Salesforce To Acquire Contentful To Strengthen AI-powered Content Capabilities

Founded in 2013, Contentful provides an API-first, composable content platform that enables developers and content teams to manage and distribute content across websites, mobile apps, social media, and other digital touchpoints. The company operates from offices in Berlin, London, and the US.

The acquisition will enhance Salesforce’s Customer 360 platform by adding a native enterprise content layer that connects customer data with digital experiences.

Salesforce plans to integrate Contentful’s technology with its AI platform, Agentforce, enabling businesses to create and deliver personalised content dynamically across channels such as web, mobile, email, commerce, and sales.

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By combining Salesforce’s Data Cloud and Agentforce capabilities with Contentful’s content infrastructure, enterprises will be able to move from static, channel-specific content to AI-driven content orchestration, delivering tailored experiences based on customer context, language and business rules.

Following the acquisition, Contentful will be integrated across Salesforce Customer 360 while maintaining the flexibility and composability that developers expect from a modern headless content management platform.

The transaction is expected to close in the third quarter of Salesforce’s fiscal year 2027, subject to regulatory approvals and customary closing conditions.

The deal further strengthens Salesforce’s position in the rapidly growing AI and customer experience market, while providing Contentful customers with deeper integration between content management, customer data, and AI-powered automation.

“Every meaningful customer interaction depends on three things working together: the right data, the right AI-driven content, and a modern, effortless experience,” said Jujhar Singh, President, C360 Applications & Industries Salesforce. “With Contentful we complete that picture by adding a native, headless, composable content layer that lets Agentforce dynamically assemble and deliver personalized experiences across every channel, at the speed and scale the AI era demands.”

“Joining forces with Salesforce accelerates our mission of enabling modern enterprises to dynamically assemble and deliver rich digital experiences across every channel,” said Karthik Rau CEO of Contentful. “Our API-first architecture and deep domain expertise fit perfectly into the Salesforce stack. Together we will redefine how brands interact with customers by giving Agentforce the content layer it needs to make every interaction truly engaging.”