Salesforce acquires Regrello to boost AI workflow automation

Salesforce is acquiring San Francisco-based startup Regrello to enhance its Agentforce suite of autonomous AI agents for sales, service, and marketing workflows. The acquisition, expected to close by the end of 2024, represents Salesforce’s fourth major purchase this year as it aggressively builds out its AI capabilities to compete in the enterprise automation market.

What you should know: Regrello specializes in converting unstructured data into automated workflows, particularly for supply chain operations.

• The startup’s technology will function as a middle layer for Agentforce, helping transform messy inputs like supplier contracts or shipment delay emails into actionable, multi-step workflows.
• “One of the toughest challenges in agentic systems today is turning messy, unstructured inputs into clean, organized task flows,” explained Pratik Mistry, executive vice president of technology consulting at Radixweb, a product engineering firm.
• Salesforce already offers industry-specific versions of Agentforce for manufacturing and targets supply chain as a core business function.

The acquisition spree: Salesforce has made four strategic AI acquisitions in 2024 to bolster Agentforce and its foundational Data Cloud offering.

• Last week, it acquired Waii to enhance SQL analytics capabilities within Agentforce.
• In July, the company bought Bluebirds, an AI-powered prospecting platform, to help sales teams identify high-potential leads using advanced intelligence and data enrichment.
• In May, it purchased Convergence.ai for technology that enables AI agents to navigate dynamic interfaces and manage complex workflows.

Why this matters: The Regrello integration aligns with Salesforce’s strategy to embed AI agents across business functions and boost autonomy in operations like inventory management, predictive maintenance, and supply chain coordination.

• “All these acquisitions collectively enhance agent intelligence, data access, and workflow automation across the Salesforce ecosystem,” said Charlie Dai, vice president and principal analyst at Forrester, a research and advisory firm.
• The move positions Salesforce to compete more effectively in the growing market for enterprise AI automation by addressing the critical challenge of converting unstructured business data into actionable workflows.