{"type":"post","id":"salesforce-to-acquire-cresta-68ad62","slug":"salesforce-to-acquire-cresta-68ad62","title":"Salesforce to Acquire Cresta","description":"Salesforce has signed a definitive agreement to acquire Cresta, whose voice agents handle complex customer calls and whose platform also coaches human representatives.","retrieval_nugget":"Salesforce has signed a definitive agreement to acquire Cresta, whose voice agents handle complex customer calls and whose platform also coaches human representatives. The intended combination connects conversations with customer history and actions in Service Cloud, making voice automation part of a broader CRM workflow rather than a separate contact-center layer.","published_at":"2026-11-08","updated_at":"2026-11-08","record_date":"2026-11-08","date_kind":"published_at","topics":["enterprise-agents","agents","ai-business-models"],"entities":["Salesforce","Cresta","Service Cloud","Marriott","Comcast","Alaska Airlines"],"related_patterns":["agent-ready-software-exposes-capabilities"],"novelty_label":"new_fact","what_changed":null,"prior_refs":[],"source_url":"https://www.salesforce.com/news/stories/salesforce-signs-definitive-agreement-to-acquire-cresta","source_urls":["https://www.salesforce.com/news/stories/salesforce-signs-definitive-agreement-to-acquire-cresta"],"schema_version":"newruntime-agent-readable-v0.2","stable_id":"post:salesforce-to-acquire-cresta-68ad62","status":"published","visuals":[],"editor":{"role":"editor","name":"Andrey Reshetnikov","profile":"https://newruntime.com/owner-profile.md","profile_json":"https://newruntime.com/owner-profile.json","same_as":["https://www.linkedin.com/in/reshetnikov1/","https://t.me/lapetuse"]},"routes":{"html":"https://newruntime.com/posts/salesforce-to-acquire-cresta-68ad62/","markdown":"https://newruntime.com/posts/salesforce-to-acquire-cresta-68ad62.md","json":"https://newruntime.com/posts/salesforce-to-acquire-cresta-68ad62.json"},"markdown_url":"https://newruntime.com/posts/salesforce-to-acquire-cresta-68ad62.md","next_reads":[{"type":"topic","path":"/topics/enterprise-agents/","url":"https://newruntime.com/topics/enterprise-agents/","title":"Enterprise Agents","reason":"Explore the enterprise-agents topic hub.","media_type":"text/html","markdown_url":"https://newruntime.com/topics/enterprise-agents.md","json_url":"https://newruntime.com/topics/enterprise-agents.json"},{"type":"topic","path":"/topics/agents/","url":"https://newruntime.com/topics/agents/","title":"Agents","reason":"Explore the agents topic hub.","media_type":"text/html","markdown_url":"https://newruntime.com/topics/agents.md","json_url":"https://newruntime.com/topics/agents.json"},{"type":"topic","path":"/topics/ai-business-models/","url":"https://newruntime.com/topics/ai-business-models/","title":"Ai Business Models","reason":"Explore the ai-business-models topic hub.","media_type":"text/html","markdown_url":"https://newruntime.com/topics/ai-business-models.md","json_url":"https://newruntime.com/topics/ai-business-models.json"},{"type":"collection","path":"/posts/","url":"https://newruntime.com/posts/","title":"Field Notes","reason":"Open the latest editorial analysis.","media_type":"text/html","json_url":"https://newruntime.com/posts.json"},{"type":"collection","path":"/sources/","url":"https://newruntime.com/sources/","title":"Sources","reason":"See the original sources this archive cites.","media_type":"text/html"}]}