Agentforce AI in Salesforce: Enhancing Marketing Automation in Marketing Account Engagement (Pardot)
Tran, Thanh Truc (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025053018208
https://urn.fi/URN:NBN:fi:amk-2025053018208
Tiivistelmä
This thesis investigates the role of AI agents in Salesforce, focusing on how Agentforce, an autonomous AI agent, transforms marketing automation and customer engagement within Salesforce Marketing Account Engagement (formerly Pardot) by executing tasks independently, optimizing lead nurturing, and enhancing customer interactions beyond traditional chatbot capabilities.
Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical framework, this study explores how businesses and customers adopt and engage with AI-powered agents in Salesforce’s marketing automation ecosystem. Through a combination of theoretical research and qualitative interviews with three industry professionals, the study assesses the effectiveness of Agentforce in improving customer response times, engagement, and lead conversion rates.
The findings reveal that performance expectancy and perceived ease of use are critical for adoption. While participants recognized Agentforce’s potential to enhance operational efficiency and scale customer engagement, concerns about system maturity, high implementation costs, and technical integration challenges persist. Social influence and organizational readiness also play key roles in adoption decisions. Discussion highlights the importance of balancing AI autonomy with human oversight and the need for clear implementation strategies.
This study offers practical recommendations for enterprises planning to implement AI agents in marketing automation. It contributes to the growing field of intelligent marketing technologies by shedding light on user expectations, adoption barriers, and strategic implications for Agentforce in Salesforce.
Using the Unified Theory of Acceptance and Use of Technology (UTAUT) as a theoretical framework, this study explores how businesses and customers adopt and engage with AI-powered agents in Salesforce’s marketing automation ecosystem. Through a combination of theoretical research and qualitative interviews with three industry professionals, the study assesses the effectiveness of Agentforce in improving customer response times, engagement, and lead conversion rates.
The findings reveal that performance expectancy and perceived ease of use are critical for adoption. While participants recognized Agentforce’s potential to enhance operational efficiency and scale customer engagement, concerns about system maturity, high implementation costs, and technical integration challenges persist. Social influence and organizational readiness also play key roles in adoption decisions. Discussion highlights the importance of balancing AI autonomy with human oversight and the need for clear implementation strategies.
This study offers practical recommendations for enterprises planning to implement AI agents in marketing automation. It contributes to the growing field of intelligent marketing technologies by shedding light on user expectations, adoption barriers, and strategic implications for Agentforce in Salesforce.