Who Moved Your Customer?

"For years, CRM has been about digitising work. Agentforce changes the question entirely — it's no longer just about how work gets done, but who does it. As AI agents begin occupying roles alongside humans, organisations face a strategic inflection point. The businesses that thrive won't be those that simply deploy agents — they'll be the ones that redesign their operating model around them. In this session, Ian Sampson explores how Salesforce customers can make the transition from traditional CRM operations to becoming truly agentic enterprises. The result is a new way of thinking about customer-centricity — one where humans act as conductors, orchestrating agents across sales, service, marketing, and operations to deliver outcomes that neither could achieve alone. This isn't a session about AI features. It's about what it means to run a business when the ""who"" doing the work is no longer necessarily human — but accountability still is."