---
title: "Salesforce buying AI customer support company Cresta"
url: https://adtech.lol/articles/1b252707-3947-4060-9dd4-0635381f302a
source_url: https://martech.org/salesforce-buying-ai-customer-support-company-cresta/
source_site: martech
author: "Constantine von Hoffman"
published: 2026-11-03T00:00:00+00:00
tags: ["Salesforce", "Cresta", "AI", "Customer Support"]
publisher: AdTech Radar
---

# Salesforce buying AI customer support company Cresta

> Salesforce is acquiring Cresta to integrate AI voice agents into customer calls, enhancing connections between conversations and CRM data.

## Salesforce is buying Cresta to bring AI voice agents into customer calls, tying conversations more closely to CRM data and its broader Agentforce push.

By [Constantine von Hoffman](https://martech.org/author/constantine-von-hoffman/) ,  
Senior Editor, MarTech

Published on 2026-11-03  

Salesforce signed a definitive agreement to acquire Cresta, whose voice agents handle customer calls end-to-end, while the same platform provides human representatives with real-time guidance and analyzes conversations. Salesforce didn’t disclose the price.

Salesforce says it plans to connect Cresta’s understanding of customer conversations with the customer history and systems already sitting in Salesforce. The AI can understand the conversation as it happens, guide the employee, handle the interaction itself, and then connect what happened to the customer record.

The company says Cresta will continue to support the contact-center and telephony platforms that customers already use after the deal closes. That could matter to companies that don’t want their phone stack tied completely to Salesforce, although the eventual depth and cost of those integrations remain to be seen.

Cresta is Salesforce’s third acquisition announcement in roughly two weeks, following agreements for Braze and logistics software company Rune Technologies. The Cresta deal is expected to close in Salesforce’s first quarter of fiscal 2028, subject to regulatory approval and other customary conditions.

Source: [https://martech.org/salesforce-buying-ai-customer-support-company-cresta/](https://martech.org/salesforce-buying-ai-customer-support-company-cresta/)