TELUS Digital purchases Gerent which will add Salesforce expertise and innovative AI to its MarTech, helping deliver better personalized customer experiences.

TELUS Digital Experience, a major player in digital experiences worldwide, has purchased Gerent, a U.S. consultancy that focuses on Salesforce and has expertise in enterprise-sized implementations of AI technology. Because of this, TELUS will enhance its MarTech skills, bringing Gerent’s vast knowledge of Salesforce and AI into its range of services. All services offered by the Gerent brand will be handled by TELUS Digital starting from Q3 2025.

With over 1,800 certificates, Gerent, a Salesforce Summit Partner, has finished 1,000 projects across the globe. AI-based MarTech from these companies makes it easier for customers to connect with sales representatives and get personalized help from automation.

Tobias Dengel, the president of TELUS Digital Solutions, pointed out the acquisition is a good fit because it helps them blend AI with human input to offer smart, fast and personalized customer service to many customers. The expertise of both teams will lead to creative advancements in digital marketing and customer involvement across a number of industries.

As a result, TELUS Digital can now give its clients the ability to use Salesforce for marketing, sales and e-commerce together. TELUS is happy to welcome Gerent on board, as they have a history of managing difficult challenges and supporting the use of human talent with technology.

One of the main goals of the deal is to use Agentic AI which is the latest form of automation for MarTech, to let the software make its own decisions and help improve how things are done. By working together, TELUS Digital and Gerent look to change how customers interact with the company by using innovative MarTech solutions updated for new market trends.