Salesforce stock closed Monday's trading session in New York, after the sales support software firm announced a deal to acquire Cresta, a company that builds voice-based AI agents and a voice-first operating system for customer experience.
The deal pairs Cresta's voice technology with what Salesforce describes as the world's #1 CRM, extending the company's push to embed AI agents directly into customer-facing workflows rather than back-office processes alone.
Salesforce stock closed Monday's trading at $226.18, down 1.3%.
The acquisition follows Salesforce's broader build-out of its Agentforce platform, which the company has positioned as a growth engine beyond its traditional CRM subscription business; annual recurring revenue from Agentforce and Data 360 had climbed to nearly $3.4 billion, with management pointing to large deals as evidence of commercial traction.
It also comes as Salesforce has been assembling AI capabilities through acquisition rather than building everything in-house: the company separately agreed this year to buy Loops, an Israeli startup whose technology explains shifts in business metrics, in a deal estimated at approximately $30 million and expected to close in Salesforce's fiscal 2027, with plans to fold that technology into Tableau.
Cresta's addition gives Salesforce a dedicated voice layer for service and sales interactions, an area where its existing Agentforce tooling has focused more on text-based and workflow automation.
“Voice is where service is hardest to get right, and where it matters most to customers,” said Kishan Chetan, Salesforce EVP.
“Cresta has built voice agents that handle complex, high-volume calls for some of the world’s largest brands. As more service is resolved in the conversation itself, together we’ll bring the customer, the conversation and the outcome into one place.”
