Salesforce Agentforce is Salesforce's platform for AI agents that answer customers, update records and run sales and service tasks inside your Salesforce CRM, under your existing permissions. It suits UK firms already on Salesforce. As of 18 October 2026, the agent tools come free with Salesforce Foundations on Enterprise Edition and above, and usage costs £400 per 100,000 Flex Credits (per-conversation pricing for existing customers only), VAT not stated. It is sold in the UK in pounds. Know this first: Salesforce now switches the platform on by default, so check who can build and activate agents.
Key facts
- What it is: Salesforce's AI agent platform, plus ready-made job agents and AIforce, which brings Salesforce into Claude and Slack
- Made by: Salesforce
- Price: Foundations free on Enterprise Edition and above; Flex Credits £400 per 100,000; per-conversation pricing (£1.60 each) only for existing Conversations customers (as of 18 October 2026; VAT not stated)
- Free plan or trial: Foundations includes free starter credits (Salesforce cites both 200,000 and 100,000); a Free Suite; 30-day Starter Suite trial
- Runs on: Salesforce's cloud (Hyperforce), used in a browser, the Salesforce mobile app, Slack and Claude
- What you need: Enterprise, Performance, Unlimited or Developer Edition to build agents, Einstein turned on and an admin
- Open source: No
- Available in the UK: Yes, with sterling prices; Salesforce in Claude is in beta and Hunter in pilot
- Best for: UK businesses already on Salesforce that want agents grounded in their own customer data
- Official site: salesforce.com/uk/agentforce
On this page
- What is Salesforce Agentforce?
- What's new in Agentforce in October 2026?
- Is Agentforce on by default?
- How much does Salesforce Agentforce cost in the UK?
- How can a small business start with Agentforce?
- What do you need to run Agentforce?
- How do you set up (or switch off) Agentforce?
- How do you use Agentforce? First things to try
- Best Salesforce Agentforce video tutorials
- Official Agentforce links
- Is Salesforce Agentforce safe? Privacy, security and UK GDPR
- Salesforce Agentforce vs Copilot Autopilot, Gemini agent, Fin and ChatGPT
- Who should use Salesforce Agentforce?
- Frequently asked questions
What is Salesforce Agentforce?
Agentforce is the AI layer of Salesforce, the customer relationship management (CRM) software. An AI agent here reads your Salesforce data, plans steps and takes actions, such as updating a case or booking a meeting, rather than only chatting (agent vs chatbot explains the difference).
According to Salesforce's UK site, the Atlas Reasoning Engine splits a request into smaller tasks, checks each step and proposes a plan. Agents act through Flows (Salesforce's automations), prompt templates, Apex code and MuleSoft APIs, under Salesforce permissions and the Einstein Trust Layer, Salesforce's privacy filter.
As of October 2026 it comes in three layers:
- The platform. Agentforce Builder (a low-code agent maker), Prompt Builder and Agent Script.
- Job-ready agents. Announced on 11 September 2026: Casey (customer help), Paige (IT and HR), Carter (shopping), Piper (inbound leads), Marshall (supply chain) and Fin (customer service). Salesforce Hunter, the outbound sales agent, was in pilot with general availability planned for November (Salesforce).
- AIforce. Launched on 15 September 2026, it brings Salesforce into Claude (Claudeforce), Slack (Slackforce) and Salesforce itself (Agentforce Coworker) (Salesforce).
Names keep moving: Data Cloud is now Data 360, and the UK pricing page lists Agentforce Max Editions where the US page still says Agentforce 1 Editions. On 9 October, chief executive Marc Benioff posted that AIforce is now SIforce, following a US executive order on "super intelligence" (Salesforce Ben), but Salesforce's UK AIforce page still said AIforce on 18 October 2026.
What's new in Agentforce in October 2026?
- 16 October 2026: Yahoo Finance reported that Hunter, in pilot until November, uses ZoomInfo and Demandbase as data providers, and that the Docusign partnership now reaches Agentforce and Slack (Yahoo Finance).
- 15 October 2026: Salesforce's admin team published a Winter '27 checklist of what admins should review before their orgs upgrade (YouTube).
- 13 October 2026: Tech Times told IT teams to audit their orgs as Winter '27 shipped with Agentforce on by default (Tech Times).
- October 2026: Slackforce, Agent Optimizer (an agent that tunes other agents) and AI Skills were due for general availability (Salesforce).
- 15 September 2026: AIforce launched, and Salesforce in Claude opened to all customers in beta.
- 10 September 2026: Salesforce completed its purchase of Fin, formerly Intercom, announced in June at about $3.6 billion (Salesforce).
- 26 August 2026: Salesforce and Anthropic announced Claudeforce, a partnership that connects Claude to Salesforce data, workflows and governance (Salesforce).
Is Agentforce on by default?
Yes, in most licensed orgs. With Winter '27, Salesforce turns on the Agentforce platform in Lightning Experience orgs on Foundations with Enterprise, Performance, Unlimited or Developer Edition, and in orgs on Agentforce 1 Edition. New orgs start enabled, and existing orgs have been switched on in waves since early September (Salesforce Ben, 31 August 2026). Salesforce's help article says the Agentforce toggle will leave the Agentforce Agents page in Setup, with no extra cost or billing change.
Enabled is not the same as running: each agent is still activated separately in Agentforce Builder. The quieter risk is that more people can build and switch on agents than you realise.
Agentforce Coworker, the AI teammate in Salesforce's search bar, has its own switch-on. From 10 August 2026, Salesforce began enabling it, after emailing admins, in orgs with Unmetered User-Based AI seats, excluding government and health orgs among others (Salesforce Help).
Tech Times suggests an audit, and I would do it this week:
- Who holds the Manage AI Agents permission.
- Which agents are active, and which user each runs as.
- Sharing rules and field-level security on records agents can reach.
- Fields outsiders can write to, such as web-to-lead forms, where hidden instructions can steer an agent.
How much does Salesforce Agentforce cost in the UK?
Salesforce's UK pricing page shows sterling for most options but does not mention VAT. Business software is normally priced before VAT, so budget for 20% on top. Prices as of 18 October 2026.
| Option | US price | UK price | What you get |
|---|---|---|---|
| Salesforce Foundations | $0 | £0 | For Enterprise Edition and above: Agent and Prompt Builders, Sales and Service agents and free starter credits (200,000 in the page banner, 100,000 Flex Credits in its FAQ) |
| Flex Credits | $500 per 100,000 | £400 per 100,000 | Any agent use; an action uses 20 credits (8p), a voice action 30 (12p) |
| Conversations | $2 each | £1.60 each | Customer-facing agents only; the UK page lists it for existing Conversations customers only |
| Agentforce User Licence | $5 a user a month | £4 a user a month | Metered access for every employee; needs Flex Credits |
| Agentforce add-ons (Sales, Service, Field Service) | $125 a user a month | £100 a user a month (listed as Flat Fee Access) | Unmetered agent use for licensed employees |
| Agentforce Max Editions | From $550 a user a month | Not shown (about £413) | Add-on plus 2.75 million Flex Credits per org a year (2.5 million on the US page) |
| Starter Suite | $25 a user a month | £20 a user a month | Small business CRM with a built-in Employee Agent |
| Pro Suite | $100 a user a month | £80 a user a month, billed annually | Starter plus customisation and forecasting |
Suite prices are starting prices from Salesforce's small business pricing page. Salesforce's example "where is my order?" agent uses 40 credits a request; at 20 requests a day that is 24,000 credits a month, or £96 at the UK rate.
Hidden costs:
- The licence underneath. Foundations is free only on top of a paid Enterprise Edition (or higher) licence.
- Data 360 credits. Salesforce's examples exclude them.
- Logging. Einstein Generative AI Audit and Feedback and Agentforce Session Tracing increase credit use (Salesforce Help).
- Use it or lose it. Unused Flex Credits do not roll over to the next term.
- People. Admin or partner time to build and monitor agents.
See also what AI agents cost in the UK.
How can a small business start with Agentforce?
Start with what you already pay for. In March 2026 Salesforce added an Employee Agent, AI record summaries and email drafts to its Free, Starter and Pro Suites at no extra cost (TechTarget). Its Starter Suite FAQ says the AI needs no setup, and offers a 30-day free trial. The UK pricing page does not list the Free Suite, so check its user limit before signing up.
To build your own customer-facing agents, Salesforce's setup docs list Enterprise, Performance, Unlimited and Developer editions. A free Developer Edition org is the cheapest place to practise.
I would start with Starter Suite's Employee Agent, and move to Enterprise plus Flex Credits only once a customer-facing job clearly pays for itself. More ideas: AI agents for UK small businesses.
What do you need to run Agentforce?
- An eligible org. Enterprise, Performance, Unlimited or Developer Edition in Lightning Experience, Salesforce's modern interface. Some agent types need add-on licences.
- Data Cloud (now Data 360) provisioned, because the Trust Layer depends on it, and Einstein generative AI on (automatic in new orgs).
- Permissions. Manage AI Agents for builders. Admins must give Coworker access by hand to users who gain eligible licences after it is switched on.
- A browser on a Mac or Windows PC. For Claude, an admin connects Salesforce in Claude (beta) once for the team.
- Skills: comfort with Setup, permission sets and Flows.
How do you set up (or switch off) Agentforce?
These steps follow Salesforce's help on setting up agents and turning on Einstein generative AI, and the Foundations page. It all happens in Setup, with no commands to type.
- Check your edition and permissions. Enterprise, Performance, Unlimited or Developer Edition in Lightning Experience, plus Manage AI Agents.
- Add Foundations if you lack it. In Setup, select Salesforce Foundations, click Add to my Contract, then check out.
- Check Data Cloud. Go to Data Cloud Setup. If it is missing, refresh or log out and back in as an admin. If it still does not appear, contact your account executive.
- Turn on Einstein. From Setup, enter Einstein Setup in the Quick Find box, select Einstein Setup, then select Turn on Einstein. Allow a few minutes to sync.
- Set up the Einstein Trust Layer. Configure its privacy controls, such as data masking.
- Open Agentforce Agents. In Setup, enter Agent in Quick Find and select Agentforce Agents. If the Agentforce toggle still shows, turn it on and refresh. Success: a New Agent button appears.
- Create an agent. Click New Agent and follow the guided setup, then test it.
- Activate deliberately. Activate each agent in Agentforce Builder only when you are happy with it.
- Limit who can build. Assign Manage AI Agents only to named people.
To switch off or limit it:
- One agent: deactivate it in Agentforce Builder.
- The whole platform: turn off the Einstein setting on the Einstein Setup page. Salesforce Ben reports that Salesforce will keep this control after the Agentforce toggle goes. It also switches off other Einstein generative AI features.
- Agentforce Coworker: before it arrives, use the opt-out link in Salesforce's email or Setup, Agentforce Coworker, Opt Out of Auto Activation. Afterwards, use the toggle in Agentforce Coworker Setup.
How do you use Agentforce? First things to try
- Meeting prep in Coworker. "Prepare me for tomorrow's call with Acme: open cases, opportunities and the last three emails."
- Stale deals. "Which of my opportunities closing this quarter have had no activity for two weeks?"
- Follow-up email. "Draft a follow-up to the Acme buyer proposing a demo next Tuesday. Don't send it."
- Admin housekeeping. In Setup with Agentforce: "Show me which permission sets grant Manage AI Agents."
- A test help agent. In Agentforce Builder: "Answer delivery and returns questions from our Knowledge articles, and hand every refund to a human."
- Slack catch-up. "@Slackbot which accounts have gone quiet this month, and why?"
- Claude morning plan. In Salesforce in Claude: "What needs my attention in my pipeline today?"
- Cost check. Each week, open Digital Wallet, Salesforce's free usage tracker, and check credits used per agent.
Best Salesforce Agentforce video tutorials
Video: Salesforce Admins on YouTube.
Salesforce's admin team shows Coworker preparing a customer meeting in under five minutes, then explains its permission sets.
| Video | Channel | Length | Uploaded | Best for |
|---|---|---|---|---|
| Agentforce Coworker Demo: Prepare for Customer Meetings | Salesforce Admins | 4:52 | 4 August 2026 | The agent most users meet first, plus its permissions |
| Winter '27: What Admins Should Check Before Their Org Upgrades | Salesforce Admins | 27:52 | 15 October 2026 | Preparing for Winter '27, including Setup with Agentforce |
| Enable Your Salesforce Setup Agent | Salesforce Admins | 9:05 | 13 July 2026 | Turning on Setup with Agentforce in Foundations and Developer Edition orgs |
| Connect Claude to Salesforce with MCP | Salesforce Admins | 7:12 | 14 July 2026 | Connecting Claude to your org with OAuth |
| Casey, your help agent, doesn't just talk. Casey resolves. | Salesforce | 2:55 | 13 October 2026 | A quick look at the customer help agent |
Watch the Coworker demo first, then the Winter '27 briefing before your org's next upgrade.
Official Agentforce links
| Link | What it's for |
|---|---|
| Agentforce UK | Product overview and demos |
| Agentforce UK pricing | Flex Credits, conversations and licences in pounds |
| Salesforce Foundations | Free Agentforce tools for Enterprise Edition and above |
| Small business pricing | Free, Starter and Pro Suite prices |
| Set up agents | Official setup steps |
| Turn on Einstein generative AI | Einstein Setup and data collection settings |
| Agentforce Coworker auto-enablement | Dates and how to opt out |
| Claudeforce | Salesforce in Claude and its beta |
| Salesforce status | Service status and incidents |
Is Salesforce Agentforce safe? Privacy, security and UK GDPR
Agentforce has stronger controls than most agents because it sits inside a CRM with mature permissions, but it acts on real customer records.
Trust Layer. Salesforce's trusted AI page says prompts and responses are not stored or used to train third-party models, sensitive data can be masked, and outputs are screened for toxic content. Salesforce's developer docs say its managed Claude models run on Amazon Bedrock.
Permissions. Agents, Claude and Slack see only what the user may see, so sloppy sharing rules become sloppy agent access.
Models. Agents you build default to Salesforce Default, a managed mix that currently includes GPT-4o; Agent Builder also offers Claude, Gemini and OpenAI models (Salesforce Developers). Salesforce in Claude connects through MCP, the standard way agents plug into apps.
Data residency. Hyperforce, Salesforce's public cloud infrastructure, offers a UK region (Salesforce), and Salesforce has announced Data Cloud on Hyperforce in the UK. AI requests follow Salesforce's geo-aware routing, but Salesforce's Coworker docs say they can fall back to the US if a model is not deployed locally or during an outage. A setting under Einstein Setup blocks that for Anthropic models.
Known incidents. In September 2025, Noma Security disclosed ForcedLeak, rated 9.4 out of 10: instructions hidden in a web-to-lead form could make an agent send lead data to an expired domain still on Salesforce's allow-list. Salesforce began enforcing Trusted URLs on 8 September 2025 (The Register). Prompt injection (hidden instructions in content an agent reads) remains a risk for every agent.
UK GDPR. Salesforce is the processor for data you put in; you remain the controller. Its privacy information lists a Data Processing Addendum, UK Processor Binding Corporate Rules and the UK Extension to the EU-US Data Privacy Framework. Customer-facing agents will usually need a data protection impact assessment. The ICO's call for evidence on agentic AI closes on 20 November 2026 (ICO). Read AI agents and UK GDPR.
Safe settings:
- Activate one tested agent at a time.
- Give each agent its own least-privilege user.
- Treat any field the public can write to as untrusted.
- Route refunds, deletions and outbound emails to a human.
- Turn on Audit and Feedback, accepting the extra credit use.
Salesforce Agentforce vs Copilot Autopilot, Gemini agent, Fin and ChatGPT
Prices and status as of 18 October 2026.
| Agent | Price | Best at | UK status |
|---|---|---|---|
| Salesforce Agentforce | Foundations free on Enterprise and above; £400 per 100,000 Flex Credits (per-conversation pricing for existing customers only) | Agents grounded in Salesforce CRM data | Sold in pounds |
| Microsoft Copilot Autopilot | Usage-based Copilot billing; no public price | A persistent agent in Microsoft 365, Teams and Outlook | Private preview since late September 2026 |
| Google Cloud's Gemini agent | Not published | Long-running jobs across Workspace, Slack and Microsoft 365 | Announced 8 October 2026; not yet broadly available |
| Fin (formerly Intercom Fin, now owned by Salesforce) | $0.99 an outcome (about 74p), with a 50-outcome monthly minimum (about £37) on your own helpdesk | Fast customer service on Salesforce, Zendesk or Intercom | Sold online in US dollars |
| ChatGPT workspace agents | ChatGPT Business from $20 a seat a month billed yearly (about £15), two seats minimum | General office work across connected apps | Available |
Sources: Microsoft, Forbes, Fin, OpenAI.
Pick Agentforce if your customer data lives in Salesforce and you have an admin. Pick Fin for fast customer service, paid per resolution. Pick Copilot Autopilot or Gemini's agent if you live in Microsoft 365 or Google Workspace, and ChatGPT for office tasks away from the CRM.
Who should use Salesforce Agentforce?
It suits UK firms on Salesforce Enterprise or above with a named admin, service teams with lots of repeat questions, and Starter or Pro Suite users, who get the Employee Agent at no extra cost.
Skip it for now if:
- You don't use Salesforce. Changing CRM to get an agent is a big project.
- You need fixed bills and cannot watch credit use.
- Your records and sharing rules are messy.
- You want AI that runs privately on your own hardware. See self-hosted LLMs.
Frequently asked questions
What is Agentforce?
Salesforce Agentforce is Salesforce's platform for building and running AI agents inside its CRM. Agentforce agents answer customers, update records and run sales or service workflows using your Salesforce data and permissions. Ready-made agents include Casey for customer help and Hunter for outbound sales.
How much does Agentforce cost in the UK?
As of 18 October 2026, Salesforce's UK pricing page lists Agentforce Flex Credits at £400 per 100,000. Per-conversation pricing (£1.60 each) is shown as available to existing Conversations customers only. Salesforce Foundations, with Agentforce Builder and free starter credits, is free on Enterprise Edition and above. VAT is not stated.
Is Agentforce on by default?
Yes. In the Winter '27 release, Salesforce turns on the Agentforce platform in eligible Enterprise, Performance, Unlimited, Developer and Agentforce 1 orgs, with existing orgs enabled from September 2026. Each Agentforce agent is still activated separately, but admins should check who holds the Manage AI Agents permission.
How do I turn off Agentforce?
To turn off Agentforce for a whole org, turn off the Einstein setting on the Einstein Setup page, which also stops other Einstein generative AI features. To stop one Agentforce agent, deactivate it in Agentforce Builder. Agentforce Coworker has its own toggle in Agentforce Coworker Setup.
Is Agentforce free for small businesses?
Partly. Since March 2026, Salesforce has included an Employee Agent, AI record summaries and email drafts in its Free, Starter and Pro Suites at no extra cost. Starter Suite costs £20 a user a month. Building your own customer-facing Agentforce agents generally needs Enterprise Edition and paid credits.
What are Salesforce AIforce and Claudeforce?
Salesforce AIforce, launched in September 2026, lets people use Salesforce data and actions outside its usual screens. It covers Claudeforce (Salesforce in Claude, a plugin with 37 sales skills, in beta), Slackforce and Agentforce Coworker. Marc Benioff has said AIforce is now SIforce, but Salesforce's UK site still used AIforce on 18 October 2026.
Where is Agentforce data stored, and does it meet UK GDPR?
Agentforce runs on Salesforce's Hyperforce infrastructure, which offers a UK region. AI requests follow Salesforce's geo-aware routing, with a possible US fallback. Salesforce acts as your processor, but whether Agentforce meets UK GDPR depends on how you configure it.
Agentforce vs Copilot: which is better?
Agentforce suits businesses whose customer data lives in Salesforce, with published UK prices. Microsoft Copilot Autopilot suits firms that live in Microsoft 365, but it was in private preview with no public price as of 18 October 2026. If your CRM is Salesforce, choose Agentforce.
Read next
- Salesforce Hunter, the outbound sales agent
- AI agents for UK small businesses
- Microsoft Copilot Autopilot
- What AI agents cost in the UK
- AI agents and UK GDPR
Sources
- Agentforce: The AI Agent Platform, Salesforce UK - checked 18 October 2026
- Agentforce Pricing, Salesforce UK - checked 18 October 2026
- Agentforce Pricing, Salesforce US - checked 18 October 2026
- Salesforce Foundations, Salesforce UK - checked 18 October 2026
- Small Business Pricing, Salesforce UK - checked 18 October 2026
- Starter Suite, Salesforce UK - checked 18 October 2026
- Set Up Agents, Salesforce Help - checked 18 October 2026
- Turn On Einstein Generative AI, Salesforce Help - checked 18 October 2026
- Agentforce Coworker auto-enablement, Salesforce Help - checked 18 October 2026
- Set Up Einstein Generative AI and Agentforce, Salesforce Developers - checked 18 October 2026
- Supported Models, Salesforce Developers - checked 18 October 2026
- Geo-Aware Routing for Agentforce Coworker, Salesforce Developers - checked 18 October 2026
- AIforce, Salesforce UK - checked 18 October 2026
- Claudeforce, Salesforce UK - checked 18 October 2026
- Salesforce and Anthropic Announce Claudeforce, Salesforce - checked 18 October 2026
- Salesforce Unveils AIforce, Salesforce - checked 18 October 2026
- Salesforce Expands Agentforce With a New Portfolio of AI Agents, Salesforce - checked 18 October 2026
- 21 Things We Announced at Dreamforce 2026, Salesforce - checked 18 October 2026
- Salesforce Completes Acquisition of Fin, Salesforce Investor Relations - checked 18 October 2026
- Salesforce acquires Fin, formerly known as Intercom, MarTech - checked 18 October 2026
- Trusted AI, Salesforce - checked 18 October 2026
- Hyperforce, Salesforce UK - checked 18 October 2026
- Salesforce Launches Data Cloud on Hyperforce in the United Kingdom, Salesforce - checked 18 October 2026
- Salesforce Privacy Information - checked 18 October 2026
- Salesforce Turns Agentforce On by Default: What IT Teams Must Audit Today, Tech Times - checked 18 October 2026
- Salesforce to auto-enable Agentforce in Winter '27, Salesforce Ben - checked 18 October 2026
- Salesforce renames AIforce to SIforce after Trump order, Salesforce Ben - checked 18 October 2026
- Salesforce adds Agentforce agentic AI to SMB packages, TechTarget - checked 18 October 2026
- Salesforce unveils Hunter AI, Yahoo Finance - checked 18 October 2026
- Prompt injection and a $5 domain trick Salesforce Agentforce into leaking sales, The Register - checked 18 October 2026
- Agentic AI call for evidence, ICO - checked 18 October 2026
- Introducing the new Copilot with Home, Code and Autopilot, Microsoft - checked 18 October 2026
- Google built an AI coworker and gave it a confusing name, Forbes - checked 18 October 2026
- Fin AI Agent pricing - checked 18 October 2026
- ChatGPT Business overview, OpenAI Help Center - checked 18 October 2026
- Salesforce Status - checked 18 October 2026
- Agentforce Coworker Demo, Salesforce Admins on YouTube - checked 18 October 2026
- Winter '27: What Admins Should Check Before Their Org Upgrades, Salesforce Admins on YouTube - checked 18 October 2026
