Salesforce plans to buy Cresta, whose AI helps with phone calls. Salesforce users may get smarter call help later, but not before the deal closes.
Salesforce says it will buy Cresta, a company whose software helps both people and AI voice agents handle customer phone calls. If your business uses Salesforce for customer service, smarter call help may be coming. Nothing arrives until the deal closes.
Cresta makes AI voice agents that talk with customers and handle interruptions, the way a real conversation goes. Its software also gives human representatives guidance in real time during calls. Marriott, Comcast and Alaska Airlines already use Cresta's technology.
Salesforce plans to connect Cresta to Service Cloud, its customer service product. That would let a customer's history show up alongside the live conversation. Kishan Chetan, a Salesforce executive, said, "Voice is where service is hardest to get right, and where it matters most to customers."
The deal is expected to close by the first quarter of fiscal year 2028, pending approval. The announcement as described does not give a price, new product names or a date when customers can start using the tools.
Owners should also plan for some adjustment. Staff will likely need training, and the cost could be a concern for smaller budgets.
If you use Salesforce, watch for details on cost and timing, because nothing changes until the Cresta deal closes.
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