Cloudgaia was proud to attend the Consumer Goods Keynote: Unlock Growth with Agentic Brands at Dreamforce 2025, one of the most inspiring sessions for leaders across the Consumer Goods ecosystem. The keynote brought together executives from Salesforce, technology innovators, and industry pioneers to explore how Agentforce 360 is redefining growth, agility, and customer engagement.
Consumer Goods companies are navigating one of the most transformative moments in decades.
Customer expectations are rising, markets are volatile, and data continues to live in silos—limiting agility and profitability.
Some numbers reveal the urgency:
- 61% of CEOs are already adopting AI agents to accelerate growth.
- 88% of brands remain uncomfortable with their omnichannel strategy.
- 60% of trade promotions go unevaluated, and 70% fail to deliver returns.
These were the opening insights from Salesforce’s Consumer Goods Keynote at Dreamforce 2025, where leaders and innovators gathered to explore how the new Agentforce 360 platform is reshaping the way the industry sells, serves, and connects. The discussion opened with Bart Seidner, SVP of Sales at Salesforce, who introduced the concept of the Agentic Enterprise — an evolution that unifies data, people, and processes across every touchpoint. Seidner emphasized the role of AI agents in transforming consumer engagement, empowering organizations to move from reactive to proactive operations.
What’s New: Salesforce Innovations for the Consumer Goods Industry
The keynote unveiled a new generation of tools within Agentforce 360 for Consumer Goods, focused on connecting data, automating processes, and guiding teams with real-time intelligence.
Here are some of the most relevant announcements:
1. Trade Promotion Optimization
Salesforce introduced intelligent agents designed to transform how brands plan, manage, and measure trade promotions:
- TPM Agent (GA Now): Recommends and optimizes promotions based on data-driven insights.
- Claims Resolution Agent (June 2026): Automates claim reconciliation to reduce manual tasks.
- Accruals Management (GA Now): Improves visibility and accuracy in financial tracking.
- Data Cloud Processing Connector (February 2026): Unifies and processes data from multiple systems in real time.
Together, these capabilities aim to maximize ROI, eliminate inefficiencies, and simplify complex workflows across commercial teams.
2. Retail Execution and Field Operations
Salesforce also announced innovations designed to bridge the gap between strategy and field execution—helping teams achieve the long-sought goal of a perfect store visit.
- Retail Execution Agent (February 2026): Delivers smart recommendations, tasks, and promotions for field teams.
- Agentforce Voice (February 2026): Adds voice commands for on-the-go interactions with AI agents.
- Hybrid Mobile App (GA Now): Connects sales, service, and IoT data in a unified experience.
- Asset Service & Warranty Management (GA Now): Enables full-cycle field service, maintenance, and warranty management.
These solutions bring agility to field operations, making every store visit more efficient, connected, and insights-driven.
Read more about the Dreamforce 2025 insights:
Dreamforce 2025 Main Keynote: How Agentforce AI Is Transforming the Enterprise
A Vision for the Future: CONA Services’ Customer Engagement Journey
Within this broader vision, CONA Services — the IT platform supporting 11 largest Coca-Cola bottlers across North America — took the stage to share their experience. Mariano Maluf, Chief Product Officer, described how CONA is building a unified customer engagement platform that connects sales, service, and operations under a single, data-driven ecosystem.
“Our goal is a unified platform for sales and service — always customer-centric, business-led, and data-driven.”
— Mariano Maluf, Chief Product Officer, CONA Services
When asked about the role of AI in CONA’s vision for driving efficiency and future growth, Mariano Maluf emphasized the potential of connected data and automation to unlock new levels of value across the Coca-Cola bottling system:
“I think the combination of what Agentic enables — the orchestration of data flows and the power of connected customer engagement across multiple touchpoints and Salesforce clouds — gives me a lot of hope that we can be effective and truly bring value to the business. (…) Getting suggestions on which customer channels to focus on, refining the pitch, improving forecasting and predictability, and automating low-value tasks — that’s a tremendous opportunity to unlock.”
— Mariano Maluf, Chief Product Officer, CONA Services
Driving Omni-Channel Excellence Across Bottlers
At the core of CONA’s transformation lies a powerful omni-channel engagement strategy connecting sales, service, retail execution, and B2B commerce in one unified platform. Through Salesforce, CONA Services provides a shared view of every customer interaction across all bottlers, ensuring consistent service and better decision-making.
This connected ecosystem enables:
- 350,000+ customers migrated
- 242 million products sold
- 72,000+ weekly orders
- 51.4% daily conversion rate
With over 72,000 orders processed every week, CONA’s platform demonstrates how a connected, customer-centric approach can scale efficiently — setting a new standard for digital engagement in the Consumer Goods industry.
This approach highlights how large-scale Consumer Goods organizations can modernize customer engagement through integration, agility, and automation—empowering teams to focus on what truly matters: customers.
Read more about CONA Services:
CONA Services Enhances Customer Engagement with Salesforce
Cloudgaia: Partnering in the Agentic Transformation
At Cloudgaia, we are proud to partner with CONA Services in this transformation journey. As a 100% Salesforce Summit Consulting Partner, our mission is to help organizations unlock the full potential of Agentforce, ensuring they are ready to evolve into truly agentic enterprises.
Talk to a Cloudgaia expert and learn how we can help you optimize your customer engagement using the power of Salesforce and Agentforce.
