AGENTFORCE CITY
Agentforce City was, far and away, the most ambitious project of my Salesforce career.
Dreamforce 2025 opened with a bold declaration: “Welcome to the Agentic Enterprise.” It was a vision defined by a single, radical question: What if a business starts thinking for itself? We knew we couldn't just explain this concept on a slide. We had to physically build it. To bring this to life, we constructed a city where attendees could experience this vision firsthand by playing with our AI product, Agentforce, in real time.
Let me explain. We constructed a Main Street-style metropolis inside Moscone North, featuring 17 immersive storefronts from the world’s most innovative companies. If the company had an existing brick-and mortar, we designed their storefront to each painstaking detail. If they didn’t, we created a physical experience that brought their brand story to life. We wanted to make every attendee to feel like that company’s employee or customer.
Once inside the storefront, we didn’t invite the attendees to watch passive demos. Instead, they played the role of an employee or customer and used Agentforce. Not a fake Agentforce, but a live working instance of Agentforce. So whether they were a manager proactively having their shelves restocked at a Pepsi bodega, or a store clerk using fashion advice at lululemon, or a customer planning Thanksgiving dinner with Williams Sonoma’s AI Sous Chef, they experienced exactly how autonomous agents handle complex sales, service, and commerce tasks. Unlike previous years featuring beta concepts, this was a live, mature product that our attendees got hands-on with. Not an idea or a vision. It was real, actual innovation.
Creating and presenting these experiences to our audiences was a first for Salesforce and for Dreamforce. It forced us to concept and work in a lot of grey areas, and involved team members from very different departments and 17 different companies, with technology evolving by the day. It was beyond complicated.
But we did it.
The streets were packed for three days. The experience blended education with festival energy, featuring robot chess, gamified pin collecting, and brand giveaways. It even served as the backdrop for a Good Morning America segment with Marc Benioff. But the city wasn't the end of the journey. It was a launchpad. It drove traffic to hands-on labs and prompting attendees to ask the most important question of the event: “How could an agent solve this problem at my company?”
How effective was Agentforce City? Here’s some stats:
Attendees spent an average of 65.37 seconds using our digital activations at Agentforce City. Yes, that number is correct. When someone interacted with Agentforce, they spent a minute with it.
And we had we had over 29,000 engagements in Agentforce City alone. If you divide that by 17 storefronts equally, which isn't quite right but just to illustrate how busy we were, that means someone new was badged into every storefront every 50 seconds throughout all three days.
And we had we had over 29,000 engagements in Agentforce City alone. If you divide that by 17 storefronts equally, which isn't quite right but just to illustrate how busy we were, that means someone new was badged into every storefront every 50 seconds throughout all three days.
TLDR? In keeping with all things AI, here’s our favorite podcasters from NotebookLM talking about Agentforce City: