Salesforce plans to buy Cresta, whose AI answers complex customer calls. If you run a business, your software vendor may soon sell phone support run by AI.
Salesforce, the company behind widely used customer management software, has agreed to buy Cresta, a company that makes AI agents that answer phone calls. Salesforce said on November 2, 2026, that it signed a definitive agreement. The deal is expected to close in Salesforce's first fiscal quarter of 2028.
Cresta's platform does three things. Its voice agents can handle complex customer calls from start to finish. It also guides human representatives while they are on a live call. After the call, it analyzes the conversation. Salesforce says the system supports natural, real-time talk and copes with interruptions. Marriott, Comcast and Alaska Airlines already use it.
Salesforce sells software that stores customer records and runs service workflows. Voice calls have traditionally depended heavily on partners. Salesforce says combining Cresta with its Service Cloud product should link what customers say on the phone to the records and systems used to act on it. Analyst Rebecca Wettemann of Valoir told TechTarget that Cresta fills a gap in Salesforce's contact-center offering.
Companies that already use Cresta should see little change at first. After closing, Cresta is expected to keep supporting the contact-center and phone platforms its customers use today. Cresta's current partners may feel differently. TechTarget said they could have to rethink their relationships as Salesforce moves into areas they serve now.
Investors will watch for final terms and regulatory progress. They also want proof that Cresta helps more customers adopt Service Cloud and Salesforce's broader Agentforce strategy.
If your business relies on Salesforce or phone support, expect AI voice agents to become a standard option, though the deal will not close until 2028.
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