Salesforce Strengthens AI Ambitions with Strategic Acquisition of Momentum

The CRM leader moves to unlock the power hidden in everyday business conversations.

Global CRM powerhouse Salesforce has announced plans to acquire San Francisco-based conversational insights startup Momentum, marking another bold step in its artificial intelligence journey.

Founded in 2020 by Santiago Suarez Ordoñez, Ashley Wilson, and engineering lead Moiz Virani, Momentum built a platform designed to capture valuable customer insights from everyday conversations. Its software connects with existing tools, gathers data from call recordings, emails, and Slack messages, and turns those interactions into meaningful insights. The system helps businesses predict customer churn, identify risks, automate repetitive tasks, and ultimately protect revenue. In 2024, the company raised $13 million in Series A funding to accelerate growth.

With this acquisition, Salesforce plans to integrate Momentum’s “universal ingestion engine” into its Agentforce 360 and Slackbot ecosystem. The goal is to improve how Salesforce collects and analyzes unstructured data from platforms such as Zoom and Google Meet, and apply those insights directly into automated workflows.

Salesforce President and Chief Product Officer Steve Fisher emphasized the importance of context in AI-driven systems. “To deliver on the promise of agents, we need visibility and context from every meaningful interaction,” Fisher said, noting that Momentum will help unlock valuable conversational data and bring it directly into Salesforce’s platform.

The deal is expected to close in the first quarter of Salesforce’s fiscal year 2027, subject to standard approvals. For Salesforce, the move signals a clear focus: turning everyday conversations into real-time business intelligence that drives quantifiable results.