Contentful, Salesforce, and the Content Layer for the Agentic Enterprise

At Dreamforce, we made a simple promise: people don’t have to come to Salesforce to get work done. Salesforce comes to them. With SIforce, the full power of Salesforce now shows up in Claude, in Slack, in Lightning – wherever work happens. But what does this mean for how you and your brand shows up for customers? When an AI agent represents a customer, what does it actually see? Agents need structured content, schemas, metadata, and contextual relationships that AI can consume and accurately understand. Humans connect to brands that are authentic and relevant. Effective marketing to both audiences requires a headless content platform that builds and optimizes content for agents and humans. Enter Contentful. Bringing Salesforce and Contentful together provides content with context across every touchpoint an agent or human engages with. Why content matters more in the agentic era For most of the web’s history, content was built for pages. It was written for a layout, a channel, a screen, and a person scrolling through it. Agents don’t scroll. They don’t browse pages at all. They consume, by calling APIs, pull what they need, and assemble a response in the moment – in a Slack thread, a chat window or a surface that didn’t exist last year. Content locked in a page is content an agent can’t use. We see this with our customers every day. Every agent interaction is a brand moment: the product description, the offer, the approved image, the help article, the service chat. Agents run on context, but customers experience content. If that content isn’t structured, governed and ready for use anywhere, the agent either can’t respond well or responds with something no one approved. Context tells an agent who the customer is. Content tells it what to say. The content engine behind SIforce We acquired Contentful because it was purpose built for this exact moment. As a composable content platform, it empowers you to create content that customers trust and agents understand. Contentful’s core idea is to separate content from presentation. Content is created once as structured building blocks, governed centrally and delivered anywhere through an API. That architecture is exactly what the agentic era needs, providing agents the context and governance required to deliver rich, multi-channel experiences that are on brand. More than 4,800 enterprise customers rely on it, and it serves roughly 180 billion API calls a month across more than 20,000 apps and integrations. That idea should sound familiar, because it’s the same one behind our own platform strategy. We’ve made the Salesforce platform available as APIs, MCP tools and CLI commands, so agents can use all of it. SIforce takes that further, bringing Salesforce’s data, workflows and agents to any interface wherever you build and work. Separate the capability from the screen, and it can go anywhere. The Agentic Enterprise runs on four layers: Data 360 for context, Customer 360 for the work, Agentforce for the digital workforce and SIforce for the interface. Contentful gives that stack a native content layer, which is critical because that’s the part that actually reaches the customer. We built Salesforce to come to you. Contentful was built so content could do the same. Open by design With more companies and consumers embracing AI, openness is a necessary component to ensuring our customers have the flexibility they need to work the way they want. Salesforce can meet people in Claude, Slack and whatever comes next only because it’s built to connect. Contentful works the same way, and we intend to keep it that way. Contentful will continue to be sold as standalone products. The implicit value of headless solutions is that you have the ability to choose best-of-breed technologies, building the stack that makes sense for your business. We’re also continuing to invest heavily and thoughtfully in the Contentful roadmap. Our primary focus is to continue to deliver new capabilities that will help you build and scale your teams’ impact, through improving speed and ease of use or additional features that improve business outcomes. The ecosystem remains open, extensible, and developer-first. Contentful’s core strength has always been its open, API-first architecture, and that stays fully intact. It’s 20,000+ apps and integrations aren’t going anywhere. And Contentful will keep working alongside and within any tech stack, whatever that stack looks like. What Salesforce adds to Contentful We’re applying the same principles to what Salesforce brings to Contentful customers: more places for content to go, more context to go with it and no obligation to use any of it. More places to show up. With Marketing Cloud, content created once in Contentful can reach customers across email, mobile channels and messaging, for dynamic 1:1 assembly at Salesforce scale, that is trusted, governed, and ready in any language. More context to show up with. With Data 360, content decisions can draw on unified, real-time customer data. The question moves from “what should we publish?” to “what does this customer need right now?” Every agent experience. Through SIforce, Contentful content can show up wherever agents show up or humans want to work – in Claude, Slack, Lightning and whatever interface comes next. That’s the shift from static, channel-by-channel content to dynamic orchestration. Not one campaign pushed to a million people, but a million conversations, each one assembled for the person, or agent, on the other side. Open today, with more to come Regardless of your tech stack, one thing is clear: Contentful and Salesforce are stronger together and the opportunity for future innovation is vast. However, none of that comes at the expense of what makes Contentful work. It stays open, flexible and ready to run in any stack, whether that stack includes Salesforce or not. And we’re just getting started. We’re already working on what comes next for content in the Agentic Enterprise: new ways for agents to put content to work, new ways for content to reach customers and new ways for developers to build with both. We’ll have a lot more to share in the months ahead. Salesforce comes to you. Now your content does too – to any agent, any channel and any stack. See what Contentful can do for your content, wherever it needs to go next.