Salesforce's new Agentforce marketing and commerce agents run campaigns within your guardrails. Here is how to manage autonomous marketing agents, not workflows.
Key takeaways
- In August 2026, Salesforce launched dedicated Agentforce agents for marketing and commerce that create, execute, and optimize campaigns within marketer-set boundaries.
- The model is goal-based: marketers define goals, budgets, guardrails, and autonomy limits, and agents use customer context and live signals to choose content, channel, audience, and timing.
- Agents handle lead qualification, hyper-personalized email, abandoned-cart recovery, and loyalty management without a human scheduling each step.
- The real change is operational: you move from running campaigns to supervising autonomous marketing agents, which raises throughput but concentrates decisions in the agent.
- Vanaxity's recommendation: start with one bounded use case, set explicit guardrails and metrics before you scale, keep a human approval gate on the biggest sends, and keep a named human accountable for what ships.
📖 Read the full guide on Van Data Team → Autonomous Marketing Agents: The Agentforce Operating Shift
