Salesforce & AWS deepen AI partnership to boost agentic adoption

Salesforce and Amazon Web Services (AWS) have expanded their partnership to help enterprises accelerate the adoption of artificial intelligence-driven agentic systems across workflows, data, and customer service environments.

Rising adoption of AI agents

Data from Salesforce's Agentic Enterprise Index highlights rapid growth in adoption, with a 119% jump in the number of AI agents created and deployed by businesses in the first half of 2025. Employee interactions with these agents rose by 65% month over month, while the average length of conversations increased by 35%. These trends signal the growing integration of agentic systems in daily business operations.

As part of their ongoing collaboration, Salesforce and AWS are focusing on four main priorities: unifying data, enabling secure and interoperable AI agents, modernising contact centres, and simplifying customer procurement of AI solutions via the AWS Marketplace. Their shared customers include organisations such as Deel, Expedia Group, Toyota Motor North America, and 1-800Accountant.

"The cloud transformed how enterprises operate, and now agentic AI is driving the next evolution. AWS and Salesforce have spent nearly a decade helping customers navigate complex technology shifts, and we're bringing that same approach to making advanced AI accessible, secure, and outcome-oriented‌ - ‌through integrations with Amazon Connect and AWS Clean Rooms, secure model hosting via Amazon Bedrock, and simplified procurement through AWS Marketplace, where Salesforce has surpassed $2 billion in lifetime sales." - Ruba Borno, Vice President of Global Specialists and Partners, AWS.

"This next phase of the Salesforce and AWS partnership is about helping businesses continue to evolve into agentic enterprises where every company operates with infinite capacity, precision, and speed by pairing human expertise with AI-powered agents. By leveraging integrations across Salesforce and AWS, we're helping our customers unlock AI's value - by securing data access, advancing interoperable agentic workflows, and delivering innovative experiences that scale." - Brian Landsman, CEO of AppExchange & Global Partnerships.

Data access and integration

Central to the success of AI adoption is secure and accessible data. Salesforce has introduced Zero Copy functionality within Data 360 (formerly Data Cloud), allowing enterprises to analyse data across platforms, such as Amazon Redshift, without needing to duplicate or move the data. This approach reduces complexity and accelerates insights.

Companies such as 1-800Accountant are currently utilising Data 360 in conjunction with AWS to unify data and ensure real-time access. The Zero Copy integration provides a 360-degree view of clients and enables AI agents to handle a wide range of inquiries instantly, without requiring appointment bookings. According to the company, AI agents now autonomously resolve 70% of routine inquiries during the tax season, allowing Certified Public Accountants (CPAs) to focus on more complex conversations.

"Zero Copy is a significant value driver. We don't have to replicate every piece of data, which is crucial with hundreds of millions of transactions. With Data 360 and AWS, our AI agents can create personalised customer experiences and deliver meaningful answers." - Ryan Teeples, CTO, 1-800Accountant.

Salesforce has also launched Data 360 Clean Rooms with native integration to AWS Clean Rooms. This setup allows multiple parties to collaborate on analytics without exposing raw data, enhancing privacy and compliance. Expedia Group Advertising is among the users, enabling advertisers to measure return on ad spend by evaluating campaign performance against converted bookings and direct sales.

AI agent interoperability and security

Salesforce and AWS are working to give enterprises the flexibility to deploy AI securely. The Agentforce platform, featured in AWS Marketplace, supports the deployment of multi-vendor AI agents that collaborate across enterprise workflows using open standards like Model Context Protocol (MCP) and Agent2Agent (A2A).

Agentforce's Atlas Reasoning Engine leverages Anthropic's models, hosted on Amazon Bedrock within Salesforce's Trust Boundary, to meet requirements in highly regulated industries. Amazon Bedrock ensures that all large language model traffic remains within Salesforce's virtual private cloud, supporting advanced security and compliance controls. Additionally, Amazon Nova models are now offered as Salesforce Managed models for Agentforce Prompt Builder, supporting reusable generative AI prompts for specific use cases, such as automated case responses.

Toyota Motor North America will use Agentforce to automate customer service processes, including appointment scheduling and vehicle management, relying on the security model provided by Anthropic Claude models on Amazon Bedrock within Salesforce's trust boundary.

Contact centre applications

Over 1,000 customers and more than 100,000 human agents have adopted Agentforce Voice (formerly Service Cloud Voice), which is deeply integrated with Amazon Connect. This solution allows businesses to use AI agents for voice self-service and provides service representatives with a unified interface that incorporates customer data, conversation history, and real-time sentiment analysis.

"Customers expect their contact centre to be open, intelligent, and easy to deploy. The integration of Agentforce Voice with Amazon Connect SCC-AC enables businesses to handle routine calls with AI while ensuring seamless handoffs to service representatives, building on our long-standing collaboration with Salesforce to enhance customer service experiences." - Pasquale DeMaio, VP of Amazon Connect at AWS.

Future enhancements will allow interoperability between Amazon Q in Connect and Agentforce agents using the MCP standard, with the aim of improving resolution efficiency.

Marketplace expansion

Salesforce's presence on AWS Marketplace has expanded its reach, enabling enterprises in 30 countries, including recent growth into Latin American markets, to procure and manage AI solutions with ease. Since joining the marketplace, Salesforce has surpassed USD $2 billion in lifetime sales.

"By purchasing Salesforce through AWS Marketplace, we were able to accelerate impact, equip our team with the tools they need, streamline procurement into a single consolidated bill, and simplify how we build a best-in-class tech stack." - Director of Procurement, Orr Zilcha, Deel.

The marketplace streamlines the process for customers through consolidated billing, standardised contracts, and flexible pricing, facilitating the adoption of agentic and generative AI solutions globally. Over 30 listings are now available on AgentExchange, Salesforce's marketplace for AI agents and workflows.

Salesforce and AWS continue to introduce joint solutions aimed at making enterprise AI more secure, scalable, and accessible, reflecting an ongoing partnership focused on helping organisations deliver increased value to customers as they move toward agentic enterprise models.