Salesforce Is Also Acquiring Cresta, an AI Company That Manages Customer Calls
Salesforce did not disclose the price; after the deal closes, Cresta will continue to support the contact center and telephony platforms its customers use today.
What's happening
According to CMSWire, Salesforce signed a definitive agreement to acquire Cresta, an AI company whose agents handle customer calls end to end and coach human reps in real time. The deal is expected to close in the first quarter of Salesforce's fiscal year 2028, which runs February through April 2027. According to Kishan Chetan at Salesforce, voice is the channel where service is hardest to get right and where it matters most to customers.
Whose desk it lands on
Contact center head. If we run Cresta on non-Salesforce telephony infrastructure, for how long should we ask for a commitment to continued support, and should we ask for it in writing?
Our view
The CX Brief's interpretation, not a claim made by the source.
Salesforce already owned, or had agreed to own, a text-based customer service agent; now it is buying a voice-based one. That puts the AI behind both main channels for talking to customers in the hands of a single company. This is why it matters that Cresta will keep supporting other telephony infrastructure: it is not yet clear whether the two products will become a single platform or remain two separate products side by side.
