Ever feel like your marketing tools are running you—instead of you running them? Yet so often, we’re buried under reports, logins, and manual updates. That’s why the Salesforce Winter ’26 Release excites.
With the Winter 2026 Release, the company is making one thing very clear: Agentforce is here to simplify marketing.
Agentforce is not just another AI feature tucked inside Salesforce. With this release, it’s becoming a true teammate—helping marketers create campaigns, manage data, optimize ads, and even answer questions about prospects in real time. The updates point to a single direction: the age of intelligent, data-driven marketing is here.
Agentforce in Action for Marketers
The upcoming release weaves Agentforce into multiple parts giving teams more control, speed, and insight.
In Marketing Cloud Next, Agentforce will play a major role in campaign creation and analysis. Imagine drafting a campaign brief, setting up a multichannel campaign, and then instantly getting insights into how past campaigns performed—all in one place. That’s what Agentforce makes possible.
Over in Marketing Intelligence, the well-known Paid Media Optimization Agent is being reimagined as a dedicated Agentforce Employee Agent. This isn’t just a rebrand; it means you’ll get step-by-step guidance tailored to your campaign goals, so you can take faster and smarter actions.
And in Marketing Cloud Account Engagement, Agentforce is making prospect management easier than ever. Marketers will be able to create their own Lead Management Agent, update nurture campaigns from anywhere in Salesforce, and get instant answers about their leads without the back-and-forth.
In short, Agentforce is stepping into the marketer’s daily workflow—not as an add-on, but as an intelligent partner.
What’s New in Marketing Cloud Next
Salesforce is also rolling out a wave of upgrades to Marketing Cloud Next, making it more interactive, personalized, and easier to test.
- In-app Messaging
Brands will now be able to engage customers through interactive push notifications on verified mobile devices. These notifications won’t just be sent and forgotten—you’ll be able to view detailed sending and engagement metrics at both individual and campaign levels. - Faster Content Creation
Creating consistent emails will take less time thanks to new editing options and the ability to collaborate with the Content Builder Agent. Personalization is also becoming more powerful, with better control over data sources. And on top of that, WhatsApp messages are gaining new interactive features, while SMS messaging expands to more countries, including Hong Kong, Honduras, Peru, and Singapore. - Smarter Forms and Landing Pages
Collecting data will no longer feel like a struggle. New form features let you map details directly to Salesforce objects, and even automate follow-up actions like task creation through flows. Landing pages can also be personalized with merge fields, making each visitor’s experience unique. - Sandbox Testing
Teams will be able to test Marketing Cloud Next features in a sandbox environment. This means experimenting without worrying about breaking or changing the live setup. - Simpler Setup for AI Features
The setup experience has been improved to make identity resolution easier. Plus, activating AI-powered features from Agentforce and Einstein will now be faster and more straightforward.
Marketing Intelligence Gets Smarter
Marketers rely on data to make decisions, and Winter ’26 is bringing big improvements to Marketing Intelligence.
- Flexible Data Pipelines
Previously, pipelines ran once a day without flexibility. Now, you’ll be able to fully customize schedules, reprocess data on demand, and even set API pipelines to run daily at a specific time. This means fresher data when you need it. - Seamless Upgrades
Updating a data pipeline no longer means downtime or data loss. With versioning, you can adjust fields and logic directly in the app, keeping your data flowing without interruption. - View the Semantic Data Model
Teams will gain direct access to the Semantic Data Model, which shows how fields and tables connect. It’s a clearer way to understand the structure of your marketing data. - Pause Poor-Performing Google Ads
Instead of switching tools, you’ll now be able to pause low-performing Google Ads right from Marketing Intelligence. This saves both time and ad spend, making optimization faster and easier. - Better Attribution Insights
Attribution analysis is expanding. Along with standard Salesforce CRM data, you can now bring in conversion data from custom CRM objects, CSV/JSON uploads, and Data Cloud objects for deeper insights. - Organize Dashboards with Collections
Dashboards can now be grouped into collections under the Marketing Analytics tab. This keeps everything organized and easy to access in one place. - Objective-Based Campaign Metrics
Instead of only seeing overall results, you’ll get summaries grouped by campaign objectives. This makes it clearer which campaigns are hitting their specific goals. - More API Connectors
With new connectors, more performance and campaign data can be ingested into Marketing Intelligence, simplifying cross-channel analysis.
Marketing Cloud Account Engagement
Finally, Marketing Cloud Account Engagement is getting upgrades that focus on connecting with Data Cloud and adding more Agentforce actions.
- Richer Engagement Data
Teams will be able to pull in new engagement data, including details from third-party forms, giving a more complete picture of how prospects interact. - Agentforce for Prospect Management
Prospect management becomes more powerful with six new Agentforce actions. You’ll be able to manage leads, update nurture campaigns, and get instant answers about prospects from anywhere inside Salesforce. And if that’s not enough, you can even create your own Lead Management Agent tailored to your workflow.
The Bigger Picture
The Salesforce Winter ’26 Release shows us exactly where Salesforce is headed. Marketing is no longer about juggling tools or spending hours moving data around. It’s about orchestration. It’s about AI working in the background so marketers can focus on strategy and creativity.
Campaigns will be easier to build. Data will be fresher and faster to act on. Prospect management will be less of a chore. And most importantly, Agentforce will move from being a “feature” to being a true marketing partner.
If you’ve ever wished you had an extra teammate to handle the repetitive, manual parts of marketing—Agentforce is stepping up to fill that role. And with the Winter ’26 release, marketers will finally get to experience what intelligent, data-driven marketing really feels like.
