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ICYMI: the age of the Marketing MAKER is here 🪄 Connections 2026 Keynote Recap

8 Jun 2026 · 1 min

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In the Connections 2026 keynote, Salesforce executives unveil a new AI‑driven vision they call the "age of the marketing maker," where AI agents act as creative partners and sales assistants. They announce the acquisition of Contentful to let marketers manage assets without IT gatekeepers, and introduce two Agentforce agents: the Marketing Goals Agent for building, executing, and optimizing campaigns, and the Content Agent for generating on‑brand assets across every channel. An always‑on creative coworker and Slackbot, powered by Anthropic Claude Opus models and embedded in Salesforce with a Trust Layer that guarantees zero data retention, provide continuous, context‑aware assistance. The AI SDR "Piper" follows up leads in email inboxes and books meetings 24/7, while a festival‑concierge use case shows how AI can deliver real‑time event information to BottleRock attendees, handling everything from bathroom locations to set times. The presentation emphasizes seamless integration, data safety, and new pipeline‑generation opportunities for marketers.

Chapters

We're moving to a world where we now have an opportunity to make AI agents that become creative partners with us. And I call this age the age of marketing makers.
We signed a definitive agreement to acquire Contentful. Now marketers are going to be able to change these things, the assets, what we care about, without any IT or gatekeepers. The Agentforce Marketing Goals Agent, which is going to let you build execute, and my favorite, optimize campaigns once they're launched. And second, the Agentforce Content Agent, which is going to allow you to generate on-brand assets across every channel all at once.
Imagine that you have access to an always-on creative partner, an always-on coworker that deeply understands your business and never loses context and always knows where to look. Coworker, Slackbot, All of them are powered by Anthropic Claude Opus models. It is all embedded in the products you all use and trust, and it is powered by the Salesforce platform and Salesforce Trust Layer, which means we guarantee zero data retention. There is governance and it is all safe by default.
And I know what you're thinking, like, hey, this sounds great. This sounds like a vision. But in this age of the marketing maker, there has to be a new way to generate pipeline. We named her Piper because she generates pipeline, and she is an AI SDR agent who goes to work for you as the marketer, follow up with leads right in the email inbox and book meetings and generate pipeline 24/7.
Now, the third leg of marketing for us is our events. One of our partners had this idea. What if we could bring this together to run the BottleRock Festival? Every single BottleRock attendee basically got a festival concierge right in their pocket in just a few weeks. If you could just make a fan's experience at that one week— So just tell them where the bathrooms are. Yeah. And it's— yeah. Bathrooms, parking, food and beverage, set times. There is an amazing opportunity sitting right in front of us.
And if you have Salesforce core products, you have Coworker. If you have Slack, you have Slackbots. So go turn them on today and go be a marketing maker in action.