Winter 2026 Salesforce release will be heavy on Agentforce for marketers

Salesforce introduced details of its Winter 2026 release this week, and the expansion and integration of Agentforce into marketing teams’ tools are particularly noteworthy. 

If there’s a central message to the updates for the Salesforce marketing applications, it’s this: Welcome to the age of intelligent, data-driven marketing, powered by enhanced AI capabilities.

To be successful in this data-driven age, marketers need more innovative tools and better data to optimize their efforts and engage customers more effectively. And when we talk about data and AI in the same breath as Salesforce, that conversation will include Agentforce.

Here are some of the areas where marketers are likely to encounter Agentforce once the Winter 2026 release is complete:

• In Marketing Cloud Next, Agentforce will enhance campaign creation and analysis, offering customizable flows for drafting campaign briefs and creating multichannel campaigns. It will also provide insights into past campaign performance. 
• The Paid Media Optimization Agent in Marketing Intelligence is moving to a dedicated Agentforce Employee Agent, offering streamlined access and guidance tailored to campaign goals for faster action.
• Marketing Cloud Account Engagement will include Agentforce actions to help manage prospects from anywhere in Salesforce, saving marketers time and effort when updating prospects or managing nurture campaigns. Users can create their own Lead Management Agent and get instant answers about prospects.

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More Winter 2026 Salesforce updates for marketers

Here is more information on the Winter 2026 Salesforce updates from the public release notes. 

Marketing Cloud Next

Several updates are coming to the Marketing Cloud Next Growth and Advanced editions for Winter ’26. 

In-app messaging

Brands will be able to engage customers with interactive push notifications on their verified mobile devices. Users can view sending and engagement metrics for individual or aggregated messages at the campaign level.

Create engaging messages faster

Changes are coming that help marketers create consistent emails faster, quickly edit email details, collaborate with the Content Builder Agent, and control personalization data sources. New interactive features in WhatsApp messages enable marketers to better engage customers with timely and relevant information. SMS messaging support is expanding to Hong Kong, Honduras, Peru and Singapore.

Capture more data and personalize landing pages

New form features will make it easier to gather details, map them directly to Salesforce objects and automate actions such as task creation by triggering a flow. Use merge fields to personalize landing pages for individual page visitors.

Test Marketing Cloud Next in a sandbox org

Teams will be able to safely try Marketing Cloud Next features and content in a sandbox org without making changes to their production environment. 

Setup improvements for identity resolution, AI features

Setup enhancements help create more effective identity rules and provide faster Agentforce and Einstein features access.

Marketing Intelligence in Marketing Cloud Next

Marketing Intelligence in Marketing Cloud Next will deliver more control, flexibility and insight in Winter ’26.

Customize data pipeline scheduling for fresh data

Data pipelines previously ran once daily without scheduling options. TotalConnect pipelines will offer fully customizable run schedules and on-demand reprocessing for instant updates. API pipelines can be set to run daily at a specific time. 

Upgrade data pipeline versions seamlessly

Update live data pipelines without downtime or data loss. Versioning will add premapped fields and adjust logic directly in the app while keeping your data flowing. The upgrade process syncs source changes through to the output, simplifying maintenance and maintaining fresh insights.

Explore Semantic Data Model directly from the app

Users can view the Marketing Intelligence Semantic Data Model directly from their workspace. The model will show how the data is structured, including relationships between fields and tables. 

Pause low-performing Google Ads directly in Marketing Intelligence

Teams will be able to quickly stop wasteful spend by pausing low-performing Google Ads without leaving Marketing Intelligence. Take action where you analyze performance to save time, reduce context switching and make faster, data-driven decisions.

Power attribution insights with new conversion data sources

Users will be able to analyze performance using conversion data from custom CRM objects, uploaded files such as CSV or JSON and Data Cloud data model objects, in addition to standard Salesforce CRM data. 

Organize and share dashboards with collections

This update will help streamline users’ workflows by grouping dashboards into collections on the Marketing Analytics tab. Collections organize standard and custom dashboards in one place, making them easier to find, access and manage.

View campaign performance by objective with custom metrics

Users will gain a clearer understanding of campaign performance with objective-based summaries in the Marketing Analytics tab. The Home tab will continue to show an aggregated campaign summary, while each Marketing Analytics dashboard displays a summary grouped by objective. 

Access more data sources with new API connectors

Thanks to new API connectors, more campaign and performance data will be available. Data ingestion from more platforms will be simplified, making it easier to unify and analyze cross-channel marketing performance.

Marketing Cloud Account Engagement

The updates to Marketing Cloud Account Engagement focus on data and Data Cloud. 

New engagement data with Data Cloud

Users will be able to upgrade the Account Engagement CRM bundle to get the newest engagement data, pull in third-party form engagement details and more.

Manage prospects from anywhere in Salesforce with Agentforce

Account Engagement adds Agentforce actions, saving teams time and effort when they update prospects or manage nurture campaigns. Users can create their own Lead Management Agent and use six new actions to get answers about their prospects from anywhere in Salesforce instantly.

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