Salesforce plans to invest $15 billion in San Francisco over the next five years to help businesses adopt AI. The move underscores the company’s push to stay competitive as AI becomes central to enterprise software.
Founded and headquartered in San Francisco since 1999, Salesforce has been adding AI features across its products, including the workplace messaging tool Slack. The company is competing with ServiceNow, Oracle, and Microsoft to attract organisations eager to integrate AI into their operations.
Part of the new investment will fund an AI incubator on Salesforce’s San Francisco campus and help companies deploy AI agents — digital assistants that can handle tasks for users.
“This $15 billion investment reflects our deep commitment to our hometown — advancing AI innovation, creating jobs and helping companies and our communities thrive,” said CEO Marc Benioff.
The announcement comes just before Dreamforce, Salesforce’s annual conference, which runs from October 14 to 16 in San Francisco. The company expects around 50,000 people to attend and estimates the event will bring in about $130 million in local revenue.
Salesforce, which employs more than 76,000 people worldwide, also announced last week that it will spend $1 billion in Mexico over the next five years. The company has operated there since 2006.
Morningstar analyst Dan Romanoff said the new spending aligns with the company’s long-term goals. “If the company wants to remain a leader in an important emerging technology area, it must have a pipeline of talent to innovate and drive the field forward. We already see shortages of AI talent, so this makes sense,” he said.
Salesforce shares rose 2.8% on Monday but remain down about 28% since the start of the year.
On the same day, Salesforce also launched Agentforce 360, a new AI platform for businesses.
While many companies are still experimenting with AI-driven automation, Salesforce says it has already rolled out multiple versions of its “agentic” technology, used by thousands of customers and within its own operations.
The company describes the “Agentic Enterprise” as a workplace model where AI supports people rather than replaces them. In this setup, AI agents help teams respond faster, track leads, provide continuous service, and make better decisions. The goal, Salesforce says, is to boost productivity and customer engagement.
Agentforce 360 combines four key parts of this model:
- Agentforce 360 Platform: A framework for building enterprise AI agents, now featuring a conversational builder, hybrid reasoning for more accurate results, and voice support.
- Data 360: A unified data layer that gives AI systems the context they need. Features like Intelligent Context and Tableau Semantics help turn raw data into meaningful insights.
- Customer 360 Apps: The tools that record how a company sells, serves, and operates — now enhanced with AI to better understand customer behaviour and internal processes.
- Slack: A shared space where people and AI agents can work together, linking information and actions in real time.
Salesforce says this setup allows businesses to build AI agents that rely on trusted data, function across departments, and integrate directly with existing workflows. Its open ecosystem also lets partners tailor the technology for different industries.
Last month, Salesforce forecast third-quarter revenue that fell short of analyst expectations but expanded its share buyback plan by $20 billion.
(Photo by Denys Nevozhai)
See also: Salesforce Agentforce 3 brings visibility to AI agents
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