Dreamforce 2025 on YouTube

Salesforce once again emphasized that the new and old Marketing Clouds will continue to coexist and stay connected. For instance, you’ll still be able to trigger “old” journeys from within the new Marketing Cloud. The keynote also showcased how traditional one-way marketing can evolve into adaptive, two-way conversations.

There were also many sessions on Data 360 (Salesforce’s CDP), focused on creating a unified customer profile from disparate systems. We saw a clear roadmap for Marketing Cloud users to tap into this unified data for personalization - without needing a massive migration.

The product isn’t fully there yet, but give it 6–12 months, and it’s likely to mature significantly

Marketing That Sparks a Conversation | Marketing Keynote, Dreamforce 2025

Salesforce wanted to show the audience how easy it is to connect existing Marketing Cloud data and map complex data sets into Data 360 to immediately activate two-way messaging and better personalization. In reality, we know that it requires a lot more analysis and alignment but Data 360 makes it easier than any other CDP.

Watch the keynote (~1h) 
 

Your Marketing Maturity Model: What AI to Use When | Dreamforce 2025

Understand the AI maturity path, focusing on low-complexity, high-impact tools like out-of-the-box models (e.g., send time optimization) to drive engagement.

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Activate Trusted Data Everywhere | Data Cloud Keynote, Dreamforce 2025

The Salesforce's Data Cloud Keynote recasts its rebranded "Data 360" platform as the essential solution to the data fragmentation hindering enterprise AI. With new tools like "Data 360 Clean Rooms" and "Intelligent Context", the core message is clear: trustworthy AI depends entirely on first solving this underlying data mess.

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We saw how AI agents act as digital store associates, handling everything from personalized product recommendations to purchase inquiries. This push toward Agentic Unified Commerce connects online and in-store operations to provide seamless, end-to-end customer experiences that strive to give websites the "same warm feeling" as physical stores.

Drive Growth with Agentforce Commerce | Commerce Keynote, Dreamforce 2025

Watch the full demo showing how a Commerce agent facilitates a complex purchase, including contextual product recommendations and purchase completion, turning conversation into conversion.

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Unlock Growth with Agentic Brands | Consumer Goods Keynote, Dreamforce 2025

See how AI agents are transforming retail execution by proactively identifying issues (e.g., cooler temperature being too high) and automatically creating service cases to ensure optimal store conditions.

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Cut B2B Commerce Costs with AI and Extensibility | Dreamforce 2025

See how developers used just four natural language prompts with AI to execute complex component customizations and deployment, estimating a saving of approximately $10,000 and four weeks of development time.

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We noted a strong focus on building an open, AI-powered, and developer-friendly architecture for Marketing, Commerce and Service.

We observed that Salesforce is working on eliminating the "decision gap" between insight and action. Agentic Analytics uses a unified AI Semantic Layer (in Tableau Next and Data 360) to transform complex structured and unstructured data (like call logs and emails) into contextual, actionable insights.

Powering Decisions, Driving Actions | Tableau Keynote, Dreamforce 2025

Watch the demonstration showing how investigating a stalled opportunity in a dashboard leads to immediate action by triggering a Salesforce Flow and a Slack notification, closing the decision gap.

Watch the keynote (~50 min) 

Embed Analytics and Drive Actionability with Tableau Next | Dreamforce 2025

Accelerate Semantic Modeling with Data Pro and Built-in AI

Explore AutoSDM (Auto Semantic Model creation), which uses natural language description to automatically generate relationships and calculated fields for semantic modeling, saving days of manual effort.

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Zero Copy 101: Building Open Data Ecosystems with Data Cloud | Dreamforce 2025

Understand the Zero Copy blueprint and how it allows Data 360 to access and analyze data directly from external hyperscalers (like Snowflake or Databricks) without duplicating the data.

Watch the session (~20 min)