Salesforce has agreed to acquire customer-service AI company Cresta. The deal is expected to close in Salesforce’s fiscal first quarter of 2028, subject to conditions and regulatory approvals.
The big change
- The purchase would add a voice-focused business to Salesforce’s service portfolio if completed.
- Salesforce says Cresta offers voice agents and real-time guidance for human representatives.
- Cresta describes connecting call audio to AI and transferring conversations to people when needed.
Salesforce did not disclose a price. It describes a future combination with Service Cloud and says Cresta will continue supporting customers’ existing contact-center and telephony platforms after closing.
In a separate May engineering article, Cresta explains two audio paths. An automated voice agent needs two-way audio to listen and respond, while an assistant for a human representative receives call audio for guidance. Depending on the deployment, connections can use telephone networks or platform-specific streaming. The path is part of how an AI system participates in a call, alongside the model itself.
Cresta also describes transferring a more complex conversation to a person with a summary and customer context. That gives a representative information from the earlier exchange as the call moves through existing contact-center infrastructure. This is Cresta’s account of its existing approach, not an independent test of accuracy or a guarantee that every call can be resolved automatically.
Salesforce separately agreed in October to acquire Braze, a customer-engagement company, as BIG CHANGE reported. Cresta focuses on service calls; the announcements concern different transactions.
