Salesforce has signed a definitive agreement to acquire Contentful, a leading composable content platform trusted by more than 4,800 brands worldwide to deliver personalized digital experiences at scale.
The acquisition is expected to strengthen Salesforce’s Headless 360 offering by adding a native, enterprise-grade content layer that connects customer data with content experiences across its platform. By combining Data 360, Agentforce, and Contentful’s composable APIs, enterprises will be able to deliver personalized, AI-driven experiences across multiple channels more efficiently.
According to Jujhar Singh, President, C360 Applications & Industries at Salesforce, meaningful customer interactions depend on the integration of data, AI-powered content, and seamless user experiences. He noted that Contentful adds a native, headless, composable content layer that enables Agentforce to dynamically assemble and deliver personalized experiences across channels at scale.
Karthik Rau, CEO of Contentful, said the agreement advances the company’s mission of helping enterprises create and deliver rich digital experiences across every channel. He added that Contentful’s API-first architecture and content expertise align closely with Salesforce’s platform capabilities and will help enhance customer engagement through AI-powered experiences.
Following the completion of the transaction, Contentful will be integrated across Salesforce Customer 360 while maintaining the flexibility and composability expected by developers and digital teams. The integration will allow Agentforce to access Contentful’s structured content architecture, enabling AI agents to query, assemble, and deliver content dynamically without manual publishing processes.
Together, Agentforce and Contentful aim to help organizations transition from static, channel-specific content strategies to dynamic content orchestration. The combined platform will support the creation of personalized 1:1 experiences based on customer context, channel, language, and business rules.
The unified content layer is expected to support marketing, commerce, sales, web, mobile, and email experiences while reducing content fragmentation and improving speed-to-market. The transaction is expected to close in the third quarter of Salesforce’s fiscal year 2027, subject to customary closing conditions and regulatory approvals.
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