Salesforce agrees to buy Cresta as customer service AI moves deeper into voice

Salesforce agreed to acquire Cresta to expand its customer service offerings.

Salesforce said on November 2 that it signed a definitive agreement to acquire Cresta. Cresta makes voice agents that handle customer calls and tools that guide human representatives in real time. Salesforce expects the transaction to close in the first quarter of fiscal year 2028, subject to customary conditions and regulatory approvals. [Salesforce transaction announcement](https://www.salesforce.com/news/stories/salesforce-signs-definitive-agreement-to-acquire-cresta/)

Voice is one part of completing a service request

A conversation tool can recognize a caller’s intent and still lack the access needed to resolve the request. A person asking about a change to an order may need the representative to verify the account, check what is allowed and update the right system. Salesforce frames the planned combination around connecting call activity with the customer record and the tools used to complete that work.

Cresta’s tools support both automation and human representatives. That matters when a call needs to move from one to the other. A useful handoff would provide the reason for transfer and what the caller has already confirmed, while avoiding repetition or unauthorized disclosure. Salesforce says that after closing, Cresta will continue to support the contact center and telephony platforms its customers already use. [Salesforce transaction announcement](https://www.salesforce.com/news/stories/salesforce-signs-definitive-agreement-to-acquire-cresta/)

What customers can assess after the deal closes

The agreement sets out Salesforce’s direction. It does not establish the availability or price of a combined product. A contact center evaluating an eventual integration can track whether a caller’s issue stays resolved, how often agents hand work to people and whether sensitive actions follow the same checks across channels. Call duration alone misses the cost of repeat contacts and corrections.

Cresta’s mix of automated calls, representative guidance and conversation analysis gives Salesforce several ways to extend Service Cloud if the transaction closes. The immediate milestone is the signed agreement. Product integration and operating results are later developments to verify separately. [Salesforce transaction announcement](https://www.salesforce.com/news/stories/salesforce-signs-definitive-agreement-to-acquire-cresta/)