Salesforce today signed a definitive agreement to acquire Contentful, planning to use the composable content platform alongside its Data 360 and Agentforce platforms to deliver AI-assembled personalized experiences at scale across all channels.
Many businesses rely on static, channel-specific content. With Contentful on board, Salesforce wants to help these organizations move to dynamic content orchestration, stitching together 1:1 experiences at scale based on context, channel, language and business rules.
To make this a reality, businesses need a single content layer across all their channels (email, web, mobile) and for all use cases (marketing, commerce, sales), eliminating the fragmentation that slows time to market and compromises brand consistency.
Contentful’s API-first architecture and deep domain expertise will deliver this content layer to Agentforce. As a native layer within the platform, Salesforce plans to make Contentful’s structured content architecture accessible to Agentforce, allowing agents to dynamically query, assemble and deliver content without manual publishing steps.
Jujhar Singh, president of C360 Applications & Industries at Salesforce, explained in a statement how Contentful adds a missing element to Salesforce’s plans.
“Every meaningful customer interaction depends on the synergy of three elements: the right data, the right AI-driven content, and a modern, effortless experience,” Singh said. “With Contentful, we complete this picture by adding a layer of native, headless, composable content that allows Agentforce to dynamically assemble and deliver personalized experiences across all channels, at the speed and scale the AI era demands.”
The transaction is expected to close in Salesforce’s third quarter of fiscal 2027. After closing, Contentful will be natively integrated into Customer 360 while preserving the composability that developers and digital teams expect from a headless platform.
