Salesforce agrees to buy Cresta, the AI contact-centre start-up, in its latest 2026 acquisition
Salesforce did not disclose the price, which The Information put at $2.7 billion; Cresta's voice agents, which also coach human representatives, serve customers including Marriott, Comcast and Alaska Airlines, and the deal is expected to close between February and April 2027.
Why it matters
Contact centres are one of the first places where AI agents are replacing or reshaping large amounts of human work, and Salesforce is buying its way into the market rather than building alone. Cresta, led by chief executive Ping Wu, sells voice agents that hold real-time customer calls on a platform that also coaches human representatives. Salesforce has already announced deals this year for Contentful, Braze, Listen Labs and Fin, according to CMSWire. Watch for regulatory review and how Cresta is folded into Salesforce's Service Cloud.
Key facts
- Price not disclosed; The Information reported $2.7 billion
- Cresta customers include Marriott, Comcast and Alaska Airlines
- Expected to close in Q1 of Salesforce's fiscal 2028 (February–April 2027)
- Subject to regulatory approvals