Salesforce and Five9 Deepen AI Partnership
Salesforce is partnering with Five9 to integrate predictive and generative AI capabilities directly into CRM workflows, creating what they term “agentic platforms.” The collaboration aims to build systems that can interpret context and automate next-best-actions for sales representatives. Five9 also introduced its GenAI Studio, a platform for building and deploying generative AI applications for customer engagement.
- The collaboration, branded "Five9 Fusion for Salesforce," builds on a 15-year partnership between the two companies, which serve over 1,200 joint customers. - A core technology in the integration is Five9 TranscriptStream, which feeds live voice call transcriptions into Salesforce, allowing the Einstein 1 Platform to analyze the data and provide real-time guidance to agents. - The global AI in CRM market was valued at $4.1 billion in 2023 and is projected to reach $48.4 billion by 2033, growing at a compound annual growth rate of 28%. - Five9's GenAI Studio allows businesses to customize third-party AI models, like those from OpenAI and Google, with their own data and test them with real call transcripts before deployment. - "Agentic platforms" differ from generative AI by acting autonomously; they continuously process data and execute tasks without human prompts, such as re-prioritizing a sales territory based on new buying signals. - The integration is part of Salesforce's Service Cloud Voice with Partner Telephony, also known as Bring Your Own Telephony (BYOT), which allows companies to connect their preferred contact center provider into the Service Cloud. - Salesforce is not alone in pursuing this technology; competitors like Microsoft (Copilot), HubSpot (Breeze Agents), and Zoho (Zia) are also developing their own agentic AI capabilities for their CRM platforms.
