Another martech area is enhanced by Salesforce with Agentforce 3 that manages global marketing functions like visibility and control of AI agents.

Salesforce has launched a significant update called Agentforce 3, enabling it to increase visibility and control as well as improve the performance of its AI agents throughout its martech ecosystem. The new generation focuses on fundamental issues that market teams using intelligent agents had to deal with, especially the lack of visibility and real-time analytics.

The Agentforce 3 center is the Agentforce Command hub, and it provides a unified dashboard that tracks agent productivity and performance, health outcomes, and success. Marketers have the possibility to analyze each interaction, see feedback and adoption rates, and get AI-generated recommendations to maximize agent behavior.

The new release allows increased session-tracing data models in Salesforce Data Cloud and seamless integration with the most popular observability solutions through the OpenTelemetry standard. It also adds native support to model context protocol (MCP), making it easier to integrate with enterprise tools while also offering high levels of security.

Agentforce 3 uses such AI models as Claude Sonnet (Anthropic) and will include Google Gemini in the future. The system also helps Heroku DevOps tools to cope with custom-server environment deployment, and Salesforce is going to release its features all over the world, including Canada, the UK, India, Japan, and Brazil.

Salesforce goes on building its presence in the martech arena, and with its Agentforce 3, it makes it possible to turn out smart, uncompromised, and scalable AI-based campaigns by brands. Not only does this release improve the performance of agents, but it also adds to the increasing convergence of martech and AI when creating quantifiable marketing effects.