Salesforce plans to buy Cresta, whose AI agents answer customer phone calls. Businesses with a support line may soon see more AI-handled calls.
Salesforce has signed an agreement to buy Cresta, a company that makes AI agents that answer customer phone calls. Salesforce sells customer relationship management (CRM) software, which keeps each customer's history in one place. The deal is expected to close in the first quarter of its fiscal year 2028, once regulators approve it.
Cresta's voice agents hold real-time conversations, handle interruptions and aim to resolve complex calls from start to finish. The company names Marriott, Comcast and Alaska Airlines among its customers. The same platform also coaches human call reps during calls and reviews every conversation for quality.
Salesforce says calls are often cut off from the customer's record. Paired with its Service Cloud support product, it says businesses could link each call to the customer and to the result: resolution, retention and revenue.
The announcement does not include a price or other terms. It also does not explain how the products will change or what callers will notice. Cresta will keep supporting the call center and phone systems its customers use today after the deal closes. The sale still depends on closing conditions, including regulatory approval.
If you run a support line, expect AI-answered calls to be tied more closely to customer records, but details of the Salesforce and Cresta plan are still thin.
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