At the Agentforce World Tour in Singapore, Salesforce presented their vision for Agentic AI – showcasing how they’re helping customers stay ahead of rapid technological change and unlock stronger business outcomes with speed, trust, and agility.
Ecosystm Advisors, Ullrich Loeffler, Sash Mukherjee, Achim Granzen, and Manish Goenka share their take on Salesforce’s announcements, demos, and messaging, highlighting what resonated, what stood out, and what it means for the future.
Click here to download “Agentforce World Tour: Highlights from Singapore” as a PDF.
What truly stood out in Salesforce’s messaging?
ULLRICH LOEFFLER, CEO & Co-Founder
What stood out at the Salesforce event was their pragmatic, integrated approach to scaling AI. They made it clear AI isn’t plug-and-play, emphasising the complexity and cost involved in what they call ‘self-plumbing’ AI – spanning infrastructure, data management, model development, governance, and application integration. Their answer is a unified platform that lowers costs, accelerates time to market, and reduces risk by removing the need to manage multiple disconnected tools. This seamless environment tackles the real challenge of building and running a layered AI stack.
Equally notable is their view of Agentic AI as a capability refined through iteration, not a sudden overhaul. By urging businesses to start with the right use cases for faster adoption, less disruption, and tangible impact, they show a realistic grasp of enterprise change.
Salesforce offers a clear, practical path to AI: simplifying complexity through integration and driving adoption with measured, value-focused steps.
SASH MUKHERJEE, VP Industry Insights
What truly stood out at the Salesforce event was their unwavering commitment to Trust. They understand that AI agents are only as reliable as the data they use, and they’ve built their platform to address this head-on. Salesforce emphasises that building trusted AI means more than just powerful models; it requires a secure and well-governed data foundation. They highlighted how their platform, with 25 years of embedded security, ensures data resilience, protects sensitive information during development and testing, and provides robust visibility into how AI interacts with your data.
A key assurance is their Trust Layer, a unique innovation that safeguards your data when interacting with AI models. This layer automatically masks sensitive data, ensures zero data retention by LLM providers, and detects harmful language. This means organisations can leverage GenAI’s power without compromising sensitive information.
Ultimately, Salesforce is empowering organisations to confidently deploy AI by making trust non-negotiable, ensuring organisational data is used responsibly and securely to drive real business value.
How does Salesforce differentiate their approach to Agentic AI?
ACHIM GRANZEN, Principal Advisor
Salesforce’s focus on Agentic AI focus stands out for its clarity and depth. The Agentforce platform takes centre stage, demonstrating how clients can now build Agentic AI with little or no code and deploy agents seamlessly across the Salesforce environment.
But beyond the polished demos and compelling customer stories, the most critical takeaway risked being overlooked: Agentforce is not a standalone capability. It’s tightly integrated with Data Cloud and the broader Salesforce platform. That layered architecture is more than just a technical decision; it’s what ensures every AI agent is governed, auditable, and constrained to what’s been provisioned in Data Cloud. It’s the foundational safeguard that makes Agentic AI viable in the enterprise.
And that’s the message that needs greater emphasis. As organisations move from experimentation to real-world deployment, trust and control become just as vital as ease of use. Salesforce’s architecture delivers both – and that balance is a key differentiator in the crowded enterprise AI space.
MANISH GOENKA, Principal Advisor
Salesforce has moved beyond passive AI assistance to autonomous agents that can take meaningful action within trusted boundaries. Rather than focusing solely on chat-based copilots, Salesforce emphasises intelligent agents embedded into business workflows, capable of executing tasks like claims processing or personalised service without human intervention.
What sets Salesforce apart is how deeply this vision is integrated into their platform. With Einstein Copilot and Copilot Studio, customers can build their own cross-system agents, not just those limited to Salesforce apps. And by enabling partners to create and monetise agents via AppExchange, Salesforce is building a full-fledged AI ecosystem, positioning themselves as a platform for enterprise AI, not just a CRM.
Trust is a cornerstone of this approach. Salesforce’s focus on governance, auditability, and ethical AI ensures that Agentic AI is not only powerful, but also secure and accountable – key concerns as agents become more autonomous.
In a crowded AI space, Salesforce stands out by offering a grounded, scalable vision of Agentic AI, anchored in real use cases, platform extensibility, and responsible innovation.
Where are Salesforce’s biggest growth opportunities in APAC?
MANISH GOENKA
Salesforce has significant growth opportunities across Asia Pacific, with Singapore playing a pivotal role in its regional strategy. The company’s USD 1 billion investment and the launch of their first overseas AI research hub firmly position Singapore as more than just a sales market. It becomes a core engine for product innovation and a key driver of Salesforce’s long-term AI leadership.
Across the region, public sector transformation and SME digitisation represent major areas of opportunity. Salesforce’s secure and compliant Government Cloud is well suited to support Smart Nation goals and modernise public digital services. At the same time, governments are actively pushing SME digitisation, creating demand for scalable, modular platforms that can grow from basic CRM solutions to AI-enabled automation.
Sustainability is also emerging as a strong growth vector. As ESG reporting becomes commonplace in more markets, tools like Net Zero Cloud are well positioned to help businesses meet compliance requirements and improve data transparency.
Finally, the rapidly expanding ecosystem of certified professionals and ISV partners across Asia Pacific is enabling faster, more localised implementations. This grounds Salesforce’s capabilities in local context, accelerating time to value and delivering business outcomes that are tailored to the region’s diverse needs.
What does the Informatica acquisition mean for Salesforce’s AI strategy?
ACHIM GRANZEN
The planned acquisition of Informatica is a strategically important move that completes Salesforce’s Agentforce narrative. At the World Tour, Agentforce was positioned as the future of enterprise AI, allowing organisations to build and deploy autonomous agents across the Salesforce ecosystem. But some lingering concerns remained around how deeply Data Cloud could handle governance, especially as AI agents begin making decisions and executing tasks without human oversight.
Informatica answers that question. With proven tools for data quality, lineage, and policy enforcement, Informatica brings a level of governance maturity that complements Salesforce’s ambition. Its integration into Data Cloud strengthens the trust layer that underpins Agentforce and reinforces Salesforce’s positioning as an enterprise-grade AI platform.
Of course, there are broader implications too. Salesforce will gain access to Informatica’s installed base, potentially opening up cross-sell opportunities. And there are questions to resolve, such as how Informatica will operate as a product line within the larger Salesforce ecosystem.
But the core value of the deal is clear: by bringing Informatica’s governance expertise into the fold, Salesforce can significantly accelerate its ability to deliver trusted, production-ready AI at scale. From a risk and compliance standpoint, that governance capability may prove to be the most valuable part of the acquisition.
What will define Salesforce’s next chapter of growth in APAC?
SASH MUKHERJEE
Just as Salesforce is driving an integrated enterprise platform from the CRM and customer experience lens, competitors (and partners) are taking a similar platform-centric approach from other functional vantage points – whether it’s HR (like Workday), Finance (like Oracle), or IT (like ServiceNow). In fast-growing, cost-sensitive markets across APAC, competing on price alone won’t be sustainable, especially with strong regional players offering leaner, localised alternatives.
To win, Salesforce must adopt a nuanced strategy that goes beyond product breadth. This means addressing local economic realities – offering right-sized solutions for businesses at different stages of digital maturity – while consistently reinforcing the long-term value, resilience, and global standards that set Salesforce apart. Their differentiators in data security, compliance, and ecosystem depth must be positioned not as add-ons, but as essential foundations for future-ready growth.
More flexible entry points – whether modular offerings, usage-based pricing, or vertical-specific bundles – can reduce friction and make the platform more accessible. At the same time, strengthening local partnerships with ISVs, system integrators, and government bodies can help tailor offerings to market-specific needs, ensuring relevance and faster implementation.
Ultimately, Salesforce’s growth across APAC will depend on their ability to balance global strengths with local agility.
ULLRICH LOEFFLER
Salesforce is well positioned to lead in AI-driven transformation, but doing so will require evolving their sales approach to match the complexity and expectations of today’s enterprise buyers. With a strong foundation selling to marketing and customer leaders, the company now has an opportunity to deepen engagement with CIOs and CTOs, reframing themselves not just as a CRM provider, but as a full-spectrum enterprise platform.
Traditional sales reps who excel at pitching features to business users are no longer enough. Selling AI – particularly agentic, autonomous AI – demands sales professionals who can link technical capabilities to strategic outcomes and lead conversations around risk, compliance, and long-term value.
To sustain their leadership, Salesforce will need to invest in a new generation of sales talent: domain-fluent, consultative, and able to navigate complex, cross-functional buying journeys.
In my last Ecosystm Insight, I spoke about the importance of data architecture in defining the data flow, data management systems required, the data processing operations, and AI applications. Data Mesh and Data Fabric are both modern architectural approaches designed to address the complexities of managing and accessing data across a large organisation. While they share some commonalities, such as improving data accessibility and governance, they differ significantly in their methodologies and focal points.
Data Mesh
- Philosophy and Focus. Data Mesh is primarily focused on the organisational and architectural approach to decentralise data ownership and governance. It treats data as a product, emphasising the importance of domain-oriented decentralised data ownership and architecture. The core principles of Data Mesh include domain-oriented decentralised data ownership, data as a product, self-serve data infrastructure as a platform, and federated computational governance.
- Implementation. In a Data Mesh, data is managed and owned by domain-specific teams who are responsible for their data products from end to end. This includes ensuring data quality, accessibility, and security. The aim is to enable these teams to provide and consume data as products, improving agility and innovation.
- Use Cases. Data Mesh is particularly effective in large, complex organisations with many independent teams and departments. It’s beneficial when there’s a need for agility and rapid innovation within specific domains or when the centralisation of data management has become a bottleneck.
Data Fabric
- Philosophy and Focus. Data Fabric focuses on creating a unified, integrated layer of data and connectivity across an organisation. It leverages metadata, advanced analytics, and AI to improve data discovery, governance, and integration. Data Fabric aims to provide a comprehensive and coherent data environment that supports a wide range of data management tasks across various platforms and locations.
- Implementation. Data Fabric typically uses advanced tools to automate data discovery, governance, and integration tasks. It creates a seamless environment where data can be easily accessed and shared, regardless of where it resides or what format it is in. This approach relies heavily on metadata to enable intelligent and automated data management practices.
- Use Cases. Data Fabric is ideal for organisations that need to manage large volumes of data across multiple systems and platforms. It is particularly useful for enhancing data accessibility, reducing integration complexity, and supporting data governance at scale. Data Fabric can benefit environments where there’s a need for real-time data access and analysis across diverse data sources.
Both approaches aim to overcome the challenges of data silos and improve data accessibility, but they do so through different methodologies and with different priorities.
Data Mesh and Data Fabric Vendors
The concepts of Data Mesh and Data Fabric are supported by various vendors, each offering tools and platforms designed to facilitate the implementation of these architectures. Here’s an overview of some key players in both spaces:
Data Mesh Vendors
Data Mesh is more of a conceptual approach than a product-specific solution, focusing on organisational structure and data decentralisation. However, several vendors offer tools and platforms that support the principles of Data Mesh, such as domain-driven design, product thinking for data, and self-serve data infrastructure:
- Thoughtworks. As the originator of the Data Mesh concept, Thoughtworks provides consultancy and implementation services to help organisations adopt Data Mesh principles.
- Starburst. Starburst offers a distributed SQL query engine (Starburst Galaxy) that allows querying data across various sources, aligning with the Data Mesh principle of domain-oriented, decentralised data ownership.
- Databricks. Databricks provides a unified analytics platform that supports collaborative data science and analytics, which can be leveraged to build domain-oriented data products in a Data Mesh architecture.
- Snowflake. With its Data Cloud, Snowflake facilitates data sharing and collaboration across organisational boundaries, supporting the Data Mesh approach to data product thinking.
- Collibra. Collibra provides a data intelligence cloud that offers data governance, cataloguing, and privacy management tools essential for the Data Mesh approach. By enabling better data discovery, quality, and policy management, Collibra supports the governance aspect of Data Mesh.
Data Fabric Vendors
Data Fabric solutions often come as more integrated products or platforms, focusing on data integration, management, and governance across a diverse set of systems and environments:
- Informatica. The Informatica Intelligent Data Management Cloud includes features for data integration, quality, governance, and metadata management that are core to a Data Fabric strategy.
- Talend. Talend provides data integration and integrity solutions with strong capabilities in real-time data collection and governance, supporting the automated and comprehensive approach of Data Fabric.
- IBM. IBM’s watsonx.data is a fully integrated data and AI platform that automates the lifecycle of data across multiple clouds and systems, embodying the Data Fabric approach to making data easily accessible and governed.
- TIBCO. TIBCO offers a range of products, including TIBCO Data Virtualization and TIBCO EBX, that support the creation of a Data Fabric by enabling comprehensive data management, integration, and governance.
- NetApp. NetApp has a suite of cloud data services that provide a simple and consistent way to integrate and deliver data across cloud and on-premises environments. NetApp’s Data Fabric is designed to enhance data control, protection, and freedom.
The choice of vendor or tool for either Data Mesh or Data Fabric should be guided by the specific needs, existing technology stack, and strategic goals of the organisation. Many vendors provide a range of capabilities that can support different aspects of both architectures, and the best solution often involves a combination of tools and platforms. Additionally, the technology landscape is rapidly evolving, so it’s wise to stay updated on the latest offerings and how they align with the organisation’s data strategy.
Organisations are moving beyond digitalisation to a focus on building market differentiation. It is widely acknowledged that customer-centric strategies lead to better business outcomes, including increased customer satisfaction, loyalty, competitiveness, growth, and profitability.
AI is the key enabler driving personalisation at scale. It has also become key to improving employee productivity, empowering them to focus on high-value tasks and deepening customer engagements.
Over the last month – at the Salesforce World Tour and over multiple analyst briefings – Salesforce has showcased their desire to solve customer challenges using AI innovations. They have announced a range of new AI innovations across Data Cloud, their integrated CRM platform.
Ecosystm Advisors Kaushik Ghatak, Niloy Mukherjee, Peter Carr, and Sash Mukherjee comment on Salesforce’s recent announcements and messaging.
Read on to find out more.
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