailored products and experiences. Yet 71% are more protective of their data. These are not signs of apathy. They're signals of greater intention. Your consumers wanna spend their money more carefully on products they love, but earning their trust, attention, and loyalty now requires you to understand them more deeply and deliver more value more consistently. Of course, it's not that easy. Demand is fragmented. Your consumers spend their time across more channels, communities, and experiences than ever, creating this hyper-complex nonlinear path to purchase where demand signals can easily slip through the cracks. This also increases the cost of winning their attention. You all are spending more ad dollars across new platforms like Whatnot and Instacart just to remain visible in this journey. Not to mention compete against even more competitors, not the least of whom are now your retailers. Private label is not just a low-cost option anymore. It's a direct competitor in many of your categories with accelerating growth. Now, instead of addressing these challenges though, you're often caught battling one another in a zero-sum fight for share. We don't have to accept this fight. We can instead shift our focus on how to escape this fight. Too often you're spending money on the same consumers, on the same shelves, using the same promotions. Your path to growth isn't going to be paved through these incremental gains on existing demand. You need to create new occasions, uncover unmet needs, and reach new consumers. Unfortunately, your antiquated systems can't keep up when your teams and your data are so disconnected they can't recognize new opportunities and act before the moment has passed. Maybe this resonates with you, and it might because 84% of AI initiatives have yet to even scale enterprise-wide. Stop stalling on growth and start running your commercial operations End-to-end on one platform. Consumer Goods Cloud is the unified commercial hub where this work happens. It's also where 8 of the top 10 CPG companies with us here today plan and execute their business every day. No matter the interface you choose to use, Consumer Goods Cloud is orchestrating highly complex industry-specific workflows from planning to execution to optimization. And we're making it better every day with new innovations like our Visit Assistant and Sales Volume Planning, which you'll see in just a sec. It's an integral part of a new kind of enterprise, an agentic enterprise, one where your data from your retailers to your consumers is all unified in the Data 360, then activated using consumer goods-specific apps like Trade Promotion Management and Retail Execution. All while agents that deeply understand your data and your workflows and the jobs that you do every day are automating every step of the way, like our visit assistant and trade promotion management agent. Now, as we learned in the keynote, all of this can be operated out of any AI app you choose, like Claude, which makes every job in consumer goods dynamic, conversational, and intelligent. Together, this allows us all to shift away from that short-term price-driven gain strategy toward sustainable volume-led growth. Some of you are already pioneering this move, actually. In fact, we have customers from L'Oréal, Nestlé, and Mars on stage with us today to talk about their experience building agentic enterprises. So why don't we get started then with our first story? by welcoming Bobby Chaplin to the stage.

Awesome. Thank you very much, McKee. As you just heard McKee say, Consumer Goods Cloud is allowing organizations to discover new demand by becoming agentic enterprises.

Okay.

How does this magic happen? Well, it happens by unifying data into a trusted, secure hub. This data is now going to give us insights into 4 strategic pillars: demand sensing, where we're able to anticipate what the market needs before it happens; trade spend, where we're ensuring that we're going to optimize every dollar spent for growth that is profitable; customer engagement, where we're going to build deep personalized relationships with our retail partners, and in-store execution. And that's when we're going to make sure that everything that's planned in the boardroom is coming to life at the store and shelf level. Now, when this happens, we move from reacting to the market to orchestrating the market. Now, all of our teams are going to come together within a unified commercial hub for us. We're going to have brand marketing, key account managers, field sales, e-commerce, and customer service all acting on the same trusted data. Now, this is going to get even more exciting when we introduce agents, because agents are going to make those connections and take them into actions where it's going to bring up surface-level intelligence. It's going to recommend the next best action. Even more exciting, it's actually going to perform the next best action. This is ensuring that we're moving with trust and with speed with our customer. So look, it's really interesting to hear McKee and I talk about it, but we're really excited to talk about Mars today. And Mars has been on this journey with us for quite a while. As a matter of fact, they were actually on stage with us 12 months ago talking about their global Trade Promotion Management Transformation. We're excited to have them back here today to talk about how that vision has moved into reality for commercial execution. So I'm incredibly honored to have the Chief Commercial Officer of Mars join us, and I'm asking you to give him a warm round of applause. Neil Reynolds, please come up. Neil, great to see you.

Thank you for having me.

Look, thanks so much for joining us. So Neil has joined us all the way from Ireland after he moved from his apartment in London and has flown all the way across the country and will be taking a red-eye back home tonight.

That's how much I wanted to be here, Bobby, right?

So look, really excited to have you on stage. You know, as I said, 12 months ago we had Abhijit up on stage talking about the Global TPM Initiative. Now look, Abhijit also had these bright green Crocs on, right? He set a high fashion standard that were Mars branded. We've got a lot to live up to, but what's even more exciting is he gave you that commercial foundation, and a lot has changed in the past 12 months. You've gone through the Kellanova acquisition, your commercial strategy has had to be accelerated. I would love to get an understanding of how this unified hub, how Trade Promotion Management, has helped you accelerate your on-demand solution and bring together sales and marketing for the connected customer?

Yeah, cool. And actually, let's start with a big thank you to Abhijeet, right? So he genuinely is my tech partner in crime. And I sort of remember the conversation we had about this time last year where, if I'm honest, Abhijeet, you stood on this stage, right? And you talked about a vision, right? You talked about a dream we've got, and you talked about plans that we were creating. And we sort of said, You know, when it's real, right, I'll get up and talk about it. And I think that's why I'm here today, because we've made so much progress in, in the last year. So what is One Demand for us at Mars? One Demand is about ultimately a connected, holistic growth vision, right? It's a way of bringing insights, our brand marketeers, our salespeople, and our customers all into a well-orchestrated, well-running machine to make sure that we're bringing planning and execution way closer together. So it works across all of the teams. Ultimately, it's what gets us out of bed in the morning. And we had many debates, right? When we start to talk about integrating Kellanova into Mars, do we change this vision? But the quick answer is no, because that's what our consumers demand. So actually, it's a promise to them. It's not just a vision. And if I think about what we've done in the last year, right, we have really started to move forward with how we make our teams execute and operate in very different ways. And our component of that is what we call our Tech-Fueled Sales Master Plan. Last year, it was a dream. There were a few little runs on the board, but there weren't many runs on the board. There's now way more, right? So if I fast forward to now, we have a holistic transformation program stood up. We have roadmaps built with all of our critical regions. We've identified the key use cases. We've had persona at the center the whole way through. So we talk a lot about Sally, our field sales rep, or Kyle, our CAM. or Daniel, our DECOM CAM, and actually I feel like I know them, right? And they're part of my family. We talk about them that much. And actually we've started to drive real traction with real solutions in real markets. So I'm super proud of where we've got to. It would have been very easy this time last year to have said head down, focus on integration, but we've generally walked both paths of integrate and transform together.

Look, that's amazing. And that's an amazing story between the partnership you have with your technical partners and Abhijeet, and the commercial partners and how that comes to life. You don't see that all the time. And I'd love to now take that down and let's think about it a click down at the field level with field sales, key account managers. How are you utilizing things like TPM, key assist agents to really go drive that commercial execution at scale?

So the first thing I'd say is it is still early days, right? We've got some runs on the board, we've got way more runs to make. But if I think about the 2 personas. We talked about Sally, field sales rep, Kyle the CAM, my 2 favorite children. I love all the others too. But for those 2 personas particularly, our vision's pretty clear. We want to take them from being sort of tactical administrators to being strategic growth architects. And what that means is that they're spending their time in the value-added tasks, right? We hear a lot from Sally and Kyle that if only I had more time to... right? I could plan further out with my customer. I could collaborate with marketing about a joint campaign, right? I could work on a supply chain solution for upcoming availability challenge I see in 6 months' time. At the moment, their time is consumed and all absorbed through doing those day-to-day activities. So if we think about, for example, how TPM helps at the moment, Kyle the CAM is at the center of the office running around talking to supply chain, talking to marketing, talking to category, talking to finance, trying to make sense of data in 5 or 6 different systems which are not connected. As we move forward, what TPM does is enable sort of, you know, the next best action to hit Kyle in the face every morning. He knows exactly what he needs to go do.

Yeah.

And he can then spend his time on the more strategic things. The same for Sally, right? So when Sally turns up at store, she uses the Salesforce automation software to ultimately have reduced admin pre- and post-call, and also get to clarity around next best action. So when I walk into that outlet, what do I do, right? Do I fix an availability gap? Do I fix a planogram compliance issue, or do I sell in an incremental display? And she has clear direction rather than having to work that out for herself. The most powerful thing is, right, we hear from these associates that it's making their life better. And we don't have employees at Mars, we have associates. And, you know, amongst all of the chaos of making this happen, the thing that makes me smile the most is seeing how our associates are enjoying their roles way better every single day.

That's awesome, man. And look, that sets us up really for the next part of the conversation is the associates, right? Technology is amazing, but it really comes down to the people. And you and I have had some fascinating conversations on how are you ensuring the people are empowered to go utilize this technology that's gonna give them the best opportunity to really advance themselves. And even beyond that, how is Mars thinking about their organization as this new AI revolution is coming into place and how you can move as fast as the technology is moving?

So it, it's very much a, a dual force forward is the way we think about it, right? So we talk about this being a people, creativity, and tech transformation, and it's people, creativity, and then tech, deliberately in that order. And the reason is that, that we're striving to build a human-led, digitally powered enterprise. So what that means is we've just got to unlock the confidence and the capability of our tens of thousands of associates globally to want to leap in to seeing the power of AI every single day. And for many of them, they do it in their personal lives, but they're held back doing it from work. So, you know, one of the most pleasing stats I heard the other day was that, you know, since we launched our enterprise AI platform, our growth team have built more than 4,000 agents, right? Just to tinker and to have a play and to leap in and do grassroots innovation. So that's critical. We encourage that. We really push for senior leadership sponsorship and curiosity. And Abhijeet and I spend a lot of time talking to our ex-com, right? Saying, hey, right, how do you sponsor and engage this? And only last week I ran a fireside chat with a real frontline associate associates with all of our top leaders to talk about the mindsets and behaviors. And then the final thing is, like, we think about scalability from moment one, right? We are trying to build a solution with a lead market which can then scale to all of our markets around the world. So trying to put all those things together to drive enterprise change, but very much hand in hand, people change and tech change.

That's amazing. All right, look, here's what we're gonna do. Last question. I'm gonna, I'm gonna use a prop.

Right.

So I'm going to put on these amazing Meta AI glasses if I can actually get them out of the case. We're going to throw all this stuff on the floor. There we go.

All right.

Why am I putting on Meta AI glasses? It's to keep Abhijeet on his toes. You know, we're always thinking about innovation. And one of the conversations we've had is how can we help your reps show up better, right? How can we get field execution better and innovative? How can we make information show up? on Meta AI glasses and be able to give real-time information for in-store execution. So I'd love to get your perspective on what are you most excited about as we're thinking about innovation in the future? And next year when we're standing here on stage, what are we going to be celebrating?

Great question. Before I say that, Bobby, I have to say that you look way more intelligent in those glasses.

I feel stunning.

I do.

I should have started with that.

And actually, I'm actually more way likely to buy what you're selling.

Yeah.

So there you go. So maybe there's a tip there.

All right, next time.

So seriously, so vision for the next year, I mean, it holistically has to be a connected ecosystem of sales agents which are connected into our broader growth ecosystem, right? We need to talk about partnerships and how our agency partners play to drive on-demand growth. We need to think about our tech partners. We need to think about partnerships with our customers in a very different way. So a connected ecosystem of growth enablement agents and an agentic enterprise. rather than disparate, you know, one-off hits. That's one. I also think there's a joint commitment here, right, to build solutions with scalability from the outset. And that's probably one of the key reasons why we stepped into the partnership with you, which is we're a complex organization, right? We cannot build the same solution 27 different times in 27 different places and pay 27 times. So having that mindset from the start and embracing the change together, I think would make me proud. And maybe we can come back, right, and talk about the journey again next year.

Well, I certainly hope so. Thank you for joining us again. Thank you for the partnership. Congratulations on all the success. I want to mirror the same thing you said. Thank you to Abhijit. You are an incredibly innovative partner. We have loved the journey. We've loved the partnership. We're looking forward to being back on stage next year. But now let's show, like, how all of this actually comes to life in our product. And I'd like to welcome on stage Director of our Product, Shorna Mishra, to take us through this great innovation.

Thank you, Bobby. Whoa, whoa, whoa. So what a compelling vision from Mars. Thank you, Neil. Thank you, Mars.

Whoa.

I have to say, I feel humbled and excited to bring more innovations listening to customer stories like this. So let us talk about how Consumer Goods Cloud brings this vision to life with a unified commercial hub, starting from key account planning to flawless execution, enabling more growth opportunities. Before I start, please welcome our demo drivers, Adria, Raj, Whit, and Jason. Okay, let's start. We are going to start with the demo with the sales director.

The sales director—

cool. The sales director is looking at his fiscal regional plan. Now, this plan is a consolidated plan of all account and category information below. He's focused on the last quarter because it's about there. He gets a call from the retailer, and the retailer confirms the new store launches has been pushed up to this quarter. More stores, more sales. Something every sales leader loves to do: increase targets. He jumps right in. He increases the targets. for this quarter, and he goes ahead and releases these changes. As this is a connected system, these changes immediately are reflected for the key account managers. Trouble for the key account managers. Key account manager is notified of these changes. While the key account manager goes into the cockpit, he sees something else happened. Oh, a Slack notification. This is a skill he had built a couple of days back, just to monitor the competitive activities and flag any changes. He sees the competitor has launched in the same category. He really needs to work on his joint business plan. He takes a dive in. He tries to understand what's the impact. With our Trade Promotion Effectiveness dashboard, he's able to view this data. This is where our connected commercial hub brings its keep. So you have all the data from promotion analysis for execution compliance information, your joint business planning, or your syndicated NPoS data, all in one place along with intelligent alerts. He digs deeper into the volume dip that was caused. The volume dip was due to competitor promotion, seasonality, and some distribution issues as well. Now with these insights, the key account manager needs to take action. He reaches out to the Agent Force coworker. He needs to do something about the volume dip. He asks, what about my best promotion for Northern Trade Outfitter? The Agent Force coworker, it's more like a master agent. It makes multiple agents work together and then connects the dots. Agent Force comes back with the response. It provides the best-performing promotion. The key account manager copies this promotion to the last quarter, and he sees the promotion is ready, but there's some work to be done. Here, he reaches out to Trade Promotion Optimization Engine. He knows that the constraints are set. The tactics have proven their worth, so they cannot be changed, but the revenue and the ROI has to be improved. This is where the optimization engine comes back with an optimized proposal on the promotion. The key account manager can go ahead and compare the original promotion and the new optimized version of the same. He makes his decision and freezes the plan. The promotion is all set to be executed. All this in one context. It doesn't stop here. The same optimized promotion is also available for our field sales representative, grounding them in the same context as the key account manager. Our sales rep, they're always running around pillar to post doing this visit, doing audits, and so on. So while she's driving to the store, she opens up our persona-based retail execution mobile application. She stops, and now she needs to be quick and efficient. She reaches out to the agent.

Hi, I am your field sales assistant.

How can I help? What are my priorities at the stop?

You have 2 priorities for this visit. First, perform a shelf audit to ensure planogram compliance. Second, sell them the new Halloween shipper promotion.

Thank you. So this is how she immediately jumps into the execution already prioritized and guided by the agent. All of this she does using voice, walking around the store freely and doing her compliance check, her audits, and starts to fill out the survey. Empower Cola 12-ounce, not distributed. Empower Cola Diet, out of stock. All other products, 2 facings. She's done with the survey. She can submit the survey via voice. She can also key in the order, modify the item quantities using voice. Now that she's done, she needs to finish the visit and summarize the visit. Here is where our offline large language model-based agent comes to rescue. The agent summarizes the visit from the latest activity, which was executed there and then at the store, all working offline. She likes the summary. She takes the notes, and she submits and closes down the visit. This is when all of this data is flowing back into our unified commercial hub, the order data, the promotion progress, and the compliance information. All of this just closing the loop of our connected commercial hub. Now, all of this innovation, there are a lot of things that you saw right now on the screen. This is all working headless and API-first. So let's see the different innovations that we have behind this. Okay. Thank you. So the agent-first coworker, we should think about it as a personal assistant to each and every employee of a consumer goods organization. It works in the same context as you. It knows your business from day one. It's taking actions on your behalf. It's helping you make those decisions, and it is working like your rest of the employees would do. It enables each and every employee to make smarter and better decisions. This along with sales volume planning. So we have these short-term disconnected plans which we already had as a part of the solution. But we are now moving to a more consolidated, connected, and reconciled plan, coming towards a commercial sales volume planning, trying to ensure that the organizations can plan for volume-led growth, not leaving it alone, pairing it with trade promotion optimization. So while one part of the optimization is predicting the baseline. Based on historical data, the algorithms are able to provide you the baseline information. But at the same time, the optimization engine can work on your constraints and provide you the best possible levers for the promotions and enable you to make the right decisions. Now we come to the next innovation. Our field sales representatives are one of those clans which have a very high churn. And they have so much work to be done, they're always running around. These folks really need to be guided and provided with prioritized set of tasks to be worked upon. This is where our persona-based, guided, adaptive UI provides them with a sleek and a tailored user interface. When it comes to agents, we don't leave them alone. We have our visit assistant agent helping them Let them prioritize the tasks working both offline as well as online. Now, what you just saw, something that started with the leadership changing a plan, with AI helping key account managers make decisions, AI also assisting field reps to make and prioritize the task on execution. All of this was API-based and headless. And therefore, this was independent of the interaction surface. So we had Salesforce application, we had Slack, we had Agentforce Coworker, Gemini, or what have you. It's independent of the interaction surface because the entire business logic resides on the platform and nowhere on the UI. So now, this was our plan. for you. Let us see how do we bring this customer experience, enhance your customer experience. So to do that, I would welcome Senior Vice President Catherine Sullivan from Customer Success.

Thank you, Swarna. Wow, what an incredible beginning of our session. I'm excited today to talk to you about the power of the agentic journey. But I do want to reemphasize what we saw earlier. We saw industry-specific agents. That is a powerful story. Now, what's interesting when you think about the expectations of your consumers, they're constantly changing. For example, I know I personally expect faster service. Technology advances, I expect an improved experience over and over again. In fact, the data shows it, that you feel the same way, and so do your consumers. 81% are expecting a faster service. Well, what does that mean? That means you need a team that's always on and always ready. That is made up of multiple agents, from a key account management agent, To a visit assist agent, to a service agent. Now, I am very much aligned to that service agent, and today we're gonna be talking about an experience. Now, L'Oréal, one of the leading global brands today, is on its agentic journey. In fact, 25 out of 40 of their brands today already have implemented agent force. When you think about the efficiencies they're already seeing, you can see here they are seeing a 64% increase in how they handle their cases. Phenomenal results. Now, what I want to do is bring this to life for you, and that means I'd like to welcome to the stage the incredible Luc Antoine from L'Oréal. He is the Global Director of Innovation and Consumer Experience.

Thank you, Kathryn.

Thank you, Luke. Now, I was excited to spend time with you, and selfishly, I got the opportunity to meet with him earlier. I think it was last week we connected and he started telling me his story. So we're gonna go through this conversation, and I look forward to everyone in this audience having the aha moments that I had as he shared what he's learned. But first, let's start with why did you choose to do employee-facing agents first? And how is that setting you up for consumer-facing agents?

Very good question. And I guess when we started this journey, we had a fairly simple North Star, which is probably shared with most of you here, was to give our people time back for what matters most. And before Agentforce was on the market, we had made the deliberate decision to begin internally. And so we essentially used our most trusted agents as our toughest and most competent testers to provide the feedback and improve our prompts as well as our knowledge layer in a safe and controlled environment. What we also did is essentially it gave us raw data, the raw data that we could essentially prove that the AI would essentially be performing to the same standards as our human representatives, and certainly on some use cases, maybe not ready yet. So when we started with employee-facing augmentations, we had intent detection, case summarization, drafting replies on behalf of our representatives. And then when the agentic layer came in later, we implemented that. So essentially, we used our internal deployment to de-risk the technology, and essentially that allowed us to paint a crystal clear picture of what would bring value for us without compromising on brand equity or consumer trust. And that gave us the confidence essentially to bring it to the next step, which was to put this in front of our consumers.

That makes complete sense. Let's bring this to life. Raj, would you help us watch through the experience? And Luke, tell us, how does an agent experience look like when I'm calling or I'm reaching out to get an update on an order?

All right. Absolutely. Thank you, Luke. We're going to take a look. Kiehl's has been a leader in skincare since 1851, and the best thing about the brand has always been the person behind the counter. We're going to take a look at how Max, a Kiehl's customer, can have that same in-store concierge experience on her phone. Just like chatting with a friend, she reaches out, I need help. Enter Kiehl's AI Skin Pro. Simply asking a question, greeting Max because it already knows who she is. Max says, I need help with my order, not giving it a whole lot of other information. But right away, Kiehl's AI Skin Pro goes to work. It's going to ask a few clarifying questions. It's going to look for her order ID, the email address to help tie it all together. Max simply grabs this information, enters it in, and just like chatting with a friend— shorthand, misspellings, punctuation errors, inside jokes— Agentforce can take and transform all this information to find that order for her. But before, a quick validation check to ensure her account safety. Max is going to get the one-time passcode. She's going to take, enter that in directly into the chat profile and help tie all this information together. So it knows her even better. And the answer, the first time she asks without having to search and find all this information, is right there. Max is absolutely delighted. She's gonna rush to her mailbox first thing off the plane on Friday, out from a long week out at Dreamforce, to find her Kiehl's products to be refreshed and get ready for the weekend. And with most companies, that's where it stops. But not with Kiehl's. It knows Max, the product she's considering, her order intent, and the conversation. And it can surface an intelligent recommendation. Max is intrigued, but you're not starting over based on where's my order to what this product is. It's building that conversation and taking the entire intent into consideration. So she asks a further probing question about her sensitive skin. As important as what the Kiehl's AI Skin Pro does is what it doesn't do. It doesn't rush to upsell a customer sensitive skin. It's an honest answer. Maybe start with a skin patch test or connect with one of our Live skin pros. Max wants to know more, and she says, yes, please go ahead and connect me. She started with a where's my order and now having that bespoke in-store experience on her phone. Enter Sophie, a real Kiehl's skin pro, arrives knowing Max, her sensitive skin, the product she's considering, ready to service her and have a great virtual experience. From where's my order to that bespoke concierge experience, all powered by Agentforce.

Thank you, Raj.

Thank you, Raj.

Okay, Luke, how does an agent go from answering logistical questions to being a beauty concierge?

Yeah, that's a good question. I guess one we're asking ourselves every day for every one of our brands. Before I get to your question, and thank you, Raj, for the demonstration, I'll say connecting to an order management system is one thing, and admittedly, Tracking an order is not the most sexiest or exciting AI use case on paper. But for us, where is my order is consistently one of the most contact— the highest contact driver. And solving this autonomously, accurately, safely, and around the clock really removes a lot of friction from our consumers and also relieves a lot of our operational load, allowing our beauty advisors to do what they do best, what they love doing, and what matters most, which is creating trust. and providing beauty advice. So answering your question essentially is kind of twofold. One is we now have more bandwidth with our own human experts to put them in front of consumers when their questions are or requests are within the funnel rather than outside of it. And secondly, we're now able to provide alternatives and options as we deploy the agentic and AI for people to self-serve. So essentially today, what we're using is the knowledge layer that I referred to earlier. as a source of truth, along with beauty tech services and tools that we've deployed on our transactional websites. And it's working well, but truly where the opportunity lies is what we're trying to do next, is essentially taking those tools and services and bringing them inside the conversation. And you could now imagine having your virtual try-on, your skin and hair diagnostics, as well as the commerce agents that we're going to be putting on the websites, coming inside the experience in Agentforce within the same UI and being orchestrated from an A2A perspective seamlessly for the consumers. And all of this pigging back into our 360-degree consumer profile. So what this means for us is essentially sales and service are no longer separate. We could really truly seek to build an experience that is cross-cloud, essentially transversal to support consumers on their channels of choice. And every interaction then becomes an opportunity to enrich our consumer profile, to better personalize, and to create a continuous conversation with more context and memory, especially of their preferences over time. And the best part is all of this is done with the promise that if they want to, the same context is available to the human representative behind.

Inspiring. I love it. It's great. So what's next?

What is next? Yes. Well, ever since launching Agentforce, the momentum has been great. I think we've touched on it, but we've deployed the employee-facing solutions in front of 25 of our brands and 3 continents. And we're seeing 64% efficiencies, which is fantastic indeed. And we've just started deploying our first few consumer-facing use cases that are actively serving consumers in North America. When we look at Kiehl's and Yves Saint Laurent, I guess the data is very promising. We're seeing better engagement rates, and on the automated journey side of things, we're sustaining 30 to 40% containment rates while preserving our consumer satisfaction scores, which was primordial for us. So when we think of what's next, essentially, I'm also wanting to say what's the most interesting byproduct is the qualitative data.

Mm-hmm.

Because when consumers reach out to you in plain language rather than picking from set menus and static menus, they reveal their true intent in their own words. And that gives us unprecedented feedback to really understand what they care for, and we can analyze it directly within the console. So this gives us the blueprint, essentially, along with the data we've gathered to build the next sets of agents. And to answer your question, to build the confidence on what's next, well, it would definitely be to keep adding more brands, more topics, and to scale to new geographies worldwide.

Amazing. Amazing. So I hope you had a few of those aha moments like I did when I got the opportunity to learn about his journey. Now, I want to transition us. We've been talking about providing that amazing customer service, and what we have next is really thinking about how do you anticipate what your consumer is looking for in a personalized manner. So with that, I'm going to ask to come to the stage here our amazing Senior Director of Industry Go-to-Market, Devin Kunesh.

Thank you, Catherine, and hello, Dreamforce. Now, we've heard about how Mars is changing their commercial activity and how L'Oréal's transforming service, but the brands that are going to win in the next decade are gonna drive agents across every aspect of the customer journey and the consumer journey. That's important because agents are going to drive an increase in the amount of data that consumers share with you. And they expect that you're gonna do something with that data. They get frustrated when you don't. And right now, 3 quarters of them say they don't feel like those interactions are connected. And that's important because you don't build a service agent just to resolve cases faster. You build a service agent so that consumers will share data with you and you can do something with that data to listen, to understand. to know that I have a 4-year-old who really likes samples from Costco, and you can serve me up some of that information. And I'm gonna bring to the stage in just a second one of our incredible trailblazers from the world's largest food and beverage company, Nestlé. Nestlé has gone live with agents in just 2 weeks, and they're driving engagement with their consumers. Before I bring Ryan to the stage, I'd like to roll a brief film to share how Nestlé is becoming an agentic enterprise.

At Nestlé, we're in the process of a marketing transformation.

We're redefining, reimagining what customer experience looks like in the agentic era.

Nestlé is the world's largest food and beverage company. We are part of the daily life of the people and their pets. At the heart of our company, there is innovation with 2,000 brands like Nescafé, Nespresso, Nespresso, KitKat, Purina. We have always been leading in product innovation, but now we need to lead as well in technology.

Consumers' expectations are fundamentally shifting.

Our consumers are more digitally connected, so we have to be where they are.

They now expect personalized, relevant content and experiences more so than ever before. How do we give the consumer the best quality of experience? This is where the partnership with Salesforce is At the core of our strategy is being where our consumers are.

It starts all with the understanding of consumers, so it's a question of data insights, understanding them, their reality.

Nestlé already has a strong digital backbone, a technology core that drives us from what we produce to how we engage with customers. AI has been clearly the next opportunity. This is where Salesforce plays a really fundamental role for us. We can leverage the data that We capture across every single touchpoint in relation to that customer. That's super powerful.

Using Agentforce Marketing, the journey from discovery to purchase is a lot more personalized and a lot more engaging. So we're really building that 360 understanding of consumer.

With Agentforce, we're changing the way that we engage with consumers and customers.

We are increasingly seeing that conversation is becoming the future of consumer experience. It's the new interface that consumers are engaging with. A consumer now may discover one of our brands or one of our products, and then that's really where the power of Salesforce comes in because we can then personalize the experience. But also post-purchase, they can engage with Agentforce to find out the information they're looking for.

And then the consumer is getting the direct interaction with It's the catalyst to how we rethink the model so we can drive a completely different way of how we innovate and how we engage with customers and consumers. We're already beginning to see big gains with Agent Force. Agent Force Voice can be an incredible opportunity to drive relationship management in our B2B businesses.

We can deliver a personalized, two-way conversational experience through Agent Force.

Hi, can you tell me when my order will arrive?

Could you please provide your reference number?

32122016.

Pulling data. Your order will arrive this afternoon.

All right, thank you.

The potential of that is tremendous. What matters to us is speed at scale. How do I do something and scale it across 180 countries?

We're able to deploy Agentforce across a new market in as little as 2 weeks, which is really unparalleled.

Salesforce is a catalyst for how we rethink the enterprise of the future.

All right, Ryan, welcome to the stage. Please join me in welcoming the global head of CX and digital growth from Nestlé, Ryan Birch.

Thank you. Thank you so much.

All right, Ryan, in the film, you shared about how you've built this incredible digital backbone. Can you talk to me about how Nestlé is well positioned for driving AI because of that digital backbone?

Yeah, absolutely. Firstly, thanks so much for having me. Yeah, I think at Nestlé, we've been investing for quite some time now in building a really strong digital backbone, digital core. And it's that that really enables us to deploy, you know, agentic capabilities at speed, at scale. And I think it's core to the conversation around AI, right, is Even, I think we would all agree that AI has the potential to drive incredible business outcomes. But ultimately, if that AI, even the world's leading models, if that sits on fragmented systems, fragmented data, it's hugely restricting in the value it can drive and what it can do for your for your business. And in an area like consumer services, it's really important that we as Nestlé provide accurate. Consistent and trusted information based on reliable, reliable data. And that's super important when we're operating across 2,000 brands, 185 countries, that we maintain that level of trust with our consumers. And that's why we've spent a lot of time building a strong digital core and backbone that powers today over 90% of our core operations run on that across the globe. And that is really powerful in that it enables us to build off a platform that is built and ready for AI at an enterprise scale. So yeah, really, that's what we're referring to there.

That's incredible. And I think that digital backbone is so great. When you talk about AI for consumer service, take us a little deeper into that. How are you using AI to transform the consumer service function at Nestlé?

Yeah, I think what really differentiates the consumer service function we've built at Nestlé is the size and the scale and simplicity of it. So we have one centralized platform that connects the entire company. So every consumer interaction across all contact channels sits in one centralized platform that our agents, our people have access to in real time. And by introducing now agentic and AI capabilities to automate a lot of the low, low-value tasks, the less complex tasks, it allows them to really focus on where they can add the most value and where human connection really matters. And for us, Agent Force is at the center of that. We started deploying Agent Force about a year ago now. Some of the early results have been really promising. We see consumer satisfaction CSAT scores of 4.8 stars out of 5, which is really excellent. So yeah, Agent Force has a key role to play in our strategy and how we evolve towards a more conversational, personalized experience. going forward. So yeah.

That's incredible. And I think what I'd love to do is maybe take just an eye towards the future. What do you see coming in the future that you're excited about in consumer engagement at Nestlé?

Yeah, so we've taken some time to reflect and reimagine what great CX means in the agentic era, because I think what is possible today and also what consumers expect today from brands has fundamentally shifted from where we were even 12, 18 months ago. So I think one area that we're really looking at, as referenced in the film, is this notion of conversational experiences. So this is the new interface that is getting traction, that consumers are engaging with. So when we're building digital products, designing experiences, we're doing it with that in mind, whether that's a website, an app, a CRM campaign. It's all about moving towards this conversational interface. Another area I think we're really interested in exploring is what I would call agentic UI. So dynamic content that updates in real time based on user interaction, based on prompt data. I think this has been around for some time, but we're only really now starting to see the technology come to a point where it's enabling true personalization at scale. And when you think about that for Nestlé, we have 1,000 websites, We have a billion consumers visiting those websites every year. Combine that with our 500 million first-party data records, there's a lot of value potential creation in there in terms of increasing better experiences, increasing conversion rates and revenue growth. And then I guess the final point I would make is we're really interested in this emerging space of AI-driven discovery and agentic commerce. It's a big priority for us building the foundations to win in that space. So making sure our, our e-commerce businesses— we have some of the biggest in the world— are UCP-enabled, are optimized for large language model readability, and fully integrated into our partner ecosystems at Salesforce, Google, OpenAI, Amazon, and others. We see that as a huge growth opportunity that will be transformative over the years to come. So a few areas for you there.

Those are incredible. Ryan, thank you so much. We'll see you soon.

Thank you so much.

Thank you.