Salesforce has agreed to a deal to buy Qualified, an agentic AI marketing provider. Both companies are based in San Francisco.
Terms for the deal have not been disclosed, although Salesforce revealed that it is expected to close in the first quarter of its fiscal year 2027, which starts in February.
The transaction is part of Salesforce’s ongoing effort to build up its Agentforce platform, which comprises an ecosystem of agents created to autonomously model and optimize complex tasks, and reflects its wider strategy of modernizing the B2B buying experience by helping companies become agentic enterprises.
Qualified’s signature tech is an AI product called Piper designed to engage and convert inbound buyers. It aims to nurture leads by delivering engaging conversation on websites, whether that be by text, conversation or face-to-face video.
In practice, this allows human sellers to focus on closing deals while always-on AI agents handle the initial engagement.
Steve Fisher, Salesforce president and chief product officer, said in a press release: “By integrating Qualified’s agentic marketing expertise into Agentforce, we will enhance our ability to offer autonomous pipeline generation and empower our customers to scale their revenue teams with agent-first solutions that drive efficient growth.”
Qualified was formed in 2018, and integration with Salesforce has always been part of its vision. CEO Kraig Swensrud explained: “As Salesforce alumni, my co-founders and I have always built our products to deeply integrate with Salesforce. Joining forces with Salesforce is a natural evolution that will allow us to bring the power of agentic marketing to the enterprise.”
Salesforce’s acquisition of Qualified continues a busy year of additions to its agentic portfolio. In May, it announced it was buying data management company Informatica, while agentic analytics startup Spindle AI came on board in November.
